F
acebook Advertising is important and you might be
thinking, “I want to do it, but how do I get started and
what does this all mean?” Chances are, if you have thought
about advertising on Facebook, you have asked yourself
these questions. At first glance, advertising on Facebook can
seem daunting. This article is here to give you some basic
understanding of Ad Structure, and the purpose behind each
different advertising objective.
First, you want to identify what your goal of the advertisement
will be. There are three different Major Archetypes of Facebook
campaigns: Awareness, Consideration, and Conversion.
AWARENESS OBJECTIVE ADS are going to be shown to the
most amount of people as possible. This would be ideal if you
wished to promote your identity in your current market.
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CONSIDERATION OBJECTIVES contain website traffic ads,
engagement ads, app install ads, video views, and lead generation.
These are generally used for a target audience to interact with
your business while still being on Facebook.
CONVERSION BASED ADS include store visits, product catalog
sales (dynamic retargeting), and conversions. These involve
sending the target audience away from Facebook, typically to
your website.
Secondly, after you pick a campaign objective, the next most
important step is identifying the audience you want to reach.
There are provisions to target a custom saved audience
you have used before, a new custom audience you
are generating now, a retargeting pixel audience, or a
lookalike audience.
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