Facebook has remained at the forefront of social media since its inception in 2004. With over 2.8 billion monthly active users (which includes approximately two-thirds of the United States population), it currently stands as the most used social media platform in the world. Businesses who choose to take advantage of its powerful paid advertising tools stand to have a competitive advantage over their competitors.
Nowadays most businesses have some kind of foot in the door when it comes to social media marketing. For the uninformed, social media marketing is the use of social media platforms and websites to promote a product or service. Facebook has taken steps to make social media marketing a beginner-friendly experience with their built in paid advertisement service called Facebook ads. Below we have offered a brief overview over the first step in using Facebook ads to build a better picture about how the service equips business owners and entrepreneurs with accessible ways to target the billions of consumers that use the platform.
Before you can actually begin building a campaign for your product or service, Facebook will ask you to decide on some objectives. This is generally a good idea when designing a marketing campaign across any medium and Facebook emphasizes the importance of goal setting by making it compulsory right from the get-go. It offers three broad categories of objectives and then provides more nuanced sub-categories for each of those three.
- Awareness Objectives – When you want to grab the consumer’s attention;
- Consideration Objectives – When you want the consumer to engage with your brand or business; and
- Conversion Objectives – When you want the consumer to act.
Within the categories are more niche goals such as lead generation under Consideration Objectives or catalog sales under Conversion Objectives. Facebook then offers different types of ads you can use and will suggest these according to the objectives that you have set for your campaign. For example, if your objective is catalog sales Facebook suggests that you make use of its “dynamic ads” which will automatically promote the most relevant items from your product catalog and will retarget people who have shown interest on your site or app.
Facebook offers several other types of ads that you can use depending on the goals of your social media marketing campaign. These range from “lead ads” which are tailored for lead generation to “link ads” which will grow the traffic to your website, app, or messenger conversation and will increase the likelihood that consumers will take a valuable action once they get there.
Choosing the right objective for your social media marketing campaign can be a daunting task but Private Corporate Counsel is here to help. We can assist with helping you identify both the customer segments and value propositions that best make sense for your product or service. With this information in mind, choosing the right goals for your campaigns will be a piece of cake.