So, by now, you’ve probably heard of Facebook and if you are a business owner, you are no stranger to the term Facebook marketing. Even if for some reason you choose not to participate, you likely know what it is and the function it serves in the lives of over 2 billion people on a monthly basis (yes, you read that correctly, Facebook is now generating 2 billion active users per month). Yes, The Facebook (as it was once lovingly called) has changed the world as we knew it, and with that, it has changed the way advertisers engage with consumers.
Given the vast reach and generally high engagement among its users, all marketers should be active on Facebook, not only because the reach is insurmountable, but also because it is the most cost effective method for getting your brand to the masses. Additionally, Facebook has made a concerted effort to drive lower funnel purchasing activity through their Facebook Ads Manager tool. If you’re not convinced that Facebook is a viable option to drive your company's marketing goals, check out the statistics below:
Facebook has over 2 billion active users per month
32% of users engage with brands regularly (that’s 320 million people)
66% of all Americans use Facebook
People access Facebook an average of 8x per day
5 billion comments are left on Facebook pages on a monthly basis
Additionally, as Facebook marketing has surged over the last 18 months:
93% of marketers use Facebook regularly
42% of marketers report that Facebook is critical to their business
44% of small business marketers plan to use paid ads on Facebook
I admit, back in the day, I was not a huge proponent of using Facebook as a method for paid advertising in order to drive sales (it’s always been a pretty good platform for creating awareness/branding/upper funnel activity). But now, if used properly, Facebook marketing can be a game changer for your small business. However, navigating the Facebook Ads Manager can be quite cumbersome and intimidating to the novice marketer. For that reason I’ve decided to do a series on how to use Facebook Ads Manager, starting with this guide for choosing the right campaign objective. If you’re struggling to identify which campaign objective is best for your current business situation, check out the infographic below, and feel free to ask me any additional questions, by clicking the button above, in the right panel.
Choosing the right campaign goal and identifying associate metrics is essential to developing a successful Facebook marketing campaign. Your campaign objective is based on your business situation, business objectives, your target audience and where they are in the purchase/marketing funnel. Facebook combines goal that generally align to basic funnel activities; this will help identify where to start your marketing campaign.
The infographic below summarizes the categories and campaign objectives Facebook allows users to choose from to drive their marketing goals.