How Do I Know Which Facebook Advertising Campaign is Right for Me?

Angela Hamilton — February 16, 2017

Facebook offers several types of advertising campaigns so you can best reach your target audience and accomplish your marketing goals. Currently, a few of Facebook’s top campaign types include Local Awareness, Website Clicks, Website Retargeting, and Lead Ads campaigns.

Let’s take a closer look at these campaign types and how they differ so you can choose the right Facebook advertising campaign for your business.

Local Awareness

Local Awareness is the best option when your campaign goal is to drive brand awareness and generate phone calls and/or foot traffic. Depending on the call-to-action button you choose, users can call the business directly from their mobile device or have a map routed from their current location to your business’s physical address.

This campaign type is ideal for businesses with a physical location and short buying cycle such as restaurants, boutiques, emergency services, day spas, etc.

Local Awareness campaigns link to the business Facebook page and only appear in the mobile News Feed. These campaigns typically have high impressions and low clickthrough rates.

Website Clicks

Website Clicks is the best option if your campaign goal is to generate traffic to the your business’s website. There are several call-to-action buttons to choose from depending on your business type, including Apply Now, Book Now, Contact Us, Learn More, Shop Now, and Sign Up.

This campaign type is ideal for businesses with multiple locations and longer buying cycles such as apartments, colleges, cosmetic surgeons, and more.

Website Clicks campaigns link to both the business’s Facebook page and website and can appear on the mobile and desktop News Feed and the right rail on desktop. These campaigns typically have higher clickthrough rates.

Website Retargeting

Website Retargeting is the best option if your campaign goal is to drive brand awareness and website traffic with previous site visitors and similar (lookalike) audiences. Targeting these similar audiences allows your business to reach new prospects that have a higher chance of becoming actual customers. There are several call-to-action buttons to choose from depending on the business type. These options are: Apply Now, Book Now, Contact Us, Learn More, Shop Now, and Sign Up.

This campaign type is ideal for any business that wants to reach Facebook users that have already visited their website and have shown interest in their product or service as well as users that are similar to current customers and website visitors.

Website Retargeting campaigns link to both the business Facebook page and website and can appear on mobile and desktop News Feeds and the right rail on desktop. These campaigns typically have lower CPMs and higher clickthrough rates when lookalikes are enabled.

Lead Ads

Lead Ads is the best Facebook advertising option if your campaign goal is to drive leads with form completions on Facebook. The forms are completed directly on Facebook (without having to log out or go to a new window), and contact info is auto-filled from the user’s profile, increasing the conversion rate. There are several call-to-action buttons to choose from depending on the business type. These options are: Apply Now, Download, Get Quote, Learn More, Subscribe, and Sign Up.

This campaign type is ideal for any business that wants to capture additional information from users that show interest such as dentists, colleges, maid services, concert venues, and more.

Lead Ads campaigns link to both the business Facebook page and website, and can appear on mobile and desktop News Feeds. These campaigns typically have higher CPMs and clickthrough rates.

So which Facebook campaign is right for you? That depends on who you want to reach and how, on what device, what you want to accomplish, and more. Test out different campaigns and see what works for you.

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