Mapping Out Facebook Ad Campaign Aims

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    Want to ensure that you are selecting the right aim when getting your Facebook Ads up and running?

    Then now is the time to act!

    With Facebook Ads you can get incredible results for your business, as long as you have them up and running in the right way of course!

    This is exactly why we have created this blog post, to help you to make sure that you are setting up your Facebook Ads in the right way so that you are on track to get the best results you possibly can!



    1. By the end of this blog, you will have a better idea of what aim is going to be the best for you to use for your Facebook Ads campaign set-up.
    2. You will know that the aim that you have chosen for your campaign is effectively linked to the overall goal and Key Performance Indicators that you have in mind.


    First Things First…

    To get yourself started, you are going to need to begin by pinpointing the aim of your campaign – so really take the time to think about what you would like to achieve – i.e. we want more people to sign up for our mini-consultation to guide them towards paying for the full-three hour session.

    Stages Of The Funnel

    Now picture a funnel, and consider whereabouts your ideal prospects are going to be in that process when they are presented with your ad, so are they…

    • Bottom of funnel?
    • Middle of funnel?
    • Top of funnel?

    It’s key that you have this in mind so you know exactly how much awareness and understanding the prospect has of you at this stage. Think of it this way, someone at the bottom of your funnel is likely to have gained more knowledge of who you are and what your business provides (through the nurturing process such as an email sequence that they’ve signed up for) in comparison to someone who has never heard of your business before (top of funnel).

    Make sure that you have chosen a Key Performance Indicator which you would like to have a positive effect on the campaign that you are currently setting up – i.e. the number of conversions.

    Tracking Metrics

    Have you put any resource in place to ensure that the metric that you have selected will be correctly tracked?

    If not, then now is time to take a look so you can ensure you can keep tabs on how your ads are impacted your selected feature. If you’re unsure, here are a few things to think about:

    1. The metric you’re looking at, can you track it on your website?
    2. Does the metric you’re thinking of using not need tracking via your website?
      • At a minimum, you will need to have Facebook Pixel active on your website – this is key to helping you create campaigns in the future – also, if you don’t implement it now, all of that data will be lost.
    3. Does the selected metric need tracking, however you have no way of tracking it?
      • Take another look at your choice of metric, and instead go for one which can be measured by Facebook itself (we’d advise any choosing the “Conversions” aim at this stage as you won’t be able to effectively optimise for them).

    Okay, now we’re going to reflect back a bit – think about the stage of the funnel that you have selected for this campaign, as this will impact which aim you select. In case it helps. we’ve outlined how each stage of the funnel is linked to an aim:


    Top of Funnel – Awareness Campaign  Reach / Brand Awareness 
    Middle of Funnel – Consideration Campaign  Messages / Lead Generation / Video Views / App Installs / Engagement / Traffic 
    Bottom of Funnel – Conversion Campaign  Store Visits / Catalog Sales / Conversions 


    Key Performance Indicators

    Decide whether this information will have an impact on the aim that you are going to go with this for this campaign – keep in mind that if you have a specific Key Performance Indicator that you’re intending to get results from, then keep that as your aim – i.e. increased brand awareness.


    Final Few Details…

    Okay, now we have a few last things you need to take into account when it comes to building out your campaign:

    1. The conversion that you’ve selected – can it be traced via Facebook Pixel?
      • If it can be, then you’re fine to go onto the next question.
      • No? Then continue to use the aim that you chose prior.
    2. Without the use of Facebook Ads, does this conversion happen a minimum of 100 times each month?
      • If it can be, then you’re fine to go onto the next question.
      • If not, then you’ll be better off selecting another aim which is more likely to be a more frequent occurrence (if that isn’t plausible, stick with the aim you chose originally).
    3. Is it reasonable for you to be able to get 50 conversions on a weekly basis based on the ad set you’ve created?
        • These are conversions which can be directly linked to the ads you’ve set up.
      • If not, then you’ll be better off selecting another aim which is more likely to be a more frequent occurrence (if that isn’t plausible, stick with the aim you chose originally).
    4. Did you select this aim: “Lead Generation”?
      • Yes? Then you have 2 choices:
        • “I want to use my own landing page” – based on the number of leads you are going to generate, go through the prior stages of this blog, as you will be better off choosing the “Conversions” aim, ensuring that you have also optimised for the “Lead” conversion too.
        • “I don’t have a landing page” you can use the form builder that Facebook provides – if you’re okay to do this, then go ahead and select the “Lead Generation” aim.


    And you’ve done it! You have now successfully pinpointed which aim that you can select in a campaign for Facebook Ads is the best for you.

    Thanks for reading!

    We hope that you found this blog useful, if you did, then make sure to check us out on social media, so you can keep updated with our latest news and blog posts.

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