The 11 Facebook CAMPAIGN OBJECTIVES Explained

0:00Hi guys, it's Ben Heath from Lead Guru, and in this video, I'm going to explain the 11 Facebook campaign objectives. Facebook campaign objectives are incredibly important. It's probably the single most important setting you need to get right if you want to generate the best possible results for Facebook ads. So, I'm going to explain what they are in this video, which ones you want to use, and I think you're going to find it really, really useful. Before we get into it, I just want to very quickly ask you to hit that like button. That really

0:22helps me out and is much appreciated. And of course, subscribe to my YouTube channel if you are new and haven't done so already. I release Facebook advertising related content all the time. If that's something that's important to your business, I'd strongly recommend you subscribe. I think it's really going to help you out. Okay, so I'm in an example Facebook ad account here, and I'm going to go ahead and bring up the campaign objectives. So, let's click on this green create button. You can see that literally the first thing that Facebook asks you to to select, obviously after buying type, which I'll have a another video about um in case you're

0:50interested, is campaign objectives. Now, Facebook split the campaign objectives up into three sections: awareness, consideration, conversions, and we're going to We're going to talk through them. And the first thing I need to talk about is what campaign objective actually means. Like, what are we referring to here? When you select a campaign objective, you are effectively telling Facebook

1:12what you want. Now, because Facebook's machine learning and automatic optimization process is such a huge part of Facebook advertising, telling Facebook what you want and being very specific can make an enormous difference. For example, and we're going to get into these in more detail, but this is the best stat I've got on on to demonstrate what I'm

1:33talking about here. If you want people to convert on your website, let's say purchase a product. Let's say you've got a Shopify store, for example, and you want people to purchase a product. If you use the traffic objective and you or you use the conversions objective and you test both of those alongside each other, you spend exactly the same amount of money, use the same targeting options, same budgets, um same ads, all that sort of stuff, the conversions objective will deliver on average 74% more conversions than the traffic

2:03objective. Because what you're really after that is conversions, it's purchases, right? Even though traffic of course is trying to send people through to your website. The conversions objective does 74% better results, which is obviously not a small amount. That's absolutely massive. So, by selecting the right campaign objective, you really are um setting yourself up for success massively. And if you select the wrong campaign objective, you're in a lot of trouble. So, let's go through them because there's ones you want to use and ones you don't want to use and also specific scenarios in which you want to use them. Okay. So, let's start with awareness, brand awareness. What does

2:35brand awareness do? Brand awareness puts your ads in front of people that are most likely to recall that they saw your ad. How Facebook works that out, we're not exactly sure. We think they're using things like linger time, engagement obviously. Brand awareness from what I've seen is best for businesses with larger budgets that aren't necessarily after an immediate return on their ad spend, but literally want to get their brand out there. They want to try and make their brand synonymous with whatever it is they're advertising. Brand awareness can be used a lot in the way that say TV advertising is. You'll see like brands

3:09like Coca-Cola for example advertising. They want you to think of their brand when you think of a soft drink often, okay? That's what brand awareness is typically for. So, I'd recommend that for business with really large budgets and you're like, we have access to external funding or we have deep pockets and we can afford to not generate customers from this this advertising exercise. What we want to do is condition our target market to think, okay, when they think of, you know, um whatever it happens to be to be, you know, Coca-Cola's a good example, but if when they think of running shoes they think Nike. You know, there's there's

3:43loads of brand examples where you think of a product category and you automatically think of a specific example. You know, in the UK for example, when they think of a vacuum cleaner, they think Dyson. There's lots of examples where you just immediately there's like a brand that you will think of first often. Um and that's what brand awareness is for. Reach is slightly different. Reach is designed to put your ads in front of as many people as possible for your budget. And what that can sometimes mean is that you are Facebook's going to find the cheapest people to advertise to. Obviously, within any target market, um there's

4:17going to be people that are more sought after sought after by advertisers and people that are less expensive to advertise to. So, these are often people that are less likely to convert, let's say. So, that might seem like uh an option you wouldn't want to use often and we don't often use it. When would you use reach? If you're using an omnipresence content campaign,

4:34um I've got more details about that. I'll include a link in the video description below. It's the long-term strategy videos on omnipresence content. We use reach. If you're a local business and you just want to reach everyone within your area, again, sometimes we will we will use reach. It's often when we've got a small um group of people that we've decided we want to advertise

4:52to again and again and again. Which is why omnipresence content long-term strategy is where you're putting lots of different ads in front of the same people over a 6-month, 12-month period to try and get them to the point where they're going to convert and buy your $10,000 coaching program or hire you for your $50,000 service. Something along those lines is what we typically use reach for. Um it's where you've got a small group of people you're going to advertise to again and again cuz you don't have to worry so much about the fact that Facebook's going to find perhaps the cheaper people to advertise to that ones that are less

5:21likely to convert because you've you've really defined the targeting criteria anyway, okay? So, those are the two awareness objectives and those are the times where we'd use those. We wouldn't use them. By the way, if I if I don't mention something, um we wouldn't use them for that, okay? So, for example, a lot of people want to use reach for general retargeting campaigns when they're trying to generate leads or purchase by their website. No, you're better off using conversions, okay? If I don't

5:44mention it, we we basically don't do it. Traffic. Traffic we would typically use where that is your end objective. So, let's say for example you're advertising a blog post and you want people to read the blog post because you know that at some point down the line that helps you build your brand, gets the message out there perhaps about a new technology or

6:00a new thing you've developed, fantastic. Then we use traffic. We'd also use traffic if we can't track the next step we want people to take. So, let's say we were sending people to an Amazon store. Okay, we can't track conversions. We can't install the Facebook pixel, therefore we're going to go ahead and use traffic. Um we might use it again. Amazon's a good example, there are also other places where you can't track the next step people take, you know, if you're sending people to Spotify for example, you use

6:25traffic. Engagement. Now, we rarely use engagement. People used to use engagement because they wanted um in fact I'll click into this cuz there's a few different options. There's post engagement, there's page likes and event responses. Post engagement we'll rarely use. With post engagement Facebook is going to try and get you your ads in front of people that are likely to comment, react, share. The issue that we've seen particularly over the last few years is that Facebook has worked out that negative engagement is engagement. And when you when you use the campaign objective engagement and go for engagement, Facebook is just as likely to get you negative engagement as they are positive

7:01engagement. So, we're seeing with the engagement objective a lot of negative reactions, um negative comments coming through and Facebook's not differentiating between the two. So, we would rarely use post engagement. There's lots of people talk about using it to generate social proof first, um likes, comments, shares and then use it in your conversion campaigns cuz that social proof will help you convert. Can do provided you're not getting negative feedback and negative engagement coming through which is quite likely from what we've seen. So, that's something to really be aware of. You don't want to be generating a whole load of negative post

7:32engagement which why we rarely use it. Page like campaigns, we will use that. Um we use that campaign objective if we're trying to generate page likes. I'll include a link in the description below to a video all about how we go about building a Facebook page, how we prime it, how we generate a bunch of page likes, establish credibility, and then of course event responses if you are advertising an event on Facebook, then

7:52you can of course use event responses. That will be the time when you want to use that. Okay, app installs, pretty straightforward. Um if you're looking to generate people um generate app installs, so let's say you have an app on say the App Store or Google Play Store, you know, you you would use the app but use the app installs objective and then what will happen is people when someone clicks on your ad, they'll go straight through to where they could download your app, let's say on the App Store, and then you're able to track that. You know, there are iOS 14 considerations here, but you are able to track that for the

8:24most part, the actions that people take. Okay, video views. Again, we would use video views when the end objective is watching a video. A lot of people will run say video ads and they want people to go on to convert, like they want people to watch the video ad and then convert on their website or then send them a message, for example. In that

8:42case, no, we would not use video views. We use it where that's the end objective. If you are advertising like a mini documentary, for example, and wanting to just quite literally get as many eyeballs on it as possible, then we'd look to use video views, okay? Lead generation. Lead generation is a way of generating leads where people are kept on Facebook or Instagram. So, when someone for example sees your ad and they click on it, they click on the call to action button, instead of being sent to your website, which would be the sort of standard Facebook ad approach, they are instead presented with a lead form

9:13and they can submit say their name, email address, whatever information it is you're asking for, they can become a lead and then you can follow up with those people. Lead generation in comparison to say a conversions campaign that generates leads via your website, often generates a lower cost per lead, which is great, but those leads tend to be lower quality. So, if we're if we're working with a business that wants to generate leads, we will often test lead generation and we'll test conversions and we'll try to work out which one's the better better option. Should we generate leads on Facebook, which are probably cheaper, or should we look to

9:42generate leads via website, which may be higher quality? That's the trade-off, okay? I've got again, videos about a ton of these, by the way, so you just search for my name in YouTube, search for my name Ben Heath in YouTube alongside say lead generation or lead ads, as they're often called, and you'll see a video pop up. I'll also include a link in the video description to a tutorial exactly how to create lead generation campaigns

10:03and all that sort of stuff. Messages. Now, if you don't have a website, for example, uh messages can be a great next step. Okay? Um again, typically done with lead-based businesses. You can do it with some um like e-commerce companies that would have messenger sequences and things like that, but we tend to find conversions delivers a better result. Um but messages would be yeah, would typically use if you don't have a website or your website's perhaps not up to scratch and you want to keep people on platform, and it's often an alternative to say lead generation. We tend to find that different markets prefer using uh messenger, as I said, or

10:36you you could see below there, you can use WhatsApp and things like that instead. Um so it again, it's often one we would test. If there's a business that we think would work quite well with messages, quite well with lead generation, and that's our end objective. We're going to advertise and we want you to send our Facebook page a message or send us a message on Instagram, that's where we're going to use messages, and we're going to try obviously from that point to progress

10:58people through the sales funnel. Conversions. Now, that's really the big one. I would say 90 plus percent of the campaigns we run are conversions. You do need to have the Facebook pixel installed to be able to run conversions. I'll include a link in the video description below showing exactly how to set up and install the Facebook pixel, in case you're not familiar. But with conversions, you are telling Facebook

11:16usually exactly what you want. You are telling them, "Facebook, this is what a purchase looks like on my store. Please go ahead and get me purchases. I want as many purchases as possible." Or, "Facebook, this is what a lead looks like on my website. Please go ahead and get me those." Or, "I'm running a webinar sales

11:31funnel. I want webinar registrations. This is what a webinar registration looks for. Please get me those. And because Facebook's optimization and machine learning process is so powerful, conversions often delivers the best results. If it If conversions is what you want, go for conversions. Now, people often say, "Yeah, but I'm not generating enough conversions to get out of the learning phase. I'm going to be stuck in learning limited. I don't generate the 50-plus conversions per

11:54week that Facebook often wants." And my counter to that would be a partially optimized conversions campaign will perform better than a fully optimized traffic campaign or a video views campaign. Now, they're the two that people often go for. Sometimes they go for reach as well, but people often say, "I don't generate enough conversions to use conversions to give Facebook enough data to be able to optimize. Therefore, I just need to go for traffic, send lots of people to my website, and hope they convert." No, that's not the best approach. If you're generating 10, 15 conversions per week, then go with conversions. Because remember, 74% on average is the

12:27difference. 74% more results with conversions. So, even if you've got a partially optimized conversion campaigns campaign, it's still going to do better. It might be 40% more conversions or 35% more conversions than a traffic campaign with all the same, you know, ads, targeting options, things like that. That is better. That is worth happening. We've tested this a whole bunch. Go with conversions. Okay, and that's going to be I'd say 90% probably of the campaigns we run are conversions. Catalog sales operates quite similarly to conversions, to be fair. It's one of the other campaign objectives that I sort of place within the conversions in my mind, even though it is different. But catalog

13:02sales, if you've got a catalog, you've got a a range of products, let's say via a Shopify store, be the most common, but any of the the major e-commerce platforms. And with catalog sales, what you're able to do, the one of the big differentiators from conversions, is you can bring in some really nice dynamic elements. So, let's say you wanted to retarget people based on the product they viewed. Well, you could do that through catalog sales. Or let's say you wanted to advertise a massive range of products. You don't

13:25want to have to individual ads for each. You could do that with catalog sales. So, if you've got a catalog, typically you know, set up in a an e-commerce store like Shopify or something like that, then this can work really, really well. Okay? This can work catalog sales can perform really well because you've got the dynamic element. So, you might have different people being advertised different products, which would be tailored either based on the activity that they've already done, say they visited your website and you're retargeting them with that product they looked at, or even just based on their interests and their activity. Could be done to cold audiences as well. So,

13:57definitely something to test and something to use quite a lot. And then store traffic, not something we typically use very often. It's designed to get people into a physical store location, very difficult for Facebook to track. With businesses like that that have local areas and they want to get people in locally, we're more likely to use the reach objective um than uh than store traffic. But, if you want to have a play and you meet that criteria, you have a local store, you want to get people in, then you can go about and and have a play. Okay? So, that's a that's an overview of all the campaign

14:25objectives. Hopefully, that's given you some great information. You know to rarely use things like engagement, rarely use things like store traffic, and then the other ones have their specific uses, but just make sure that when you're using them is the appropriate time. Don't go ahead and use traffic if you can track conversions and you want conversions. Don't use video views just because you're running a video ad. If it's a video ad and you want purchases uh or leads, go ahead and

14:47use conversions if you can track it. Don't use brand awareness unless you've got massive budgets. Reach is great for specific scenarios, but not all. So, hopefully that's been uh useful. You can go ahead now and use the right campaign objectives and get better results. Before you go, couple of things I want to mention. The first is our done-for-you Facebook advertising services. So, if you're trying to work out how to get fantastic Facebook and Instagram ad results yourself, you may well be better off working with a professional agency. My company, Lead Guru, does exactly that. We create, manage, and optimize Facebook and

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