Facebook ads can't get their hands on it? This entry-level dry goods you have to read!

The length of this article is2441 words, estimated reading time7 minutes

Introduction: Before you create a Facebook ad, you need to understand and select your marketing goals. Here are some suggestions to help you evaluate and choose the best campaign goals for you, especially for friends who are just starting out with Facebook ads.

Translators Lok Lok

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The following is a summary of the book "Ultimate Guide to Facebook Advertising" co-authored by Liberty Perry Marshall, Keith Krance and Thomas Meloche.

When it comes to Facebook's campaigns, there's no way to wrap around the types of ads that match the sales funnel: brand awareness, buying intent, and action conversion. Here's a look at how these campaigns match your goals to get the best choice.

1.Brand Awareness Campaigns

Brand awareness campaigns often let customers know about your product or service. There are two types of brand awareness campaigns to choose from: brand awareness and arrival rate. Brand awareness goals are designed for people who are more likely to notice these brand ads, while reaching the target allows you to maximize exposure to your audience while controlling how often they see ads.

Although these campaigns are more designed for exposure, they both contain buttons for a call to action. Keep in mind that these campaigns aren't optimized for more people who might click the button, but it's a really good feature.

If you have a brick-and-mortar store online, the reach target will help you get more offline interactions in your target geographic area. By selecting "Everyone in this position" on your audience target, you can target your ads to people who travel near your storefront.

2. Purchase intention campaign

Buy Intent campaigns are for people who are already interested in the type of product or service you offer. There are five types of Buy Intent campaigns: visits, app installs, engagement, video views, and lead development.

In addition to the above five, Facebook has now introduced a sixth type of ad, the type of message interaction that customers are designed to enable Messenger interaction. )

  • Visits campaign goals

The visiting advertising goal is designed to get more customers to visit the site or increase app interaction. If your needs are access, not potential customers or sales, this goal can be very useful when you use a zoomed-in content strategy to entice people to consume your content.

  • App Install Sing campaign goals

App install targets are almost identical to the number of visits, just sending audiences to the Store to download apps instead of clicking URLs. If you have a killer mobile app, you'll need to optimize your campaign's mobile visits so that your visitors are directed to the Store and then download your app on their device.

  • Participate in interactive campaign goals

When you want more people to interact with your Page or post, you can choose to participate in the campaign goals. Participating in interactive goals allows you to:

1. Improve the interaction of posts (post interaction)

2. Promote your Page (Page Likes)

3. Increase participation in an event on your home page (activity response)

Page posts are particularly effective in participating in interactive ads in some cases. First, you can use your Page post interactive ads to test what you want to use in your campaign. It helps you identify whether your content resonates with your target audience, and then you can move the post to another ad that turns action into a target.

Another interactive ad for an app's Page post is when a new product is pre-sold, offers, and even a company trial. The goal is to create some public opinion and excitement before you open your shopping cart, supply new products, or get your audience to do what you want them to do.

The third type of engagement campaign goal is to promote your Facebook page, the so-called "likes" campaign. Why run a campaign for a Like page? There are four main reasons:

1. Ads to Page fans can be served twice as often as non-Page fan audiences.

2. Social identity is effective. Having more fans will get more social recognition.

3. You can create an Advanced Combinations audience in the Connections item, so you can make sure that the people who see your ad have a friend who also likes your Page.

4. Your home page fans will be interested in what you do, which I call the acquaintance market. The acquaintance market usually has a higher ROI.

If you're planning an event and want to target people who are likely to attend, campaign response campaign goals are a great choice. These campaign goals can raise awareness of events, direct them to pages they can sign up for or participate in, and track how many people will participate.

  • Video watch campaign goals

With video viewing campaign goals, you can show your message to the people most likely to watch the video. And the people who watch the video tend to spend more, not just a little more, but much more. The goal of choosing a video viewing campaign is to run a product introduction, offer, or serve a cold audience, and it prepares the audience for the customer journey that follows, moving them further away from becoming a customer.

  • Lead development campaign goals

If getting more leads is your business's top priority, testing lead development campaigns is also your synpriority. This campaign goal allows you to capture Facebook user messages that don't have to leave the Facebook ecosystem. Your ad looks like any other campaign goal, except that when someone clicks the Call of Action button on an ad, it pops up on Facebook a pop-up window that automatically helps them fill in contact information and most other information. From the moment you click on an ad until the process of subscribing to them doesn't miss a single lead, it means that these ads don't have a bounce rate.

3.Action conversion campaign goals

Action conversion is a lofty goal in Facebook's marketing. The ultimate goal is to turn potential customers into paying customers. There are three action conversion campaign goals you can choose from: conversions, catalog promotions, and store visits.

Let's start with the number of shop visits. The Store Visits campaign target combines real geographic location, location targeting, and people who have targeted services enabled on their phones. You can choose the radius range and call-to-action button slot in the area around the store to serve your ads.

Action conversion campaign goals are the most appropriate when you want to track and measure conversions to a website, Facebook, or mobile app. That said, when you choose action conversion campaign goals, you're also telling Facebook, "Please put my ads in front of the people most likely to convert." "

If you own an online store or an e-commerce company, the catalog promotion campaign goal is right for you. This campaign is designed to get people to buy more of your products.

This goal is really dazzling in dynamic advertising. With dynamic ad features catalog promotion goals, you can create an ad template that automatically picks images and information from the catalog you want to promote.

If you're in the e-commerce industry or selling multiple products, such as travel products, using this campaign goal can give you some advantages. Without manually configuring each ad, you can promote your product catalog independently. You can also showcase the most relevant products in the catalog based on the audience you've viewed on your site. Best of all, you can reach your audience anywhere. And that goal applies to all Of Facebook's advertising platforms.

About the author

Perry Marshall, a traffic expert and CEO and founder of Perry S. Marshalls.

About the Translator

Luo Qiyi, iCDO translator.

Introduction to the review

Wang Nan, Internet data analysis practitioner.


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