How and when to use the Facebook Reach Objective

Have you tried using the Reach objective? 

Do you want to improve your Facebook ad performance? 

In this article, you’ll learn how using the Reach objective can be more effective at serving ads to your target audiences. 

Reach objective versus other Facebook campaign objectives 

Before we go through the process of using the Reach objective and how it’s can be more successful in comparison to other Facebook campaign objectives, we’ll first go through how your objective impacts your ad delivery to your target audience.  

When choosing your campaign objective, Facebook is able to segment your target audience into different ‘buckets’ based on whether they are likely to meet your objective goals and carry out the action that you are optimising for.  

For example, with the Traffic campaign, Facebook will segment your audience in order to show your ads to users who regularly click on links on Facebook - both ads and organic posts.  

Firstly, we need to choose your objective. Usually, your objective will align with the goal of your campaign, such as Traffic to send people to your website and Conversions to generate purchases or leads. 

However, when using the Reach objective, the objective goal is to reach as many people in your target audience, despite the goal of the advertiser being to generate purchases or leads from the campaign. 

When to use the Reach objective 

In order to get the best results from the Reach objective, you want to use it wisely. Typically, you won’t see great results if you use it targeting large audiences such as Lookalikes. 

For best result, you’ll find the most success with the Reach objective when targeting smaller audiences; this will allow you to reach as many people in your audience as possible and keep your CPM low. 

Another added benefit of using the Reach objective is that you’ll be able to minimise the effect of ad fatigue. Do this by setting a frequency cap at the Ad Set level; We’ll delve more on how to use Frequency capping later in the campaign example. 

Here are some scenarios of where using the Reach objective instead of Traffic or Conversions or any other campaign objective would be optimal. 

As with all Facebook ad objectives, you can use the Reach objective to target the three different types of audience temperatures on Facebook - Cold, Warm and Hot.  

However, since it’s best used with a small target audience, you’ll find the most success when using further down your sales funnel when targeting hot audiences, as these are the smallest of all the audience temperatures. 

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