The first decision that you make when creating a facebook ad is choosing the right objective, also known as campaign objective.
This is one of the most common mistakes I see in ad campaign audits. Either they've selected traffic as their objective and they're using a video as their ad. OR they're using video views as their objective and they're using a static image for their ad.
When it comes to choosing a facebook objective you're telling the tool how you want to spend your money and what creative you want them to optimize that money for.
The trick is understanding that Facebook's primary goal is to get paid. Here's some examples of what that means:
- Video Views as an objective means that facebook is going to serve your ad most frequently to those in your audience who have demonstrated that they will watch a video from an ad. That's actually a lot of people, and this happens to be the least expensive form of advertising per result.
- Conversions as an objective means that facebook is going to serve your ad most frequently to people in your audience who have demonstrated that they will click on an ad, and finish purchase. That means they are going to be highly selective in who they serve your ad to in the audience you selected, and it might mean you won't get the result you're looking for.
- You're using the wrong ad creative to match with your objective. This will limit your ad's visibility and skew the results.
I've created a free guide for you to navigate choosing the right objective for your ad campaign along with my insider tips and tricks I learned along the way. Click here to download.