Welcome to campaign creation in Facebook Ads Manager. In this video, we're going to learn how to set a campaign objective in Ads Manager that is aligned with your marketing goal. To get started, I have opened Ads Manager and I'm on the Campaign overview screen. To create a new campaign, click the green Create button. Before we choose our campaign objective, let's familiarize ourselves with how things are structured. If you look on the left, you can see that Ads Manager divides the guided campaign creation process into three steps. The campaign creation process follows the campaign structure we've discussed earlier. At the top, we have the Campaign level where we set our overarching objective. Below that, we have the Ad Set level, where we target audiences, choose our ad placements, and set our ads set budget and schedule if we wish. Finally, we have the Ad level where we create the actual ads by choosing the ad format, creative copy, and destination. Currently, the second and third levels are locked until we choose the campaign objective. That's because our objective determines what options are available to us at the Ad Set and Ad levels. We'll go into more depth on that later. For now, let's focus on the first step in creating a campaign in Ads Manager. Choosing our campaign objective. Our objective defines what we want people to do when they see our ads. In the Ads Manager, campaign objectives are divided into three general categories. This structure should look familiar to you as it follows that three main stages of the customer journey: awareness, consideration, and conversion. It's helpful to first narrow down at which stage in the journey your audience is in, and then choose the objective that is best aligned with your business goals. You can ask yourself the following questions to determine at which stage of the customer journey your audience is. Have customers never heard of your brand and you want to create initial awareness? If so you should choose an option from the Awareness category. Do you want people to engage with your brand and content by visiting a website, downloading your app, or watching your videos? Then you should choose an objective from the Consideration category. Do you want to encourage people that are already interested in what you have to offer to make a purchase or visit your physical store? Then consider an objective from the Conversion category. It's also helpful here to have another look at the SMART goal and the audience template that you've created in course 1. Articulating your target audiences where they are in the customer journey ahead of time, is helpful to structure your campaign. Once you're clear about your marketing goals, you're ready to choose your Facebook campaign objective. We'll briefly go over all of the different objectives that Ads Manager lets you choose from, and then have a look at some campaign examples in the next video. First, there are two awareness objectives: brand awareness and reach. Both objectives are designed to spread the word about your brand, product, or service. You would choose these objectives to target people who aren't customers just yet, but who could become customers when they discover you. If you choose the brand awareness objective, Facebook will show your ads to the people in your target audience that are most likely to remember your brand. Once your brand awareness campaign is running, Facebook will measure how many people they estimate would remember your ad if they ask them within two days. The reach objective lets you maximize the number of people in your target audience who see your ads, and set limits and how frequently your ads can be seen. Next, let's have a look at the consideration objectives. As I said earlier, this category includes objectives that get people to consider, seek information about, and engage with your product or service. One of the most popular objectives is the traffic objective. This lets you drive people from Facebook or Instagram to any URL that you choose, like your website's landing page or a blog post. Next, we have the engagement objectives. You select this when you want to reach people who are more likely to engage with your post, page, or event. Engagement includes: liking your page, commenting on, or sharing your post, or responding to an offer or event you've created. The app installs objective is the right choice if you want to send people to the respective App Store where they can download your business' app. When you want people to watch a specific video, you choose the video views objective. This shows your video to the people who are most likely to watch it. The lead generation objective is a good choice for when you want to collect contact information from people interested in your product, like e-mails or sign ups from newsletters. To do that, you will create a form right in Ads Manager that opens when someone clicks on your ad. The final consideration objective is called messages. This drives more people to have a conversation with your business in Facebook Messenger, Instagram Direct Messages, or WhatsApp. Let's move to the final set of objectives centered around conversion. Conversion as you may remember includes objectives that encourage people to purchase or use your product or service. The conversions objective is designed to encourage people to take a specific action on your website. This can range from adding items to basket, registering through a form or making a purchase. These actions can be locked by the Facebook pixel, a piece of code you can add to your website. We'll talk more about how to do that later. When you have an online shop, you can set up a catalog of your products on Facebook and then create ads that dynamically show items from your catalog based on what your target audience is most likely to be interested in. The catalog sales objective will help you optimize your sales of products from this catalog. Finally, if you have a brick-and-mortar business that you want to promote, choose the store traffic objective. This allows you to promote your specific business locations to people that are nearby. This was an overview of the different campaign objectives that you can choose from in Ads Manager. We'll have a look at a few campaign examples to illustrate some of these objectives in the next video.
