There are three types of goals: Awareness . In this stage, you’re teaching people about your brand. You want consumers to recognize you. Consideration . When you get to the consideration phase, you’re starting to acquire leads. You might drive web traffic or collect contact information from consumers. Conversion . Now you want the customer to take an action, like buying your product or starting a free trial of your software. This is the ultimate goal for most small businesses. Before you start a campaign, decide which of these is most important for your business right now. (And it may change as your business grows.) When you first set up an ad campaign, Facebook gives you objectives in these three categories. Choose the objective that makes the most sense for your current strategy. To determine if the ads are performing well for your strategy, we need data. I wrote earlier about the five most important metrics for Facebook Ads . They are: Conversion rate: This...
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