Understanding Facebook Ad Objectives

By | 4 May, 2014

Facebook ad objectives is a new ad creation step that Facebook has introduced. Unlike earlier, wherein you start by providing your landing page URL, now Facebook asks you what is your objective from the ad before you can add a link to promote. It is a fairly straight forward step that can help streamline your ad creation process. Do note that access to old ad types is still available in Power Editor. The image below shows the different ad objectives offered by Facebook.

Facebook Ad ObjectivesAccording to Facebook these ad objectives have been decided after consulting businesses of all sizes about what matters to them while creating a Facebook ad. Now as an advertiser, you are asked to select which of these objectives will meet your requirement. Let us go in to the detail of each objective and what they do for your Facebook advertisement. The nine Facebook ad objectives are:

  • Clicks to Website
  • Website Conversions
  • Page Post Engagement
  • Page Likes
  • App Installs
  • App Engagement
  • Offer Claims
  • Event Responses

Now, allow me to explain each of them in a bit more detail so you know what objective suits you the best when you create an advertisement.

Clicks to Website

Clicks to Website is described to be an objective that sends people to important places in your website by Facebook. And it is typically used by SMBs. A Click to website objective can run on two bidding mechanisms: Cost-per-click (CPC) and Cost-per-mille (CPM).

Website Conversions

Website conversions also works to send people to your website. But it can help you track the actions taken by users on your website. Also, they offer a couple of more bidding options apart from CPC and CPM. ¬†In Facebook’s words, Website conversions helps you measure specific actions people take on your website.

Website conversions offer you a special bidding option known as the optimized CPM. Know more about oCPM. In short, oCPM is a bidding type where the Facebook system learns the type of users who convert for the action you specified and those sort of people get served more of your ads thereby bumping up your conversion rate and dropping the CPA.

You are also offered a CPA bidding option where you can bid for the maximum you would want to pay for an action on your website.

The actions you can optimize for using the Website Conversions option include:

  • Add to Cart
  • Checkout
  • Registrations
  • Key web page views
  • Custom action – any other off-site action you want to track

You would have to place a conversion pixel provided by Facebook on your website, so that Facebook knows whenever an action is completed, so as to optimize your ad accordingly.

Website conversions is one of the most effective ad type for action driven industries such as ecommerce.

Page post Engagement

Now creating page post engagement ads are no longer messy . This objective allows you to run your page posts as ads to your interest groups or your page fans. Apart from the regular CPC and CPM model for boosting posts that were earlier available, now Facebook allows you to optimize for Engagement. And the engagement has been further granulated. You can now optimize depending on what social action you prefer the most, such as Photo views, likes, comments, video plays.

Page Post Engagement Objective

The above is an area shot of the Power Editor, wherein, Facebook allows you to create page post ads that are optimized towards a particular social action.

Page Likes

The Page Likes ad objective is quite self-explanatory, it will help you build people who like your page and associate with your brand. Like the above ad objectives, Facebook gives you a bidding option that will optimize your budget to reach people most relevant to your business. This objective is usually used by businesses that want to build a higher brand awareness and want their Facebook page messaging to be delivered to more people.

App Installs

App installs work for two places – one is to get users to use your Facebook app and the second one is the more commonly used, mobile app installs. Facebook advertising platform works very well for mobile app installs.

App Installs

If you are trying to run a Mobile App install, Facebook can spoil you with choices. Your ad can target a Android or iOS. It further allows you to show your ad to only some versions. You can also choose your ad to be shown only when the users is connected to a Wi-fi.

App Engagements

Facebook offers you this ad objective wherein you can target users who will interact with your app. It also gives you an option to just target users have already installed your app. The engagement types you can ask users to perform can include:

  • Using the app
  • Open link
  • Shop now
  • Book now
  • Listen now
  • Play game
  • Watch video

Again for app engagement ads, you have the options to target users based on the device they use and the version of their OS.

Offer Claims

To create an ad with the objective of Offer Claims, you need to create an offer on your Facebook page first. Then Facebook can provide you with options on running an ad that promotes this offer. By doing so, your offer can reach people who have not liked your page but might be interested in the same. In an offer claim, Facebook gives users coupons that they can redeem to get discounts online.

Event Responses

When you choose this objective, Facebook will ask you for the event URL that you want to promote. It can also pull the same by itself if you have created an event in your page. If not, manually provide the URL. And once this is done, you can promote your event. In an Event Response ad you can create ads where users can RSVP, whether they are attending, not attending or not sure. Its a really effective way to advertise your event, since using Facebook’s location and interest targeting you can really reach people who would be genuinely interested in your business. If its an event for aviation enthusiasts, you can pretty much reach them most effectively via Facebook. Google ¬†Adwords fail in this regard because usually people don’t search for events happening unless they happen commonly at their place.

Using this article, you know what each Facebook ad objective does for you and consequently, pick the right objective for the ad you want to run. The usual gray area is a confusion between Website Conversions and Clicks to Website objectives – in such cases, you should always go for the Website Conversions objective.

If you are looking to run your first ad on Facebook, here is the guide to create a Facebook ad. What are your thoughts? Let me know in the comments below!