Feathr's campaign wizard helps you choose the best settings for the success of your ad campaigns. One of the setting options is the Campaign Objective. Campaign Objectives tell Feathr what the broad goal of your campaign is, and help inform the bid and exposure strategy in the auto-optimizer. Read on for more information about Campaign Objectives.
What are Campaign Objectives?
A Campaign Objective is an auto-optimization setting that allows you to select how you want to prioritize your campaign's performance. Campaign Objectives are defined by broad goals related to audience exposure. Your campaign will allocate budget and ad exposure slightly differently based on the objective you select.
Campaign Objectives are chosen in the Optimization step of any display ad campaign (except Meta campaigns). Choosing a campaign Objective is required.
Selecting a Campaign Objective
Campaign Objectives offer four choices: Reach/Awareness, Deepen Engagement, Drive Conversions, and Custom. Before publishing a new campaign, you must select one.
Note: Not all Campaign Objectives are available for each campaign type. This is because not all campaigns are intended for every possible objective.
Build Reach and Awareness
This objective prioritizes broad reach over deep engagement. That means it will auto-optimize your campaign to spend its budget on reaching the most people possible within the target audience. That way more people see your campaign, but they will likely see the ads fewer times each than with other objectives. This is a good objective to choose if you are targeting a large audience with a broad awareness message. This is the best objective for top-of-funnel campaigns.
Deepen Engagement
This objective targets higher-value audiences, and will auto-optimize your campaign to get the best ad placement and more repeat ad impressions for individuals that show engagement with your campaign. Due to prioritizing placement, this will likely result in slightly higher CPM than other objectives, and is a good objective to choose if you have a smaller, more engaged audience. This is a good objective for middle- and bottom-of-funnel campaigns.
Drive Conversions
This objective drives conversion activity. It auto-optimizes reach settings to display to people most likely to convert on the campaign goal. Fewer total people may be reached with ads, but likely converters will be reached more frequently with this objective. This is a good objective to choose for medium to small audiences, and especially for retargeting campaigns with a conversion goal. This is a good objective for bottom-of-funnel campaigns.
Custom Objective
Selecting the custom objective along with the auto-optimize option will apply optimizations that are general to the success of all campaigns, such as bid settings that try to reach as much of the audience as possible. Selecting the custom objective and de-selecting auto-optimize gives you manual control over the bid and exposure settings of your campaign. This is recommended for advanced users only.
Campaign Objectives and Conversion Goals
Campaign objectives are broad priorities for how the campaign chooses its audience, as well as how many impressions it attempts to show to any individual member of the audience. While campaign objectives do represent a general goal for the exposure strategy of a campaign, they should not be confused with conversion goals.
Conversion goals are tracked activities that your campaign audience may take that represents a specific action such as donating, purchasing a product, or submitting a form.