When you press create campaign in Facebook Business Manager, you are given almost 20 options. A lot of people panic and stop right there. Because that’s A LOT of options! That’s why we’re going to break down creating Facebook ad campaigns for you.
Let’s start with those broad headings at the top of the campaign options – awareness, consideration and conversion.
Facebook has broken up campaign types into 3 broad categories that roughly correspond with the amount of familiarity that a potential customer has with your brand. These are also the steps of a customer journey!
- The awareness stage corresponds with customers learning that you as a company exists
- The consideration stage corresponds with customers are thinking about buying from you
- The conversion stage corresponds with a customer buying what you’re selling
Before you start running ads, you need to know what result you want out of the campaign. You need to know what action you want customers to take.
Facebook Ad Campaign – Awareness Campaigns
Awareness campaigns are for showing ads to people who are most likely to recall them. A lot of these objectives align with cold traffic.
Cold traffic are users who haven’t heard of your company before. You don’t want to send them an ad with a strong call to action like “Buy Now!”. At this stage, it would most likely scare them off. It’s like that joke about meeting someone new in a bar and asking them to marry you straightaway, which, naturally, would send the other person running for cover. Instead, give them a chance to get to know you first by showing them content-based offers such as blog posts, lead magnets, videos, or podcasts. The awareness campaign objectives align perfectly with this type of content based offer.
Facebook Ad Campaign – Consideration Campaigns
This next grouping of campaigns are called consideration campaigns. They contain objectives to get people to start thinking about your business and look for more information about it. Usually this means targeting warm traffic. Or can be used as a way to turn your cold traffic into warm traffic.
Warm traffic are the people who’ve been to your website or interacted with you on Facebook or Instagram. They know who you are or have heard of you. But may not be sure of what you do or how your can help them. They’re not yet convinced that you’re the right brand to help them. At this stage, they’re ready for low-ticket items such as trials, consultations, low-dollar purchases, and webinars. You want a new customer to drink the kool aid and see why your brand is great with a low ticket offer to get them in the door.
Facebook Ad Campaign – Conversion Objectives
The final group of campaigns are conversion objectives. These get people to start thinking about your business and look for more information about it. Consideration objectives contain some of the most powerful tools Facebook has for getting customers to interact with your brand including conversions, catalog sales and store traffic objectives. We often use the conversion objective because it is designed to drive valuable actions on your website, app or in Messenger.
The Importance of Objectives
When you are running Facebook ad campaigns the type of campaign you want to run depends on your objectives. What action do you want customers to take. By action, we mean link clicks, landing page views, or page likes – basically, the reason you are running ads.
Knowing what you want out of the campaign is VERY important because Facebook will try to find people to take whatever action you are looking for.
For example, if you are trying to get more link clicks, Facebook will show people the ads who are likely to click links. Or, if you want to increase your page likes, you will run an engagement campaign for page likes. Do you want customers to see your landing page? You can run a campaign for traffic or conversions.
If you are trying to get more purchases of your product, Facebook will show people with a history of purchasing through Facebook ads. We can’t stress enough that Facebook is trying to optimize for whatever result you want. That means your ads will be shown to people who are mostly likely to take the specified action.
It is crucial that you have a clear objective for what you want out of a campaign and you select the campaign that aligns with that outcome.
What Kind of Facebook Ads Campaigns to Run
For most business types, most of the ads you want to run are going to be a combination of conversion and traffic objective ads. We use traffic objective ads to gauge interest and get more traffic to a website. More traffic is great because that means more information for your Pixel to use later on. We figure, if someone is interested enough in your product/service to click the link in your ad, you have a great chance of turning that click into a customer.
After running traffic to your website, you can use conversion ads to retarget a customer. Because the goal of conversion ads is to do just that, convert people into buying your product or service.
We use conversion ads VERY frequently because they work for both warm and cold traffic depending on what you are trying to sell.
Conversion ads will work for lead magnets, pre-sell articles, or directly to a product page. And of course, retargeting. For example, if you are trying to sell a lipstick to women over 50. If you set up a conversion campaign, Facebook will show your ads to women over 50 who have bought something similar – eyeshadow, mascara, etc. Conversion ads are also great for retargeting people who have already interacted with your brand.
Finally, the last ad type that we use a lot for low cost awareness is boosting posts. This is an underutilized tool in paid traffic campaigns but can give you a real boost. Facebook is a pay to play platform which means that not many of your followers are seeing your posts unless you boost them. A well rounded ad strategy should involve boosting well performing posts to make sure that more people are interacting with your brand. It’s a great way to keep fostering your audience.
To run effective Facebook ad campaigns, you need to start at the end – what outcome do you want? Once you know what action you want your customers to take, choose a campaign type that aligns with your ideal outcome. Keep in mind, that each broad campaign objective (awareness, consideration, conversion) aligns with a step in the customer journey. Choose a campaign objective that aligns with your traffic temperature, your desired outcome and where the customer is in their journey.
Want to learn to confidently run your own Facebook ads? Check out our course Facebook Ads Simplified – an online course that will teach you how to confidently run your own Facebook ad campaigns.