Facebook Ad has developed into an effective tool for businesses to reach their target audience. Nevertheless, understanding the range of Facebook ad goals or objectives can be difficult, especially if you are new to the platform. In this detailed guide, we’ll look at the various Facebook ad goals to help you determine which ones are best for you and your business.
What are the different types of Facebook ad goals?
- Brand Awareness Campaigns
- Traffic Campaigns
- Engagement Campaigns
- Video Views Campaigns
- Lead Generation Campaigns
What Are Brand Awareness Campaigns on Facebook?
Brand awareness campaigns are intended to improve brand recognition among potential buyers in a given place, such as ‘Bundaberg’ (as an example), based on the demographic you want to reach. These campaigns are intended to introduce your business to a larger audience and ensure that people remember your brand when they eventually need the product or services you offer. Think ‘billboards’, ‘radio ads’, and ‘tv commercials’ that are about the brand rather than an offer or particular product. Facebook brand awareness campaigns work exactly the same way. Facebooks algorithms connect the ads to both: 1. users who are most likely to be interested in the products or services offered by your ‘brand’, or 2. users who you select in your targeted demographics.
Benefits of Facebook Brand Awareness Campaigns
Increased visibility
Your brand gets seen by more people, increasing its overall visibility.
Long-term growth
Building brand awareness is a long-term investment that pays off by creating a loyal customer base.
Cost-effective
These campaigns are generally less expensive than other types of ads, making them suitable for businesses with smaller budgets who want to reach a larger audience.
What Should I Pay for Brand Awareness Campaigns in Australia?
At Nash Media Group Digital Marketing Agency, brand awareness campaigns are measured by the cost per 1000 impressions (CPM). In a 2024 study conducted by Shopify, the average CPM globally is $9.78. Anything under this is considered good. However, if you are looking for better than ‘good,’ Nash Media Group recently announced that they are achieving a CPM average of $2.50 for Australian businesses (although they are not limited to advertising solely for Australian businesses).
While DIY Facebook advertising might seem cheaper, it’s often more cost-effective to pay a 25% management fee to an agency and oftentimes you’ll achieve a lower CPM than doing it yourself. This is because professional management can optimise your campaigns better, resulting in higher efficiency and cost savings in the long run.
For businesses, it is crucial to ask your marketing agency about the CPM they are achieving with brand awareness campaigns to ensure you are getting the best value for your investment. Alternatively, arrange a strategy session with an expert at Nash Media Group to uncover the opportunities available to you and understand the costs involved. We offer this valuable session to clients worldwide for just $29 AUD, with no further obligation—simply a strategic conversation to help you succeed.
How Do Traffic Campaigns Work on Facebook?
Traffic campaigns intend to direct users to a website, website page, app, or Facebook event. If you want to increase the number of users who visit a specific page or destination. Facebook optimises this advertising to target users who are more likely to click on your link.
Benefits of Traffic Campaigns
Increased website traffic
Facebook traffic campaigns are optimised to drive more potential customers to your website.
Higher engagement
Traffic campaigns on facebook encourages users to explore your products or services, event details, or content.
Better analytics
Traffic campaigns on meta (facebook and instagram) allow you to gain valuable insights into user behaviour through website analytics.
Tips for running a successful Traffic Campaign on Facebook
In 2024, Nash Media Group published data from their historical ad campaigns showing that traffic campaigns produce better results (more quality leads) as the campaign matures. Therefore, having a well-thought-out customer journey conversion process is imperative.
Getting someone to click on the link in your ad is one thing, but if the destination URL doesn’t deliver a great offer or guide the user through a customer buying journey, then a click or traffic campaign is a wasteful investment. Ensure the landing page is optimised to convert visitors into customers or leads.
For eCommerce brands, this means converting clicks into sales. For service-based businesses, it means converting clicks into genuine enquiries, such as phone calls or online enquiry forms. If you are sitting among the global average for website conversions, you should be converting 2-5% of visitors.
By optimising your traffic campaigns by ensuring a seamless customer journey on the destination url, you can increase your conversions and maximise the return on your advertising investment. Ask us for an audit on your destination URL.
What is a good budget for Facebook ad campaign?
For DIY or in-house marketers, the average cost per click (CPC) can be achieved at a range from $0.29 to $0.50. However, with a well-targeted campaign managed by a professional marketing agency, you can achieve lower CPCs and get started with a budget as low as $8 per day including management fees. Investing in professional management can optimise your budget and enhance the effectiveness of your campaigns.
Ready to take your Facebook traffic campaigns to the next level? Contact Nash Media Group today, and let our experts help you achieve outstanding results.
What Are Engagement Campaigns on Facebook?
Engagement campaigns are designed to increase interactions on your posts. This may include likes, comments, shares, and event responses. If you want to build a community around your brand – engagement campaigns are the best way to do it.
Benefits of Engagement Campaigns
Enhanced social proof
Higher engagement can make your brand appear more popular and trustworthy. And since trust is one of the five key factors which influences customer buying decisions (like, trust, track record, fulfilment, affordability), incorporating engagement campaigns into your ongoing integrated marketing strategy can be highly beneficial. This approach not only enhances your brand’s credibility but also encourages potential customers to choose your products or services.
Improved reach
Engaging posts are more likely to be shared, increasing your organic reach.
Community building
Build a loyal community that actively engages with your brand.
What Are Video Views Campaigns and Why Should You Use Them?
Video view campaigns seek to increase the number of views on your video content. These campaigns are ideal for organisations wanting to engage their target audience through intriguing video content.
Benefits of Video Views Campaigns
Higher engagement
Videos are highly engaging and can capture attention quickly.
Storytelling
Use video to tell your brand story in a more impactful way.
Broader reach
Videos are more likely to be shared, increasing your reach.
How Can Lead Generation Campaigns Benefit Your Business?
Lead generation campaigns are meant to gather information from potential clients, such as email addresses, phone numbers, and other contact information. These campaigns are especially beneficial for compiling a list of prospects for future marketing initiatives.
Benefits of Lead Generation Campaigns
Direct contact
Lead generation campaigns help you to collect valuable contact information for future outreach, and further, to build lookalike audiences when creating vertical marketing campaigns. You will need at least 300 email addresses to create a lookalike audience vertical marketing campaign. Ask us how in our $29 social media strategy session to see if this is right for you!
High-quality leads
Target users who have shown interest in your offerings through retargeting campaigns
Seamless integration
Facebook’s lead forms make it easy for users to provide their information without leaving the platform.
Summary of Facebook, Instagram, and Meta Advertising Goals and Objectives
Understanding the different Facebook ad goals or objectives is crucial for maximising the effectiveness of your advertising efforts. Whether you’re aiming to increase brand awareness, drive traffic, enhance video views, or generate leads, each campaign type offers unique benefits tailored to your specific business needs. Selecting the wrong ad objective can significantly impact your return on investment and lead to a disappointing experience in social media advertising.
However, when you are well-informed and have experienced marketers advising you on choosing the right objectives, and you take the time to define your ideal customer for targeting, social media advertising can be transformative. It can take your business to hero heights!
Ready to take your Facebook advertising to the next level? Contact our team at Nash Media Group Marketing Agency in Bundaberg, for expert assistance in creating and managing your Facebook ad campaigns. With social media marketing campaigns starting from $199AUD plus ad spend from $1.70 AUD a day, we help businesses leverage social media to grow their business.
