These Are The New Facebook Campaign Goals
Management Summary
This article provides an overview of the campaign goals for Facebook campaigns and the current changes for creating campaigns in Facebook.
The original campaign goals
The campaign goals so far are listed in the following 3 categories: awareness, consideration and conversion.Notoriety
- Brand awareness
- reach
Consideration
- traffic
- Interactions
- App installations
- Video views
- Lead generation
- News
Conversion
- Conversions
- Catalog sales
- Store Traffic
This is what the selection of Facebook campaign goals originally looked like
This categorization gives a good overview of how to move along the marketing funnel when creating a campaign.
- Notoriety: The category for awareness with the goals of brand awareness and reach is particularly suitable for branding measures and is used to arouse the interest of users. Cost-effective impressions and a high reach are the results of these campaigns.
- Consideration: The campaign goals in this category reach users who are engaged with the company. The goal is particularly popular and often used: traffic to direct users to the website and obtain initial on-site data.
- Conversion: These goals aim to encourage users to take action and convert in the last section of the marketing funnel. Ideally, purchases and leads are generated here.
New campaign goals
Instead of the 3 categories with the 11 campaign goals, after the change there will be a list of 6 campaign goals to choose from.
- Notoriety
- traffic
- Interactions
- Leads
- App promotion
- Sales volume
The new campaign goals for Facebook campaigns
Based on the old goals, the new goals are categorized as follows:
| New campaign goal | Old campaign goal |
|---|---|
| Notoriety | Brand awareness Range Video views Store Traffic |
| traffic | traffic |
| interaction | Interaction Video views News Conversions |
| Leads | Lead generation News Conversions |
| App promotion | App installations |
| Sales volume | Conversions Catalog sales |
This is how you find your new campaign goal
If you are not familiar with the new goals and the change, Facebook will help you create a new campaign. A drop-down menu is available where the original target can be selected according to the old structure. Facebook then automatically points out the new campaign goal.
The drop-down menu helps create a campaign with the new campaign goals
New: Conversion Location
As part of the change, a new setting option is available. Once the campaign goal is set, the next step is to select where this goal should be achieved. For example, if “sales” is selected as the campaign goal, the next step is to determine where sales should be increased. In this case, the website, app, messenger, WhatsApp and calls are available as conversion locations.
Impact on old campaigns
Existing campaigns are not affected by the change and will continue to run with the old campaign goals. A change is not necessary. If you want to duplicate an old campaign, you have the choice of duplicating the campaign with the original goal or with the new goal. If you decide on the new model, Facebook automatically assigns the corresponding new goal. According to Facebook, duplication with the old campaign goal should be possible by the end of 2022.
Rollout
The transition is still ongoing. While most of our advertising accounts have made the switch, others are taking a long time. The rollout is scheduled to be completed by the end of 2022.
Conclusion
The new selection of campaign goals is a change for active advertisers. Familiarization with the topic is necessary. Although this takes time, you quickly notice that with fewer choices, it is now easier to select a campaign goal and set up the campaign accordingly.
