Facebook – Part ll: How do paid campaigns work?

paid campaigns Facebook – Parte ll: como definir objetivos para as campanhas pagas?

Hello, dear reader. As a promise is a debt, here we are for the second article about Facebook and how paid campaigns on this social media work. We know that the sequel is never better than the first film, but I assure you that our article is beyond this rule. So, let’s go to the second part of this saga on Facebook.

You may have heard someone say: “I’m not able to use Facebook Ads”. Or: “I love using Facebook Ads”. But what is that Facebook Ads that everyone has been commenting on lately?

Well, Facebook Ads is Facebook’s advertising and marketing platform. Here, people can create their advertising campaigns and make advertisements within this social media. This is where we managed to create the famous sponsored post that we’ve all seen before while ‘strolling’ through our feed.

Ad Manager

First of all, it is important to become familiar with the Ad Manager, as it is from here that you can post ads not only on Facebook, but also on Instagram, Messenger, or Audience Network – after all, all these platforms are part of Facebook. The Ad Manager will help you create a campaign in a more professional way, define your goals, adjust campaigns, among other features. This Ad Manager should, whenever possible, be associated with a Business account, or Business Manager, a more professional way of handling your business on Facebook – here, you can add several ad accounts, especially if you work for an advertising agency or if you have to manage multiple ad accounts within your company.


So, let’s talk about how the structure of how creating a campaign works, but first of all, let’s explain what a campaign is.

It is with campaigns that we determine the goal of the promotion that we want to achieve. A good example: if your goal is to increase online sales for your business, Facebook will optimize your ad to generate more conversions on your website. A small reminder: we can only have one goal per campaign, that is, if we want to have more than one goal in a campaign, we must do other campaigns.

Now let’s go to the goals that the platform makes available to us. There are three major groups of goals for creating campaigns:

  • Awareness;
  • Consideration;
  • Conversion.

After choosing your large group of goals, you can determine more specific goals for your campaign. At the moment there are 11, but this number can change at any time since the platform is constantly being updated. So let’s talk about each goal in the respective group of the marketing goals discussed above:

1. Awareness

When we define Awareness as the goal for our campaign, we have two subgroups:

Brand awareness – If your goal is to increase your brand awareness, this is how you do it. The goal here is to reach people who are more likely to pay attention to your ads and contribute to brand awareness;

Reach – Here, our goal, as the name implies, is to reach as many people as possible within the platform and control how often these people see your ads.

2. Consideration

Here, we find a second level of greater commitment to our target audience, in campaigns that can help people consider choosing our product. We then have six subgroups of goals:

Traffic – Here our goal is to direct Facebook fans to an external page, that is, we can make users visit our website or any specific page that helps them to know more about our business;

Interaction – This goal has three other sub-objectives: interaction with the post, likes on the page, and participation in an event. The first option allows us to boost posts through the ad manager. This is a great tool for promoting a post if your goal is to increase the number of likes, comments, and shares. The second option, likes on the page, allows you to create ads in which our goal is to increase the number of fans on our page. Here we can add an image and give a brief description of our page. The last option refers to the promotion of an event created on Facebook through advertisements. The advantage of this feature is that any new publication that is made at the event will be subject to notification to its participants. An excellent option to reinforce the commitment and interaction with the public;

Video views – As we know, videos are gaining more and more strength in the digital world, and on social media it couldn’t be different. If posts with photographs allow you to have more interaction, posts with videos allow you to have a greater reach. Videos by themselves already receive a much higher number of organic views than post with only static images;

App installs – This goal only works if your business has an app. In this case, the goal will be to promote the app with an ad created and it will appear in the feed. After clicking on the ad, the user will be directed to the download page;

Lead generation – Lead generation ads manage to make it easier to attract the attention of people interested in your company and who want to be contacted by you;

Messages – Here, the big goal is for people to contact you through Facebook’s messaging platform, the famous messenger.

3. Conversion

As we narrow down our marketing goals, we come to the conversion part, where we effectively want our target audience to purchase our product. Here, we have three different goals:

Store traffic – Ideal for physical stores or local events. We can enter the address of our store or the location of our event and we can stipulate a range in our promotion. Thanks to geolocation, Facebook is able to identify how many people are within the geographic area that really wants to impact and show their ads to these people. When configuring a local ad, we have three button options: learn more (link to the website), call now (users can call your company with just one click), or send a message (this option allows users to get in direct contact with your page;

– Catalog sales – This goal is new, with it we can create ads that automatically show the products in your catalog based on your target audience. A catalog stores all information about the items you would like to advertise on the platform;

Conversions – This goal is very similar to the traffic goal, however, the difference is that it aims to analyze the conversion rate of the ads into more solid metrics. For example: if your goal is to sell a product, you will need to add a pixel of the platform on the “Thank you” or “Purchase confirmation” page in order to quantify how many people have completed the goal within those who clicked on your ad. Traffic and conversion ads are great for: promoting a product page and encouraging purchase; promoting the download of content, generating leads and increasing traffic to your website.

After getting to know a little more about the various goals that Facebook presents us, the best way to know how to advertise is, in fact, making a good strategic plan. After all, no matter how many goals we have here, there is no point in doing them all at once without first understanding where we want to go and who we want to meet on this promotional journey in the digital world. However obvious the goals are, it is always important to study our target audience and our goals well.

There are many other specifics for creating campaigns, such as segmentation/target audience, budget, and programming, return on investment (the famous ROI), but we will leave that for another article.

We will return with more information about how this social media works, as well as its news/updates.

I hope you enjoyed this article and that the information presented to you can help you to boost your business and make people discover your brand more and more. If you have any questions, do not hesitate to contact us.

See you later!

Pedro Montijo


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