Meta advertising is one of the powerful tools to come across social media users on Facebook and Instagram and show them our ads. Meta is an interest-driven platform so we get a huge opportunity to target people based on their interest level suppose you have a clothing business and you want to show your ads to the people who are interested and can buy your products. Then this is possible as you get the option to target people interested in clothing or related categories, deliver your ads, and pitch your products to that specific audience.
As we all know advertising always depends on objectives and when you go on Meta it won’t always be about selling so for that reason Meta provides you with different objectives that will impact your audience targeting, creatives, and ultimate audience delivery. But when you want to advertise your product it won’t be always about selling hence meta provides you with different campaign objectives based on which you can reach different people and connect them with your brand.
Let’s discuss more about Meta Campaign Objectives.
As we understood the need for different campaign objectives so Meta came up with the same. Meta gives different objectives based on the different needs of the advertiser. Earlier Meta used to divide 11 campaign objectives in three parts or business goals such as:-
1) Awareness
2) Consideration
3) Conversion
It is like a marketing funnel where advertisers can target individuals based on their marketing temperatures. The marketer should use Awareness campaigns when they want to create awareness about their products or services or showcase their brand to a large audience in the market.
Consideration campaign objectives help you target people who are aware of your brand or are already searching for some product and in that phase how you can propose your product over competitors to consider as their ideal buy.
Conversion is the final stage of the funnel where you target people who are potential consumers of your product or services.
But now Meta has updated its dashboard structure and you won’t see such segregation. Now Meta directly gives you the option of six campaign objectives which you can choose while creating campaigns. These six objectives are as below.
1) Awareness
2) Traffic
3) Engagement
4) Leads
5) App Promotion
6) Sales
Still, if we have to divide this objective into three business goals then it will be as below.
1) Awareness – Awareness
2) Consideration – Traffic / Engagement / Leads / App Promotion
3) Conversion – Sales
Now you might be thinking objective we should select and what we miss if select one over the other. But that is not the case. Actually, you can run 2 different campaign objectives at the same time. Suppose you are running an awareness campaign with Video and you run a sales campaign where you optimize for add to cart and show ads to people who viewed your video for more than 70% which seems to be interested in your video or product. Let’s not get into strategy for now.
Within this campaign objective, you get different optimization or performance goals which plays a crucial role in the outcome the advertiser is trying to accomplish. Let’s talk briefly about each of the campaign objectives and performance goals available with the objectives.
1) Awareness – The main objective here is to create awareness for your brand or products or service and reach out wider audience. You can use different optimizations such as:-
– Reach
– Impression
– Ad Recall Lift
– Thruplay
– 2 Second Continuous play
2) Traffic – We should go for a traffic campaign if our objective is to drive maximum traffic on the Website, App, Messenger, WhatsApp, or call.
3) Engagement – This campaign objective helps you in gaining user engagement on different posts or locations such as:-
– Facebook / Instagram Post
– Thruplays / 2 Second Continuous Views
– Meta Events
– Messenger Engagement
4) Leads – If you want to collect leads then you should run a leads campaign. Here you collect users’ details like name, and email contact through a lead form or drive them to a website or app where they can fill form and share their details.
5) App Promotion – This campaign is a must if you have an App and want to promote this app for more app installation and you can also drive more app events such as Add to Cart or Purchase inside your App.
6) Sales – It helps drive conversions such as Add to Cart and Sales.
If you directly come on Meta dashboard and then try to select a campaign objective it will be pretty confusing as all objective seems helpful and you often think of which objective to go with and what you will miss if you don’t select others. So let’s clear out some confusion related to Meta Ads Objective selection.
1) Campaign Objective depends on your Business objective or Goal.
2) Selecting Objective is just one part but success of campaign depend on other factors as well.
3) Get idea of your business funnel and accordingly run campaigns with different objectives.
4) There is no evergreen campaign philosophy so you have to consistently monitor and optimize the campaign and ads.
5) Be it any objective, New campaign will require some time to learn so don’t judge it quickly.
If you are a new brand you should go for the Awareness objective and if your brand is already established then you should try to go for the consideration or conversion objective. This is just an upper view but there will be various factors that will drive your decision towards selecting campaign objectives and performance goals. Entire campaign performance depends on various factors such as Buy type, Bid strategy, Budget, Ad creatives, Copy, Ad Types, etc. Combining all these factors with the campaign objective is a constant process and here comes the role of a performance marketer.
Meta Ads is an amazing platform for business to get visibility and also drive sale. Meta Ads contributes major part of Meta revenue that shows how deeply businesses rely on Meta ads and spend crores and get multiple ROI. If you understand then basic concept of Meta Ads it will be normal job for you to set up the campaign and run ads but you will need to consistently monitor the campaigns and optimize accordingly. Meta Campaign objective is one such aspect of advertisement and there are other factors that determines your ROI which we will discuss in the coming blogs.
I hope this content has helped you achieve great insights into Meta campaign objectives.
Cheers!!
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