With more than 2.5 billion users connected per month, Facebook has become an important tool for creating effective advertising campaigns, even with tight budgets. This powerful platform offers the possibility of using different formats and reaching a large number of people through advertising, which, segmented in the correct way, are extremely beneficial for any company.

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However, the reach of this social network makes it highly valued by advertisers, so if you want to be successful in your Facebook Ads campaigns and maximize the return on investment (ROI), you must define a clear strategy, which begins with the objective you want to achieve with your ad.

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The question is what do you want people to do with your ads?

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Here we show you the 11 objectives of the Facebook Ads Manager, which cover different goals that you can reach, taking into account the main ones of the Customer Journey: Discovery, consideration and conversion.

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Discovery goals on Facebook:

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1. Brand awareness

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‍If you want to make your brand known to new audiences, this is the perfect objective. Through it, you can awaken the attention of your target audience, familiarize them with your brand and highlight the characteristics that differentiate you from the competition. However, if you go for this objective, do not expect commitment in conversion or sales, since its only purpose is to make your brand visible and generate recall.

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2. Reach

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Facebook outreach ads are shown to as many people in your target audience as possible - taking into account budget limitations. Its purpose is to generate brand recognition or change in perception through maximizing the number of reach or impressions. Its configuration allows you to determine the frequency with which you want each user to see the ad, as well as the minimum number of days between each viewing.

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Consideration objectives:

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3. Traffic

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The traffic objective aims to direct your target audience to an application or website. However, if you decide to opt for this objective, it is important to keep in mind that the application is only responsible for collecting the number of clicks, not abandonment or conversion.

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4. Interaction

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Taking past behaviors into account, this type of goal seeks to reach people who are most likely to interact with your post. Which makes it ideal for strengthening brand credibility through interactions such as likes, comments and shares.

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5. Installing applications

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This type of advertising allows you to boost mobile application installations, directing consumers directly to stores such as the App Store or Google Play Store, to download your company's application. There, Facebook shows ads to members of your target audience who have previously downloaded apps, thus increasing the chances of installation.

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6. Video Plays

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The video views ad seeks to obtain as many views as possible. This format allows you to share information about your business in a dynamic and attractive way.

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7. Potential clients

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This objective is ideal when you are looking to collect data from your potential clients. With this type of ads, users send their information in exchange for an attractive offer created by your company (newsletters, courses, e-books, etc.).

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8. Messages

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Through this objective, users can send direct messages to the company through Facebook Messenger. This form is ideal for humanizing your brand and connecting more personally and directly with your customers in resolving their questions and requests. Its use also requires commitment to your audience, because if you do not respond to their queries, they will lose interest.

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Conversion campaign objectives:

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9. Conversion

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In conversion ad you encourage people to take valuable actions on your app or website (make a purchase, register, add to cart, among others).Additionally, it is more successful when your potential customer is already familiar with the product, probably because they have already gone through the awareness and consideration stage.

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10. Catalog sales

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If you want to show your product catalog and increase your sales, this ad is the one for you. In it, you will have to include your list of products, so that the platform extracts the necessary information and adjusts it to the needs and desires of your audience. That is, through machine learning prediction, Facebook will select the most relevant products for your potential customer and direct them to them, with the sole purpose of generating sales.

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11. Traffic in the business

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In order to break the digital barrier, the business traffic advertisement is perfect for those companies with physical establishments. Through these types of campaigns, Facebook sends ads to people who are geographically close, making them more likely to visit you. However, it is necessary to clarify that the platform directs its ads to people's locations, so other types of audience demographic data are not considered. Since you know the objectives of Facebook Ads, you will know which one is ideal to use in your ads.

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We understand that navigating these waters can be challenging, but you're not alone. Schedule a free strategy call with our ABM agency CEO, Alex Hollander. Or visit our homepage for more information regarding B2B SaaS & Tech Growth Operations!

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