Choose the most appropriate advertising format suited to its objectives

By 31 May 2018September 19th, 2018Marketing Strategy

Before creating a Facebook Ads campaign, it is necessary to set goals and a specific strategy to properly and effectively target your audience. The goals of a Facebook advertising campaign can be multiple:

  • improve brand awareness and gain visibility;
  • inform about the technical specificities of a product or service;
  • generate traffic on its website;
  • generate actions on its website: sales, subscription to a newsletter, …

To achieve these different goals, several advertising formats are available on Facebook.

The “I like the page” advertisement

The first action that comes in most advertisers’ minds is usually to increase the number of likes on the Facebook page. This type of action can be useful when the main objective is to make known the page of the company and to increase the number of the fans. Be careful, fishing for fans is dangerous for the credibility of the brand and its visibility because quality is more important than quantity. Indeed, it is better to have fans who really appreciate the page and who interact with it, rather than a large number of fans with no attachment to the brand, which undeniably causes a decline in the organic reach of publications on Facebook.

Advertising “Engagement”

The goal here is to create engagement by seducing the target with original content put forward through photos or videos. The purpose of these advertisements is to make known in more detail the specificities of a product or a service offered by the brand. These sponsored ads can reach the fans of the page but also the circle of friends of the latter.

Advertising “Clicks to a website”

It increases the number of visitors to a website. Advertising refers to the desired page, most often a sales page, site registration, …

To go further: “Website conversion” advertising

It is also an advanced option of the previous advertising format. It allows to know if when a user clicks on the advertisement referring to a website, the latter has carried out the action desired by the brand (a purchase for example). For this, it is necessary, before creating the advertisement, to insert a pixel of conversion on the website of destination.

What is a conversion pixel? It is an image (1 pixel by 1 pixel) that determines the number of conversions generated by advertisements. This pixel is to be inserted on the strategic pages of the site such as the “Payment” page and allows to track the behavior of the users who clicked on the advertisement.

Below, this SocialMetric infographic summarizes the type of advertising to use on Facebook based on the objectives. Small drawback to this infographic: in our opinion, the advertisements “clicks to a website” and “website conversion” are not limited to the existing audience but to the total audience (= the new + the existing).