Effective Facebook Advertising: Choosing The Right Campaign Objective

campaign objective

To effectively advertise on Facebook you need to get a bunch of things right. One of the most important is choosing the right campaign objective.

And that’s something that most people get wrong.

You can and should do a lot more than simply boosting posts.

Campaign objectives

There are actually 10 different campaign objectives that you can choose from in Ads Manager (There used to be a lot more but they have simplified the options)

Ads Manager Campaign Objectives

The simplest way to approach this list (and to choose the right option) is to treat it like a menu.

Don’t try and game the options.

Simply select the outcome you want to achieve.

If you’re looking to generate sales via your website or leads via an opt in form, select conversions.

Promoting a blog post? Then select the traffic objective to get as many people to see it as possible.

Want as many app installs or video views as possible? Then simply select those options.

If you want to generate as many leads as possible then go for lead generation.

You get the idea.

(NOTE: Want access to the Netflix of Facebook marketing for just $1? Then check out our Facebook Marketing Academy)

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Facebook is smarter than all of us…

A lot of Facebook advertisers have split tested different campaign objectives and found that the “correct” option leads to a higher cost per click or cost per impression.

And as a result they have decided to go with the “incorrect” option and that is hurting their results, particularly in the long run.

For example, if you’re looking to generate sales and you split test the traffic campaign objective vs the conversions campaign objective, you’ll probably find that the traffic campaign objective generates a lower cost per click and has a lower cost per impression.

It might even generate a lower cost per sale in the short run…

But if you use the traffic campaign objective, you’re not giving the Facebook algorithm a chance to work it’s magic.

It may take a couple of days, but once Facebook has worked out what sort of person is likely to take the desired action…

(In this case make a purchase)

They can very accurately determine who within your target audience is most likely to take that action and therefore who they should put your ad in front of.

And if you end up paying twice as much per click, it doesn’t matter if your cost per sale is 50% less.

(NOTE: Want access to the Netflix of Facebook marketing for just $1? Then check out our Facebook Marketing Academy)

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But what about video?

Most Facebook advertisers don’t even consider the different campaign objectives.

If you do, you’re already ahead of most or your competition.

But amongst those that do consider them, some get lost with video.

With video ads you don’t have to use the video views campaign objective.

In fact, we rarely use that objective at all. And we use video ads all the time.

When we run video ads for our own business or for our clients, most of the time we’re looking to generate leads or sales.

And because of that, we use the conversions campaign objective.

Treat video ad campaigns just like image ad campaigns – select the campaign objective that best describes your desired outcome.

So what campaign objective have you had success with? Let us know in the comments section below.

About The Author

Ben Heath

Ben Heath is a Facebook advertising expert, writer and the Founder of Lead Guru. Alongside creating content for our online community, he works closely with our clients to develop and implement Facebook advertising strategies that deliver industry leading ROIs.

5 Comments

  • Avatar

    Dawn Ward

    Reply Reply April 6, 2017

    I have been struggling to get the right response to my adverts so obviously am not choosing the correct campaign objective. I have been using video views as i have been putting videos on. However having read what you have put in the blog i now realise that might be wrong. My objective is to get brides to book appointments to come into our store and try and buy bridal gowns.I have purchased your 30 days Facebook marketing and am slowly working my way through. Just on module 3. it is certainly easy to follow

    • Avatar

      Ben Heath

      Reply Reply April 7, 2017

      Hi Dawn, thanks for the kind words. Yes, in your case you would be better off installing the Facebook Pixel on your website and then choosing the conversions campaign objective.

      If you give Facebook a few days to optimise your campaign, you’ll probably get much better results that way.

      • Avatar

        Dawn Ward

        Reply Reply April 8, 2017

        Hi Ben,thank you for your reply. I am just building an advert at the moment and I will contact my website man about putting the Facebook pixel onto the site.

  • Avatar

    Jen

    Reply Reply June 30, 2017

    Hi Ben could u explain further what the fb pixel actually does on yr website and also more instructions re giving fb more time to optimise campaign

    • Avatar

      Ben Heath

      Reply Reply July 3, 2017

      Hi Jen, the Facebook Pixel tracks your website visitors’ activity on your website. That means you can add those people to custom audiences to specifically advertise to them and you can accurately track the results that your Facebook ad campaigns are delivering.

      In terms of giving Facebook more time. When you create a advertising campaign in Facebook you select a campaign objective – traffic, conversions, post engagement, etc. If you select a conversions campaign objective and tell Facebook to optimise for purchases then Facebook will put your ad in front of people (within your targeting options) that are most likely to purchase. The longer your campaigns run for, the more data Facebook has to be able to accurately predict who is likely to purchase. This means that after a week or so we often see the cost per conversion come down quite significantly.

      I hope that helps.

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