Facebook Advertising Campaign Objectives Breakdown for 2024: What Coaches Need to Know

As an online business coach, staying on top of the latest trends and best practices in Facebook advertising is crucial for consistently generating high-quality leads and clients. In a recent video, I break down the top Facebook advertising campaign objectives for 2024 and explain which ones are best suited for coaches and entrepreneurs looking to grow their coaching businesses.

In this blog post, I'll share the key insights from that video to help you optimize your Facebook ad strategy for maximum impact.

Understanding the Facebook Advertising Campaign Objectives

The Facebook ads manager currently offers the following campaign objectives:

1. Awareness: This objective is great for building brand awareness, driving video views, and getting your message in front of your target audience. It's an effective strategy to use when leading into a launch, as it helps establish familiarity and a "like and know" factor with your ideal clients.

2. Traffic: While the traffic objective can be useful in certain situations, such as driving traffic to a blog post or podcast, it's generally not the most effective choice for coaches and online entrepreneurs. Facebook has found that the return on ad spend for traffic campaigns is often low, with many low-quality clicks and views.

3. Engagement: Engagement campaigns can be beneficial for e-commerce businesses or if you're looking to boost event responses on Facebook. However, the awareness objective tends to be more cost-effective for achieving similar results in terms of engagement.

4. Leads: This is where most coaches and online entrepreneurs will want to focus their efforts. The leads objective allows you to collect leads directly through Facebook forms or by driving traffic to a lead capture page on your website. Facebook has sophisticated algorithms that can identify the users most likely to provide their contact information, making this a powerful choice for building your email list.

5. Sales: The sales objective is also an important one to consider, especially if you have a self-liquidating funnel in place. By setting up a sales campaign, you can target the users most likely to make a purchase, whether that's for a low-ticket offer or your high-ticket coaching program.

6. Apps: I don’t cover this section in the video or blog as many coaches do not use an app for their business. If you do, and would like to run ads. Let’s chat! I would love to create a case study.

Leveraging a Self-Liquidating Funnel Strategy

One of the key strategies I recommend for coaches is to implement a self-liquidating funnel. This involves offering a free lead magnet to capture leads, and then presenting a low-ticket offer (such as a $17 mini-course) on the thank-you page. This not only helps you build your email list, but it can also generate immediate revenue to offset your advertising costs.

The beauty of a self-liquidating funnel is that it allows you to continuously run lead generation ads without waiting for a big launch or promotional cycle to generate a return on your investment. As long as you're able to achieve a 1:1 or better return on ad spend with your low-ticket offer, you can scale up your lead generation efforts without depleting your budget.

Importance of Manual Targeting vs. Automated Targeting

While Facebook's Advantage+ targeting can be tempting, I strongly recommend taking the time to set up your audience targeting manually. This ensures that your ads are being shown to your true ideal customers, rather than a broader, less qualified audience.

For example, if you have a female-focused coaching program, you'll want to make sure your targeting is set to women only, rather than relying on Advantage+ to potentially show your ads to men as well. By taking control of your targeting parameters, you can maximize the efficiency of your ad spend and reach the right people with your message.