Questions About Facebook Campaign Lenses

What are Facebook Campaign Lenses?

Before posting ads on Facebook or Instagram, the first step is to choose the campaign objective. So, what exactly are these campaign objectives?

Before diving into setting up your ad and campaign, Facebook requires you to select a target type. What are your expectations for this ad and campaign? Facebook is eager to learn about them.

We can divide these lenses into three main branches. First is Awareness "Awareness - Awareness", second is Consideration "Thinking - Awareness", and finally Conversion "Transformation" is the most used or heard of most.

Each of these campaigns has different goals and strategies. Let's take a look at the campaign lenses below each one in turn.

Awareness

Brand Awareness

This type of campaign objective is used by brands to promote themselves, bring attention to their brand, and reach their relevant target audience. The most common mistake is expecting sales from this type of campaign.

I can hear the question: "So, when the advertiser chooses another lens, isn't there brand awareness?" Here, we can say that the only purpose of choosing this lens is actually for reporting. Yes, when we choose a different campaign lens, we invest in brand awareness, but we cannot specifically measure the effects of different campaign lenses on the brand.

By using this campaign lens, we can access metrics such as brand recall rate and conduct more detailed analysis. If you are interested in formulas and calculation methods, such as Estimated Ad Recall or Estimated Brand Recall, I suggest you take a look at this link.

Reach

By using this campaign lens, you can reach a maximum number of people with a more affordable budget. For example, assuming that one person sees the campaign once with a frequency rate of 1, the aim is to reach as many new people as possible. (Note that we can manually adjust the frequency rate as needed.)

When we present a strong argument, it is highly recommended to exclude all visitors to your website in the past year, as well as individuals who have liked your Facebook and Instagram pages when utilizing the campaign lens for optimal results.

Consideration

The most objective falls under this category.

Traffic

Traffic allows you to direct users to a specific destination such as your website, mobile application, or chat page on messenger.

Let's give an example of situations where this lens is most commonly used. With this campaign lens, you can advertise to people who have downloaded your mobile application but haven't used it yet, and you can direct them to start using the application. Similarly, this campaign lens can be preferred for users who haven't been active for a long time. The goal is to direct as many people as possible to the target.

Engagement

This type of campaign is ideal for generating a large number of interactions. The campaign involves liking and commenting on shared posts, watching shared videos, increasing likes or followers on Facebook or Instagram pages, reaching a large number of people, and generating interactions.

It can be said that most corporate companies use this campaign lens as a means of increasing the reach of their post and encouraging interaction.

App Installs

This is the most commonly used campaign type by mobile application companies. With this objective, we can direct our target audience straight to the iOS or Android application page and enable them to download our mobile application.

To use this type of campaign and display advertisements for your mobile application, you must register it with Facebook Apps. Detailed information on mobile application registration can be found on Facebook.

Most mobile game application companies allocate a budget to two campaign types: the traffic campaign and the installation campaign. With these campaigns, you can showcase your application to a large number of people and offer discounted sales. You can also interact with the applications of these users through traffic campaigns.

The most crucial aspect is to set up the events correctly, including in-app purchases, app activity data, and so on. In order to measure accurately, all events must be set up correctly and thoroughly tested. Otherwise, you will incur expenses without being able to measure the results.

Video Views

This type of campaign is designed to increase the number of views for your published videos. By dividing your video into four parts, you can analyze metrics such as how many times your video has been watched in percentiles and how it will impact your brand, through columns and reports.

Lead Generation

This campaign type is one of the most commonly used in Turkey. By targeting specific audiences, you can obtain their contact information directly and contact them to make sales. This type of campaign is mostly preferred by wholesale and export companies in the B2B sector. In the B2C sector, it is most commonly used by industries such as aesthetics, beauty, and construction.

It is essential for anyone utilizing the lead generation campaign type to also use a CRM system. This guarantees accurate performance measurement of incoming leads and prevents lead loss. For further reading on the "Sales by Message Method" in Turkish (MBS), which is based on messenger sales, click here to access my previous article.

Messages

This campaign type allows you to start a conversation by directing users to WhatsApp, Instagram direct message (DM), or Facebook Messenger, and make sales through this conversation. Many businesses that use the lead generation campaign type also use this campaign type.

WhatsApp messaging campaigns are not used in Europe due to the prohibition of advertisements. It is also not possible to open a campaign in Turkey and target any country in Europe using WhatsApp ads.

Using a CRM application is essential for a Messenger campaign.

Conversion

Facebook ads are the most widely used campaign objective in Turkey, especially in digital marketing. The term we hear most often in connection with advertising conversions is "conversion" (in Turkish). A conversion can refer to a sale or a goal fulfillment, and, in short, all KPIs related to our business can be considered as conversions.

To use the campaign lens effectively, it is essential to correctly place the Facebook Pixel on our website. Additionally, we need to set up the events correctly to ensure accurate measurements at the end of the day.

Catalog Sales

One of the most popular campaign lenses for e-commerce websites involves creating an account with a catalog and transferring all of your products to the platform. This platform can be likened to Google's "Merchant Center".

As it is known, Instagram Shopping is now available in Turkey. With the direct catalog sales campaign type on Instagram, businesses can target product sales.

Store Traffic

This campaign type displays our ads to users who are in close proximity to our physical store. Many food companies use this type of campaign, such as restaurants advertising to users in the area during lunch hours as a direct advertisement in their accounts.

If you need consultation on any of these campaign types or require assistance with ad campaign setup management, please do not hesitate to contact me.