How do you know which Facebook Ads Campaign Objectives you should be using in 2020? Imagine what it is that you’re going to sell, whether it be a physical product, a digital product, a service, or a membership site, always think to yourself, “Do I really need this?” Facebook ads, targeting, and objectives think exactly the same way. When it comes down to deciding on which objective to use, which one actually converts, and which one actually makes money, it really depends on the level of awareness your customers and your audiences are at.
In terms of deciding what to target, we only use the same three out of the 13 different options for ad campaigns objectives on Facebook. The first level is the level of creating awareness. Ask yourself, the people that you are targeting with your product, your program, your service, or whatever it is that you want to sell, do they have that awareness in order for you to market that product? Because if not, then, you want to have a campaign objective that helps you create this awareness. Create good engaging content that either tells a story that is educational, motivational, shareable, or for a broad audience, for people that would like and consume content.
When it comes to creating a video, more specifically an ad, a good way to start it is by having something called a pattern interrupt. A pattern interrupt is basically when a person’s scrolling on Facebook and something stops them in their tracks, that makes them curious. That allows you to get their initial three to five seconds of attention. Utilising a prop can also be used to secure somebody’s attention. Perform a demonstration of an ad in the form of a video, that helps create awareness, to let people know that your product exists. The next level would be interests. Create a level of interest through education, infotainment (information and entertainment), and because they have this interest now, this interest in turn creates desire, and with the desire, that’s when people buy and that’s when they take action and pay you a certain amount for what you’re selling.
Target the people who already have some sort of interest or desire, and that would be, in most cases, the objective would be for conversions. You don’t necessarily need to use all the ad campaigns provided to you on Facebook. I’ll highlight the crucial ones that are important.
3 Facebook Ad Campaign Objectives You Should Be Using in 2020
Utilise Your Conversions As Objectives
After spending millions of dollars on different campaigns, this is the gold standard that at least 80% of all of our campaigns are based upon. A conversion depends on your sales process or on the thing that you’re selling. A conversion could be somebody actually buying this physical product. A conversion could also be somebody registering for a training, a webinar, etc. The way to think about conversions is to think about what the next step of your sales process is. The best thing about a conversion is that it can come into a few in different forms. A lead, or somebody giving you their name and email address, or it could be a purchase for something.
- To Scale: Video Views
Video views are great for people who don’t have that level of awareness yet, the ones that don’t feel the need to buy your product. Start off by targeting people who already have a level of awareness and some sort of interest or desire. As you know, Facebook has the data on all of our activity. They know the pages that we follow, what we clicked on, the pages that we visited, etc.
- Social Proof: Engagement
Let’s say you have an unconventional product, the goal is to create some sort of social proof to make it look viral and have people start commenting on it. Engagement is basically a like, comment or share. When somebody is scrolling on Facebook, I’d want the post to have recognition so it doesn’t look like it’s dead, but rather people are talking about it, so that itself acts as social proof.
- Retarget: Traffic
We utilize traffic as an objective only under these two circumstances. It is when we have, number one, for retargeting. It means upselling them after they have already bought a similar product from you, or suggesting to them the next thing that they might be interested in buying. Because it’s a very small audience, chances are they’re already targeted. If somebody bought a product from me, I would know what a good relevant upsell, backend, or recurring is, because they’ve shown interest in buying that initial product. All in all, traffic is great as an objective to target people that consists of a very small group audience, but extremely targeted. Or number two, when you want to send people to go and consume some sort of content. It could be a blog post, just to send more traffic to that place again and to retarget.
Tip: One of the things we might do at the start of the campaign is to allocate a very small budget. It’s hard to tell the direct return on investment, the ROI on this, because you can’t bank in likes. But one can argue that the intangible or intrinsic value that is established from this, might have some relevance to conversion.
In most cases, utilize your conversion as your objective, and if you want to scale, utilize video views. If you want social proof, utilize engagement, and finally, if you want to retarget people to an offer that’s already proven, because it’s a hot audience, that’s when you utilize traffic. You can literally ignore pretty much everything else and just utilize these few key objectives. Discover my exact Facebook Ad Campaigns Objectives and how I utilize them to their greatest potential by clicking here. Let me know what you think in the comments section!