Campaign Objectives in Facebook Business Manager

Video Duration : 17.19

So hey everyone,

Welcome to learnvern.

In the previous topic we had an introduction about facebook ads and along with that we learned the role of facebook ads and facebook ads vs business manager.

It was a very important topic for us.

In which I have shared everything with you step by step.

Today we are going to discuss Facebook ads’s objectives.

You can see on screen that facebook ads have different types of objectives.

Basically,We will divide them into three parts. awareness , consideration and conversion.

I will show you how you can see this.

How can you find objectives?

First of all you have to search “facebook dot com”

Facebook dot com slash ads manager.

As soon as I click on it, an ad manager will appear.

Previously, we were deleting this. So i will delete this

So I am deleting the campaigns which I have run previously.

So like this you can delete.

But right now our main focus is on learning objectives

So basically there are three types of objectives.

First one is awareness then consideration and conversion.

In awareness there is brand awareness and reach.

Which is very important.

We are learning topics one by one. You can note this down as well as it is very important.

When we talk about awareness, in that comes brand awareness.

What is meant by brand awareness?

Suppose you have started a new brand, it can be anything.

Suppose you have started a book stall…

Or you are starting work for someone else. You are wishing to start digital marketing.

Let's say this book stall has just started.

So what you will have to do? Initially you will have to focus on awareness.

Here you can try for awareness.

The book store which has opened or is going to open soon you have to make it reach a targeted audience.

That location will be surrounding you only.

So like this you can create brand awareness.

Suppose around your area a new restaurant has opened.

It is a new restaurant so it is very important to create brand awareness for that.

Because it is new, most people don't know about it.

This brand is new among people.

So it is very important to create awareness.

When we will try facebook ads, we will take a new brand or new product for brand awareness.

People don't have much information about that product or service.

So with the help of a brand awareness feature you can run ads for that.

It is a very simple thing.

Second is reach.

We have done brand awareness here but brand awareness has reached very few people.

Here our second objective is reach.

What will happen in reach?

In reach, the objective is to reach as many people as you can.

Like we are starting a sale and our main target is mobile phones.

Mobile phone covers are a target.

Let's say I sell mobile phone covers.

I have my own shop or I have just started a business.

I am selling mobile phone accessories.

So for mobile phone accessories everyone can be a target.

Recently, everyone has a phone.

For phones, people will need earphones, back covers, cables, charger and a phone stand.

So all these things are required by everyone now.

So the target audience will be everyone. Ok.

We have gone through the awareness but now we will focus on reach.

Focusing on reach means we have to reach as many people as possible.

In reach, facebook starts a campaign and tries to make it reach to as many people as possible.

If it reaches most people then the chances of conversion rates increases.

Reach has many advantages.

In reach, you will have more visitors on your instagram and facebook profile.

They will view your products and can directly call you as well.

They can come directly to your store and purchase as well.

If i give you more examples, suppose i have a digital marketing start-up. Ok.

Then my first objective will be to increase reach.

You have to understand one thing that the more the reach the more chances of conversions.

So you have to focus on reach and awareness initially.

If you focus on reach then brand awareness is done along with that only.

Both objectives are important.

I will take an example of reach and brand awareness.

Suppose you invest 500 rs in reach and brand awareness.

You have invested 1000 rs. Ok. in the ads manager you have added 1000rs.

If you run ads of 1000 rs in brand awareness then it will reach upto 1000 people approximately.

And in reach it can reach upto 50,000 to 1,00,000 people.

In reach it reaches many people so it will increase the chances of sales. I am telling you this again and again.

Reach is a very good option for you.

Now we will talk about traffic.

Traffic means “Send people to a website, app, a facebook event or let them tap to call you.

Here first of all is your website.

Suppose, you have opened a store of mobile accessories or you have started a digital marketing or any food business you have started.

You will have to create a website for your food business.

Anyone can create a website these days, but bringing traffic to that website is an important thing.

How will you bring traffic?

Consideration means a customer is considering our brand.

We are talking about consideration.

What will happen in consideration is that traffic will come to our website.

When traffic comes to our website then the conversion chances will increase because traffic is here.

After that comes engagement.

What does engagement mean?

Engagement on facebook means “Like, event response, post react, comment and share”

These five things are in engagement.

Here engagement means facebook is engaging your brand with customers.

It is not about a girl and boy’s engagement. You may think that as I am continuously talking about engagement.

Please remove that.

What does engagement mean?

Users will get engaged in social media with facebook ads through five types of ads.

First one is like. Suppose you upload a post and any person comes and likes your post that is one type of engagement.

Second is event response. Suppose you are creating an event and you want responses on that event so for that as well you can click on engagement.

Let’s say you are creating a facebook event.

And you wish engagements to be there.

So again, you can click on engagements.

I will tell you how you can campaign with these engagement types.

I will tell you everything about that later on.

Then the application is installs. Here it is written:

“Show your ad to people most likely to download and engage with your app”

I will give you an example. Suppose you go to a play store, you have opened a play store and searched for “cricket games”.

Then there will be lots of games in front of you. Ok. clear.

When you search you may see some ads there. Most ads will be related to games because facebook knows what they have to show.

You can run app install ads with google as well.

Here we are learning that we can also show app ads on facebook.

There will be lots of cricket games and there you can see ads.

Along with that you can target those ads through facebook.

Whenever we are scrolling on facebook if we click on an ad of cricket games we will be redirected to playstore or on app store and from there we can download directly.

So it is a very good option.

Whenever you create an app and upload your app to the playstore, our biggest concern is for user retention means that you wish that all the users stay connected with you.

This is our objective.

But here we will also keep the objective for more app installation. Because that is the most important part for us…

Then comes video views.

In each of the objects we are seeing our user customer is getting engaged with our product or service.

In consideration, any user or person is considering our brand.

In consideration we have talked about traffic, engagement, app installs and now we are talking about video views..

In video views, suppose I upload a video, i can run ads for that video but suppose i want more views in that video as views are very important for me as of now...

So to get more views on that video I have to select the video views option.

Ok guys.

Now we will move to lead generation.

Among all these awareness,consideration and conversion, for me the favorite part is lead generation.

It was my favorite before, still it is but now I like reach and brand awareness more.

What happens in lead generation “ Use forms,calls or chats to gather information from people interested in your business”.

It means, you are running a campaign for lead generation, there is a post and if someone clicks on that post then he can directly create a form from there and fill it.

That is very important for us in lead generation.

I will show you an example for lead generation.

Here you can see an ad stating ‘Find your next home”.

If any person clicks here then there will be an info page where people can fill in that information, like that we can gather much more information.

I will show you another example.

This is my other example.

As you can see here it is written “Get 10% off on your next order”

Here it is about discounts.

When we click on it, the form will appear.

When you click on submit then this information will be sent to the agency or to the businessman.

And as a businessman this information is very useful for us.

Because with this information we can show it to more people and our product’s sales can increase.

So guys this was about lead generation.

Now we will talk about messages.

Many times what happens, that we do have leads but we don't have people who can talk to them or can call the customers directly.

I will tell you why “messages” is different from others.

First of all let us understand the meaning of messages.

“Show people ads that allow them to engage with you on Messenger, WhatsApp and Instagram Direct”

Here messages is different from others. Ok.

Because in messages, the customer is messaging you by himself.

Many times businessmens say that they don't want reach,awareness as it takes time and I want immediate business and I want interested people.

In messages, we will show ads to many people and if any person or customer is interested if he will click on the message he will be redirected to either WhatsApp, Messenger or Instagram Direct.

As a businessman you have to decide where you want to take your user.

Many times, you don't want to bring them to WhatsApp, as many times people keep on messaging on whatsApp.

Then there are two options: facebook messenger and instagram DM.

Maybe you will say that even facebook messenger is not useful for you as you don't use it.

Then you are left with only one option that is Instagram DM.

If you will say that you don't even use Instagram DM. then these messages aren't for you… (sarcasm laugh).

Chill, You can select any option among them that depends on business.

Some people will say that i only use whatsapp and i want inquiry on whatsapp only.

Then whatsapp business is useful.

Some prefer facebook messenger. It depends on customer preference.

Here I will show you some examples.

You can see an ad here. XYZ.

As you can see here if someone clicks on this he will be redirected to messenger and after that they will talk.

This is a very good option.

Through messenger you can talk to customers directly.

And the interested customers will message you on their own.

I have shown you one example, let's see another one.

You can see this ad. As soon as someone clicks on this he will be taken to this image and messenger.

See this example, someone has run an ad related to yoga, if anyone clicks on send a message he will be redirected to messenger.

Here you can keep any objective like instagram,whatsapp. It depends on you.

Then comes conversion.

We have created awareness and done consideration between us and customers.

Now we will talk about conversions.

Conversion means it is on the final stage of selling.

As it is written here “ show your ads to the people who are most likely to take actions like buying something or calling you from your website”

Here it means that customers can contact us directly and can get converted as well.

Conversion is for that.

Then second is “Catalog sales”

Suppose your business is of clothes, you sell clothes online.

Then you can select catalog sales options and can reach your target audience and also sell your product.

Ok.

Then the 3rd option is “store traffic”.

Store traffic means if you have opened a new location, you want to bring traffic to that location.

Means that you want to show people that my new branch, new outlet or new store is opened here.

You can show your address to the people.

The person who will be interested in your shop or outlet will directly come there with the help of address.

So guys here i have explained to you about facebook ads objectives(SME saying google ads).

Why these are important, because by taking these objectives you will run ads and customers will connect with you through leads and awareness.

If you have any queries or comments, click the discussion button below the video and post there. This way, you will be able to connect to fellow learners and discuss the course. Also, Our Team will try to solve your query.

Thank you so much guys.

We will meet in the next lecture with a new topic.

Till then best of luck.