When creating a Facebook Campaign it is important to know which campaign goal to set. Facebook Ads optimizes your campaign and finds people in your ad set based who are most likely to do the goal you set. Therefore, it is critical to set the right goal otherwise you spending money to optimize the campaign for a goal that isn’t going to help grow your business.
Video Views (ThruPlay)
Video views are great campaigns to run for awareness and to engage with your audience. Almost any advertiser can benefit from video view campaigns, but the goal does not directly lead to sales or even traffic to your website. The point is to get people to watch your video so you can retarget those that watched your video and also keep you top of mind. Also with video views, since the cost for a video view typically ranges from $0.01 to less than $0.20 it is a very cost-effective way to increase your reach.
A great example of someone who can benefit from a video view campaign is someone who just launched a tv commercial. By creating a Facebook campaign using the tv commercial you gain more awareness for the commercial and also keep the commercial top of mind for people who already saw it on TV. Another type of client that can benefit greatly from a video view campaign are those in the entertainment industry. For instance, music artists can promote their music videos, and tv shows and movies can promote their trailers.
ThruPlay is the specific goal I recommend for video views because it means that Facebook Ads optimize the views to be either the full video or at least 15 seconds of the video. The longer you can get a viewer to watch your video the more likely they will be to remember it and buy your product or service now or in the future.
Lead Generation
Lead generation campaigns are a great way to expand your email list and get the prospects contact information to stay in contact with them long term. In a previous post, I discussed a great strategy of how to use an offer to get leads. Offering a free piece of content, lesson, coupon, or more can be a great way to take advantage of the form. If people feel confident that they will get something in exchange for their information they will be more likely to give it.
When also using this form it’s important that the ad tells the user enough information about what your business offers. If the user doesn’t feel they have enough information from your ad to know what your product or service is, they also will not be likely to fill out your form as well.
Another thing that I tell clients about using this form is how important it is to follow up right away and continue to follow up with emails. If you wait too long to follow up the potential prospect may forget you exist and therefore, you have lost your window of opportunity to close that lead.
Landing Page Views
Landing page views are when someone clicked on your ad and loaded the page. This is a great ad to run when you have a powerful landing page on your website that explains your product or service. Also, if you have a blog on your website (like this one) driving a user to that blog can be a great opportunity to optimize your campaign towards landing page views.
You can also remarket to people on your website with a different campaign so by creating a campaign optimizing towards landing page views you can have more people to remarket to. Since people convert after multiple touches from your business having a landing page view as an awareness campaign can help you reach new people in a cost-effective way. Landing page views can cost anywhere from $0.20 – $3.00. Once you are paying more than $3.00 per landing page view it would be important to evaluate your targeting and perhaps expand or refine to reach a better-targeted audience.
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