What makes Facebook so valuable for advertising?
In short, a significant percentage of consumers spend time everyday on Facebook, unlike the website of your small business. Understanding where to reach your customers constitutes a major component of effective marketing.
At mcormc corporation, a full-service digital marketing agency in Redding, Calif., we manage more than $350,000 in annual advertising spend on Facebook and Instagram. We allocate the bulk of this spending to advertising campaigns with four types of objectives—Engagement, Traffic, Lead Generation and Conversion.
In this overview of some of the basics of Facebook advertising, we’ll take a closer look at each of these objectives and explore their uses.
The engagement objective, according to Facebook, aims to get more people to see and engage with your Facebook content or Page. This campaign type is useful to boost the interaction among users with a particular post, increase the number of likes and followers of your Facebook Page, get users to accept an offer on your Facebook Page and raise the attendance of an event on your Facebook Page. When we use this objective to increase likes and followers of a Facebook Page, we implement a sales funnel with additional steps later on, when we retarget your Page followers for lead generation or conversion campaigns.
Facebook notes on its website that “the traffic objective is designed to drive people to your website or app.” We typically use the traffic objective to drive Facebook users to value content, or a page on your website that offers important information that your customers can consider useful. We then retarget these page visitors with lead generation or conversion campaigns, as we know that the people who visited the particular page on your website are potential leads.
Lead generation campaigns on Facebook are leveraged to gather contact information from prospects on Facebook. At mcormc corporation, we use these campaigns to target individuals who have already shown interest in your brand, product or service. We usually determine this Facebook Pixel, a user-tracking tool installed on your website that allows us to retarget visitors. When a potential lead visits your website, we know that that visitor probably has some level of interest in what you have to offer. We then retarget that visitor in a lead generation ad, which includes a call to action to the user to submit contact information through a form on Facebook.
The conversion objective is primarily used at the bottom of the sales funnel. Often, we serve these types of ads to qualified leads who have previously shown interest in your brand, products or services. We determine such interest through interactions with your Facebook Page and your website, the latter of which leverages Facebook Pixel.
Understanding these four objectives and where the stack in terms of the sales funnel is a critical component of effective advertising on Facebook and Instagram.
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