Session 26_FB Campaigning
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The document outlines 12 different advertising goals that can be selected when creating an ad on Facebook. These include boosting posts, promoting pages, sending people to websites, increasing website conversions, getting app installs, increasing app engagement, reaching local audiences, raising event attendance, getting people to claim offers, and getting video views. For each goal, it provides a brief description of how that ad type works and when it may be an appropriate objective.
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Session 26_FB Campaigning
- 3. WHAT ARE YOUR AD GOALS? Boost your posts Promote your Page Send people to your website Increase conversions on your website Get installs of your app Increase engagement in your app Reach people near your business Raise attendance at your event Get people to claim your offer Get video views
- 4. BOOST YOUR POSTS When you choose Boost your posts, you'll create an ad from a post you've already created on your business's Page. If your goal is to increase engagement on your post and get people seeing, liking, commenting on and sharing your Page content, then you might want to choose this objective.
- 5. PROMOTE YOUR PAGE When you choose Promote your Page, your ad will be optimized to reach people in your audience who are likely to take the action of liking your Page. When people like your Page, your posts may appear in their News Feed, along with posts from their friends and family. Promoting your Page might be a good option if you want to engage with your audience or reach new customers.
- 6. SEND PEOPLE TO YOUR WEBSITE When you choose Send people to your website, you can set a custom destination URL. For instance, you could send people to your website's homepage, online store, contact page or any page you want people to see. By default, your ad will be optimized to reach people who are likely to click on your ad.
- 7. INCREASE CONVERSIONS ON YOUR WEBSITE When you choose Increase conversions on your website, you'll need to add a piece of code to the HTML on your website. You should add the code to a website page you want to track conversions on. For instance, if you want to track how many people saw your ad and then actually went and purchased the product you were advertising, you should add the code to the purchase confirmation page of your website. By default, your ad will be optimized to reach people in your audience who are likely to convert.
- 8. GET INSTALLS OF YOUR APP When you choose Get installs of your app, you can create an ad with a link to the app store where people can install your app. If you want to measure the number of app installs, you can integrate your app with Facebook
- 9. INCREASE ENGAGEMENT IN YOUR APP When you choose Increase engagement in your app, you can send people to specific areas in your app that you want people to go to. For example, you might send people to your online store. If you want to measure the success of your ad, you can integrate your app with Facebook
- 10. REACH PEOPLE NEAR YOUR BUSINESS When you choose Reach people near your business, you'll target people in and around your local community by setting a radius around your business. Local Awareness may be the right choice for you if you want to increase in-store sales or foot traffic. Running a local awareness ad may also help you build awareness of your business in your local community
- 11. RAISE ATTENDANCE AT YOUR EVENT When you choose Raise attendance at your event, you'll create an event ad that people can add to their calendar on Facebook. People will get reminders about your event, and you'll be able to see how many people responded to your invite.
- 12. GET PEOPLE TO CLAIM YOUR OFFER When you choose Get people to claim your offer, you'll create an ad with a coupon, discount or another special deal you want to provide. You can choose an audience for the ad you run and can decide how many people can claim your offer.
- 13. GET VIDEO VIEWS When you choose Get video views, you'll be able to create an ad that includes an embedded video. Video ads can help you tell a story as well as help build your brand on Facebook. Once you've chosen an advertising objective, learn how to set up your ad to better reach your goals.
- 18. 18 Uddipan Nath Faculty Member IBS Business School, Kolkata WDC Building, Plot-J3, Block-GP, Sector-V Salt Lake, Kolkata-700091 Phone : 033-23577125 Fax :0332357-2901 Email : udnath@ibsindia.org SSRN Author Page: http://ssrn.com/author=2376099 Visit our Website Join us on Facebook Follow us on Google+ Since its inception in 1995, IBS has been one of the best B-Schools in the country, providing excellent academic delivery and infrastructure to its students. At IBS, we offer innovative and globally accepted programs and great opportunities for all-round development. 100% case-based learning is unique to IBS.