The following excerpt is from Perry Marshall, Keith Krance and Thomas Meloche’s book Ultimate Guide to Facebook Advertising with guest writer Andrew Tweito. Buy it now from Amazon | Barnes & Noble | iBooks | IndieBound
When it comes to ad campaigns, there are three main types that match up with the three primary parts of the sales funnel: awareness, consideration and purchase. Let’s take a quick look to see how these campaigns match up with your objectives so you can create the campaign that will work best for you.
1. Awareness campaigns
Awareness campaigns are used to make customers aware of your product or service. There are two types of awareness campaigns to choose from: brand awareness and reach. Brand awareness objectives are designed to show your ads to people who are more likely to pay attention to them, and reach objective ads are for when you want to reach the maximum number of people in your target audience and control how often they see your ads.
Even though these campaign objectives are designed more for exposure, they both have the option to include call-to-action buttons. Keep in mind that the ads in these campaigns won’t be optimized to run to people likely to click the CTA button, but it’s a nice feature to include.
If you have a local business with a physical location, the reach objective can help you drive more engagement in a geographically targeted area. By using the “Everyone in this location” selection in your audience targeting, you can target your ad to only people traveling nearby your location.
2. Consideration campaigns
Consideration campaigns are for prospects who are already considering a product or service like yours. There are five types of consideration campaigns: traffic, app installs, engagement, video views and lead generation.
Traffic campaign objective
The traffic objective is simply designed to get more people to your visit your website or increase engagement with your app. You’re looking for traffic, not leads or sales, so this objective can work great when you’re using a content amplification strategy to get more people consuming your content.
App installs campaign objective
The app installs objective is almost identical to the traffic objective instead of sending the clicks to a URL, you’re sending them to an app store so they can download your app. If you’ve got a killer mobile app, you’ll want to optimize your campaign for mobile traffic so your traffic will go straight to the app store and download your app to their device.
Engagement campaign objective
You would choose the engagement campaign objective when you want to get more people engaged with your page or your posts. There are three things the engagement campaign objective options allow you to do:
1. Boost your posts (post engagement)
2. Promote your page (page likes)
3. Raise attendance at an event on your page (event responses)
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