Junior Paid Media Analyst, Tailwind
Defining your business goals through social media campaigns can be overwhelming and challenging. There are many ways you can advertise your business, but strategically, it is hard to see the best ways to implement those goals effectively.
To successfully reach your business goals, you need to understand what objectives to use in your social media marketing campaigns. These campaign objectives define the measurement of success to assist with your ultimate marketing goal. The three types of marketing objectives available across many social media platforms is awareness, consideration, and conversion.
So, why do these objectives matter so much? Taking the time to identify and set your social media goals helps your business stay efficient and driven. Without them, you can waste time and money on campaigns that will not get fruitful results.
By using the wrong objective in social media advertising, the platform might deliver your ads differently depending on your objective. For example, by using a traffic objective, you can get the best CPC but that traffic you get might not be as qualified to get you conversions. Yet by using a Conversion objective, you will sacrifice paying a higher CPC and get qualified conversions. This is due to the algorithm prioritizing delivering your ads to people most likely to convert with a conversion objective, not most likely to click (related to a traffic objective). Another example is when using an Awareness or Video View objective, it will optimize to get you the lowest CPM and furthest reach, but it will not prioritize an action such as a click. Keeping this in mind, it is beneficial to understand what you exactly want to happen with your advertising campaign to get quality results.
These objectives help you stay on track, be accountable, and improve for future campaigns. By identifying what your business goal is, you lay the framework for building a successful campaign and achieving your desired outcome. Once you decide on an objective and create your intentional plan for the campaign, you must manage it well to reach your desired results. With these measures in place, you can set benchmarks for your business and learn how to improve your marketing tactics down the road.
Not only will your marketing tactics improve, but you will also be reaching your target market at the right time. According to Pew Research Study, in 2019, 72% of U.S. adults use some sort of social media platform. With a majority of adults on these platforms, it is increasingly important you are reaching the right ones. If you work within the B2B space or B2C space, your marketing objectives can help you properly reach your target audience at the right time of the customer buying journey.
Bottom line: Objectives are here to help your brand reach the right audience in the best way. So let’s help you do it.
Before you set a meaningful campaign objective, you first need to distinguish what your business goal is for the marketing campaign.
The key to deciding on a business goal is evaluating how you want your business to realistically grow. If you are looking to build recognition of your brand, get more sales, or have people sign up for an event, those all call for different objectives.
A great way to narrow down your business goal is to set a SMART goal. This practice of goal-setting guides your brand to have clear and attainable objectives.
A SMART goal is:
Specific: The goal tates what you will do in a direct and meaningful way
Measurable: The goal uses metrics to to evaluate your goal and to track progress
Attainable: The goal is realistic and within your scope with the tools you have
Relevant: The goal improves business by being aligned with company vision
Time-bound: The goal has a deadline
After you identify what your business goal is, you can then pick the objective that aligns best with it.
These objectives are the main ones you will see across many social media business manager platforms. Awareness, Consideration, and Conversions are the three major ways your business can fulfill and reach your goals.
This objective is to initiate interest in your business’ products and/or services. Awareness campaigns are a great way of sharing the value your business will provide and highlights what you have to offer to a large audience.
You should use this objective to show your ads to as many people as possible and grow interest by selecting reach or awareness objectives in the business managers on a social media platform.
Relevant metrics to review from awareness campaigns are Impressions, Reach, Results, Estimated Ad Recall, Cost Per Result, and CPM (Cost Per Million).
A consideration objective is used to influence people to take action and seek more information on your business. Actions include engaging with posts, clicking to a landing page, or downloading an app.
You should use this objective to show ads to people wanting to learn more about your company through website visits, engagement, followers, video views, app installs, messages and lead generation.
Relevant metrics to review from consideration campaigns are engagements, CPC (Cost Per Click), Results, Cost Per Result, CTR (Click-Through Rate), Link Clicks, CTR (Link Clicks), and CPC (Cost Per Link Clicks).
Conversion objectives are focused on lead generation and purchases. This objective encourages people to buy into your products and services through tracking actions on your landing pages. Actions include buying your product or service and store traffic.
You should use this objective to show ads to people who are wanting to purchase a product or service of yours with lead generation, website conversions, job applications, app re-engagements, catalog sales, and store traffic.
Relevant metrics to review from conversion campaigns are Results, Cost Per Lead, CTR (Click-Through Rate), Cost Per Result, Link Clicks, Leads, and Cost Per Purchase.
Keep in mind, in order to run a conversion campaign, you must have a pixel set up to track conversions.
I hope this is helpful in your next marketing endeavor!
If you have any other questions or want to learn more about the marketing world, feel free to read more of our blogs.
Want to discuss more how to improve your current marketing efforts? We would love to discuss how our team can help you reach your business goals!
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