What do all successful Facebook ad campaigns have in common?

Is it the alluring ad copy, laser-focused target audience or irresistible value offer?

What do you think: out of these two Facebook ad campaigns by MailChimp and Litmus, which one performs better?

Cast your vote: MailChimp vs. Litmus

Made your guess?

Whichever your answer, it’s incorrect. That’s because was set on false premises.

There’s really no way to tell which one of these ad campaigns (if any) was successful unless you know what the campaigns’ goals and results were.

This example illustrates a frequent problem of PPC advertising and marketing in general — dismissing the ultimate goal for vanity metrics and short-term gains.

The two types of Facebook ad goals

Facebook advertising metrics can be divided into two main categories: the nice-to-haves and the imperatives.

The nice-to-have ad metrics include Profit Dojo Review

  • Total impressions
  • Cost-per-click
  • Click-through rate
  • Cost per 1k impressions

These metrics can indicate which one of your A/B test versions is performing at a better rate compared to other variations.

But they won’t show the ROI of your Facebook ad campaigns.

The imperative ad metrics are:

  • Cost-per-conversion
  • Conversion rate
  • Click-to-conversion rate

These must-track ad metrics show the true ROI of your Facebook ad campaigns in that they materialize in your sales results.

To illustrate the importance of tracking the right Facebook ad metrics, here’s an example:

If you look at the Campaigns A and B and compare their results in terms of CPC, it’s easy to conclude that Campaign A outperforms Campaign B by over 105%.

Campaign A looks like a sure winner

However, the tables turn when we compare the click-to-conversion rate. In this case, Campaign B has a significantly higher return on investment.

Campaign B has a higher ROI

When tracking wrong goals, you can easily end up creating Facebook ad campaigns that have loads of likes, clicks and website visits, but few conversions that contribute to sales.

A similar problem is apparent in Videolova Review.

As marketers evaluate their ad variations based on the cost-per-click instead of cost-per-conversions, it may happen that the best-performing ads will be discharged in favour for the ones with the lowest CPC or CPM (Cost per mile).

Which one of these ads is more successful?

Always opt for Facebook A/B test variations with the highest conversion rate.

Low cost-per-click ≠ Low cost-per-conversion

Ad goals and Facebook campaign objectives

When creating Facebook ads, setting the right goal is ever more important as it will help to determine your campaign objective.

The campaign objective tells Facebook what’s the ultimate goal of your advertising campaign, and helps its algorithms optimize your ad delivery for best results.

As you can see, there are plenty of Facebook campaign objectives.

Facebook has 10+ campaign objectives

In order to pick the right objective, you’ll need to know your ad goals.

Depending on the objective you choose, Facebook will let you select between various ad types and bidding methods.

It is important that you select the right ad goal right at the beginning of the campaign creation process as it will determine your ads’ delivery and cost-per-result.

For example, if your real goal was to sell X pairs of sneakers, but you told Facebook that you want to raise brand awareness, chances are that you’ll see poorer ad results than if you had set the right goal in the first place.

Why selecting a wrong ad objective may result in low campaign ROI?

Because Facebook will optimize your ads to get you the results you asked for.

If you ask for maximum reach, Facebook will deliver the maximum share of ad impressions, not the maximum number of purchases.

How to choose the right Facebook ad goals

Determining your Facebook ad goals is a simple process.

Just ask yourself:

What do I want to get as a result of this WP Makeover Review?

? Your Facebook advertising goals could be:

  • Driving more sales
  • New leads
  • Increased brand awareness
  • New people in the sales funnel
  • Higher customer engagement

Your goal should have a direct impact on your company’s growth and success.

? Not to be confused with goals:

  • 100,000 ad impressions
  • Thousands of ad clicks from no matter whom
  • Many likes under your Facebook post

These ad metrics do not reflect on any tangible results and shouldn’t be perceived as Facebook advertising goals.

Make sure that you select the goals that actually increase your revenue, not just look nice in ad reports.

Quick wrap-up

As you complete reading this article, go over all your active Facebook campaigns and evaluate their performance based on the right foundations.

Whenever you discover a campaign with misguided goals, change the ad sets’ delivery optimization settings or pause the campaign and set up a new one.


5. Set a budget and schedule for your ad campaign

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(Source: Author’s screenshot)

6. Select your desired ad format. The various formats available if you want to get people’s contact details are shown below. Compare them to decide on the right one for your business.

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Collect customer information so you can continue communicating with them, providing information and advice to guide them toward a conversion. Or… send their info directly from your Facebook ads to your autoresponder to continually engage them so you can focus on developing your business, only with ConnectLeads.

Select “Lead Generation” in the Ads Manager.

Consideration: Page Post Ads

Facebook Page Post Engagement Ads allow you to extend the reach of the posts already on your business page. By promoting posts beyond your audience of followers, you can engage new leads as well as your current community of customers, with the same content.

Not only does this give you the opportunity to widen reception of your ads to include people with related interests, you also can collect insights to see which posts get the highest engagement with a larger audience.

Insights on the posts that work best with your audience are valuable because they enable you to continually optimize and tailor the type of content you post to your audience.

How to Create a Page Post Ad:

1. Select “Engagement” as your marketing objective

(Source: Author screenshot)

2. Scroll to the bottom of the page and click* to “Set up ad account”

(Source: Author’s screenshot)

3. Fill in your account information as per the on-screen instructions

(Source: Author’s screenshot)

4. Create a new or use a saved audience and choose your placement preferences

(Source: Author’s screenshot)

5. Set a budget and schedule for your ad campaign

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(Source: Author’s screenshot)

Page Post Ads Appear for Users as They do on Your Newsfeed:

Extend content posted to your Facebook page beyond the network of your current followers and gain an understanding of the kinds of content that work best with your audience.

Select “Engagement” in the Ads Manager.

Consideration: Event Response Ads

Tell people about your next big event and get them accepting your invitation so they are reminded to attend. People who physically visit or interact with a retailer are around 10 times more likely to make a subsequent purchase. Strengthen your relationship with your customers by inviting them to experience your brand in action.

Choose the audience you would like to attend your event based on filters such as age, gender, interest, and location (for more precision-targeting, see how Connectio tools could give you the competitive advantage).

When a user clicks your ad to sign up for an event, it will automatically sync with their Facebook calendar and remind them to attend.

How to Create an Event Response Ad:

1. Select “Engagement” as your marketing objective

(Source: Author screenshot)

2. Scroll to the bottom of the page, select “Event Responses” and click* “Set up ad account”

(Source: Author’s screenshot)

3. Fill in your account information as per the on-screen instructions

(Source: Author’s screenshot)

4. Create a new or use a saved audience and choose your placement preferences

(Source: Author’s screenshot)

5. Set a budget and schedule for your ad campaign

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(Source: Author’s screenshot)

6. Select your desired ad format. The various formats available if you want to get people to come to an event are shown below. Compare them to decide on the right one for your business.

Boost awareness of your event, invite attendees. The ones who accept your invitation will get a reminder when it’s coming up.

Select “Engagement” in the Ads Manager.

Consideration: Offer Ads

Reward past customers or generate new ones with a deal or discount. Users click on your ad to claim an offer, receive a discount code, and are sent to your website to shop. They can then use the code to redeem their discount when they check out online or in your brick-and-mortar store.

When you want to boost sales, a discount or promotion is a great way to encourage your audience to act. Discounts give people an excuse and a time limit within which they must make the most of what you offer.

How to Create an Offer Ad:

1. Select “Traffic” as your marketing objective

(Source: Author screenshot)

2. Scroll to the bottom of the page and click* “Set up ad account”

(Source: Author’s screenshot)

3. Fill in your account information as per the on-screen instructions

(Source: Author’s screenshot)

4. Toggle the option that reads “Offer” to On

(Source: Author’s screenshot)

5. Create a new or use a saved audience and choose your placement preferences

(Source: Author’s screenshot)

6. Set a budget and schedule for your ad campaign

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(Source: Author’s screenshot)

7. Select your desired ad format. The various formats available if you want to advertise an offer or discount are shown below. Compare them to decide on the right one for your business.

CAROUSEL

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Create and share discounts and deals with current and potential customers. Make them an offer they can’t refuse.

Select “Traffic” or “Conversions” in the Ads Manager; toggle the switch that reads “Offer” to “On.”

Consideration: Message Ads

Message Ads enable your business to encourage customers to connect with you about your products and services. Create ads with the aim of getting your customer to open Messenger conversations with your team.

Make it easier to encourage conversations at a larger scale. Interact on a more personal level to get higher quality leads, increase sales, and answer queries to ensure you remove any obstacle potential customers may encounter on their way to a purchase.

Facebook Ads that open Messenger conversations aim to reach the people who are most likely to engage in conversations with your team, helping ease their transition from consideration to conversion in your marketing funnel.

When people get in touch with you directly, you know they must be interested. Make it easier for people to find products, complete purchases, and arrange deliveries within a message thread. Answer people’s queries and help them troubleshoot any issues along their path to a purchase.

How to Create a Message Ad:

1. Select “Messages” as your marketing objective

(Source: Author screenshot)

2. Scroll to the bottom of the page and click* to “Set up ad account”

(Source: Author’s screenshot)

3. Fill in your account information as per the on-screen instructions

(Source: Author’s screenshot)

4. Create a new or use a saved audience and choose your placement preferences

(Source: Author’s screenshot)

5. Set a budget and schedule for your ad campaign

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(Source: Author’s screenshot)

6. Select your desired ad format. The various formats available if you want to connect with people through messaging services are shown below. Compare them to decide on the right one for your business.

CAROUSEL

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Start a conversation with current and potential customers. Reach new people by getting them to interact with your brand in a more personal way.

Select “Messages” as your marketing objective.

The Final Stage of the Funnel: Conversion

During the conversion stage, buyers have a degree of purchase intent. They have been persuaded that this type of product is something that they either want or need. Make them aware why your business is the only choice to buy from by following up with your leads and smoothening their path to a purchase.

Conversion: Website Conversions

The Facebook Website Conversion objective helps you to get sales on your website. Whether you want product purchases, or sign-ups, Website Conversion Ads encourage people to go to your website to take action.

Website Conversion Ads work with the Facebook Pixel on your website, so you can reach site visitors who are most likely to take your desired action – and keep track of how many people do. Define the action that you want people to take – from visiting your site, to adding something to their basket and track them with the Facebook pixel to see how they behave.

How to Create a Website Conversion Ad:

1. Select “Conversions” as your marketing objective

(Source: Author screenshot)

2. Scroll to the bottom of the page and click* to “Set up ad account”

(Source: Author’s screenshot)

3. Fill in your account information as per the on-screen instructions

(Source: Author’s screenshot)

4. Enter your website’s details (after installing the Facebook Pixel – for more details, see here)

(Source: Author’s screenshot)

5. Create a new or use a saved audience and choose your placement preferences

(Source: Author’s screenshot)

6. Set a budget and schedule for your ad campaign

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(Source: Author’s screenshot)

7. Select your desired ad format. The various formats available if you want to get people to take action on your website are shown below. Compare them to decide on the right one for your business.

CAROUSEL

SINGLE IMAGE

SINGLE VIDEO

SLIDESHOW

COLLECTION

Encourage people to take action on your website, whether it’s downloading, exploring, purchasing, or subscribing — these ads aim to generate positive user-interactions with your site.

Select “Conversions” in the Ads Manager.

Conversion: Store Visit Ads

Though online sales are growing at a high rate, 90% of retail purchases are still made offline. Use Store Visit Ads Drive to drive offline behavior with location-based targeting. Better integrate your potential customers’ online and offline experiences of your brand to expand its presence throughout their lives.

Localize your ads. Display text, directions, and CTAs customized to the business locations closest to your customers. Drive more visits to your brick-and-mortar store locations.

Use CTAs proven to help boost offline results: Show directions to help drive store visits; Display your phone number to get chatting to customers about their queries; Send a Message to connect via Messenger. Establish your business within your local community.

How to Create a Store Visit Ad:

1. Select “Store Visits” as your marketing objective

(Source: Author screenshot)

2. Scroll to the bottom of the page and click* to “Set up ad account”

(Source: Author’s screenshot)

3. Fill in your account information as per the on-screen instructions

(Source: Author’s screenshot)

4. Create a new or use a saved audience and choose your placement preferences

(Source: Author’s screenshot)

5. Set a budget and schedule for your ad campaign

.

(Source: Author’s screenshot)

6. Select your desired ad format. The various formats available if you want to advertise your store for visits are shown below. Compare them to decide on the right one for your business.

CAROUSEL

SINGLE IMAGE

SINGLE VIDEO

SLIDESHOW

Automatically provide the most relevant information to your audience about stores nearby to their location so they can convert.

Select “Store Visits” in the Ads Manager.

And Remember…

Using Facebook’s default tools alone, you could be wasting much of the time and money you spend on getting ads in front of an audience on impossible leads – people who have no interest in buying your products or using your services.

Using Connectio products, it is now possible to target the perfect people for your business’ products and services and retain them for retargeting in custom audience groups using a powerful all-in-one interface.

Dramatically reduce costs by continually generating unique custom audiences for your brand and targeting those that will get you the best returns.

Marketers have seen remarkable results from using these tools – up to 2021% returns on their campaign investments. Don’t waste your time and budgets promoting your products and services to people without the magical combination of purchase intent and a unique interest in your niche.

Source: https://karolakarlson.com/facebook-ad-goals/

https://connectio.io/facebook-ad-types-business-goals/

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