Facebook Ads Complete Guide

Facebook Ads Complete Guide

 

Facebook Ads: The Guide to Choosing Your Advertising Lens

Creating a Facebook Ads campaign starts with choosing an advertising goal as soon as you access the Facebook Ads Manager. Selecting the appropriate goal is an important step for the success of your operation. For example, if you want to sell the products on your e-commerce site, you will get different results depending on whether you have opted for the Traffic goal or the Conversion goal.

Be aware that the advertising goal determines several elements of your campaign, such as ad delivery optimization, bid strategy, and billing basis. For example, with the Video View goal, you can optimize your delivery strategy based on 10-second video views, 2-second video views, or streaming videos, or for at least 15 seconds. . Facebook will then broadcast your campaign to the people most likely to perform the action expected.

Currently, Facebook offers 11 advertising goals that belong to a funnel stage.

Objectives Awareness:        Raise interest in your product or service

Objectives Consideration: Provide more complete information about your business

Conversion Objectives:       Encourage the purchase or use of your product or service

In the guide below, I invite you to discover the 11 Facebook advertising goals, with the optimization options for the broadcast, the locations and the available formats.

# 1. Facebook advertising goal: brand awareness

The Brand Awareness goal allows you to reach the people most likely to remember your ads. Rather intended for large companies, this type of campaign is based in particular on the concept of advertising memorization, the memory of an advertising message (product / brand / slogan). One of its flagship indicators is the estimated increase in advertising memorization or the estimated number of people who will remember your advertising after two days. If you are waiting for a specific action from your audience (eg click on a link), prefer another advertising objective.

Platforms Optimization Billing Basis Advertising formats

Facebook

Increased advertising memorization

Impression

image/Video Unique

Instagram

NA NA

Carousel

Messenger

NA NA

Slideshow

 

# 2. Facebook advertising goal: coverage (scope)

The goal of “coverage” is to get your ad to the largest audience in your audience. It offers an interesting option with the “limit of repetition” to restrict the distribution of advertising to the same people during a specified period. You can set the minimum number of days before someone sees your ad again. This goal is indicated to reach a small audience and ensure that each member sees the advertisement. For example, remember users who have abandoned your cart or offer a limited offer in time to your best customers, without spammers.

Platforms Optimization Billing Basis Advertising formats

Facebook

Impressions

Impression

image/Video Unique

Instagram

NA NA

Carousel

Messenger

NA NA

Slideshow

 

# 3. Facebook advertising goal: traffic

The “traffic” goal is based on increasing the number of visits to your website, app, or Messenger conversation. You can use it to direct traffic to an article, a case study, or a podcast. However, it is less suitable when you want a specific action: download an e-book, register for a webinar, and buy a product. The link is a relevant format for this type of campaign.

Platforms Optimization Billing Basis Advertising formats

Facebook

Clicks on a link

Impression

Unique image

Instagram

Landing page views

Click on a link (CPC)

Single video

Messenger

impressions

NA

Carousel

NA

Daily single cover

NA

Slideshow

 

# 4. Facebook advertising goal: interactions

The “interactions” goal is conceivable when you want more people to do one of the following three things: subscribe to your Page, interact with your posts (comments, shares, likes), and get more answers to your questions. Events. Note that if you want to redirect traffic to your website, the “Traffic” advertising goal is more appropriate than the “interact with your publications” goal. In addition, be aware that the “interactions” objective is automatically assigned to your publication when you boost it (activation of the Boost Publication button).

Platforms Optimization Billing Basis Advertising formats

Facebook

Interactions with the publication (Interactions with publications / Answers to an event)

Impressions

Unique image

Instagram (except event)

Impressions (Interactions with publications)

Mention the Page (Likes Page)

Single video

NA Single daily coverage (Interactions with publications) NA

Slideshow

NA Likes Page (Likes Page Unavailable on Instagram) NA NA
NA

Reply to the event (Answers to an event)

NA NA

 

# 5. Facebook advertising goal: apps installations 

The goal of “app installs” is to increase the number of installations in your app by including a direct link to the App Store and the Google Play store. But you can also target the users of your application most likely to take specific actions (e.g. purchase). To perform this type of campaign, you will need to implement the Facebook Software Developer Kit (SDK) and add app events. You will be able to optimize and analyze your ads for installations and events. This goal is particularly relevant for new applications. The first 48-72 hours are critical for their launch on download platforms. The latter establish a classification with algorithms taking into account factors such as the number of installations, the retention etc.

Platforms Optimization Billing Basis Advertising formats

Facebook

App installations

Impression

Unique image

Instagram

Clicks on a link

Click on a link (CPC)

Single video

Messenger

Retention

NA

Carousel

NA

App events

NA

Slideshow

NA

10 second video views

NA NA

 

# 6. Facebook advertising goal: video views

The “video views” goal is to show your videos to the people most likely to be interested and watch them fully. You can communicate on a behind-the-scenes scene, a new product or customer testimonials. This unit is relevant for reaching cold targets either people who do not know your brand. Afterwards, you will be able to reach the audience that engaged with your video by creating a personalized audience. This process allows you to encourage people to move around your conversion tunnel.

Platforms Optimization Billing Basis Advertising formats

Facebook

Thru Play

Impression

Single video

Instagram

10 second video views

Thru Play

Carousel

Messenger

Video views of 2 consecutive seconds

NA

Slideshow

 

# 7. Facebook advertising goal: lead generation

The goal of “lead generation” allows you to obtain information about people interested in your business, such as an e-mail address or a phone number. In exchange for this data, your advertising may offer free content (e.g. e-book) or a subscription to your newsletter. Forms ads offer a very good user experience on the mobile by displaying, within the chosen location, a form that captures the desired information. On the one hand, the form is pre-filled with the profile information, which the latter is authorized to modify or complete manually. On the other hand, exit the redirection to your website or landing page, eliminating in passing the criterion of loading time related to these web properties. The whole operation is happening on Facebook. The data is then available in the Advertisements section of the publication form of your Facebook page (CSV export) or via your CRM.

Platforms Optimization Billing Basis Advertising formats

Facebook

Prospects

Impression

Unique image

Instagram

NA NA

Single video

Messenger

NA NA

Slideshow

NA NA NA NA

 

# 8. Facebook advertising goal: messages

The “messages” goal encourages users to interact with Messenger. There are two formats: click advertising to Messenger and sponsored messages. Messenger click ads open Messenger conversations from Facebook and / or Instagram. Your ad is showing to people who are most likely to respond. Promoted messages help you to restart existing Messenger conversations (e.g. sending offers, promotions or relevant information). Depending on the chosen directions, this unit is useful for engaging more personally, providing customer service on a different channel, generating leads and increasing your sales.

Platforms Optimization Billing Basis Advertising formats

Facebook

Prospects

Impression

Unique image

Instagram

NA NA

Single video

Messenger

NA NA

Carousel

NA NA NA

Slideshow

 

# 9. Facebook advertising goal: conversions

The “conversions” goal increases the actions on your site or application, such as buying a product, requesting a product demo, subscribing to a podcast. It is therefore used to increase sales, generate leads or promote any action that is important to you (eg display content). Note that Facebook needs at least 50 conversions on your website to identify the candidates most likely to be interested in your advertising and optimize the spread of it (10 for one application). This objective requires the installation of Facebook pixel for websites or App Events for applications.

Platforms Optimization Billing Basis Advertising formats

Facebook

Conversions

Impression

Unique image

Instagram

Landing page views

Click on a link (CPC)

Single video

Messenger

Clicks on link

NA

Carousel

NA

Impressions

NA

Slideshow

NA

Daily single cover

NA NA

 

# 10. Facebook advertising objective: sale catalog

The “Catalog Sales” objective promotes the most relevant articles in your product catalog and recovers people who have shown interest in your site, application or elsewhere on the Internet.It is aimed at e-traders who have a wide inventory and regularly updated (products in stock, discounted prices).This feature automatically generates dynamic ads for the items in your catalog from a pre-designed advertising template.The operation avoids manually creating a large volume of advertising units.

Platforms Optimization Billing Basis Advertising formats

Facebook

Conversion events

Impression

Unique image

Instagram

Clicks on link

Click on a link (CPC)

Carousel

Messenger

Impressions

NA NA

 

# 11. Facebook advertising goal: In-store traffic

The In-store Traffic goal allows you to reach people in close proximity to one or more points of sale. You can add a call-to-action button designed to encourage customers to visit your store: get directions, call now, send a message. If you have multiple stores, you can easily create ads that dynamically locate the messages associated with each of your locations, using a single content template. Good to know: To use the In-store Traffic goal, you need to set up a location structure on Facebook, either through the ad manager or Business Manager (Resources> Company Sites).

Platforms Optimization Billing Basis Advertising formats

Facebook

Daily single cover Impression
  • Image unique
NA Point of sale visit NA
  • Video unique
NA NA NA
  • Carrousel
NA NA NA
  • Slideshow

 

Facebook Ads: conclusion 

When creating a Facebook advertising campaign, choose an advertising goal that matches a single marketing goal. From the information shared above, select the advertising goal that you think is most appropriate and let Facebook optimize distribution to the people who will be most likely to perform the desired action: watch a video, engage with an article, and download a guide… If you’re not sure about your advertising goal, you can do an A / B testing campaign by experimenting with multiple goals in a very short period of time to find out who’s getting the best performance. For those of you who wish to go further, contact our Facebook Ads agency.

 

There is 1 comment
  1. Sofia

    Hello, I want to work in your company on a voluntary basis, can you offer me anything?
    a little about me:https://about.me/ruthmcfarlane/

Your email address will not be published. Required fields are marked *

div#stuning-header .dfd-stuning-header-bg-container {background-image: url(https://adcrabcommunications.com/wp-content/uploads/2017/04/slider.jpg);background-size: initial;background-position: top center;background-attachment: initial;background-repeat: no-repeat;}#stuning-header div.page-title-inner {min-height: 650px;}