In our previous blog we looked into 3 of the most popular campaign types – Post Engagement (AKA Boosting), Page Likes, and Click to Site (AKA Traffic).
In today’s blog we’ll be seeing how a few other campaign types work and when you should use them.
The Reach campaign type, as the name implies, is most effective for reaching a target number of people . This campaign type is found under the Awareness column.
This is the only campaign type (so far) that really lets you control the frequency of your ads over a certain period of time.
E.g. if you want a higher frequency you could go with a frequency cap of 5 impressions every 2 days. Alternatively you achieve higher reach and lower frequency with a frequency cap of 2 impressions every 10 days.
Currently the most impressions per person is 90 and the least amount of time is 1 day (yes it IS possible to drive people crazy with your ads, although we suggest you not do this unless you want a mob of angry people).
So how much frequency is right for you? There are many other factors to consider, you budget and your business goals being some of them.
If you’d like to read more about this, the Facebook team has done a study called Effective Frequency: Reaching Full Campaign Potential which looks into various factors and how much frequency works best in what type of situation.
Is Reach Facebook campaign right for you?
As you have probably realized, the Reach campaign type is best for maximizing your frequency or your reach (or both). It’s also a great way to control your cost per reach / CPM if you’re on a limited budget or like to play around with manual bids.
This can be great for products / services that are for the mass market, e.g. something like Foodmandu or KFC. It’s also great if your goal is to increase awareness.
Keep in mind though that this campaign type is not optimized for post engagement, you may see much fewer engagement on your ads. One way around this is to make sure that your creative is strong and encourages engagement organically.
The Lead Generation campaign type is built to be used with Facebook’s Lead Generation Forms and lets advertisers run campaigns optimized on a lead basis. This campaign type is found under the Consideration column.
When Facebook first introduced the Lead Generation Forms into their interface all marketers rejoiced. Finally there was a way to capture lead data without taking them off Facebook’s platform (which has both advantages and disadvantages).
Previously, marketers would have to use the Click to Site campaign type to drive users to a form on their website where they could capture the user’s data (e.g. name, phone number, email, etc.).
It was possible to use the Conversion campaign type to optimize the campaign and control costs, but this wasn’t the solution. Furthermore having to open a website from Facebook negatively affected the user’s overall experience, not to mention Facebook’s penchant for keeping users on their platform (damn you Facebook!).
The best solution was to build a lead collection tool within Facebook itself which was the Lead Generation Form and the Lead Generation campaign type.
As mentioned earlier, this campaign type allows you to optimize your campaign on a lead basis, basically allowing you to pay per lead. Furthermore it is also optimized to show your ads to people who are more likely to fill up your lead form, i.e. people who are likely to be your actual customers.
The few possible issues with Lead Generation Campaigns lies within the form itself, or rather, its mechanics:
- You need to build a lead generation form first. This can be a bit troublesome as there are many options to choose from, and although it is quite easy, it can be a bit time consuming if you aren’t sure what you want to do.
- Lead forms cannot be edited once created. This can be a headache if you’ve made a mistake with the questions or the text. Fortunately you can duplicate them and create a new one.
- Only page admins can download leads from a lead generation form. This can be a problem if you don’t have admin access to a page.
- Lead forms can be set to collect data only from paid ads. This is the default setting and if you’re not careful, you could end up missing this option which won’t let you collect organic leads
Should you run Lead Generation campaigns on Facebook?
If you are trying to collect leads, then Facebook’s Lead Generation Campaign and Lead Generation Forms are a quick and easy way to collect leads.
Sometimes you may collect too many leads so it’s very important that you set manual bids. Another possible problem is that since it’s easy to fill up the forms on Facebook, you may get a large number of junk leads (which is why it’s important to ask the right questions on your lead form itself).
Lastly, it’s always a good idea to set up a system to contact leads before actually running a lead gen campaign. This can include, but is not limited to a dedicated team of people to contact your leads, a process (including a sales script or email, and some type of CRM software).
Lack of planning can result in a situation where you have over 500 leads who may not be qualified, no time and no staff to call them, resulting in a massive facepalm.
- Reach – Reach is the unique number of people that the ad or post has reached. E.g. if 2 people see 1 ad once each, then that is 2 reach, 2 impressions. If 1 person sees the ad twice then that is 1 reach, 2 impressions.
- Impression – Impressions are the total number of times the ad has been seen regardless of the number of people. E.g. if 2 people see 1 ad once each, then that is 2 impressions. If 2 people see the ad twice each, then that is 4 impressions, 2 reach.
- CPM – CPM or Cost Per Mille, is the amount you are paying for, or bidding for a 1000 impressions.
- Lead – Leads are basically customers or users who have expressed interest in your product / services and are likely to convert into sales. You can define leads by a certain action taken, e.g. someone who has filled up your enquiry form, messaged you, called you, etc.
- Conversion – Much like a Lead, a Conversion is counted when a user completes a certain action, usually a purchase.