facebook advertising objectives - best formats and placement for each objective

FACEBOOK ADVERTISING OBJECTIVES ● ● ReputationLoop.com

cover

http://www.reputationloop.com


table of contents


Facebook Advertising allows a business to

create ads that help them connect with the

people that matter most.

With specific advertising objectives, you can

create ads that help you reach your

marketing goals.


What is Your Facebook Ad Objective?

What do you want people to do when they see your ad?

That action is your ADVERTISING OBJECTIVE.

Before you create your ad, first choose an objective that

aligns with your business and marketing goals.

Do you want to…

Generate interest in your products or services?

That’s an AWARENESS objective.

Get people to think about your business and look for more information?

That’s CONSIDERATION.

Encourage people who already know your business to make a purchase?

That’s CONVERSIONS.


FACEBOOK

ADVERTISING

OBJECTIVES

Including…

The Best Platforms

and Ad Formats to

Reach Your Goals


● AWARENESS Objectives ●

Increase brand awareness by reaching people who are more

likely to pay attention to your ads.

PLATFORMS THAT SUPPORT AWARENESS OBJECTIVES

• Facebook

• Instagram

BEST AD FORMATS FOR AWARENESS OBJECTIVES

• Single Image

• Single Video

• Carousel

• Slideshow

The REACH objective ensures your ad shows to the maximum number of

people in your audience over the full length of your campaign. You can also

maximize the number of impressions that your audience sees.

REACH is the Awareness Objective most useful for local

businesses looking to bring customers in their area into their

stores. Location Targeting allows you to reach people within

a radius of your business locations.


Local Awareness is now REACH

You will no longer see the local awareness objective in Ads Manager because

it has been replaced by the REACH objective which gives you the exact same

functionality.

It’s now called REACH because it targets your ads to reach as many people as

possible. With more advanced budgeting and scheduling, more ad formats

and more CTA buttons, REACH also gives you:

▪ Targeting around multiple addresses; useful if you operate more than

one business location

▪ Power to include/exclude people who don't live in your target area

▪ Targeting by Languages and Connections

▪ Power to include/exclude people by Demographics, interests or

behaviors

CLICK AND LEARN: Creating a Local Awareness

Campaign Using the REACH Objective

https://www.facebook.com/ads/manager

https://www.facebook.com/business/help/906073466193087

https://www.facebook.com/business/help/906073466193087


● CONSIDERATION Objectives ●

When people are thinking of making their next purchase you want them to think of your business. Build AWARENESS then CONSIDERATION encourages customers to get more information. You are one step closer to the sale!

CONSIDERATION Objectives Include:

Traffic

Traffic involves increasing the number

of website visits or the number of

people using your apps.

PLATFORMS THAT SUPPORT

TRAFFIC/CONSIDERATION OBJECTIVES

• Facebook

• Instagram

• Audience Network

• Messenger

BEST AD FORMATS FOR

TRAFFIC/CONSIDERATION OBJECTIVES

• Single Image

• Single Video

• Carousel

• Slideshow

• Canvas

• Collection


Lead Generation

Generate leads with your Facebook ads by collecting information such as

email addresses from people interested in your business.

PLATFORMS THAT SUPPORT LEAD GENERATION/CONSIDERATION

OBJECTIVES

• Facebook

• Instagram

BEST AD FORMATS FOR LEAD GENERATION/CONSIDERATION OBJECTIVES

• Single Image

• Single Video

• Carousel

• Slideshow


Lead Ads

Lead ads let you run lead

generation campaigns on

Facebook and Instagram.

Unlike other ad types, lead

ads include a contact form

interested people can fill

out with their details so

you can follow up with

them.

▪ Contact forms are included in your ad: When people

click on your lead ad, they'll be prompted to fill out a

short form.

▪ Choose which questions to ask in your form: Customize

questions in your lead ad form, so it's tailored to your

business.

▪ Easily download your leads: You can download your

leads directly from Facebook, or connect your leads to

a CRM like MailChimp or Salesforce.

CLICK AND LEARN: How to Create Lead Ads

https://www.facebook.com/business/help/397336587121938?helpref=related


Engagement

Engagement is getting your business seen and having people engage

with your Facebook posts or Pages. If engagement is your objective

you can use ads to:

✓ Boost Your Posts – to increase post engagement

✓ Promote Your Page – to earn page Likes

✓ Get People to Claim Offers on Your Page

✓ Get People to Attend Events on Your Page – by increasing Event

responses

PLATFORMS THAT SUPPORT ENGAGEMENT/CONSIDERATION OBJECTIVES

• Facebook

• Instagram

BEST AD FORMATS FOR ENGAGEMENT/CONSIDERATION OBJECTIVES

• Single Image

• Single Video

• Slideshow

• Canvas


Video Views

If your business has videos of product launches, testimonials, and

“What We Do” that will raise the awareness of your brand and

separate your business from the rest then video views could be a

top objective with Facebook video ads.

PLATFORMS THAT SUPPORT VIDEO VIEWS/CONSIDERATION OBJECTIVES

• Facebook

• Instagram


BEST AD FORMATS FOR VIDEO VIEWS/CONSIDERATION OBJECTIVES

• Single Video

• Slideshow

• Carousel

CLICK AND LEARN: Creating a Campaign for a Video

View Objective




App Installs

App Installs involves getting people to the app stores to download

your apps.

PLATFORMS THAT SUPPORT APP INSTALL/CONSIDERATION OBJECTIVES

• Facebook

• Instagram


BEST AD FORMATS FOR APP INSTALL/CONSIDERATION OBJECTIVES

• Single Image

• Single Video

• Carousel

• Slideshow

• Canvas

• Collection


● CONVERSION Objectives ●

A conversion objective focuses on making people in your audience

take action. Getting an online sale or having a new customer visit

your store online or in person are the conversions that count. Track

and measure conversions with the Facebook Pixel or App Events.

PLATFORMS THAT SUPPORT STORE VISIT CONVERSION OBJECTIVES

• Facebook

BEST AD FORMATS FOR STORE VISIT CONVERSION OBJECTIVES

• Image

• Video

• Carousel

• Slideshow

Using Dynamic Ads for Product Catalog Sales

Dynamic ads are just like other single image or carousel ads created for Facebook, Instagram or the

Audience Network except they work off an ad template you create. With dynamic ads, instead of

creating an ad for each product, the template automatically uses images and details from your product

feed of things you advertise.

PLATFORMS THAT SUPPORT PRODUCT CATALOG SALES CONVERSIONS OBJECTIVES

• Facebook • Instagram • Audience Network

BEST AD FORMATS FOR PRODUCT CATALOG SALES CONVERSIONS OBJECTIVES

• Single Image • Carousel • Slideshow


Why Your Business Should Be

Using Facebook Ads

Why You Need Facebook Advertising?

• Two billion people use Facebook each month.

• Half a billion people use Instagram each month.

• 1 out of every 5 minutes people in the US spend on mobile devices is on Facebook or Instagram.

You can bet that a large cross-section of your customer base is using Facebook and Instagram every day. To

effectively market your business and grow awareness among the audience that matters to the growth of your

business better Facebook Advertising needs to be a priority.

Benefits of Facebook Advertising

Highly Targeted Audience Selection with Facebook

Advertising

Facebook Advertising makes it easy to target very specific audiences with targeting features built into the

Facebook Ad Manager and Power Editor. This means more effective marketing and a higher return on your

investment. You can choose who sees your ad by demographics, contact information, location, behaviors, or

interests.

There are three audiences you can choose from with Facebook Advertising:

• Core Audiences where you select your audience manually based on characteristics, like age and

location.

• Custom Audiences where you upload your contact list to connect with your customers who use

Facebook.

• Lookalike Audiences where you use the information you have about your current customers to find

similar people on Facebook.

Easy and Affordable Facebook Advertising Budgeting

With the ability to drill down to a highly targeted audience you get more for your buck with Facebook

Advertising. You create your ad, set your budget and then bid it in the ad auction. You can start low, and set or

edit your ad budget at any time. Your ad budget will be the total amount you want to spend daily or over the

course of the ad campaign. You also set a bid—the maximum amount you’re willing to pay when someone sees

your ad or takes your desired action.


There are two specialty buying options with Facebook Advertising for advertisers used to purchasing brand

awareness and television ads:

Reach & Frequency

• When you want your advertising campaign to reach more than 200,000 people, reach, and frequency

buying gives you predictable, controlled ad delivery at a locked price.

Target Rating Points

• If you’re used to purchasing TV ads through Target Rating Points, you may be interested in purchasing

video ads for Facebook, Instagram or the Audience Network in the same way.

The ad auction determines which ads should be shown to which people. Base on the information used creating

your ad, the auction shows your ad to the people most likely to be interested in it.

Extend Your Reach Running Ads on

Facebook, Instagram and Audience Network One of the best things about Facebook Advertising is that you can create your ad once and with a few clicks run

it across Facebook, Instagram or Audience Network. One ad can reach your selected audience where they hang

out on their favorite apps and websites, on mobile and desktop devices, with no resizing or reformatting is

required.

Supported Facebook Advertising formats include:

• Video

• Photo

• Carousel

• Slideshow

• Canvas (mobile only)

Available Placements are:

Facebook

▪ Feeds

▪ Instant Articles

▪ In-stream videos

▪ Right column

Instagram

▪ Feed

▪ Stories


Audience Network - Audience Network lets you extend your ad campaigns beyond Facebook to reach your

audiences on websites and apps across devices such as computers, mobile devices and connected TVs (this

feature may not be available to everyone yet.) It uses the same Facebook targeting, measurement and

delivery to make sure each ad on Audience Network helps you reach your campaign goals at the most cost-

effective price.

Messenger

▪ Home

▪ Sponsored messages

Reach Your Marketing Goals with Facebook

Advertising With Facebook Advertising, businesses just like yours are capturing the attention of interested customers. They

are showing off their products, highlighting their services and collecting leads right where people are spending

their time online.

Find your next customer easily with a simple 3-Step Facebook Advertising plan:

1. Choose your audience based on demographics, contact information, and behaviors.

2. Create eye-catching ads that automatically resize and reformat to work on different platforms and every

device.

3. Use ad reporting tools and study ad channel behavior to see how your ads impacted your business and

pinpoint when, where, and how to connect to your audience.

Extending the advertising reach for your business can be as simple as adding Facebook Advertising to your

marketing plan. Build your presence and create awareness for your business while driving discovery and

generating leads. With deeper engagement and a higher return on investment than less targeted digital

marketing, Facebook Advertising can be the key to increasing customer loyalty and boosting sales.

https://www.facebook.com/business/learn/facebook-ads-measuring-results

REPUTATION LOOP FEATURESAUTOMATED FEEDBACK LOOP

creates a simple and easy way to

request feedback from customers.

Immediately read any new feedback

sent to you via email or SMS.

AUTOMATED SOCIAL SHARING

publishes new positive reviews

across business owner’s social

media, even if customers are unable

to.

MONITOR RANKING AND REVIEWS

FROM TOP REVIEW SITES to keep

track of your entire online presence,

ensuring your reviews are in good

order.

BUSINESS LISTINGS MANAGEMENT

ensures business information is

properly listed and verified across

the major search, review, directory,

and social review sites.

MONITOR FEEDBACK TO AN

EMPLOYEE OR DEPARTMENT

LEVEL and understand how each

employee or department is doing on

a customer-by-customer basis.

WORDPRESS PLUGIN TO POST

POSITIVE REVIEWS directly to your

website, promoting your company.

AND SO MUCH MORE...

WWW.REPUTATIONLOOP.COM | Software to Generate Reviews Fast

More than 1,000 marketing agencies use our platform.

And 15,000+ local business boost their online rating

and reviews with Reputation Loop!

GET A FREE PERSONALIZED DEMO

http://www.reputationloop.com/



http://www.reputationloop.com/FREE-DEMO