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¿Qué campaña elegir según los objetivos de mi marca?

Curso para Crear Campañas con Meta/Facebook Ads

Contenido del curso

Introducción a Facebook Ads

Planifica y arma tu estrategia

El Píxel de Facebook Ads

Creación de campañas

Creación de Grupos de Anuncios

Creación de Anuncios

Análisis y optimización

Herramientas extras

¿Qué campaña elegir según los objetivos de mi marca?

Platzi Day

Platzi Day

Todos los cursos GRATIS

Se acaba en:

00díasd:00hrsh:00minm:00segs

Embudo de ventas.

Si estamos en la parte superior del embudo conviene trabajar con campañas de Facebook ads que apunten al reconocimiento (que esas personas sepan que existimos).

Si queremos apuntar a personas que ya nos conocen, que accedieron a nuestro sitio web en algún momento o reciben campañas de email, si queremos que nos tengan en cuenta para una instancia de compra, consulta, etc. estaremos en medio del funnel o del embudo de ventas, aquí podemos trabajar con campañas de consideración (para acercarnos más a esos usuarios).

Por otro lado, si estamos en la parte baja del embudo, trabajaremos con campañas de conversión. Con estas campañas buscamos que los usuarios vean los anuncios y campañas y así genere conversiones, o sea, acciones de valor concretas en nuestros canales.

CANALES DE COMUNICACIÓN/VENTA

Facebook messenger
Instagram direct
WhatsApp
Llamadas
Formularios
Landing page
OBJETIVOS SIMPLIFICADOS

Reconocimiento
Tráfico
Interacción
Clientes potenciales
Promoción de la app
Ventas

El objetivo de la campaña es la finalidad comercial que persigues con tus anuncios.

CAMPAÑA CON OBJETIVO ‘’RECONOCIMIENTO’’

Muestra tus anuncios a las personas con más probabilidades de recordarlos.

Ideal para:

Alcance
Reconocimiento de marca
Reproducciones de video

CAMPAÑA CON OBJETIVO ‘’TRÁFICO’’

Dirige a las personas a un destino, como tu sitio web, app o evento de facebook.

Ideal para:

Clics en el enlace
Visitas a la página de destino
Messenger y WhatsApp

CAMPAÑA CON OBJETIVO ‘’INTERACCIÓN’’

Consigue más mensajes, reproducciones de video, interacciones con tus publicaciones, Me gusta de la página o respuestas a eventos.

Ideal para:

Messenger, WhatsApp e Instagram direct
Reproducción de video
Interacción con publicaciones

CAMPAÑA CON OBJETIVO ‘’CLIENTES POTENCIALES’’

Genera clientes potenciales para tu negocio o marca.

Ideal para:

Formularios instantáneos
Messenger
Llamadas

CAMPAÑA CON OBJETIVO ‘’PROMOCIÓN DE LA APP’’

Encuentra nuevas personas que instalen tu app y sigan usándola.

Ideal para:

Instalaciones de la app
Eventos de la app

CAMPAÑA CON OBJETIVO ‘’VENTAS’’

Encuentra personas con probabilidades de comprar tu producto o servicio.

Ideal para:

Conversiones
Ventas del catálogo
Messenger y WhatsApp

🚀 Class: Which Campaign to Choose Based on Your Brand Objectives? 🎯

🔑 Key Concepts:

Objective = Business Outcome, Not a Feature Selection: The 11 campaign objectives are grouped into 3 buckets—Awareness (Branding/Reach), Consideration (Traffic/Engagement/Leads/App Installs), and Conversion (Conversions/Catalog Sales/Store Traffic). But the senior-level filter is: What is your unit of economic value?
- If you're a SaaS with a $500+ LTV, optimize for Conversions (free trial or demo) even if CPA is high.
- If you're a D2C with a $50 AOV, optimize for Conversion Value (ROAS) to ensure you're not losing money.
- If you're a pre-launch startup with no product yet, optimize for Video Views or Traffic to build a retargeting pool for later.
- Never choose Traffic if you have a conversion pixel installed—it trains the algorithm to find clickers, not buyers. This misalignment is a classic startup mistake that wastes 40-60% of budget.
The Attribution Window & Objective Alignment: Your objective choice dictates the attribution window Meta uses for optimization. For Conversions, you can set a 1-day click, 7-day click, or 1-day view attribution. For a startup with a long sales cycle (e.g., B2B SaaS), use 7-day click to capture users who research before converting. For impulse D2C, use 1-day click to train the algorithm for speed. The catch: view-through conversions (users who see but don't click) are included by default—they inflate reported ROAS. The senior move: in your reporting dashboard, split out click-through vs. view-through to understand true incrementality. If view-through > 50%, your creative is building brand but your CTA is weak.
The "Sales" vs. "Leads" vs. "Traffic" Trap:
- Sales (Conversions): Optimizes for the complete purchase event. Requires 50+ conversions/week per Ad Set. Best for established products with proven conversion funnels.
- Leads: Optimizes for form fills (instant forms, call-to-action forms). Best for B2B or high-ticket services where you need qualification. But—Meta's lead forms have lower quality than landing page submits. The strategic workaround: use Conversions optimized for a "Submit Lead" event on your own landing page, not Meta's native form. This gives you full control over qualification.
- Traffic: Optimizes for link clicks. Only use this if (1) you have no pixel data, (2) you're running a purely brand campaign, or (3) you're building a retargeting pool of visitors for future conversion campaigns. Otherwise, it's a vanity metric.

🏭 Industry & Startup Application:

Real-World Example (B2B SaaS Startup - HR Tech): An HR platform with a $2,000/year subscription had two brand objectives: (1) Build pipeline for demos and (2) Drive brand awareness among HR directors. They ran two separate campaigns:
- Campaign A (Conversions): Optimized for ScheduleDemo (custom event) with a 7-day click attribution window. Budget: 70% of total spend. CPA: $85 per demo. Close rate: 25% → $340 CAC.
- Campaign B (Video Views): Optimized for 15-second video views, targeting broad HR job titles. Budget: 30%. CPM: $5, view rate: 12%. These viewers were retargeted with Campaign A's demo ad, reducing Campaign A's CPA by 18% because the algorithm found warmer prospects. The startup used two objectives in harmony—one for direct conversion, one for audience warming. After 3 months, they phased out Campaign B as their LALs matured, consolidating 100% into Conversion Value optimized for annual subscriptions. The lesson: objectives can be layered for a full-funnel strategy, not chosen in isolation.
Strategic Importance for Product/Growth: Your campaign objective is a declaration of your growth stage:
- 0–6 months (Product-Market Fit Search): Run Traffic and Video Views to test messaging and build audiences. Don't optimize for conversions yet—you don't have enough data.
- 6–18 months (Scaling): Switch to Conversions optimized for your core KPI (trial starts, purchases, sign-ups). This is where you feed the algorithm.
- 18+ months (Efficiency): Switch to Conversion Value (ROAS) to maximize profitability. At this stage, you should have enough LTV data to set a target ROAS (e.g., 3x) and let Meta's algorithm work backward to bid appropriately. Founders who choose the wrong objective for their stage are essentially using a sports car in a parking lot—they have the power but no room to use it.

🔮 Future Steps & Project Hooks:

Personal Project (Advanced): Build a Objective Selection Decision Matrix—a scoring framework that takes your brand inputs (average order value, sales cycle length, conversion volume, LTV, stage) and outputs a recommended campaign objective with a confidence score. For example:
- If AOV < $50 + 50+ conversions/week → Recommend: Conversion Value (ROAS).
- If LTV > $1,000 + 10-40 conversions/week → Recommend: Conversions (Leads) with 7-day attribution.
- If conversion volume < 10/week → Recommend: Traffic + Video Views to build data. Then, run A/B tests to validate the recommendation against a "control" objective. This becomes your Growth Playbook—a reusable framework for any new product launch.
Next Concept to Explore: Now that you know which campaign objective aligns with your brand, the next tactical layer is "Placements & Delivery Optimization." We'll cover when to use Advantage+ Placements (auto) vs. manual placement selection (Instagram Feed vs. Stories vs. Reels vs. Audience Network), how to avoid the Audience Network click-fraud trap, and the creative-to-placement mapping strategy (square for Feed, vertical for Stories/Reels, horizontal for Audience Network). This is where you ensure your chosen objective isn't undermined by poor delivery execution.