A Step By Step Guide To Facebook Ad Objectives

 Facebook Ads

As you know Facebook is the biggest Social Network in the world with an average of 25.5 Billion visits per month, average session duration of 16 minutes and 5 seconds and an estimate of 14.36 scrolls per visit.

Exactly because of those numbers and the ability to collect data Facebook Ads is, in my opinion the most powerful ad network right now. So if you don’t use it for marketing purposes you should learn how and start immediately!

There are many types of ads you can place in Facebook based on where are the users you are targeting in you marketing funnel.

 

The ad types speak for themselves but I will try to explain them better with a few words.

  • Boost Posts — This type of ad is for the posts on your Facebook Page (already posted or not) they can be photos, links, videos, events, and offers
  • Promote your page — If you want to get more likes on your Facebook Page you should use this type of ad because it is optimized for People that are more likely to like your page (based on your targeting of course)
  • Reach people near your business
  • Increase brand awareness — This type of ad is to be used when you just want to reach as many people as you want so they learn about your brand

Consideration

  • Send people to a place on or off Facebook (Clicks to website) — One of the most used Ad types by Facebook Marketers. What it does is that it sends traffic to your website and by default it’s targeted to people that are more likely to click on your ad.
  • Get installs your app — If you want to drive users to install your app this is the type of ad you should be placing.
  • Raise attendance to an event — This type of ad is targeted to people that are likely to attend an event based on your targeting.
  • Get Video Views — One of the most powerful types of ads in my opinion not just because video on Facebook has exploded but you can create Audiences of people based on how long they watched a certain video! This is great because you can create amazing automated funnels based on how people engage with your content!
  • Collect leads for a business — Another super powerful type of ad that is very underestimated by businesses. You see Conversion rates on landing pages have a lot of variables one of which is the speed of the page. With this type of Facebook ad, you can collect a lead directly on Facebook without the user even leaving.

Of course most of the times the user has to receive something in return so you can send

Him to a thank you page that is off Facebook.

After you have his email you can use it via integration with some of the biggest email CRMs or just download it and use it however you want. No spam of course!

Conversion

  • Increase conversion (mostly sales) on your website — This type of ad I love the most. For it to work properly tho you need to set up your Facebook Pixel the right way. This means that you have to put it on every page of your website and report different events based on what the user is doing

For example, if a user is viewing a product on your website you must send the ViewContent event.

If he is in the Cart you must send the AddtoCart event.

The most important event you must log in the Purchase event. You must log it on your thank you page with ALL the Parameters that the Purchase includes.

Here is a [link] with every Event and all it’s parameters. Give it to your developer.

This is very important to do because as I said Facebook has massive amounts of data for every one of us and based on those events it can create a profile of you perfect buyer so you can get the best ROI for your ad spend. Also, you can create lists with people that are similar to your perfect buyer which is called Lookalike audience.

  • Increase engagement in your app — If you have set your Apps events the right way you will be able to show personalized ads to people using your app. For example, if a user is close to completing a level but hasn’t visited the app in 1 week, you can show him an ad that tells him that he is close to completing that level.
  • Get people to Claim an offer — As you know your are able to post an offer in Facebook. This type of ad targets people that are most likely to claim your offer.
  • Promote product catalog — This type of ad is mainly for people that own big store. This a basically Dynamic Remarketing Ads. These type of ads are of the most profitable for marketers because they show to the user the exact product that he was looking at. With these types of ads you can show the user that right now only for him this product has a discount and most of the times he will buy. Dynamic ads increase the CTR and reduce the cost per purchase!

The best thing about Facebook Ads is the Pixel

What the pixel is, is a chunk of code that helps you track what users do on your website.

Based on that you can create personalized ads specially for them.

But that’s not all.

Facebook is so good at targeting it offers you to create audiences that are similar to the people you are tracking. They are called “Lookalike Audiences”.

You can create this kind of audience for the people that have already converted on your website or app.

Based on that Facebook creates a profile and helps you show your ad to people that are likely to convert too.

In order for this to work Facebook needs to gather information so it will not happen right away.

The other thing is that you have to put the Tracking Pixel In a way so it can track the exact steps of a user before he converts.

It can be a bit hard on some websites but by far this is the thing that has brought me the highest ROI based on ad spend.

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