Targeted advertising on Facebook and Instagram. Goals of advertising campaigns.

Targeted advertising on Facebook and Instagram. Goals of advertising campaigns.


Facebook is the largest social network in the world. As of 2021, the audience reaches 2.7 billion users, which allows you to attract a large number of visitors to the site, potential customers, and buyers from anywhere in the world.

Given the large audience of the social network, targeted advertising is a very effective tool for developing your own business in today's world.

What is targeted advertising?

In a nutshell, targeted advertising is is an advertisement that social network users see on a page, in a news feed, in stories and in other placements.

The advantage of this type of advertising is the flexible settings of the target audience. This means that your ad will only be seen by users who are interested in your product, or your potential customers.

Users can be targeted by location, age, article, language, interests, behavior, and other criteria.

There is also a retargeting tool - which allows you to re-attract site visitors who have already interacted with advertising and were interested in the product.

With targeted advertising, you can sell products or services, increase your customer base, tell and promote your product.

Before you begin working with targeted advertising, you need to correctly determine the purpose of your advertising campaign, depending on the steps users must take after viewing your ad.

Currently, there are 3 main categories of business goals: visibility, review, conversion.

The names of the goals speak for themselves, but let's look at them in more detail:

  1. Recognizability - this business goal introduces the user to your product, increases the visibility of your brand. To achieve the goal of "Recognition" on Facebook there are types of advertising campaigns:

    • Brand awareness - increases the visibility of your brand, products, or services.
    • Reach - Show your ad to as many users as possible of your target audience.
  2. Consideration - this business goal is not only to show the user advertising but also to consider the possibility of performing a targeted action on the site. Types of advertising campaigns to achieve the goal of "Review":

    • Traffic - attracting a user to your chosen destination (site, page on a social network).
    • Involvement - awakening the user to interact with your post (likes, subscribers, comments).
    • Application settings - increase the number of application installations.
    • Video views - Show videos of your company to the most targeted audience.
    • Lead generation - get contact information and information about users who are interested in your product.
    • Messages - communication with interested customers in the messengers of social networks.
  3. Conversions - this business goal is to motivate interested people to perform a targeted action on your site (make a purchase, order a service). Types of Ad Campaigns for Conversion:

    • Conversion - a type of advertising campaign aimed at the user to perform a targeted action on the site (purchase, add to cart, registration).
    • Catalog sales - display your products from the catalog for sale.
    • Visiting points - showing ads to users who are close to your offline stores.
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