Advertising has become more personal and tailored over the years, which has made it more effective. Digital ads, in particular, can be more personalized for your business to help you connect with consumers who have either interacted with you in the past or would be more interested in what you have to offer.
In this month’s Facebook breakout session that was part of the Virtual National Women’s Business Conference, Paige Ogawa, Small Business Community Engagement Coordinator at Facebook, shared tips to define your digital objective, create goals for your business and align the two. She also highlighted how Facebook’s all-in-one tool, Ads Manager, can help you manage and analyze ads to make the most of your marketing dollars.
Define Your Digital Ad Objective
- Ask yourself, “What do I want my customers to do once they see my ad?” For example, do you want them to visit your website, get leads for your newsletter and get people to sign up for an event?
- There are three objective categories in Facebook’s Ads Manager: Awareness, Consideration and Conversion.
- Awareness helps people learn about your product, service or brand.
- Consideration gains curiosity to get them to learn more about your products or services.
- Conversion drives and encourages them to purchase or use your products.
- As your business grows, your objectives will change.
- Think about these objectives as a funnel that you want to move consumers through.
Create Your Digital Advertising Goals
- Goals will always vary based on the size and stage of your business.
- They’re also not always expressed in revenue and profit.
- Examples of goals include: Increasing brand awareness, generating leads, showcasing specific products, increasing number of orders, etc.
- Follow the acronym SMART (Specific, Measurable, Attainable, Relevant and Time-Bound) when setting goals.
Select an Objective That Aligns with Your Goal
- If your objective is awareness, your goal might be to show ads to people who are most likely to remember them.
- If your objective is reach, your goal might be to show your ad to as many people as possible.
- If your objective is lead generation, your goal might be to collect information from people who are interested in your products or services (sign-ups for newsletters, for example).
- If your objective is traffic, your goal might be to send people from Facebook to a website, landing page or blog post.