Meta's 6 campaign objectives

1. Awareness

The name actually says it all. This campaign objective helps you generate more awareness by reaching the largest number of people within your specified target audience. You can also target video views within this campaign objective. This way you make sure your video gets extra attention from your target audience. A disadvantage of a publicity campaign is that the CTR (the click-through rate) is often lower than with other campaigns. After all, the goal is to be seen - rather than stimulate clicks!

2. Traffic

This campaign objective drives clicks to your website or views of your landing page. Ideal to get visitors to your website. Unlike the familiarity campaign, you will generally see a higher CTR. Meta drives less on views of your ad, but shows the ad mainly to the people they expect to be interested in. This way, they increase the chance that people will click on your ad and end up on your website.

3. Involvement

Within an engagement campaign, Meta shows the ad to users who are likely to interact with your business by sending you a chat message, for example. Should you want to use a video in your campaign, you can also drive video views within this campaign. You can then optimize on Thruplays of the video. Meta then sends the ad to people who are likely to watch the entire video - or at least 15 seconds.

4. Leads

In a lead campaign, there are several possibilities.... For example, you can work with a lead form within this campaign. Interested parties who click on the ad will then see a form with a number of questions. You can forward these directly to your CRM system or you can follow up on the leads yourself.

In addition, within this form of campaign, you can also direct calls. The moment someone clicks on the ad, he or she gets the option to contact you by phone. Make sure the ad is only shown during your company's opening hours; it would be a shame if no one answers.

The third option is that people who click on the ad are sent directly to Messenger where an automated workflow helps the visitor along. Also convenient!

5. App promotion

With the campaign objective App promotion, of course, you promote your app. Within this campaign, you can then choose between two objectives:

• Steering app installations;
• Steering on app events.

You then encourage people to install an app or to do something within the app. Trying a new feature or making a purchase, for example.

6. Sale

And then last, but certainly not least: the sales/conversion campaign. The goal of this campaign is to make sales or some other type of conversion. So that can also be a white paper or e-book download. Meta again uses the conversions you realize with this campaign to further optimize the campaign.

Within this campaign objective, you can also choose "Sales from catalog." You then get the option to create dynamic ads. Meta then decides which ads will be shown and that is for retargeting! This way you can make sure that people who have left something in their shopping cart or have viewed certain products on your website, will see these products again as advertisements. Don't forget to exclude the people who have already bought something from your target group. Of course they don't yield anything!