Facebook Ads Campaign Explained
Facebook is the biggest social network when it comes to advertising. Unfortunately, if you're new to the realm of digital marketing, Facebook advertisements might seem intimidating. Where do you even start? This blog will provide you with all of the information you require to get started.
All of Facebook's ads are separable into three campaigns: awareness, consideration, and conversion. You can see them after opening "Manage Ads" from the Facebook ad manager. Your chosen objective tells Facebook about the end result you want to achieve with your campaign.
However, people frequently choose a campaign aim that doesn't align with the results they want to attain. This mistake immediately disadvantages the campaign. If you don't want to be like them, keep reading to know in detail about all three campaigns, how they work, and much more.
Three Facebook Ads Campaign
Before launching your Facebook ad, you must choose an ad campaign among awareness, consideration, and conversion. And unless you provide a service that everyone needs, you need to know about all three ad campaigns.
You can't just randomly click on one. This is where the idea of a marketing funnel comes in. It helps you quantify your customers and visualise your marketing journey.
It's a common but grave mistake for people to jump into the bottom of the funnel (conversion). But how will they sell their services if people aren't familiar (aware) with them? One has to identify interested people first and build relations with prospective clients before asking for a payment.
So, the choice of ad should depend on where you're in the funnel. In this instance, we have awareness at the top of the funnel, followed by consideration and conversion.
Sometimes, a business might not need to go through all three ad campaigns. Keep reading so you can decide for yourself what you need to do.
Awareness
Awareness is the first stage of the funnel. Theoretically, the first ad your client sees from your business should be an awareness ad. Do not use this as a sales prospect. The intent is to get your business known, grab their attention, get them to revisit, and maybe an email subscription.
This campaign is tailored to reach the greatest number of people within your chosen audience. Reach can vary depending on your budget. The fundamental goal is to increase interest in your business by displaying your advertisement to a massive number of individuals.
The goal of awareness ads is to get people familiar with your brand. Telling stories is the simplest way to accomplish this. Stories have the power to inspire, entertain, and leave an impression. Maybe tell them how and why you started your business or how you made your product. When your audience sees one of your ads again, they will remember your brand.
It's okay if your ads' engagement (clicks, likes, follow, etc.) is low. This is the first step that will engage customers deeper in the funnel.
Content advertised in awareness campaigns can be anything from articles, videos, memes, GIFs, etc. While you can do a product promotion, make it entertaining, straightforward, natural and catchy.
Brand Awareness
This introduces your services to interested new clients. It is mostly used when you are launching something new. Its goal is to show your ads to people who are unlikely to forget about your service in your target audience. So if you don't want people's attention to get revoked, brand awareness is the way to go.
The metric to measure brand awareness success is seeing "ad recall." You can find this inside the Facebook Ads Manager.
Ad recall quantifies the number of people who remember your ad after seeing it. Try making your ads memorable when using brand awareness. So, if you want people to remember your business, brand awareness is the way to go.
Reach
Reach discloses your ads to as many people as possible. If your business is new or you want to expand, this can be your goal. But don't expect rapid action.
Like brand awareness, this will work within your target demographics and budget. Reach ads can be in formats like slideshows, carousels, videos, etc.
You can control how often your ads are shown. You wouldn't want to maximise that by sending the same ad repeatedly. Doing this will most certainly lead to losing your audience.
To maximise the use of reach ads, you should specify things like location, age range, gender, and interests. For example, if you're planning a local event, using reach ads is excellent.
To recap, these campaigns won't help improve traffic or sales. They are most valuable when you need to reach (new) people or let people know what you're up to.
Consideration
Consideration comes in the middle of the funnel. People are already familiar with your company at this stage; those who don't are learning about it.
This is the action-taking stage. It's relatively safe now to deliver some action-oriented ads. People will then think about whether to buy from your business or your competitor.
Research and identify some common problems in your customer base. Priority should be given to trying to solve your audience's problems by offering something. This is the best way to get "clicks" from people willingly.
Ads in this campaign can be specified with specifics such as shares or comments. By doing this, the Facebook algorithm will optimize your ads and deliver them to people who are likely to carry out that action. "Clicks" in Facebook Ads Manager are usually the best goal at this consideration stage.
Your aim now should be to direct people towards your blog, email subscription, or other resources from the delivered ads. Let's assume you have your customer's email address. Don’t spam their inbox with sales prospects. Instead, now you should send emails or create ads that benefit them somehow, at least. This will encourage further engagement.
Step by step, let them know more about your service. Occasionally send free stuff, maybe a coupon, a free trial, or a how-to guide. These small appeals will get them invested in what you have to offer.
Traffic, engagement, video views, lead generation, communications, and app installation are among the six objectives of the Consideration campaign. Each one is tailored to a particular action. Each optimizes for a specific action. Let's take a closer look at them to see how and when they should be used for the best outcomes.
Traffic
Traffic ads drive your audience to your website, page, or app. It also helps with getting your ads clicked. This objective is ideal for growing a remarketing audience or getting people to read your blogs.
But you can also use traffic to drive people to your sales page or stimulate them to make a purchase. Conversely, you can also use this to traffic your website and optimize it for either "Landing Page Views" or "Link Clicks."
Choosing "Landing Page Views" will make the Facebook algorithm prioritize showing your ad to people in your target audience who click your links and wait for your website to open. For making the most out of this objective, you should link your ad account with Facebook pixel. Inversely, "Link Clicks" will only get to people who click your links.
Engagement
This is likely the most accurate form of "engagement." This objective finds people who may actually engage with your ads and, eventually, your service. This is an excellent way to increase your posts' comments, likes, follows, or shares.
The engagement campaign can be of three types.
● Post Engagement: This includes reactions, shares, comments, video views, and clicks. Like a regular post, your ad needs to have something that gives the audience a reason to interact. Posting something irrelevant isn't going to help.
● Page Likes: This helps grow your Facebook page followers. This objective reaches people who are likely to drop a like on your page.
● Event Responses: If you created a Facebook event, this objective would reach people who may like to attend it.
This campaign also creates word-of-mouth marketing. When people interact with your post, page, or event, Facebook will convey that activity to the people on their friend list. This eventually leads to an in-person discussion.
The engagement campaign is great for businesses that are new to social media. Their page engagement activity is barren. This objective can help improve that by building social proof.
Video Views
As usual, this helps your video get more views. Video ads are available on both Facebook and Instagram. This objective is also helpful for increasing views on your Facebook Live replay. This type of advert helps you to share your story, building trust.
Don't forget to add captions to your videos. You will miss out on people who can't hear or watch without sound. And, of course, your video needs to be engaging. It has to capture the viewers' attention and deliver the main message in the first few seconds. Without this, don't expect people to watch the full video.
Lead Generation
In every advertising strategy, generating leads is critical. Lead ads perform well with people who are already interested in your service. This ad type is designed primarily for gathering information from interested individuals. You can then utilise the information you've gathered to engage with potential leads.
Lead generation mainly works for big deals, like buying a car or house. You collect the potential buyer's information and then follow up to close the deal offline. Not all businesses can and should use this method.
Messages
Even if you include all the necessary information in your post, people still tend to hit the message option. And this is why the message campaign is so important. Nonetheless, this is great for community building.
It is also useful when you want to lead clients to a conversion. This helps reach more existing and potential customers. You can then privately communicate with them, building and developing long-term relations.
However, make sure someone is there to respond to queries. You don't want to make the customers feel ignored. Now it's not possible to constantly monitor your account. So always have a bot and let customers know someone will be here soon to respond.
App Instals
This objective reaches people who have downloaded apps after seeing similar adverts or are likely to install them. So, this is ideal for increasing the number of downloads of your app. As people click on the ad, they will be sent to the downloading platform. This ad campaign is useless if you don't have an app. If you don't have one, move on.
Conversion
Finally, the last stage of the funnel is conversion. At this stage, the customer knows your business, understands what you have to offer, and has already engaged with you. It's finally time to make a sale!
Make sure to keep the human touch when the sale takes place. Ask them about their concerns and try to answer them. Be proactive in reaching out to them at this stage. You should also use things like discount codes and reviews from satisfied clients.
This campaign helps Facebook optimise your ads so that the maximum number of people take a specific action on your website, download your app, etc. Examples of these actions include purchasing, adding items to your shopping cart, and joining a mailing list.
Running a conversion campaign on Facebook is challenging because people try to do it without knowing how much or what kind of data they need. Without the right amount of data, the ads reach the wrong audience and don't convert as expected.
Conversion ad objectives let you choose from conversions, catalogue sales, and store traffic. These objectives are best used for actions like purchases and require some initial preparation.
This objective can be used when you want your customer to complete a purchase or enter their information to become a lead. For this to work correctly, you need the following things.
● Facebook pixel on your website.
● Conversions API on your website.
● Verified domain of your website.
● Configuring events inside Events Manager.
Catalogue Sales
If you’re an e-commerce retailer, you should create a catalogue on Facebook. You can then use this to display products and drive sales.
The catalogue sales campaign shows products to your target audience. Make sure the uploaded images are dazzling enough.
Store Traffic
You can use this campaign if you have a physical shop. Store traffic will attract more clients for you. If you have multiple shops, add all of them, including operating hours. You can select a radius, and Facebook will deliver within that distance.
Conclusion
By now, you should be an expert in digital marketing and Facebook ads. If not, you can at least figure out what kind of ad campaign is best for you.
Being able to run ads correctly will definitely benefit you. If you need help creating or managing your Facebook ads, don't hesitate to check out my course today to grow your business. Thanks for stopping by!
