Facebook Buy Type and Objectives

Facebook objectives

Facebook Paid Marketing Objectives

The ads on Facebook are executed through Facebook ads manager. There are various objectives offered by Facebook as per the individual goals and requirement.

Let us understand the individual objectives and goals. Before starting with the objectives, you should know the buy types offered by the Facebook ads.

Facebook offers 2 buy types:

  1. Auction
  2. Reach & Frequency

Auction Buying:

Auction buy type offers more choice, efficiency and flexibility with less predictable results.

Reach & Frequency Buying:

Reach & frequency buying type lets the advertiser plan and buy the audience or campaign in advance. It helps with predictable ad delivery with regards to reach and the controlled frequency setting for the given campaign duration.

Let’s summarize the Auction vs. Reach & Frequency buy type and their capabilities.

ContentAuctionReach & Frequency
AvailabilityOpen for all advertisersAvailable for qualified advertisers
Frequency controlsFrequency can be controlled only for Reach objectiveFrequency can be capped
Delivery controlsFacebook automatically identifies the best performing ad and serves among the audienceSequenced or schedule delivery that controls the order
PredictabilityOnly daily reach predictionsReach, frequency distribution before purchasing
PricingPrices vary in the auction as per the bid, audience availability and competitionBooking CPM will be fixed unless the ad set/ad is not paused or modified
SchedulingAd scheduling for different time of the day or different days of the week is possibleAd scheduling for part of the day is possible; however, it is not possible for day of the week
OptimisationAs per the campaign selectionPrioritize the reach and then followed by secondary objective type
TargetingMultiple country can be targeted in single campaign. Preferred for small business. Dynamic audience can be excludedOnly one country can be targeted in single campaign, the minimum audience size should be 200,000 people. Dynamic audience cannot be excluded
ObjectivesCan be executed for all objectivesOnly selected objectives are allowed i.e. Brand Awareness, Reach, Traffic, Post Engagement, App Installation, Video Views and Conversions
PlacementAll placements are applicable depending on the campaign objectiveLimited placements are applicable
CreativeAll formats are applicable depending on the campaign objectiveAll formats except 360o video and 360o photos

Note: Reach & Frequency campaign cannot be paused, it has to be deleted. Ad set and Ad within the campaign can be paused. If there are no active ad or ad set in the campaign for 24hours, the campaign automatically get deleted.

In the above table, buy type and the objectives applicable for each buy type is mentioned. Further will elaborate on the individual buy type, optimization for ad delivery and when you get charged.

GoalAvailable objectives with AuctionAvailable objectives with Reach and Frequency
AwarenessBrand AwarenessBrand Awareness
Post EngagementPost Engagement
Page Likes
Event Response
App InstallsApp Installs
Video ViewsVideo Views
Lead Generation
Catalog Sales
Store Traffic

Starting with the Awareness goal, Facebook offers two objectives i.e. Brand Awareness and Reach.

  • Brand Awareness:

    • This objective generate interest in your product or service. Increases brand awareness that makes the business more valuable. Detail setup of the Brand Awareness campaign.
      • Eg.: If ABC brand launches a new product, they would like to build awareness and for which Brand Awareness would be most suitable objective to opt for.
    • Optimization for Ad delivery: Ad Recall Lift
    • When you get charged: Impressions
    • Terminology:
      • Ad Recall Lift: Serves your ad to maximize the total number of people who will remember seeing your ad.
      • Impressions: Deliver ads as many times as possible.
  • Reach:

    • Show ad to as many people as possible in the targeted audience. Brand Awareness objective builds impact with impressions while Reach objective helps in reaching to more audience.
      • Eg.: If ABC brand launches a new store, they will reach out to targeted audience in the nearby vicinity of the store.
    • Frequency Cap: Frequency capping can be done i.e. how many times your ad should be seen to someone in certain duration.
      • Eg.:  You want to show your ad thrice in 7 days you can keep the frequency setting as 3 impressions every 7 days.
    • Optimization for Ad Delivery: Reach or Impressions
    • When you get charged: Impressions

Consideration goal is the middle funnel campaign objective. Facebook offers six objectives i.e. Traffic, Post Engagement, App Installs, Video Views, Lead Generation and Messages.

  • Traffic:

    • Sends people from Facebook to desired landing page such as website, blog post, app, etc. It is not recommended to drive traffic on any Facebook environment i.e. Facebook page, Facebook group, Facebook event, etc. The traffic can be driven to Website, App, Messenger and WhatsApp.
      • E.g.: If ABC brand has a blog and they want users to visit the website and read the content, they can do so with the traffic objective.
    • Optimization for Ad Delivery: Landing Page Views, Link Clicks, Impressions, Daily Unique Reach
    • When you get charged: Impression or Link Click
    • Terminology:
      • Landing Page Views: Ads are delivered to the audience who are more likely to take action and load the website.
      • Link Clicks: Deliver ads to the people who are most likely to click on ad.
      • Daily Unique Reach: Deliver ads to the new people at least once a day.
  • Post Engagement:

    Engagement Objective on Facebook is sub divided into 3 categories;
    • Post Engagement: Getting maximum number of engagements on the post. The engagements can be reaction on post, comment, share, click, etc. Watching 3 seconds of the video is also included as the engagement.
    • Page Likes: It helps in increasing the page likes.
    • Event Response: Get the response on event created on the page. The event could be any musical concert or launch of the store, etc.
      • Eg.: ABC brand is organizing a music event. For this particular event, they are also giving free passes to those who wins the contest. The brand will run a contest with post engagement objective and make the user engage with the post. Simultaneously, they will run the event response campaign to get the response who will attend the same. At the same time, they want to increase the page likes and hence they will run the Page like campaign.
    • Optimization for Ad Delivery:
      • Post Engagement: Impressions, Post Engagement, Daily Unique Reach
      • Page Likes: Page Likes
      • Event Response: Event Response, Impressions, Post Engagement, Daily Unique Reach
    • When you get charged:
      • Post Engagement: Impression
      • Page Likes: Impression or Page Like
      • Event Response: Impression
  • App Installs:

    • Sends people to the App/Play store where they can download your app. Through the campaign, user can be redirected to specific in-app events. The app install campaign is categorized into Automated App Ads and App Ads.
      • Automated App Ads: These are created with minimal advertiser intervention to achieve the best performance from the campaign.
      • App Ads: Unlike Automated App Ads, the App Ads required few steps and manual intervention to setup the campaign.
    • Optimization for Ad Delivery: App Installs, Link Clicks, App Events, Value
    • When you get charged: Impressions or Link Click
    • Terminology:
      • App Events: Ads are delivered to the users who are most likely to take a specific action in app at least once
      • Value: Ads are delivered to the people to maximize the total purchase value generated and get the highest return on ad spend
  • Lead Generation:

    • Collect the user information who are interested in the product or service, this could be for newsletter, enquiries, sign-ups etc. Facebook helps in collecting the leads on Facebook dashboard itself. This is also called as Native lead form as leads are collected on Facebook and landing page with form is not required.
    • Optimization and Ad Delivery: Leads
    • When you get charged: Impressions
  • Messages:

    • Show such ads to people that allow them to engage with you on Messenger, WhatsApp, or Instagram Direct. People can communicate with relevant or existing customers to encourage interest in your business
    • Optimization and Ad Delivery: Conversations, Leads and Link Clicks
    • When you get charged: Impression
    • Terminology:
      • Conversations: Deliver the ads to people who are most likely to have a conversation with you through messaging

Conversion goal is the bottom or lower funnel campaign objective, wherein the campaigns are mainly optimized for purchasing or intent led behaviour. Facebook offers three objectives i.e. Conversions, Catalog Sales and Store Traffic.

  • Conversion:

    • Any valuable action to be taken on the website such as making a purchase, adding payment information, app download, registration on the website, etc. The conversion can also be considered as interaction on App, messenger or on WhatsApp.
    • Optimization and Ad Delivery: Conversions, Conversations, Link Clicks, Impressions, Daily Unique Reach
    • When you get charged: Impression
  • Catalog Sales:

    • Catalog sales is a shopping campaign type wherein the advertiser can showcase the products which are uploaded on the stores. This objective is leveraged by the Ecommerce advertiser to generate sales.
    • Optimization and Ad Delivery: Value, Conversion Events, Link Clicks and Impressions
    • When you get charged: Impression and Link click
    • Terminology:
      • Conversion Events: Facebook delivers the ad to the people who are more likely to take action when they see a product from your catalog.
  • Store Traffic:

    • Show ad to the people who are more likely to visit the physical stores when they are near them.
    • Optimization for Ad Delivery: Daily Unique Reach and Store Visit
    • When you get charged: Impression

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