What type of Facebook and Instagram Ad Objective should you use?

by | Digital Marketing, Facebook Marketing & Advertising, Instagram Marketing & Advertising, Social Media Marketing

What is a Facebook and Instagram Ad objective?

What type of Facebook and Instagram Ad Objective should you use?

Your advertising campaign objective is what you want people to do when they see your ads. This is at Campaign Level.

Setting your campaign objective is the first action you take when creating a new campaign. It’s at the top level of the campaign structure.

In this video, learn how to choose the right advertising objective on Facebook that aligns with your business goals.

 

In this video, we break down objectives we use the most for lead generation in our business. These are the 3 that focus on conversion and you can track per lead, not just per click.

  • Conversion
  • Lead Generation
  • Messages

We will typically test all 3 of these to see which works best, but here’s a further breakdown of how we use them.

 

Conversion:

If there is a landing page available, then conversion objective can work great. It is very important that the landing page mirrors the ad. The sales copy on this page is important too. In this objective, the pixel is required.

 

Lead Generation:

Lead generation objective tends to be a favorite, especially if a company does not have a landing page. This is where a potential client clicks and the form opens up right inside Facebook. We ask qualifying questions here to get a higher qualified lead.

 

Messages:

This is similar to lead generation. You can ask qualifying questions right inside messenger and not only collect their information, but start a conversation too.

 

Some examples of types of businesses that we are using for the above objectives are:

  • Home Builders
  • Mortgage Loan Officers
  • Botox/Spas
  • Contractors/Roofers
  • Lawn Services
  • Tech Companies
  • Coaches/Consultants
  • List-Building

Of course, sometimes a business goal is brand awareness, which works best for top of funnel. Next, we retarget the potential customer that we built that brand awareness, ie. video views, with conversion ads mentioned above. This is one of the top successful sales funnels. 

Best thing about these ads is you can track how much you are actually paying PER LEAD vs just per link click, video view, etc.

 

So what are you waiting for? With so many objectives to test, you’re bound to find one that is a good match for your goals. Select an Objective and start testing Facebook ads!

Which Facebook and Instagram ad campaign objective have had the best results with?

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