We transcripted this video to help you quickly learn about how to use Facebook Reach Ads and Facebook’s Reach Campaign Objective.
There are currently thirteen different campaign objectives and when you select a campaign objective you’re basically telling Facebook what it is that you’re looking for.
So if you select traffic, video views, brand awareness or conversions, Facebook is going to try to optimize your campaigns. So they’re going to put your ads in front of people that,
click on a link
come through to your website
become a lead
When you select the reach campaign objective, Facebook will put your ad in front of as many people as possible.
A lot of people think what Facebook’s going to do. They’re going to put your ad in front of as many people as possible, obviously what you’re paying for. However, it is not working in this way.
Within your target audience, a certain sector of that is highly likely to become a lead of yours. So, instead of showing your ads to everyone within your target audience, they might show your ads to that group of people three or four times in a row, before they start showing it to everyone else.
Well with the reach objective, you’re saying, “no I don’t want any of that. I don’t want people to see my ad multiple times. I want it to be seen by as many people within my target audience as possible.”
I think this is particularly useful if you’re running a timely promotion.
Let’s say, you’re running like a flash sale or something like that where there’s a time limit on it. You want to make sure that as many people within your target audience see your ad for whatever it is you’re offering within that time window.
You don’t want Facebook between putting that ad in front of the same person again and again. It might work best in other scenarios when you’ve got a time window and type campaign. I’d recommend testing the reach objective. Of course, you can test this alongside the conversions objective and some of the other options but definitely,
Local businesses will advertise to a relatively small audience because they’re just advertising to within 5 or 10 miles of their location.
That might not be a lot of people particularly if you operate in a rural area or somewhere where the population density is quite low. So, you want to make sure that as many people within that area as possible see you’re at.
Let’s say you’re a restaurant and you’ve got an offer on for Tuesday night. Then reach objective could definitely be the way to go. As a local business, you don’t want Facebook to be putting your ad in front of the same people again when your audiences are really small.
You want to get it in front of as many people as possible.
If you’re currently running a traffic campaign, don’t just switch that straight to reach, duplicate that campaign. Give half the budget to your traffic campaign, half the budget to reach campaign, run a test see which performs better and then make adjustments from there.
I hope you guys found this useful and if you have any questions please share them in the comments below.