Which is the best way to advertise on Facebook? Indeed, many marketers are trying to find the best ways to promote their business, products or services via Facebook, but are they using the right objectives?
In this article, we are going to focus on how to select the correct objective according to the purpose that you wish to boost or push your business for.
To start with, the most important subject or area to consider is, to stop using all the objectives in the order which Facebook tells you to do so, but to take into consideration what is the best setup for your business.
Below you can see the different campaign objectives that Facebook is recommending for elevating your organization’s awareness, traffic and conversion levels, broken down into three key categories; Awareness, Consideration and Conversion.
It may sound or look complicated, as there are so many available objectives to choose from. Therefore, which is the objective to use and for which purpose?
There is a combination of two objectives which you should implement within your advertising process, starting with the “Traffic” objective and thereafter with the “Conversions” objective.
Traffic objective – Part A
If you are a business with a website, you should consider using the “Traffic” objective to drive users to your website and to boost your website’s traffic. By doing so, your users will get to know your website, your products and services that you offer, and interact with your website’s pages, thus gradually boosting also your ranking on Google.
During the “Traffic Objective” setup and advertising activity, you should choose the way of optimizing your ad, as per the above image such as: Landing Page Views, Link clicks, Daily unique reach and Impressions. The best optimization approach as per our experience is to start with Link clicks and then move to Landing Page Views.
Conversions objective – Part B
Furthermore, after a period of up to 6 months or after a total number of more than 25 conversions (leads), you can then proceed with the “Conversions” objective as per the image below.
You will have to select the Pixel which you have already set up for remarketing purposes, and choose also the Conversion Event that is your main parameter for identifying the users who they have shifted themselves into leads (prospect and potential clients).
Furthermore, having said the above with regards to the combination of the two mentioned objectives, we then move onto the Lead campaigns setup which has to do more with capturing leads via different means.
Lead generation objective
Upon choosing the “Lead generation” objective you may proceed with setting up your ad and choose any of the three available conditions as per the image below.
By choosing the “Instant forms” selection, you allow people or users to submit their details directly on Facebook, with the “Automated chat” the users can leave a message and with the “Calls” the users can click a call now button and call you on your phone.
Last but not least, the “Engagement” objective is interesting to consider, should you wish to boost your content, images and design within your Facebook page by publishing from time to time different interesting facts about your business.
After selecting the “Engagement” objective, you select the optimization method that will bring the best results for your ads, as per the image below.
The chosen Engagement type may be “Post engagement”, “Page likes” and / or “Event Responses”.
Should you wish to boost your posts, you should then proceed with the first option. For boosting your Facebook page likes you choose the second option, and finally you choose the third option if you wish to create an event and would like to know the level of interest that your users have for a specific event.
Following the selection of your Engagement type, you then follow the steps in completing your advertising campaign.
Do you now feel confident that you can identify which is the best way to advertise on Facebook?
Moreover, you may also go through our related article with regards to setting up a professional Facebook page, as well as on adding tracking links to your Facebook social media posts.