Different Types of Facebook Campaigns

Everyone wants leads to convert a potential customer to a customer. Facebook lead generation campaigns work wonderfully to generate those leads. However, over the period of time, the number of leads you receive obviously comes down from a campaign and then comes a moment when you have to stop the lead generation campaign because the return on investment turns out to be too low. For most that is the end of using Facebook campaign. However, there is more to Facebook than just lead generation. Today, we will go through the various campaigns available on Facebook and depending on your objective you might consider a new Facebook campaign for your business.

The different types of Facebook Campaigns:

1. Traffic (Awareness)

It is designed to drive people to your website or app.

What does traffic help you with?

  • Send people to a destination on or off Facebook, most of times it would be to your website. This can be either to increase your site’s overall reach or to send users to a dedicated landing page and have them potentially buy your product, sign up for a newsletter, or participate in some other kind of lead generation.
  • Increase the number of people going to your mobile or desktop app (App Engagement)

2. Brand Awareness (Awareness)

Increase awareness for your brand by reaching people who are more likely to be interested in it. The Brand Awareness objective is designed to increase ad recall. The system will maximize the number of incremental people who recall seeing your ad as a result of seeing your campaign. The is called the “Ad Recall Lift” delivery optimization. The Estimated Ad Recall Lift (people) metric shows how many people we estimate would remember seeing your ad if it is asked to them within 2 days.

Many factors determine the success in a brand campaign – some you can control and some you can’t. Here are some of the most important:

  • Impact: You need to deliver the right ad to the right person at the right time.
  • Reach: You need to convey your message to a significant amount of your target audience.
  • Creative: You’re more likely to get better results the better your creative resonates with your target audience
  • Connection: There are some considerations about why the results of a brand campaign will vary with the existing strength of your product and brand’s equity.

How does this work?

  • You set your target audience as well as your placements, budget, and schedule (reach)
  • Then build your ad (creative)
  • The system works within these parameters to optimize for ad recall lift automatically (impact)
  • There will always be some degree of random behavior and unpredictability when it comes to human behavior (connection) and this affects the consumer response to your ad.

How does the system find the people most likely to recall your ad in brand awareness?

Within your targeting, your ad is shown to the people who might later recall seeing it as a result of seeing your campaign. People are chosen based on:

  • Behavior: The actions that people have taken, their demographics, and the likelihood of them interacting with your ad.
  • Polling: constantly calibrating of predictions is done by running thousands of polls on a random sample of campaigns each day that ask people if they recall an ad.

What is Ad Recall Lift (People) in brand awareness?

  • First polling is done on people on a random sample of campaigns on Facebook each day, asking if they recall the ad, to calibrate the predictions. Polling is done on these people to measure ad recall
  • Polling is also done on a control group to measure the number of people who haven’t been exposed to it through the campaign.
  • Then these two numbers are compared

The difference between these two groups is Ad Recall Lift (People) and is one of many key inputs used in measuring and predicting the campaign outcome. Estimated Ad Recall Lift (People) is a metric for ads that use the Brand Awareness objective

3. Reach (Consideration)

This shows your ad to the maximum number of people. Choose this objective if you want to build brand awareness, change brand perception or show your ad to as many people in your audience as possible. With this objective, you can choose to maximize your reach or impressions for the entire duration of your campaign. You can set frequency controls for how many times a person sees your ad and the minimum number of days between each time they see it.

4. Engagement (Consideration)

The engagement objective is designed to get more people to see and engage with your Facebook post or Page.

What does engagement help you with?

  • Boost your posts (Post Engagement). This is ideal for smaller businesses that want to attract the attention of their target audience. You can use the post engagement objective when you want to get attention for a sale, promotion, or just increase awareness of your business using a particular post on your Facebook page, similar to boosting a post.
  • Promote your Page (Page Likes). This is geared literally toward getting people to like your business’s Facebook page. The benefit of this campaign type is that it’s relatively inexpensive and once you get more people to like your page, you can create an audience of these likes to use in later campaigns.
  • Get people to claim an offer on your Page (Offer Claims)
  • Raise attendance at an event on your Page (Event Responses). This is a great campaign to run if you have a brick and mortar store and you want to promote an in-store event, or if you’re holding a special event (like a special sale) for your online store. You create a Facebook event, then get people to RSVP to the event. You can target specific demographics for your campaign. If you’re doing this for a brick and mortar store, you’ll want the demographics to include your location and surrounding areas

5. App Installs (Consideration)

This campaign helps get more people to install your app. Mobile App Ads are the perfect choice to drive more installs to your mobile app. This ad is displayed only on the Mobile Newsfeed. When users click the “Install” call to action, the App Store will immediately pop up. This delivers a great conversion rate.

There are some interesting targeting options for App installs such as:

  • Choosing which iOS/Android version you want the user to have
  • Target mobile devices or also tablets
  • Target only users connected to a WiFi network

6. Video Views (Consideration)

This campaign helps get more people to view your video content. The cool thing about video ads is Facebook tracks how long someone watches your video. Presumably, the longer they watch, the more interested they are. Video ads that are 10 seconds or longer tend to get great results, especially when it comes to creating retargeting audiences

7. Lead generation (Consideration)

It helps drive more sales leads, such as email addresses, from people interested in your brand or business. Facebook will also automatically fill in all the information it can, including a user’s name, email address, or phone number, so the user doesn’t have to. You only have to click the submit button. However, you must have an effective follow-up sequence to make this work well for you.

8. Messages (Consideration)

Get more people to send messages to your business in Messenger

9. Conversions (Conversions)

Get people to take valuable actions on your website, app or in Messenger, such as making a purchase

10. Catalog sales (Conversion)

Create ads that automatically show items from your catalog based on your target audience. These ads are perfect for ecommerce, as they let you sell your items from your catalog directly on your Facebook page

11. Store Traffic (Conversion)

Drive visits to your physical stores by showing ads to people who are nearby. The store traffic objective is available to any business with multiple physical stores, restaurants, dealerships or other places of business. You can use this objective to reach people within a set distance of each of your locations and help them find or contact the location closest to them.

What does store traffic help you with?

  • Create customized ads for each of your locations and deliver them to people nearby
  • Increase foot traffic and boost sales

For example, let’s say you have a few different physical stores and want to reach people who live or work near each store. You can use the store traffic objective to create ads with localized content for each of your locations, designed to encourage local foot traffic through store locators and call-to-action buttons such as Get Directions or Call Now. You can also use flexible location targeting to determine the area around each of your stores that you want to reach. However, if you only want to increase foot traffic to a single physical location, use the reach objective instead.

Facebook has a lot of different types of campaign and lot of them overlap. They can however be divided into three primary categories:

  • Awareness: Targeted towards the very top of the sales funnel, awareness ads build top-of-mind awareness and interest in your product or service. These discovery ads are perfect for you to tell your company story and connect with new prospective customers.
  • Consideration: Get people to start thinking about your business, product, or service, and look for more information about it. The consideration ad type is targeted towards the top-middle of the sales funnel.  Consideration ads are great for most of your on-site (and in-app) content, including blog posts, coupons, video testimonials and how-tos, and email newsletters.
  • Conversions: They’re targeted towards the very bottom of the funnel and are aimed at directly increasing your bottom line. Conversion ads are the easiest to measure results, but also tend to cost much more than the other ad types. A few examples of conversion ads include sending users directly to a contact or product check-out page, sending people to your store, or complete event registration fill-outs.

You will have to first understand what business objective do you want to address and then try to understand which type of campaign will work for you. There can be a chance that more than one campaign can address your need, so you can choose the one you feel most effective out of the lot. It is very important to spend some time choosing the right campaign type as it is paramount for success.

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