Choosing the Right Facebook Objective


Facebook is undoubtedly becoming one of the top advertising platforms for national, regional, and local brands and businesses alike. In 2015 alone 92% of social marketers used Facebook for advertising. With more than 1 billion active users, choosing the right objective for your Facebook ad can either make or break your return on revenue. In this article we will take a look at four important Facebook advertising objectives: Clicks to Website, Page Post Engagement, Page Likes, and Video Views.

Clicks to Website

With the Clicks to Website Facebook objective, you can direct your target audience straight to important sections of your website. This type of objective
is invaluable no matter what the business or brand. By including CTA’s (call to action) buttons, Facebook users can click directly to specific
product pages, sale pages, landing pages, or even registration pages. If you are using Facebook as a means of recruiting, you can even use this
ad objective to direct potential employees to an application page.

Clicks to Website campaigns generally aim to gain conversions and awareness. By allowing the user to click to a specific webpage on your site, your
chances of gaining form submissions, calls, etc. dramatically increase.

Page Post Engagement

The Page Post Engagement, or Boosted Post, objective is highly effective in generating awareness and social actions such as post likes, comments, and
shares. A business or brand might use this objective to “boost” their Facebook post to generate social awareness about a major announcement or
even sales on product. Boosting a post is highly effective in generating buzz for an upcoming event as well.

By using the Page Post Engagement objective, a business or brand is allowing themselves the opportunity to gain free exposure. The main objective of
this ad type is to generate actions on the post; the more Facebook users like, comment, and share the post, the higher the chance their friends
will also see it. This chain of social awareness opens the gate for high amounts of free exposure.

Page Likes

In order to maximize organic traffic on your posts, it is crucial to have a high number of likes on your Facebook business page. With the Page Likes
objective, a business or brand is actually able to pay to gain page likes. By setting the right target audience and parameters, a business page
is able to gain likes and in turn increase the traffic to their page/posts.

The most successful Page Likes campaigns will feature a call to action and an incentive for users to like their page. In the example to the left, the
incentive is to receive the latest news and invites to special events. In this type of campaign, the only actionable click is to the business page
itself and the “like page” button, unlike most other Facebook ad types.

Video Views

A great alternative or supplement to a television campaign, the Video Views objective is excellent for spreading awareness about your business or brand.
By setting up a campaign with this objective, you are able to control the CPV, or cost per view, unlike a traditional television campaign. Facebook’s
metrics reporting also allows the page admin to view important stats such as views to completion as well as total impressions.

Another powerful addition to the Video Views objective is the ability to add a click through link at the end of the video. If a brand or business uploads
a 30 second spot to the campaign about a new sale or promotion, they will also be able to add a direct link to those products so viewers can click
through to the sale they just learned about.

Facebook also allows for enhanced ad creation by using their tool called “Power Editor”. This tool gives access to more ad objectives such as lead
generation and local awareness. Using the lead generation objective, an advertiser only pays if the ad generates leads, such as form submissions,
sign ups, registrations, etc. Power Editor also enables the user to easily manage and test their ads by duplicating the settings and content of
previous campaigns to new campaigns. This tool also does not have a character limit when creating copy for ads, which is extremely useful for multiproduct
and website click campaigns.

Taking advantage of these advanced Facebook ad features can make a huge difference in the success of your campaign. It’s important to stay on top of
ad trends as Facebook is continually adding new features for advertisers. Each ad objective has different specifications and will deliver different
results based on your goals. For help navigating Facebook’s array of ad products, contact us today.


Written by Evan Almindo, Digital Media Specialist at Brawn Media. Learn more about him and the rest of our team here!