Today we’re going to talk about the types of Facebook campaigns available and which Facebook campaign is right for you. We’ll just be covering three campaign types in this post and the others will be covered in future blog posts.
First off, when we say “campaign” we’re referring to the list that Facebook tells you to choose from whenever you make a new campaign.
Note: If you’re not sure how a “campaign” works in Facebook or what Facebook refers to as an “ad set” or “ad” then please read about how ad campaigns are structured on Facebook first.
So which campaign type is right for you? Let’s find out!
Post Engagement Campaign
Boosting your post is also known as the Post Engagement Facebook campaign, and is found under the Engagement campaign type under the Consideration column.
But first, what does “boosting” mean?
Usually your Facebook post will only be shown to about 4% to 10% of your page fans. The exact number of this organic reach varies but that is a good estimate. This means the rest of your fans will never see your post unless somebody they know interacts with it or a lot of people interact with it.
Now there are exceptions, for e.g., when you post something really exciting or appealing, a lot of people like, share, and / or comment which displays it to more people.
For example, let’s talk about the recent hullabaloo about the army going to receive Indian actresses at the airport for the Amarpanchi. While this was going on, a status update by Rajesh Hamal popped on my Facebook newsfeed where he talked about how his pride was shattered by the incident.
Now I don’t follow Rajesh Hamal on Facebook, nor have I seen a single post of his in the last 6 years that I’ve been using Facebook. In this case it was due to the sheer number of people engaging with his post and at least one of those people being someone I interact with on Facebook that I ended up seeing it.
Now if you’re not a celebrity but want thousands of people to see and interact with your post, then the only option is for you to boost it. The boost objective will basically show your post to a segment of people that you pick (for e.g., age, location, gender, etc.) as if it were a normal post and allow them to “engage” with it (engage here means like, click, share, react, etc.).
Yes, there will be a “Sponsored” tag under your Facebook page name but other than that, it appears just like any of your friends’ updates about what they ate today.
Who is this for?
The boost campaign type is ideal for anyone who wants to maximize the number of views on their post as well as get the most engagement out of their target market.
It can be great for announcing new products or any business updates.
Since this campaign automatically prioritizes engagement over clicks or any other objective, the ads must be designed to elicit some action from viewers (for e.g., “Call us now!”) and include relevant information (such as phone numbers, links to websites, etc.).
Page Like Campaign
Usually a potential fan must come to your Facebook page or see your post and only then will they be able to Like your page. So how do you get a lot of Likes without having to wait for fans to come to your page? With the “Promote your Page” Facebook campaign!
This type of campaign allows you to create an ad which only has two available action – Like your page or ignore the ad. This campaign type is found under the Engagement campaign type under the Consideration column.
Who is this for?
This is especially useful if you are a new business and want to get into the market quickly. At the same time it is also very effective for an established brand that doesn’t have that many fans on Facebook or is just opening a new account.
But before you start a page likes campaign, you should ask yourself, “Will having more likes actually help me?”.
Think about it, page likes do not directly result in more engagement for a page – at most it can help increase social proof since people tend to trust pages with more likes.
We suggest that you clearly think about how you plan to leverage your social media following before you start spending money on a Page Likes campaign.
Note: There are companies who “sell” likes – these are usually done using fake accounts. This way of buying likes may be cheaper but is more harmful in the long run since you end up with fake fans who will not engage with your posts.
Facebook marketing service AdEspresso did a fantastic experiment on comparing the performance of paid likes recently.
Click to Site (AKA Traffic) Campaign
This Facebook campaign is known as the Click to Site, Click to Website, or Traffic campaign. It is found under the Traffic campaign type under the Consideration column.
As the name implies this campaign type is optimized to maximize the number of people clicking on the link used in the ad. For this campaign you will have to use a link and cannot use a status, photo or video post.
One benefit of a Click to Site campaign is that it allows you to add a small button to the ad which tells people to take an action such as Apply Now, Visit Now, etc. This makes it more likely that the viewer will take the action that you want him to do, i.e. click the ad.
Who is this for?
This type of campaign is great if you want people to see your ad, click on it, and go to the link attached. It is usually used by companies to inform people about sales promotions, complete purchases, fill up enquiry forms, etc. Basically it is to send people further into your sales funnel.
Having said that, with a Clicks to Website Facebook campaign, it is very important that the page being linked to is adequate to handle the volume of people and is designed to complete your objective.
- Organic – Organic is basically means unpaid, i.e. organic reach means the total reach achieved by just posting something without paying anything.
- Reach – Reach is the unique number of people that the ad or post has reached.
- Social proof – Social proof is social evidence that proves a certain point to people. For e.g., if a hospital’s Facebook page has a lot of positive testimonials, it serves as social proof that it is a good hospital.
More campaign explanations coming soon!
Well those are three most commonly used Facebook campaign types available. In the next post we’ll be covering other less popular but equally useful campaign types.