How do you accomplish a goal? First, you’ll need to set your overarching goal. From there, you’ll define every micro goal and each of the individual actions that will get you there.
For marketers, step one is having a product to market. The second is to acquire customers. The third? Profit.
That sounds great, except that customer acquisition part can be tricky. That’s where Facebook can help.
With more than a billion active users, Facebook provides fertile ground for customer acquisition.
- The downside: The increasingly pay-to-play nature of Facebook mandates an investment to maximize this audience.
- The upside: Facebook ad targeting is both robust and granular, offering numerous options that allow you to drill into minute targeting and action-based details.
It’s complex, but the opportunities it provides are awesome. We’re here to help demystify it, at least a little bit.
When creating an ad in Facebook, the interface presents you with a host of overwhelming options. Before even writing your ad, you’re forced to select a “marketing objective.” At the time of writing, the Ads Manager gives you a whopping 13 options.
How is the average marketer supposed to know which option to choose here? To Facebook’s credit, the multitude of choices is intended to relate a variety of objectives to practical marketing goals. Unfortunately, so many choices often just confuse people using the interface for the first (or second, or twentieth) time. Your choice will affect what your ads look like, how you can target your audience, what bidding criteria you can use and what actions you are charged for. All of these variables have the potential to muddy the water when it comes to getting the most cost-effective results.
In this article, we’ll cover the marketing objectives offered in Facebook Ad Manager. We’ll also cover which ones are best aligned with which marketing goals and the potential concerns and caveats that come with some objectives.