Facebook (FB) offers a wide range of advertising campaign options within the social network. It is not so easy to understand each of them. To choose an adequate marketing tool, you need to know the advantages and disadvantages of each of them. Unfortunately, the company itself does not provide short and clear data on the fundamental differences between promotion options. In this article, our Digital Agency will consider which FB advertising campaigns are best to use in a particular situation.
Marketing objectives in FB
Facebook offers 10 advertising campaign options:
engagement to the publication;
lead generation;
conversions;
reach audience;
showing a video about a product or service;
visiting places;
selling by catalog;
traffic to the site;
brand awareness;
installing applications.
Despite the fact that Each of the listed campaigns is aimed at solving a specific marketing task, several options can be used for each goal.
Table. FB advertising campaigns that are best suited for different marketing goals.
Publication engagement
Engagement involves engaging the audience and can be implemented as follows:
boosting the publication;
promoting the page;
encouraging users to purchase the offered product or service;
increasing event attendance.
The listed advertising goals are aimed at capturing users' attention and stimulating further interaction with the page.
Lead generation
A type of advertising under this name allows you to find potential customers who send their personal data in the form of a subscription to something, for example, electronic texts, newsletters, price lists, etc. Thus, you can form a customer base for further promotion of goods or services. Data can be obtained directly from FB, and automatic synchronization with the mailing service is also available.
On the topic: what is lead and lead generation
Conversions
The goal of a conversion can be expressed simply: to turn a visitor into a subscriber, and a subscriber into a customer. Conversions use standard engagement techniques. However, this requires finer tuning and the use of a special FB tool - Pixel.
Article on the topic: what is conversion and how to calculate it
Audience reach
As the name of the advertising campaign suggests, it is aimed at increasing the audience that has become acquainted with the advertising information. This method is convenient both on a global and local or highly specialized scale. For example, FB allows you to configure the display only for those users who are in close proximity to the advertised location. In addition, you can reach a narrow group of users, but completely.
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Show a video about a product or service
Video content is the most popular among social media users. If we talk about FB, then video advertising (adjusted for the specifics of the audience, and the location of its target part) can be considered the most effective method of acquiring subscribers and customers. The video limit is 1.75 GB and 45 minutes of running time.
Visit places
The "Visit places" advertising campaign is aimed at increasing conversion and appeared on FB not so long ago. It is intended for businesses with several retail outlets. Advertising is dynamically generated for each location, and shown to the appropriate audience (the closest to a specific location). The main advantage for the advertiser is the ability to control all locations within the framework of a single process.
Sales by catalog
Another way to increase conversion is to sell goods by catalog. This means continuously displaying images of goods to the user, organized in the form of a carousel or a circular gallery. Buyers are shown what they are looking for or viewing on the Internet. At the same time, their own gallery of goods is formed for each user. This type of advertising campaign is characterized by maximum flexibility and targeting.
To work with the service, you will need additional FB tools for uploading a product catalog to the system, as well as product purchase statistics (Business Manager and Pixel, respectively).
Website traffic
This advertising tool allows you to get traffic from the social network directly to the advertised site or application. It is the most popular on FB. Its main advantages are simplicity and clarity for both the user and the advertiser. In addition, this method is considered ideal and traditional for marketing promotion of any site.
Brand Awareness
An advertising campaign aimed at familiarizing users with a brand or company is one of the simplest and at the same time most effective. For example, tests have shown that "brand awareness" allows you to improve the memorability of an advertising message by 60% compared to a similar campaign aimed at "Publication Engagement". The system analyzes user behavior and provides a forecast of how many people will remember the brand after a certain time.
App Installs
If the goal of the advertising campaign is to increase the number of users of an application, then the best option from FB would be "App Installs". This method can be used to promote both mobile and desktop applications. The application is installed immediately after clicking on the appropriate button in the advertising window, without redirecting to a third-party service.
Any advertising company can be placed in the news feed on a computer, mobile device, or tablet. Some formats also allow placement in the right column (for desktop users). The recommended initial image size for placement in an advertising post is 1200 by 628 pixels. The length of the title and text varies depending on the selected advertising campaign (ad placement on the screen).
We have considered which FB campaigns can be used in different situations. If you need to order Google advertising, you can always contact our company.
