How to optimize your Facebook Ads campaigns according to your objectives?

11 December 2019

A company's Facebook ads can have different targets, different formats and different purposes. There are two strategies, Brand Building on the one hand, and Direct Response on the other. Differentiating and mastering them is key to the success of any Facebook Ads campaign.

Brand Building, promoting your brand image

Brand building refers to advertisements that aim to promote the brand rather than its goods and services per se. Advertising campaigns are designed to convey sympathy to customers. Also the ads focus more on what the brand stands for, its vision, its values.

The target audience of a Brand Building campaign

Brand building is very useful when introducing a new brand, when it wants to create a reputation and when people have little or no familiarity with your products. Your campaign will therefore be aimed at a broad target audience at the top of the conversion funnel, and will aim to establish a first contact to create a first impression of the brand. In order to capture all the people who might be interested in the business, the audience for the ads will be determined according to the ideal customer ("buyer persona") while casting a wide net to capture as many Facebook users as possible. To do this, you can segment the audience by :

  • Age group
  • Region
  • Gender
  • Interests

One trick can be to target users who like companies that compete with yours.

advertising-facebook-selection-audience

Which format to choose for Brand Building?

In a Brand Building campaign, Facebook ads should convey the essence of who you are and what you sell. To do this, use picture or collection ads, which are ideal formats for increasing brand awareness or highlighting your brand by presenting a range of products being sold. In addition to images, they should also include interesting and intriguing promotional text. A corporate video is a successful brand building tool, giving a human face to the company through the people in it, and attracting the sympathy of prospects.

Direct Response, focus on goods and services

The success of Direct Response lies in " retargeting ": it targets visitors to sites and applications who have already had contact with the brand withproduct-focused ads. By means of "pixels", which are traces left by users on the internet, the retailer can target these individuals exclusively.

The target audience of a Direct Response campaign

With this type of campaign, it is possible to reach a more targeted audience: users who have shown some interest in your brand or product, but have not converted. By retargeting them with ads featuring similar products, you can encourage them to reconsider or even purchase items from your site.

The optimal format for a Direct Response campaign

Direct Response's Facebook ads should focus on promoting the products for sale, and nothing else. The images and videos are focused on their specific features and characteristics and highlight their best attributes. The most important thing is to encourage people to find out more about the product, so the text should include a call to action that will invite the customer to make the click. They include verbs such as :

  • Buy
  • See the offers
  • Contact us
  • Book now
  • Sign up
  • Watch the video

Facebook offers different types of formats. For example, choose carousel ads that allow you to display multiple product images or videos and usually have a high conversion rate. Or choose dynamic ads that automatically promote your products to people who have expressed interest on your website, app or elsewhere on the Internet. Created automatically, they adapt their content using pixels.

As you will have understood, once your objectives have been clearly and precisely defined, it is essential to determine which strategy to adopt to create your Facebook Ads campaign. The use of one strategy does not exclude the use of the other. However, it is important to differentiate between the two because their tasks are quite different. In addition, the measurement of the results of the campaigns must be done carefully and regularly so that the budget is regulated and constantly readjusted according to the objectives and their results.

Do you want to improve your customers' experience? If so, don' t hesitate to contact our professionals to benefit from their extensive experience in the sector.

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