An Advertiser’s Guide to Picking a Facebook Objective

With over 2 billion people around the world using Facebook and usage rising during coronavirus, social advertising offers an opportunity to reach an ever-growing audience. When building a social ad, one of the first decisions you’re given is which objective to select. Here, we’ll look at how to pick an ad objective that aligns with your business goals by breaking down three of the most common: Reach Traffic, and Lead Generation. We’ll also provide overall best practices surrounding social ad creative, which are harnessed from servicing thousands of SMB advertisers. 

Reach Ads

Using a Facebook Reach objective maximizes the number of users who see an ad. Choosing this objective helps build brand awareness. When considering the marketing funnel, these ads are at the top, since their goal is to let as many users as possible see your ad. As consumers lower their spending amidst the pandemic, this is a good type of ad to help keep your brand top of mind without pressing viewers to let go of cash. In fact, Huffington Post found that many brands have shifted their ad campaigns towards messages of compassion and support. If you’re looking to raise awareness of your core values or community initiatives, a Reach ad would help set you up for success. 

Traffic Ads

Traffic ads seek to bring more users to a specific destination URL. If you’ve recently switched to a to-go menu or converted to an online store, a traffic objective would find users more likely to click and visit that URL. This objective is further down the marketing funnel because you’re asking a user to take the time to look at a website. Demonstrate the value the user will get from visiting the website, like learning about your new menu items, viewing your most recent product arrivals, or placing an order. Traffic campaigns are also a good option for advertisers seeking to promote a service that requires more information on an accompanying link. 

Lead Generation Ads 

These campaigns allow you to collect information, like a name and email address, from potential customers directly on Facebook. For advertisers running consultations or services that require phone or email contact, lead generation campaigns are best. Make sure to highlight your unique selling point to differentiate from competitors. Since you’re asking users to give you some information, it should be clear what they’ll be getting in return. Some examples of things you can offer include the following:

  • Newsletter Sign-up
  • Price Estimates
  • Business Information

Picking an audience is especially important for Lead Generation ads since they’re closer to the bottom of the marketing funnel. Adding some additional audience parameters, like a Custom Audience or Lookalike helps ensure the people seeing the ad are already familiar with you or similar to your best customers! For advertisers looking to run LG campaigns, make sure you also check out Tiger Pistol’s Justin Chavolla’s advice on how to receive high-quality leads

No matter which ad objective you choose, it’s also important to look at the messaging of your ad. We know how important it is to make every ad dollar count, so here are some quick tips as you move from objective into ad creation: 

  • Have a clear CTA in your ad copy. Don’t assume your audience knows what to do next.
  • Offer a unique selling point. What makes your business stand out?
  • Include strong visuals. Your media needs to support your message to ensure Ad Cohesion. If possible, use high-quality custom imagery over stock photos. 
  • Find your audience. You want your relevant audience to actually see your ad and not just everyone. On Facebook, you will literally pay for everyone who sees and clicks on your ad, so targeting the right people is key.
If you’re looking for more information about advertising during coronavirus, we laid out 50 tips for 50 different kinds of businesses. Looking for something more in-depth? Don’t hesitate to reach out. 
An Advertiser’s Guide to Picking a Facebook Objective

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