Facebook Business Manager has 11 different campaign types, but basically 3 different categories of campaign options.
These are called awareness, evaluation, and conversion campaigns. So, how to choose right one?
Facebook Awareness Campaigns
In awareness ads, the goal is to increase your brand awareness on the name. Here, sales and marketing purposes are not primarily driven. The primary goal is to recognize, examine and create brand awareness of our brand by people.
In brand awareness ads, the goal is to show many ads to people who have a high potential for interest in your brand. In brand awareness ads, the system accesses your services, products, etc. from your target audience. It gives your ads to people who are likely to be interested. If your goal is to increase awareness and awareness of your brand and show your ads more than once to many people who are likely to be interested in your brand, using this advertising model would be a more accurate step.
Reach ads are also like brand awareness ads. In reach ads, the goal is to get your ad to as many people as possible. If your advertising goal is to reach as many people as possible , it will be more effective to give reach ads.
The difference between reach ads and brand awareness ads is that in the brand awareness campaign model, your ads are shown more than once to people who are likely to be interested in your brand among the audience you are targeting.
In the Reach Campaign model, your ads are shown only 1 time to as many people as possible decisively among the audience you’re targeting.
Facebook Evaluation Campaigns
In evaluation campaigns, the goal is to interact and communicate directly with people who are interested in your brand. For example, if you want to receive website traffic, interactions, and messages from your potential customers, you can choose the types of evaluation campaigns.
In addition, mobile app ads, video display ads, and lead generation ads are also included in evaluation advertising models.
In the traffic campaign type, the goal is to direct people who are interested in your brand to your website. If you have a website and Facebook pixel code is added to your website, I recommend giving traffic ads. Thanks to traffic ads, you can show your ads to people who are most likely to visit your website.
In this way, you also accumulate data for remarketing audiences by increasing website traffic. Evaluation campaigns are unlikely to bring sales / conversions. In other words, conversion should not be targeted with traffic ads.
You can use interaction ads to increase post likes, comments, and shares in ads you want to highlight. Interaction ads deliver your ad campaigns to people who are likely to interact with your shares from the target audience you’ve set.
App installs is the type of campaign you should use for your mobile apps. For example, if you have a mobile app, you can use this campaign model to get your app installed. App installs Facebook pixel code and the required events must be installed in your mobile app to make a measurable run on the campaign model.
In this campaign model, the algorithm shows your ads to people who are most likely to install your mobile app among the target audience set. Thus, there is also a rapid increase in the number of mobile app installs.
Video views campaign model delivers your video ads to people who have the highest potential to watch your video for the longest time among the target audience identified.
If you have released a new video clip or want a project trailer video to be seen by your target audience, you can use this campaign type.
Here, the algorithm shows your ads to people who have a higher tendency to watch videos from the target audience you’ve specified.
The Facebook & Instagram campaign model is one of the most expensive advertising models among all campaign models. In this advertising model, the main goal is to collect contact information from people with higher interest in your services. In other words, thanks to this campaign model, you can reach people with higher potential for interest in your services and collect the contact information of these people such as phone number, email etc. so that you can turn them into paying customers.
This campaign model is often used extensively in education, health, beauty, insurance, real estate, consulting, etc. industries.
Thanks to the messages campaign model, you can reach people who are most likely to send you messages from your target audience. You can optimize your campaigns to get messages with Facebook Messenger, WhatsApp and Instagram Direct.
Here, the algorithm shows your ads to people who are most likely to send you messages from the target audience you have set.
In owned online assets, the transformation of targeted behaviors into action is called Transformation. With conversion ads, you can reduce your ad costs by making your ads more measurable.
For example, conversion for an e-commerce site can be sales or adding a product to the cart, while conversion for a corporate site can be filling out the contact form on the website.
Conversion is the main result that is desired to be achieved. Conversion campaigns are used not only by e-commerce sites, but also by corporate sites for lead (potential customer form) purposes and effective results can be obtained if set correctly.
You can use this campaign model to increase conversions on your website. To use the conversions model, you need to install events and custom conversions as well as have the Facebook pixel code attached to the site. Conversions model shows your ads to people who are likely to bring you conversions from the target audience you specify. In this way, you can market your products or consultations.
Catalog sales is a campaign model that can be used for e-commerce sites, vehicle and residential sales, hotel booking sites. Thanks to the catalog, you can import products from your website into the business Manager panel by creating a feed and show products from your catalog according to your created target audience. Thanks to catalog ads, you can show your ads to users who have higher tendency to purchase your products from the target audience you have identified.
For example, you can add a product to a cart and dynamically show ads for the product groups you specify to people who leave the site without buying it.
If a person enters your site and adds a bag to the cart and leaves the site without buying, you can repeatedly show your bag models in front of that person with catalog ads with sponsored posts. If you have a shopping event conversion installed on your site, if you have selected shopping in the optimization section, the probability that these people will purchase your products will increase.
Thanks to store traffic, you can create advertising campaigns for potential customers near your business and direct them to your physical store. This objective is especially effective for brick-and-mortar businesses.
Facebook Automated Ads
Automatic ads, a type of ad that comes out on a Facebook page, is an ad model in which you leave all the ropes in the hands of Facebook. In this ad model, Facebook optimizes your automated campaigns on its own data with the information you provide. You only need to provide creatives, texts, and basic targeting options to Facebook such as location etc. so that Facebook can bring as many desired results as possible.
Or you can add your Facebook ad account to Wask after you’ve made your decision of all these ad models, you can easily control your entire ad process without anyone’s help.