Many Facebook marketers ask themselves the question which marketing target is the right one for the advertisement on Facebook. However, this question cannot be answered in general, because it mainly depends on the ads themselves which objective is the right one.
Especially for charter companies and travel agencies there are some marketing goals that are not particularly effective and therefore should not be chosen.
If you want to create an Ad, you will immediately see an overview where you should select your marketing target for your advertising campaign. This target is the foundation for the entire campaign and cannot be changed later for this campaign. Within a Facebook campaign there can only be one marketing goal and for exactly this goal the whole campaign will be optimized.
With some goals, however, it is possible to specify the marketing goal later. For example, when creating ad groups for the objective „Conversions“, you can later differentiate between „View Content“, „Page View“, „Add to Cart“, „Initiat Checkout“ and „Purchase“.
This is what it looks like in Facebook
To choose the right goal it is important to understand the different objectives and their meaning. Here is an overview where each goal is explained.
Increase awareness for your brand by reaching people who are more likely to be interested in it.
Show your ad to the maximum number of people
Send more people to a destination on or off Facebook such as a website, app or Messenger conversation.
Get more post engagements, Page likes, event responses or offer claims.
Get more people to install your app.
Get more people to view your video content.
Drive more sales leads, such as email addresses, from people interested in your brand or business.
Get more people to send messages to your business in Messenger.
Drive valuable actions on your website, app or in Messenger.
Create ads that automatically show items from your catalog based on your target audience.
Drive visits to your physical stores by showing ads to people who are nearby.
With all these options, it’s easy to get lost and it’s hard to decide which goal to choose. So how do you know what the right and most effective campaign objective is?
Principally, we recommend charter companies the following campaign objectives: Traffic, Engagement, Video Views, Lead generation, Messenges, Conversions and Store Traffic.
Traffic is the best way to reach as many people as possible. The prices are quite low, but also the quality of the people is only average good. Also for the so-called „retargeting“ (people who have already seen advertising or were on their own website) it is extremely good to use. If you try out which ads work well and which pictures or texts appeal to people the best, it is definitely a good choice.
Engagement is exactly what the name says. To promote the engagement of the advertisement, which can occur in the form of likes, comments or even shares. Facebook will then look for people who actually enjoy these actions and are likely to do the same for your ad.This is often underestimated as likes, shares and comments also act as social proof and ensure that other people become even more interested in your ad. Because what many people like could also please me, wouldn’t it?
Video views are the first choice for all ads where you use a video as an ad and want as many people as possible to watch your video for as long as possible. A really good choice to later retarget all people who have viewed your video to a certain percentage and are probably interested in your product.
Lead Generation is mainly for collecting contacts with which you can continue to work. Usually this is done using a sign-up form, where email addresses as well as name or phone number are requested and collected. Later these contacts of course still have to be called or further qualified by e-mails. The potential here lies not only in the collection of contact data but also in the following work to work on these contacts. Especially with offers with higher prices as well as with B2B business this variant is often chosen, because these people need more information.
Messenges is perfect for all ads where you want to have a conversation with people. This can be the case, for example, if you want to have certain questions answered or if you are marketing through a so-called chatbot.
Conversions is probably one of the most used marketing goals in Facebook. This is especially good for reaching higher-quality or more valuable people on Facebook who, for example, buy a lot on the Internet and via Facebook. Conversions is probably one of the most used marketing goals in Facebook. This is especially good for reaching higher-quality or more valuable people on Facebook who, for example, buy a lot on the Internet and via Facebook.
Store Traffic ensures that people who are near your store see advertisements and become aware of your store. This way more people can be attracted to your store and special promotions or events can be promoted very well.
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