James: James Schramko here. Welcome. Great to have you here, Ilana. We’re having a little chat about traffic. And you’ve always got some top tips. Now, you’ve got a website called TeachTraffic.com. And as part of our awareness campaign, it’s to go through a couple of common questions you get.
And one of the most common questions you get when it comes to Facebook is which objective to choose? Because that’s going to be one of the first prompts you get when you open up your campaign and you start building out, especially if you’re doing it for the first time. Like you get to that point so okay, where do I go from here? What does it even mean?
Ilana: Yeah, so as you mentioned, James, it’s a really, really common question I get. And what I say to people is, you’ve got to tell Facebook, what your goal is. If Facebook could wave its magic wand for you, and grant you your best wish, what would you want it to do?
So for many, many people, it’s to generate leads or sales. Okay? So, not just getting people to the website. Once they come to your website, what do you want them to do? You want them to take the next step and to generate sales or leads. So the best campaign objective to choose for that, and nine out of 10 of the campaigns that I create are what’s called conversion objective campaigns. So that’s the conversion event, which is the end result that you want. So, you gotta tell Facebook, hey, Facebook, I don’t just want anyone to my website, I want the people who are going to come and they’re going to actually take action. And that’s what I want.
Ilana: Makes sense?
James: Yeah. So what other objectives might people have? Like, what are the actual pathways you could take?
Ilana: OK, so the other possible objectives to choose from would be, I’d say boosting a post which in Facebook terminology is a page engagement, an engagement objective. So if you’re boosting posts through the Facebook ad manager, you would choose that objective.
Another objective might be just to get people to your website. Maybe you don’t have a mechanism by which they can contact you or fill in forms and download things and then it’s just getting people to your website. So, that would be the traffic objective. Or you might want to do, just getting as many people to consume a video.
And then on the video, you’re educating people about your product or service. So, that might be a video views campaign objectives. So there’s actually lots of different campaign objectives which is why it’s quite confusing for people. And it’s different for different objectives really, for different businesses.
James: And would you have an instance where you set up one objective, and then you go in and set up another and then another and stack them on top of each other?
Ilana: Absolutely, yes. So, you might at the same time, run a website conversion campaign objective, and at the same time, have a separate campaign with an engagement objective. And they’re running together at the same time. I will also add that once you create that campaign with that certain objective, you can’t go back like a week later and change the campaign objective. You’re kind of committed to it. So if you do want to run another one, you have to, unfortunately, create a new campaign to shift gears a little bit.
James: Is there a lot of work involved in creating a new campaign? Or can you replicate campaigns, aside from a few steps?
Ilana: It is very easy to replicate campaigns, so long as the objective will be the same.
James: Right. So if, for example, you had a video objective campaign, then you could add different videos and then replicate the campaigns with different targets?
Ilana: Yep, yep. So, what I would recommend you do is you will have that one campaign with the video views objective. Within that campaign, you have multiple ad sets, with your different targeting. And then in your ad sets is where you point them to one ad and then you might turn that video off and load a different video. And you can keep that hierarchy still the same and then just change what those same people are seeing.
James: Nice, well, I think you’ve given us some good overview of objectives. Obviously, you could go really deep on this. I know I could ask you 100 more questions, but that’s what TeachTraffic.com is for, right?
If you want to master this stuff, get help from Ilana and she will answer all your questions. She is very patient and super knowledgeable, which is great. Always good to catch up, Ilana.
Ilana: Thanks so much, James.