facebook advertising objectives pdf - Reputation Loop

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FACEBOOK ADVERTISING OBJECTIVES ● Page 1 ● ReputationLoop.com

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Facebook Advertising allows a business to create ads that help them connect with the people that matter most.

With specific advertising objectives, you can create ads that help you reach your marketing goals. FACEBOOK ADVERTISING OBJECTIVES ● Page 3 ● ReputationLoop.com

What is Your Facebook Ad Objective? What do you want people to do when they see your ad? That action is your ADVERTISING OBJECTIVE. Before you create your ad, first choose an objective that aligns with your business and marketing goals.

Do you want to… Generate interest in your products or services?

That’s an AWARENESS objective. Get people to think about your business and look for more information?

That’s CONSIDERATION. Encourage people who already know your business to make a purchase?

That’s CONVERSIONS. FACEBOOK ADVERTISING OBJECTIVES ● Page 4 ● ReputationLoop.com

FACEBOOK ADVERTISING OBJECTIVES Including… The Best Platforms and Ad Formats to Reach Your Goals FACEBOOK ADVERTISING OBJECTIVES ● Page 5 ● ReputationLoop.com

● AWARENESS Objectives ● Increase brand awareness by reaching people who are more likely to pay attention to your ads. PLATFORMS THAT SUPPORT AWARENESS OBJECTIVES • Facebook • Instagram BEST AD FORMATS FOR AWARENESS OBJECTIVES • • • •

Single Image Single Video Carousel Slideshow

The REACH objective ensures your ad shows to the maximum number of people in your audience over the full length of your campaign. You can also maximize the number of impressions that your audience sees.

REACH is the Awareness Objective most useful for local businesses looking to bring customers in their area into their stores. Location Targeting allows you to reach people within a radius of your business locations.


Local Awareness is now REACH You will no longer see the local awareness objective in Ads Manager because it has been replaced by the REACH objective which gives you the exact same functionality. It’s now called REACH because it targets your ads to reach as many people as possible. With more advanced budgeting and scheduling, more ad formats and more CTA buttons, REACH also gives you: ▪

Targeting around multiple addresses; useful if you operate more than one business location

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Power to include/exclude people who don't live in your target area

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Targeting by Languages and Connections

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Power to include/exclude people by Demographics, interests or behaviors

CLICK AND LEARN: Creating a Local Awareness Campaign Using the REACH Objective


● CONSIDERATION Objectives ● When people are thinking of making their next purchase you want them to think of your business. Build AWARENESS then CONSIDERATION encourages customers to get more information. You are one step closer to the sale! CONSIDERATION Objectives Include: Traffic Traffic involves increasing the number of website visits or the number of people using your apps. PLATFORMS THAT SUPPORT TRAFFIC/CONSIDERATION OBJECTIVES • • • •

Facebook Instagram Audience Network Messenger

BEST AD FORMATS FOR TRAFFIC/CONSIDERATION OBJECTIVES • • • • • •

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Lead Generation Generate leads with your Facebook ads by collecting information such as email addresses from people interested in your business. PLATFORMS THAT SUPPORT LEAD GENERATION/CONSIDERATION OBJECTIVES • Facebook • Instagram BEST AD FORMATS FOR LEAD GENERATION/CONSIDERATION OBJECTIVES • • • •

Single Image Single Video Carousel Slideshow


Lead Ads Lead ads let you run lead generation campaigns on Facebook and Instagram. Unlike other ad types, lead ads include a contact form interested people can fill out with their details so you can follow up with them.

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Contact forms are included in your ad: When people click on your lead ad, they'll be prompted to fill out a short form.

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Choose which questions to ask in your form: Customize questions in your lead ad form, so it's tailored to your business.

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Easily download your leads: You can download your leads directly from Facebook, or connect your leads to a CRM like MailChimp or Salesforce. CLICK AND LEARN: How to Create Lead Ads


Engagement Engagement is getting your business seen and having people engage with your Facebook posts or Pages. If engagement is your objective you can use ads to: ✓ Boost Your Posts – to increase post engagement ✓ Promote Your Page – to earn page Likes ✓ Get People to Claim Offers on Your Page ✓ Get People to Attend Events on Your Page – by increasing Event responses PLATFORMS THAT SUPPORT ENGAGEMENT/CONSIDERATION OBJECTIVES • Facebook • Instagram

BEST AD FORMATS FOR ENGAGEMENT/CONSIDERATION OBJECTIVES • • • •

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Video Views If your business has videos of product launches, testimonials, and “What We Do” that will raise the awareness of your brand and separate your business from the rest then video views could be a top objective with Facebook video ads. PLATFORMS THAT SUPPORT VIDEO VIEWS/CONSIDERATION OBJECTIVES • Facebook • Instagram • Audience Network BEST AD FORMATS FOR VIDEO VIEWS/CONSIDERATION OBJECTIVES • Single Video • Slideshow • Carousel

CLICK AND LEARN: Creating a Campaign for a Video View Objective


App Installs App Installs involves getting people to the app stores to download your apps. PLATFORMS THAT SUPPORT APP INSTALL/CONSIDERATION OBJECTIVES • Facebook • Instagram • Audience Network BEST AD FORMATS FOR APP INSTALL/CONSIDERATION OBJECTIVES • • • • • •

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● CONVERSION Objectives ● A conversion objective focuses on making people in your audience take action. Getting an online sale or having a new customer visit your store online or in person are the conversions that count. Track and measure conversions with the Facebook Pixel or App Events. PLATFORMS THAT SUPPORT STORE VISIT CONVERSION OBJECTIVES • Facebook

BEST AD FORMATS FOR STORE VISIT CONVERSION OBJECTIVES • • • •

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Using Dynamic Ads for Product Catalog Sales Dynamic ads are just like other single image or carousel ads created for Facebook, Instagram or the Audience Network except they work off an ad template you create. With dynamic ads, instead of creating an ad for each product, the template automatically uses images and details from your product feed of things you advertise. PLATFORMS THAT SUPPORT PRODUCT CATALOG SALES CONVERSIONS OBJECTIVES •

Facebook

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Instagram

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Audience Network

BEST AD FORMATS FOR PRODUCT CATALOG SALES CONVERSIONS OBJECTIVES •

Single Image

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Carousel

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Slideshow


Why Your Business Should Be Using Facebook Ads Why You Need Facebook Advertising? • • •

Two billion people use Facebook each month. Half a billion people use Instagram each month. 1 out of every 5 minutes people in the US spend on mobile devices is on Facebook or Instagram.

You can bet that a large cross-section of your customer base is using Facebook and Instagram every day. To effectively market your business and grow awareness among the audience that matters to the growth of your business better Facebook Advertising needs to be a priority.

Benefits of Facebook Advertising Highly Targeted Audience Selection with Facebook Advertising Facebook Advertising makes it easy to target very specific audiences with targeting features built into the Facebook Ad Manager and Power Editor. This means more effective marketing and a higher return on your investment. You can choose who sees your ad by demographics, contact information, location, behaviors, or interests. There are three audiences you can choose from with Facebook Advertising: • • •

Core Audiences where you select your audience manually based on characteristics, like age and location. Custom Audiences where you upload your contact list to connect with your customers who use Facebook. Lookalike Audiences where you use the information you have about your current customers to find similar people on Facebook.

Easy and Affordable Facebook Advertising Budgeting With the ability to drill down to a highly targeted audience you get more for your buck with Facebook Advertising. You create your ad, set your budget and then bid it in the ad auction. You can start low, and set or edit your ad budget at any time. Your ad budget will be the total amount you want to spend daily or over the course of the ad campaign. You also set a bid—the maximum amount you’re willing to pay when someone sees your ad or takes your desired action.


There are two specialty buying options with Facebook Advertising for advertisers used to purchasing brand awareness and television ads: Reach & Frequency •

When you want your advertising campaign to reach more than 200,000 people, reach, and frequency buying gives you predictable, controlled ad delivery at a locked price.

Target Rating Points •

If you’re used to purchasing TV ads through Target Rating Points, you may be interested in purchasing video ads for Facebook, Instagram or the Audience Network in the same way.

The ad auction determines which ads should be shown to which people. Base on the information used creating your ad, the auction shows your ad to the people most likely to be interested in it.

Extend Your Reach Running Ads on Facebook, Instagram and Audience Network One of the best things about Facebook Advertising is that you can create your ad once and with a few clicks run it across Facebook, Instagram or Audience Network. One ad can reach your selected audience where they hang out on their favorite apps and websites, on mobile and desktop devices, with no resizing or reformatting is required.

Supported Facebook Advertising formats include: •

Video

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Photo

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Carousel

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Slideshow

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Canvas (mobile only)

Available Placements are: Facebook ▪ ▪ ▪ ▪

Feeds Instant Articles In-stream videos Right column

Instagram ▪ ▪

Feed Stories


Audience Network - Audience Network lets you extend your ad campaigns beyond Facebook to reach your audiences on websites and apps across devices such as computers, mobile devices and connected TVs (this feature may not be available to everyone yet.) It uses the same Facebook targeting, measurement and delivery to make sure each ad on Audience Network helps you reach your campaign goals at the most costeffective price. Messenger ▪ ▪

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Reach Your Marketing Goals with Facebook Advertising With Facebook Advertising, businesses just like yours are capturing the attention of interested customers. They are showing off their products, highlighting their services and collecting leads right where people are spending their time online.

Find your next customer easily with a simple 3-Step Facebook Advertising plan: 1. Choose your audience based on demographics, contact information, and behaviors. 2. Create eye-catching ads that automatically resize and reformat to work on different platforms and every device. 3. Use ad reporting tools and study ad channel behavior to see how your ads impacted your business and pinpoint when, where, and how to connect to your audience.

Extending the advertising reach for your business can be as simple as adding Facebook Advertising to your marketing plan. Build your presence and create awareness for your business while driving discovery and generating leads. With deeper engagement and a higher return on investment than less targeted digital marketing, Facebook Advertising can be the key to increasing customer loyalty and boosting sales.


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