as mentioned, one of the most important decisions that you make as you build out your campaign using as manager is to select your objective. Each objective has a very specific purpose and I'll walk you through what each of these means. Facebook ads Manager is designed so that it also mirrors the marketing funnel. There are three phases of the marketing funnel. The first is awareness, the second is consideration and the third is conversion now under the awareness pillar you can choose to um select either brand awareness which is going to serve the ad to as many people as possible as many times as possible or you can choose reach which will serve the ad to as many unique users as possible. So these are actual individuals that are seeing the ad. The difference between the two is that brand awareness will get you higher impressions and reach will get you higher reach under consideration. You would you have several objectives here all with the intention of getting someone closer to your bus...

iness, your product or your service, so giving them some more information, getting them more engaged with you, um perhaps you know, getting them to engage with your content or actually getting them to visit your website. So these objectives are best used after a customer has already heard about you or heard from you in some way with consideration ads, you have the ability to start a dialogue with the customer and keep them engaged to then move them towards converting with your client's brand or business. And then finally under conversion. These three objectives can be used if and only if you have the facebook pixel installed on your website. Um, for website conversions or if you have your client's product catalog sync up with ads manager, which we'll talk about in a little bit or if your client actually has a brick and mortar location so that you could run a store visits, objective ads manager tracks all of these things based on the other um, things that you've put into place so that they know whether or not the ad that was served results and the conversion that you were intending. So for store visits for example, they are using geolocation, um, GPS location targeting and they're actually able to tell whether or not somebody that saw the one ad that you had served them walked into that exact store because it's tracking where that person has been. So now that I've covered all of the objectives, I'd love to address a very common question that I get. And the question is, what is the difference between driving traffic to your website and generating a website conversion? Because those two things sort of sound the same? And here's my pro tip to you when it comes to driving a conversion ads manager will be serving the ad to someone who is highly likely to generate the conversion that you have determined to be relevant to your client's business. So here let's pretend that we're a car dealership promoting, test drives for a Corvette. If we wanted to run a conversion ad, the ad would be served to the guy on the left. He's been researching Corvettes on autotrader dot com and he visits Forbes dot com three times a week. So he's already displayed a lot of interest in Corvettes in particular, but he also fits the right demographic and perhaps psychographic of the ideal Corvette purchaser and so he would probably be highly likely to sign up for a test drive. The guy on the right steve carell to be completely transparent. He thinks that cars are neat. He thinks that everything is neat and he clicks on ads that are cool. So if we were to be driving a traffic, add a website traffic ad, the guy on the right would be the guy that would be likely to get it because he's just, he's going to be clicking on the add to go and visit the website. So the next question I usually get is, well why would I ever want to just drive traffic to a website and not want a conversion And my answer to that is, it just depends on your client. So if your client is a publisher or if your client has a blog or if your client's business runs on how much website traffic they're getting because they are selling ads on their website that depend completely on unique monthly visitors. You do want to run website traffic ads because you want to help them to get as many people as possible onto that website. But if you are trying to, in this case promote test drives, you'd want to be running a conversion at because that's a very specific thing and that's a very targeted conversion that you want for the exact right demographic to achieve that, that one goal of the campaign, I hope that's helpful.

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Sharon Lee Thony

Expert digital marketer with 15+ years of experience building global brands & creating award-winning marketing campaigns

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topics covered in this class

Sales Social Media Online Business Marketing

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Selecting and Objective

Selecting and Objective

Lesson Info

14. Selecting and Objective

Lessons

Introduction

Why Instagram

Types of Content

Quiz - Instagram Marketing

Introduction

Promoting a Post

Choose an Objective

Budget

Insights

In-App Campaigns Summary

Quiz - Instagram Promoted Post

Ad Manager Introduction

Ad Manager