Which Facebook campaign objective and conversion goal should I choose?
Use only the Leads or Sales objective. Awareness, Traffic and Engagement are for big brands and bring people who click without buying. Facebook gives you what you ask for: choose traffic and it finds people who click and do not buy, choose leads and it finds people who fill out forms, choose sales and it finds people who pull out a credit card.
Pick a conversion goal you can reach about 50 times a week. From lowest to highest cost per conversion:
- A Facebook lead form (instant form). It is the cheapest because the person never leaves the Facebook app.
- A lead on your website. Facebook charges a premium for sending people off its platform.
- A no credit card trial.
- A low dollar trial.
- A purchase of your full monthly service.
The range can run from about $10 for a lead to $1,000 for a purchase. Starting with a lead or a low-ticket purchase is the easiest way to reach 50 conversions a week, so keep that in mind when you set your budget.
Build the campaign in Ads Manager at adsmanager.facebook.com. Do not use the Boost post button, which brings low quality traffic and vanity metrics.