BEST Facebook Ad Objectives for BETTER results

0:00if you use the wrong Facebook ad objective your ad Campaign Will almost certainly fail it's essential that you choose the right one and the right one for your specific business and the strategy that you're using in this video I'm going to explain the various options and which one you should use so to demonstrate this I'm in an example Facebook ad account I'm in ads manager and I'm going to go ahead and click on this green plus create button and we can see that the first thing that we need to select obviously other than buying type is our campaign objective and we now have six Facebook ad campaign objectives we used

0:29to have more options there are still a few ad accounts that have the uh the previous setup but the vast majority are now actually on this setup and I want to talk through the various options I'm not going to go through them in order because I don't think that's how people typically start with their Facebook advertising I'm going to go through that order U because I think that's probably more useful for people but we will cover um all six and explain which ones you want to use and when so before we go through each ad objective individually I need to quickly explain why they are so

0:54important your ad objective is going to determine how your Facebook and Instagram ad campaign is is optimized what it is it trying to get you so for example we'll get to this more in detail in a minute if you select sales meta is going to try and get you as many sales as possible if you select traffic meta is going to try and send you as many people to your website as possible they might sound like the same thing they are not so by selecting the wrong one you're effectively saying to meta go out and get me this thing that I'm asking you for when that thing might not be

1:25actually what's most beneficial for your business so it's absolutely essential that you get the right one that you have Mets machine learning and AI systems working in your favor trying to get you the best results possible for the things that actually matter for you as a business okay so with that said let's go through the the various options so the place where most new Facebook advertisers start is traffic and people think I'll get as much traffic as possible I'll send as many people from Facebook and Instagram to my website as possible they'll then go on and become a lead they'll then go on and and purchase

1:54if I've got an e-commerce store for example that rarely happens I'll explain a bit more about that later and um but that's why people select traffic when they get started they think that's what I want I want to send as many people to my website as possible that's what it does fairly straightforward that's not what I'd recommend most Facebook advertisers do we typically use traffic in in one of two scenarios the first would be if we genuinely just want traffic so we just want someone to click through and read a blog post or just consume a piece of content all we really want there is traffic we may look to

2:24retarget them later on to try and convince them to purchase become a leader Etc but if we're just wanting some sort of conern assumption like a blog post we might use traffic the other scenario is if we're looking to send people to our Instagram profile so if you select traffic then at the ad set level you can then send people directly to Instagram profile as opposed to your website or a landing page or something like that I have a whole separate video on on how to do that I'll include a link to that in the video description below and we want to take advantage of being

2:50able to send people directly to our Instagram profile either because we're running a campaign to try and get more Instagram followers which we will do we'll we'll try and increase uh the clients of ours following some time to time if we feel that that's appropriate and we may also be doing it if we're using What's called the Instagram profile method where we are looking to turn an Instagram profile into somewhat of a a sales page where it's got you know client testimonials and story highlights demonstrating the the product or service and all sorts of things to help get people to convert and if we're doing that then again we'll use traffic

3:20because we want to take advantage of that that feature where we can send people you can select it at the adset level directly to someone's um Instagram profile but that is it if we're looking for like traditional sales like an e-commerce business or we're looking for leads VI someone's website or landing page we will almost never use traffic we'll be looking to use sales or leads and I'll get into that more in a minute the only caveat to that is if we cannot track sales or leads we cannot track those actions that are taking place so let's say we're sending people through to a website who then go on to um book a

3:51lead through some sort of third party software and we can't track that action or purchase through some sort of third party software and we can't track that action and in that scenario there really is no other option we're going to go ahead and and use traffic okay so the next ad objective I want to talk about is engagement so this is designed to get you engagement on Facebook and Instagram designed to get you um social interactions so things like likes or other reactions to your to your ads um it could be comments on your ads it could be getting people to share it could be video views it's just trying to

4:19get people um to engage that's the idea behind engagement now in my opinion Facebook advertisers use this far too much they think that what I want is engagement I want people to engage Eng with my ads because if they engage with my ads they will then go through and purchase become a lead Etc and just like with traffic it rarely works that way met is really good at identifying people that will engage but might not necessarily do other things with that said there are some circumstances where we will use engagement firstly if we just genuinely want engagement we're trying to let's say deepen the relationship between a business and the

4:51followers that they already have we might use engagement run an ad campaign specifically those people to get them to view a video engage with it comment Etc okay okay we might use engagement in that scenario the other scenario would be again to take advantage of some specific features where we can send people certain places but only with the engagement objective just like how with traffic we can send people directly to our Instagram profile with engagement we can send people directly to our Facebook page again if you're trying to build a Facebook page trying to get page likes page followers then that's what we look to do and we will do that for business

5:22sometimes because if you're trying to advertise a product or service and you've only got 48 followers on a page it's quite difficult to look credible so often we'll run a quick campaign to boost that following before we then go and advertise and then a recent option that's been added for some Facebook advertisers at this point but not all is the ability to send people directly to a Facebook group again you can do that using the engagement objective if you have this feature but those really are the only scenarios in which we're going to use engagement if we want be able to take that next step directly from this

5:51ad purchase inquire Etc we're not going to use engagement a lot of advertisers do and I think that's a mistake I'll also include links in the video description down below to those videos that show you how to build a Facebook page following or build a Facebook group using the engagement objectives okay next ad objective I want to talk about is awareness again this is somewhere where a reasonable amount of new Facebook advertisers will start they think I've got a new business a new brand I want to get my name out there and I want people to know about us and that sort of thing and I think that

6:20unless you have a really large budget the idea behind just getting yourself out there is somewhat flawed you're not going going to be able to spend enough to get enough Impressions to reach critical mass to really develop any sort of significant brand awareness for larger businesses with bigger budgets absolutely we use awareness but for a lot of businesses where their ad budgets aren't big and they don't go that far as in look we're spending this amount this month we really need to generate some leads and sales from this otherwise we can't afford to keep doing this I don't think awareness is usually the best way to go

6:53you're going to be better off with with other options I'll discuss in a minute with that said there is one big example where we will use use the awareness objective and that's when we're using my omnipresent content strategy and that's typically where we're taking a group of people usually a warm audience and we're putting ads in front of them again and again and again ticking various points things like delivering value um client testimonials demonstrating how a product or service works all that sort of stuff that we know helps take people from not knowing what we do to ready to convert now that is a slow process it's a very

7:23effective strategy but it does take time usually at least a number of months I'll include again another Link in the video description to video um that shows you that strategy and how it works and we will use awareness quite often when we are running that strategy only suitable for certain businesses but it's very effective but I think particularly for beginners for most advertisers that want immediate results or close to immediate results that's probably not the best place to start that gets us on to the next two which are leads and sales so most of the Facebook ad campaigns that we run are going to be using the leads

7:53or the sales campaign objectives and we very simply how we choose between the two is which one do we really want are we have a ising a service based business where the eventual conversion is going to take place not online typically so let's say we're advertising a service where someone inquires they book a call they book a a free survey they book a free quote well that business is then going to interact with that person over the phone maybe visit their property whatever it happens to be and then they're going to convert um outside of like the direct action of clicking on an ad and going through in which case we'll

8:24use leads with sales that's going to cover e-commerce businesses anywhere where we can get a direct checkout if advertising an event and people can purchase tickets we're going to use sales if we can track those uh those ticket purchases now to use leads or sales it's very very important that you have the metapixelatron

8:59you got the metap piix installed again another Link in the description below lots of links today for trying to make this video as useful as possible and you can check out the various options um that you want so I would say that somewhere between 80 and 90% of all the campaigns we run are going to be sales or lead campaigns and when you select two those options there are then further options at the adset level when it comes to destination so for example if we go ahead and select leads and click continue and then we can jump to the uh to the adset level we can see that the

9:27default is instant forms so that's actually not taking people off your website it's keeping people within Facebook and Instagram presenting them with a lead form an instant form where they can submit their information you can then contact them and look to progress that person through the uh the sales process but you can send people to your website or landing page you can send people directly to Messenger to chat with you on Instagram there's a number of different options there so that's just something to be aware of when you are selecting the leads objective that you uh have as an option different conversion locations it's not just sending people through to website

9:56as some people uh tend to think particularly when and they're not familiar with all the nuances of conversion locations and campaign objectives and things like that and then jumping back quickly to our campaign objective list we've also got app promotion which is very simply great for app installs or if you want to directly advertise people that have already installed the app but get them to take specific actions like signing up for an ad purchases you can also run campaigns that they're optimized that way as well so now that we've covered these six ad objectives in a bit of detail I just want to to reiterate and really

10:25emphasize how important it is that you get the right one here if you want Le go for leads if you want sales go for sales that's the most important message that I want to get across with this video because I see a lot of advertisers thinking well surely traffic will send lots of people to my website and then they'll go on and become a lead that might sound good in theory but doesn't work in practice metas machine learning processes their optimization systems are so good at getting you what you want so for example if you select traffic meta is going to put your ads in front of

10:51people that are highly likely to click they might not necessarily be the same people that are going to go on and become a lead I know that might sound weird particularly if you're new to Facebook advertising but but I promise you it does happen whereas if you select leads you'll probably get less clicks on your ads but the people that do kick through are far more likely to go on and become a lead because meta is trying to get you as many leads as possible and as your campaign runs they'll see oh people are more likely to become leads at this time of day this day of the week um if

11:16they're this age if they're interested in ABC and so on and so forth and they have all these data points to really help you um improve your results so just really really important don't try and gain the system don't try and be clever don't think well I'll get engaged and then I'll get so many so much Social proof on the ad that it will perform really well and then it will generate loads of sales no if you want sales directly go for sales um there are scenarios where you want to use other strategies I've talked about that things like omnipresent content the Instagram profile method that's when you want to

11:43use different ad objectives but just be very clear and intentional up front of okay this is what I want therefore I need this campaign objective this is how it's going to work okay so there are some really important other things I need to mention when it comes to Facebook ad objectives before we do that I want to quickly mention our done for you Facebook and Instagram advertising services so my company can create manage and optimize your Facebook and Instagram ads for you we can most likely help you get significantly better results by doing so take that workload off your hands if you are interested in finding

12:09out more there is a link in the video description you can click on that go through to a page on our website where you can book in a free call with one of my team members who can explain how we work we may well have worked with business just like yours in the past um so yeah if you're interested go ahead and book a call and hopefully we get a chance to work together so selecting the right Facebook ad objective is really important but you can do that good work if you use the wrong performance go I'll explain what I mean so if I go ahead and

12:33select leads and click continue and then we'll go ahead and jump into the ad set level if we just quickly change from instant forms to website because that will change the performance goal options and we scroll down we'll see that the default here the performance goal is maximize number of conversions that's exactly what we want right we're tracking leads for our website we want as many of that type of conversion as possible please meta go ahead do your magic get us as many leads as possible right but if you go ahead and change this performance goal from maximize number of conversions to maximize number of Link clicks maybe even maximize

13:04number of landing page you use there are a few different options but let's say go with link clicks for now that is going to function exactly the same as a traffic campaign that is also got the performance goal of maximized number of Link clicks you're not going to get any benefit out of actually optimizing four leads and having meta's AI systems try and get you as many leads as possible if you go ahead and undo the good work by selecting the right campaign objective by selecting the wrong per performance goal okay so just be very clear that if you're going after leads sales it's very important that the performance goal not

13:34just the ad campaign objective is designed to get you those leads sales Etc and you'll see that there are different performance goals for different campaign objectives and just be clear that whatever you've selected matches up with what it is that you actually want okay so if we're running the omnipresent content strategy and we're using the awareness objective we're going to want as much reach as possible because that's the whole idea we want to put these ads in front of people again and again and again we want them them to see it we're not looking for them to do anything particular like purchase become a lead at that point

14:03with that campaign objective so whichever strategy you're going with out of the various ones we've talked about or we've linked to in other videos that you may well check out just think how does this follow through does the performance goal match up in this case if we're looking to directly generate leads very important that if we're sending people to our website we want to maximize number of conversions we want as many leads as possible and we want meta to do a lot of the hard work for us in getting those leads which they will with this setup they won't with a different setup another thing to quickly

14:31mention about add objectives is that you can't change the objective of a campaign that's already been running and you'll have to recreate a new campaign I'd also be wary about duplicating an existing campaign and changing the ad objective like if you take a traffic campaign you'd think oh I shouldn't be running traffic I should actually be running a lead campaign or a sales campaign and you duplicate that traffic campaign try and change um the ad objective before it goes live that might mess up some of the other settings because of course whatever ad objective you choose then affects a lot of the other things at the

14:59ads set level even at the ad ad level um can be different depending on the ad objective so that's just something to be um wary of if you think I've used a wrong one I can't change the existing campaign ad objective I'll just duplicate and change that you might be better off just recreating from scratch I know it's a bit more work takes a bit more time um but you're less likely to run into issues that prevent your ads running or or running properly okay and I thought you might find this interesting so this is a poll um that I recently did these are the results from

15:23my audience where I've asked them which Facebook ad campaign objective do you use most and you can see that fortunately most of my audience is well Tred and they are definitely using the campaign objectives in about the proportion that I would expect the vast majority what are we looking at here 80% are sales and leads more towards a s side but that makes a lot of sense and a lot of people that watch my videos Ecom businesses for example and then there's a little bit on awareness traffic and engagement and I'm also fine with that I didn't want to see zeros in those because like I've discussed in this

15:53video there are scenarios where we will use all three of those depending on what we're doing strategy wise and things like that so that is absolutely the sort of ratio that we would expect and that's probably how ours look we might be a bit more on the awareness side because we run only present content quite a lot but in terms of if we'll break down all the campaigns we're running for clients it's going to look something um along these lines I thought you might find that interesting just to uh back up what i' what I've said using the right ad objective is essential to Facebook ad

16:18success but if you want fantastic results from your Facebook ads there's a lot of other things that you need to get right as well I show you exactly how to do that in this video here in this video I provide a full walkthrough of campaign creation from scratch from the ad objective stage all the way through to actually creating ads so if you want the best possible results I strongly recommend you go ahead and check this out