Video

How Ad Campaign Objectives Help You Optimize

Setting an objective is one of the first things you need to do when creating an ad campaign on Facebook/Instagram. The objective you choose is more important than you might think! Watch to find out why.

Transcript:

When you first create a campaign on Facebook and Instagram, one of the first things that you’re going to be asked is, what is your objective? And choosing the right objective for your ad campaign is super important towards making sure that your ad gets shown to the right people and that the algorithm can effectively optimize that campaign to get you the results that you want.

So there are a lot of different types of users on Facebook and on the Internet in general. And the Facebook pixel is installed on more than 3 million websites across the web. So Facebook has a really good understanding of each of their users and what types of behaviours they’re likely to take. So people that do a lot of online shopping as they’re browsing around, adding to their cart, purchasing, Facebook knows that about them. There are certain users that like to download and try out new apps on their phone. There are users that use Facebook just for Messenger and love to message their friends. There are users that use Facebook for reading articles and they click on a lot of links and they read a lot of articles. And then there are users that engage a lot on Facebook and they like everything on Facebook. They comment a ton and they like to share things to their own Facebook. So those are really high engaged users.

When you select your objective type, Facebook is going to show your ads to users that are likely to take that action. So an ad with an engagement objective is going to be shown to those people that engage a lot on Facebook, but the problem is, if you’ve selected the wrong objective, Facebook is not going to know to show that to the people that are going to be likely to take the action you want them to take.

So, for example, when you run an app installs campaign, Facebook is going to show that people that it knows are likely to download apps. And if you run instead an engagement campaign, you’re going to have a lot of likes and comments and shares, which is going to seem great, but you're not going to get that many installs of your app. Likewise, if you have an e-commerce store, you want to make sure that you’re targeting your ads with the conversion objective and optimizing for the purchase pixel event so that you’re getting people that are actually likely to come and make a purchase. So making sure you’ve selected the right objective for your campaign is really important for making sure that your campaigns are properly optimized.

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About Leah Mazur

Leah has worked in digital marketing for 9 years. She consults for clients on digital advertising and teaches marketing workshops across Canada.
  • Montreal, Canada
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