In fact, the Brand Manager must answer the following question: ”What results do I want to get from this advertising campaign<\/em><\/strong>(s)?<\/strong>”<\/p>\n\n\n\n The goals can be<\/strong> quite varied<\/strong>, the two most typical being the following:<\/p>\n\n\n\n Specifically, an advertising target must have certain basic characteristics such that efficient and effective campaigns can be created. Such is defined in the doctrine as a S.M.A.R.T. target.<\/strong> <\/mark>(intelligent)<\/em>, an acronym for:<\/p>\n\n\n\n Having defined the SMART objective of the advertising campaign, it will be the beacon for the strategic and operational setting of it<\/mark>. In this article, in particular, we will decline this topic by focusing on the choice of the advertising target<\/strong> within the Facebook Ads<\/strong> platform (as of today Meta), which we recall also incorporates within it the popular social Instagram. <\/p>\n\n\n\n <\/p>\n\n\n\n <\/p>\n\n\n\n As we know Facebook (or Meta) offers a rather advanced advertising platform<\/strong> for advertisers of various kinds that allows them to \n sponsor their products or services within social Facebook, Instagram<\/mark>\n<\/strong> and partner sites, showing ads to a targeted audience<\/mark> and exploiting an increasingly accurate and advanced algorithm . This service offered by the Cupertino-based company accounts for the largest share of the billion-dollar turnovers made each year and represents an opportunity not to be overlooked for various types of business, especially ‘‘direct to consumer<\/em>” (B2C) ones, since such socials are populated by potential physical consumers belonging to various age groups. <\/p>\n\n\n\n The moment we advertisers create a Facebook Ads campaign in the ”Manage Ads<\/em>” tab, the first thing the platform asks us for is the objective of<\/strong> our campaign<\/mark>. This seems quite logical: before defining the target audience, campaign creative and other technical aspects Facebook wants to know from us advertisers exactly what results we want to get from it, so that the algorithm driving the platform can bring us the desired result at the lowest possible costs<\/strong><\/mark>.<\/p>\n\n\n\n The stage of choosing a Facebook Ads target therefore is extremely important<\/strong><\/mark>. A wrong choice at this stage will result in wasted budget and other resources in relation to the marketing goals to be achieved.<\/p>\n\n\n\n Within the platform it is possible to select \n eleven Facebook Ads targets,<\/mark>\n<\/strong> divided into three macro-categories: Notoriety, Consideration and Conversion. <\/strong> <\/p>\n\n\n\n The three macro-categories recall the classic marketing funnel: Awareness<\/strong> (Notoriety), Consideration<\/strong> and Conversion<\/strong>. It allows us to structure campaigns in such a way as to cover the entire conversion path<\/strong> of a user from the discovery phase of our offer to conversion and retention. If you want to learn more about the Facebook Ads Funnel, you can read this article of mine <\/a>in which I describe how an e-commerce business can set up a proper Facebook campaign structure<\/mark>.<\/p>\n\n\n\n Let us now analyze the three macro-categories individually, with their related objectives, with the aim of understanding under what circumstances we can use them in creating and managing our Facebook Ads campaigns.<\/p>\n\n\n\n The Facebook Ads objective macro-category ‘‘Notoriety<\/strong>” encompasses within it objectives that aim to generate interest and awareness toward a brand or product\/service<\/mark>. We can identify two campaign objectives:<\/p>\n\n\n\n It is clear that such goals invoke the top end of a conversion funnel<\/strong>. If we choose these goals, we mainly want to make our brands, products, and services known to a wide audience of target users, without expecting high conversions and ROAS<\/strong>. For this reason they are recommended to new businesses that need to gain brand awareness and possibly have significant budgets<\/strong> available<\/mark>.<\/p>\n\n\n\n The Facebook Ads objective macro-category ‘‘Consideration<\/strong>” incorporates within it objectives that incentivize people to consider your solutions to their problems and needs<\/mark> by seeking more information about your business products, services and brands. Within it we identify the following six<\/strong> Facebook Ads campaign objectives<\/strong>:<\/p>\n\n\n\n It is therefore a macro-category that invokes the middle part of the conversion funnel<\/mark> that involves an audience that is familiar with our brand, products and\/or services<\/strong> but is not yet ready for the final conversion. <\/p>\n\n\n\n The Facebook Ads objective macro-category ‘‘Conversion<\/strong>” encompasses within it objectives that incentivize users to perform the desired conversion action<\/mark>, be it purchasing a product or service or granting a contact. We can identify three campaign goals in this macro-category:<\/p>\n\n\n\n The objectives of the Conversion macro-category thus invoke the low end of a conversion funnel<\/strong>, aimed at bringing concrete results in terms of sales of products and services (and thus sales) or contacts if we operate from a lead generation perspective in the latter case. However, they are also often used in Prospecting<\/strong>, especially DABA and Conversion campaigns optimized for events prior to the actual conversion(AddToCart<\/em>).<\/p>\n\n\n\n In conclusion, when defining an advertising campaign on Facebook (or other channels), the stage of choosing the ”technical” objective of the campaign is a key step in maximizing results<\/mark>. The ‘campaign objective defined on Facebook depends very much on our main business objective,<\/strong> without having clearly defined the latter we cannot think of creating an advertising campaign on Facebook or any online channel, the underlying reasoning being similar.<\/p>\n\n\n\n If we manage a new<\/mark> and little-known brand<\/mark> which has primary need to make itself known and gain awareness among the target audience, the macro-categories Notoriety and Consideration can help us<\/mark> in this regard. If, on the other hand, we have a primary need to increase sales<\/mark> and maximize returns on investment, it makes more sense to launch campaigns with objectives in the Conversion macro-category<\/mark>.<\/p>\n\n\n\n Facebook offers an advertising platform full of opportunities for businesses of various types, however the complexity and dynamism of it makes this activity very hard, especially for those who are not very familiar with it.<\/p>\n\n\n\n The best solution<\/strong> in some cases is to delegate this process to those who deal with these activities on a daily basis<\/mark>. We at WebGas create numerous client campaigns pertaining to various types of businesses, managing even large budgets, and we do this on a daily basis.<\/p>\n\n\n\n If you are having difficulty achieving satisfactory results for your listings. <\/a>Contact us for a strategy session. Together we will define the best Facebook advertising strategy (and beyond)<\/strong> for your business, eliminating annoying budget waste<\/strong>.<\/p>\n\n\n\n\n
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![\"\"](\"https:\/\/webgas.net\/wp-content\/uploads\/2023\/08\/v1-1-1024x536.png\")
<\/figure>\n\n\n\nFacebook Ads Targets<\/h2>\n\n\n\n
![\"facebook](\"https:\/\/webgas.net\/wp-content\/uploads\/2022\/04\/obiettivi-facebook-ads.png\")
\n\n\n\nNotoriety <\/strong><\/h3>\n\n\n\n
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![\"facebook](\"https:\/\/webgas.net\/wp-content\/uploads\/2022\/04\/notorieta.png\")
\n\n\n\nConsideration<\/strong><\/h3>\n\n\n\n
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![\"facebook](\"https:\/\/webgas.net\/wp-content\/uploads\/2022\/04\/considerazione.png\")
\n\n\n\nConversion<\/strong><\/h3>\n\n\n\n
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![\"facebook](\"https:\/\/webgas.net\/wp-content\/uploads\/2022\/04\/conversione.png\")
\n\n\n\nConclusions<\/h2>\n\n\n\n