How to Choose the Right Campaign Objective of Facebook Ads


It’s mandatory to know what you intend to achieve in order to choose the right campaign objective. As your business progress with time, your campaign goals and objectives may change. But for a start, you should focus on building awareness and acquiring new customers. Later on, you may decide to encourage people to make a purchase or sign up for an event.

Majorly Facebook Ads Objects can be segmented into three namely:

  • Awareness
  • Consideration
  • Conversion

These three categories cand then be furthermore divided to six major parts in which i will be discussing in this article.

Six major Facebook Ads campaign objectives:

  1. Awareness
  2. Traffic
  3. Engagement
  4. Leads
  5. App Promotion
  6. Sales

1. Awareness

As you may have guessed from it’s name, these ads help increase people’s awareness of your business. There are 3 types of Awareness ads: Brand Awareness, Reach and Store Traffic.

  • Brand Awareness

If you’re aiming to introduce your brand to new audiences, this will be your best option. That’s because Facebook will show these ads to members of your target audience who are most likely to pay attention to and recall the ads.

Facebook predicts recall ability by polling users on whether they remember seeing an ad and analyzing their past behavior and interactions with ads.

Keep in mind the main objective of these ads is to make people aware of your brand, so you shouldn’t expect significant engagement or click-throughs. However, they will help you establish brand familiarity and pique the interest of your target audience.

Use these ads to keep consumers aware of, and able to recall, your brand as well as highlight what makes your business and product/service stand out.

TLDR: Choose this ad to increase the chances of your target audience recognizing and recalling your brand, and the features that make it stand out from competitors.

  • Reach

Facebook reach ads are displayed to as many people in your targeted audience as possible while staying within your budget range. You can even choose the specific location you would prefer your audience to be in, so the ad only reaches the right people near your business. A plus bonus is the ability to choose the frequency of these ads, meaning how many times the ads will be display per person.

On one hand, this strategy maximizes the number of people whom your ad is shown to. On the other, Facebook doesn’t take into consideration the likelihood of the user paying attention to the ad. Meaning, you may end up paying for your ad to be displayed to audience members who tend to scroll past any form of advertisement on the platform.

TLDR: Choose this ad to send your business message to as many of your target audience members as possible, even if it means attempting to reach those who typically ignore ads. This objective can work well for local businesses.

  • Store Traffic

The store traffic objective is perfect for businesses with physical locations as the goal is to remove the digital barrier and bring in-person foot traffic to your store.

The ads are delivered to people who are physically nearby your store, so there are high chances of visit. It’s important to mention these ads target based on location only, which means audience demographics will not be put to consideration.

There are two necessities for store traffic ads to work. As the advertiser, you must ensure that all your business locations are properly entered in Business Manager. For the consumer, their location services must be enabled so Facebook knows when to show the ad.

With those stars aligned, you’ll be able to track your store visits at each location from the ad.

TLDR: Choose this ad if your business has brick and mortar locations and you’re looking to increase store visits.

2. Traffic

The traffic aims and objective is to direct people from Facebook to any URL of your choice, such as your website’s homepage, online storefront, app, event page, etc.

Facebook get this done by displaying your ads to users who are likely to click based on their past behavior on the platform past ads interactions (newsflash: Facebook knows a lot about its users). By bringing more visitors to your featured destination, you’ll increase the likelihood of a user taking favorable actions on your landing page.

Note that, with the traffic objective, Facebook is only responsible for collecting clicks and does not measure any action(s) — or lack thereof — a user takes once they leave the platform.

TLDR: Choose this ad to direct viewers to a new URL destination so they can learn more about what you’re offering or promoting.

3. Engagements

Also this is based on past behavior, the platform shows engagement ads to those who they predict will easily engage with your ads in the form of likes, reactions, comments, and shares.

Engagement ads use social proof to determine where users are most likely to pay attention to, and be interested in an ad after seeing how others interact with it.

Take yourself for example — would you spend more time considering an ad with 473 likes or an ad with 14 likes? I’ll take the former, please.

When others engage with your ads, their activity will also be shared with their Facebook friends, reaching even more people. Their validation will help your online word-of-mouth marketing.

TLDR: Choose this ad to establish brand credibility through likes, comments, and shares and increase interaction with your business on Facebook.

There are 5 types of engagement ads: video views, post engagement, page likes, event responses and messages.

  • Video Views: .

Facebook will push video views ads to your target audience with the aim and objective of getting as many views as possible. These ads can be a strong method to tell your brand story or present your services in an engaging and consumable way. After all, a HubSpot report found that over 50% of consumers prefer to see video content from brands

One of the amazing things about video view ads is their ability to help you retarget those who watched your video. You can retarget people who have watched your video content to remind them of your brand and product/service in hopes of boosting brand awareness and conversions.

TLDR: Choose this ad to use video to share information about your business and reach your audience via an engaging medium. Then, retarget your viewers to boost chances of conversion.

  • Post engagement and page likes will boost engagement for your ad post and Facebook business page respectively.
  • Event response engagement ads are a unique way to promote your event to increase attendance and get people excited.
  • Messages

With the messages objective, viewers can directly message your business through the ad using Facebook Messenger.

This is one of the most effective way to personally connect with users to generate more interest and interactions in your business. Engaging with your audience through Messenger allows you to connect with your audience versus talking at them.

Leverage your conversations as an opportunity to answer any questions, offer customer support, build rapport with your audience, collect leads, and drive sales. Messenger is a great way to show your customers that there’s a human on the other end, readily available to help them.

With these ads, it’s crucial that you’re ready to respond quickly and effectively once the messages flow in. Otherwise, prospective customers may lose interest if you’re not responsive to their inquiries.

TLDR: Choose this ad to encourage users to contact your business through Facebook Messenger, if you’re prepared to respond in a timely manner.

4. Leads

Lead generation ads are a great way to embed lead magnets and collect leads within Facebook. Users submit their personal information in exchange for an offer created by your business, such as an email newsletter or workbook.

The ability for the user to remain on Facebook is a huge advantage for this type of ad. This makes it easy for the user to fill in the ad’s form, while never leaving the page or straying too far from what it is they originally went to the platform for — this results in a seamless UX and can increase chances of conversion.

Facebook can even auto-fill these forms by pulling contact information from the user’s account details so all they have to do is click “Submit”.

TLDR: Choose this ad to collect leads for your business with an enticing offer. This works best when the user is already in the consideration stage of their buyer’s journey and is therefore willing to exchange their information for something of value in return.

5. App Promotion

This objective helps drive mobile app installs by taking users directly to the App Store or Google Play store to download your app. Facebook shows these ads to members of your target audience who have previously downloaded apps from ads to increase chances of your app being install.

TLDR: Choose app installs ads to increase app downloads for your business.

6. Sales

This objective helps you to find people who are likely to purchase your product or service. There are 2 types of sales ads: Conversions and Catalogue Sales

  • Conversions

The goal of conversion ads is to encourage people to take valuable actions on your website or app, such as registering for an event, adding an item to cart, or making a purchase.

These ads are most successful when delivered to people who are already familiar with your product — likely, those who have gone through the awareness and consideration stages and need an extra push toward conversion.

Installing the Facebook pixel on your website will be required for these ads to help Facebook optimize your campaigns. The pixel is a piece of code for your site that tracks each time a user takes action and converts through a Facebook ad. With each conversion, Facebook learns who to target in the ads to maximize conversions.

TLDR: Choose this ad to increase conversion actions on your site or app. These ads should be served to those who are already knowledgeable about your business.

  • Catalogue Sales

The catalog sales ad is made with a holistic view of ecommerce stores in mind. Instead of promoting a single product or service, ads with this objective will show relevant products from your store to people who have demonstrated interest in them before. Facebook is able to recognize this behavior based on its understanding of your offerings and the user through its pixel.

These ads require you to integrate your product catalog with Facebook so the platform can pull a selection from your store and adjust it as needed for audience members based on various factors, such as your latest arrivals.

Catalog sales ads are also more specific than conversion ads because the end goal is to generate sales, whereas the goal of conversions ads can vary from increasing registration or adding payment information.

TLDR: Choose this ad if you prefer Facebook select which products from your catalog are most relevant for your audience, based on their machine learning predictions, in order to increase sales.

One response to “How to Choose the Right Campaign Objective of Facebook Ads”

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