When it comes to advertising on Facebook, choosing the right objective is crucial for the success of your campaign. Facebook offers a variety of boost objectives tailored to different business goals. It can’t always be about how many likes your post gets!
Engagement
The engagement objective focuses on increasing interactions with your posts. This can include likes, comments, and shares. If your goal is to build a community around your brand or increase brand awareness, engagement is a great choice. Higher engagement can also improve your organic reach, making your posts more visible to a broader audience. You do have the ability to ‘invite’ the people who ‘liked’ your post to increase your page followers. Engagement is a great way to promote new content or increase visibility of a specific post.
Website Visits
This objective aims to drive traffic to your website. When you choose this option, Facebook will optimize your ad to reach users who are more likely to click on your links. If you have valuable content, products, or services on your website that you want people to see, this is the objective to choose. It’s a great option to use to drive traffic to your blogs housed on your website, and don’t forget website visits improves SEO. You should definitely use this objective to drive sales on an e-commerce site.
Get More Calls / Messages
The get more calls objective encourages users to call your business directly from the ad with a push of the call to action button linked to your post. This is particularly useful for service-oriented businesses. You could also choose get more messages for people who prefer to type than talk! Both options are good for direct communication with customers, and can enhance your customer acquisition strategy.
Get More Leads
This objective is designed to generate leads by encouraging users to fill out a form or provide their contact information directly through your ad. You would probably get less engagement, but more ‘hot leads’. It’s a good way to grow your email list and build a database of potential customers. It simplifies the lead generation process and allows you to capture information easily which is good for businesses that rely on lead generation for sales.
When deciding which objective to choose, start by clearly defining your marketing goals. Consider the following questions:
- What do you want to achieve with your campaign?
- Who is your target audience?
- How do you plan to measure success?
Experiment with different objectives, measure your results, and refine your strategy to achieve the best outcomes for your business. I am hoping I don’t need to remind you that you need to put paid-media budget behind these objects, and the more the budget, the better the results.