Facebook Marketing campaigns suited for different results

You can optimize ads on Facebook based on what specific objective your campaign has. Generally, Facebook distinguishes three different kinds of objectives that follow the traditional user journey from awareness to conversion:

1. Raising awareness: raise brand awareness, local awareness and to maximize reach
2. Consideration: These ads are focused on driving traffic to your website, boosting the engagement of your posts and helping you collect leads to use in follow-up campaigns.
3. Conversion: These are ads that increase the conversion on your website, advertise specific products to users who have interacted with you before.

*These campaign objectives require a few lines of code to be added to your website, which will then implement the Facebook pixel on your site. We will do this for you when setting up and/or optimising your Facebook page.*

About Instagram Advertising

Instagram is an online and mobile social network for photo- and video-sharing with more than 500 million monthly active users worldwide. Users can share photos and videos publicly and privately on the Instagram app and through other social networking platforms such as Twitter, Tumblr or Facebook.

For businesses, Instagram is a fantastic platform to tell a company’s story in a visual and engaging way. Successful campaigns bring a brand’s authenticity to life. Since Instagram was acquired by Facebook in 2012, the advertising platforms merged and most of the advertising and targeting options are the same for both platforms. Similar to Facebook ads, to run ads on Instagram, you'll need a Facebook Page for the brand you are promoting.

Instagram Ads

Instagram Ads have the same three choices you know from Facebook – you can create an ad that features a single photo, video, or multiple photos that are displayed in a carousel format.

What objectives can I meet with my Instagram ad?

Similar to Facebook, Instagram will show your ad to the people in your target audience who are most likely to take the action you want them to take. The campaign objectives you can choose from are:

• Brand awareness
• Reach
• Traffic (for clicks to your website)
• Engagement (with your posts)
• Video views
• Conversions (on your website)

* This campaign objective requires you to implement the Facebook pixel on your site

What targeting options does Instagram and Facebook offer?

Highly targeted ads on social media can help you reach exactly the people who care about your content. The ability to target potential readers and customers based on demographic data, behaviors, and very specific interests is the biggest strength of social media ads.

Facebook offers a variety of targeting options that you can combine to build a specific Audience:

• Location: Target users by country, province, city, zip code, or the area around your physical business.
• Demographics: Target users by age, gender, education, and the languages they speak.
• Interests: Target users by interests, based on their profile information, pages, groups or content they engage with.
• Behaviors: Target users based on what Facebook and Instagram knows about user behavior, such as if they plan to buy or rent a house.
• Connections: Target users who like your page and their friends.
• Custom: Target existing customers based on data (e.g., emails, phone numbers) you provide. You can also create Lookalike Audiences – people who are similar to your existing customers.