Video 5: Choosing the Right Goal for Success

From Scrolling to Selling: Choosing the Right Goal for Success

In this Video, we demystify the world of social media advertising objectives by comparing them to choosing from a restaurant menu. As you would contemplate your meal choice, determining your advertising goal requires precision. Here, we discuss the three major objectives that every advertiser must know: Awareness, Consideration, and Conversion.

When we speak of Awareness, it's about making your brand or product known. Just as billboards dot highways, making us take notice, sometimes subconsciously, the goal of awareness in advertising is similar. You want your ad to resonate and leave an imprint on the viewer's mind, even if they don't act on it immediately.

Consideration is the next step. Drawing a parallel to a mall scenario, think of this as walking past a perfume stand. You might take a moment to engage with the product, get a feel for it, but not necessarily buy it. Similarly, in the digital space, this is when you want viewers to engage with your ad, maybe like it, comment, or even visit the associated website.

Lastly, we dive into Conversion. This is the end goal for most advertisers - to convert the viewer's interest into a tangible action, often a purchase. But it's essential to remember that behind every click, there's a real person. Factors like targeting, the nature of the product, its price, and the broader economic environment play a crucial role in this phase.

Throughout this video, we use familiar settings and scenarios to simplify these concepts, ensuring that by the end, you have a clear strategy for your next campaign.