When it comes to Facebook brand awareness vs. reach, choosing a suitable ad campaign goal is one of the most challenging tasks. If you’re new to Facebook ads, you might be confused while making a decision and only focus on boosting posts. It requires some time to know the methodology of Facebook Ad objectives, and it can help achieve better results.
So how can you choose a campaign goal that’s appropriate to grow your business digitally? What factors do you need to follow to make a wise decision? For this purpose, you need to figure out Facebook Ad objectives and which one of them is designed to deliver optimal outcomes.
What Are the Facebook Ad Objectives?
Facebook scrutinizes its users’ data when they choose an objective and then serves the data to the target audience. Whether you want your audience to download an application, make a purchase, or visit your store, Facebook ads help to connect with potential audiences. Facebook objectives are categorized into three different parts:
- Awareness
- Consideration
- Conversion
The following steps help to select the best Facebook ad objective. Let’s get started!
Know where Your Potential Clients are
First of all, choose the category that deals with where people are in your sales funnel.
Awareness Objectives – Top of the funnel goals to develop an interest in the services you offer.
Consideration Objectives – Middle of the funnel that targets people who want to know about your services.
Conversion Objectives – Bottom of the funnel goals for registrations and visits.
Choose the Right Objectives
Now is the right time to review Facebook Ad Objectives that work with the sales funnel stage. Choose one that supports the action you want your target audience to take.
Awareness Objectives for Facebook Ads
If you want to attract more audience, you’re required to select from Facebook brand awareness vs. reach.
Brand Awareness
This objective is helpful when you want to introduce your brands to a broad audience or increase awareness of your product or services. With this objective, there are fewer chances that the target audience will take any additional actions. For example, people who see your brand awareness ads probably will not click through to your website or make a purchase. You can serve conversion and consideration ads to the same audience through the funnel.
Reach
Use the reach objective to show your ads to the target audience. As the name says it all, this campaign is developed to reach the maximum number of customers that your ad budget allows. If your customers are in a specific area, this Facebook objective limits your target making the ad relevant. It also sets the frequency setting so you can get more from your ads.
Consideration Facebook Ad Objectives
If you want your audience to become better aware of your brand and its services, you can select the following consideration objectives:
- Traffic
- Engagement
- Video views
- App installs
- Lead generation
- Message
Traffic
When you aim to send your target audience to a destination outside of Facebook, use the traffic objective. For this, you can link to a blog post, a podcast, a landing page, or an application. You can also track customer activity with SDK or Facebook Pixel.
Engagement
When you desire more people to interact with your ad, use engagement objective. Social media managers have three options:
Post Engagement – encourages users to react, comment, and share a post.
Page Likes – enable people to like and follow your page.
Event Responses – invite users to attend in-person or online events.
The main benefit of choosing this objective is generating additional reach. It increases an organic reach into news feeds. It also helps you build your Facebook page engagement audiences. You can leverage this audience for retargeting purposes.
Video Views and App Installs
When you want your audience to watch your brand’s video, go for video view objectives. It helps customers to know your brand. This objective also helps to build a video engagement audience that can be used for future purposes. Remember that you don’t only need to consider video views just because you’re including video in your campaign.
App installs objective is the right fit if you want to lead customers to App Store or Google Play Store. When you choose this objective, you can target high-value customers to ensure the ROI.
Lead Generation and Messages
When you want to gather customer data on Facebook without driving traffic to your website, use the Lead Generation objective. It enables you to get information such as names, email addresses, and phone numbers. When you can customize your lead form, you can collect more specific data.
You can download all the data your campaign collects or automatically add it to the CRM tool with this objective. You can use the data to track customers and move them further along in your funnel.
Messages objective is the right choice when you want to start conversations with the target audience. This campaign helps you connect with customers on Facebook Messenger, WhatsApp Business, and Instagram Direct. You can ask questions to your target audience and inspire them to engage with your business. You can generate leads and gather customer data.
Conversion Facebook Ad Objectives
When you want your target audience to visit your website or make a purchase, you can select from the following conversion objectives.
Conversions
It is required when you want your target audience to click through to your website and take some actions such as inserting payment details and making a purchase. To follow up on the results, you need to install SDK or Facebook pixel. According to general rules, you need around one or two dozen conversions per week to get the job done efficiently. If your site or app is unable to meet the minimum, consider the Traffic objective.
Catalog Sales
When you have an eCommerce store and want to promote products, go for catalog sales. For this purpose, all you need is to connect your eCommerce store to Facebook Ads and build a product field. You can select from advertising to new customers or retargeting existing ones. You can also consider target customers who have viewed but not purchased products yet. Make sure to add dynamic content to optimize your catalog sales.
Store Traffic
This Facebook ad objective is used when you have different business locations and plan to target customers around. For this, you’re required to add store locations in Facebook Business Manager. It helps your brand to generate sales and traffic from all locations. In case, your business has a single brick-and-mortar store, use Reach objective to optimize your ads.
Sum Up
Facebook brand awareness is the key to generating leads and filling the initial phases of your sales funnel. If you got stuck between Facebook brand awareness vs. reach, feel free to try both and compare the results. Create two campaigns from the factor you want to test and let them run for at least a week. At the end of the week, identify the top performer and continue running the most effective campaign.
