Which Facebook Ad Campaign Objective Should You Choose?

Choosing the right Facebook campaign objective is crucial. It’s the first step of the ad creation process and one of the most important. So you have to be really clear on what your objectives are.


Facebook currently offers 11 objectives to choose from, which can be overwhelming and confusing, especially if you’re new to facebook ads.


So how can you know which campaign objective to choose?


In this blog post, you’ll learn more about each objective and when to use it to help you in deciding the best objective for your business goals.


So let’s dive right in.


1. Brand awareness


Choose this if you’d like to increase the awareness of your brand but at the same time, you aren’t keen on people engaging with your product or service.


This objective helps you reach people who’d most likely pay attention to what you’re saying or selling.


It’s especially valuable to big companies, like KFC, whose main goal is to put their brand top of mind with their customers and not necessarily looking for lead generation, sales or web traffic.


2. Reach



Choose the “reach” objective if you’d like your ad to be seen by the maximum amount of people in your target audience in a shorter time. This is an especially good option when promoting limited time offers.


3. Traffic


Choose this objective if your goal is solely to drive traffic outside of Facebook. It could be to read your latest blog posts, to listen to a podcast episode, or to guide people to your landing page.


This objective focuses purely on driving traffic. If you want people to take specific actions once you’ve led them outside of Facebook, then conversion would be a better objective. We’ll touch more on that in a bit.


4. Engagement


Choose this objective if you want more people to engage with your ad through likes, comments, and shares. As you can see from the image above, you’re given 3 options:


i) Post Engagement


If you already have an organic post whose performance is above average, use this objective to get it in front of more of your Facebook page audience or to a completely new audience.


ii) Page Likes


Use this objective if you’d like to increase the number of likes on your page, hence increasing awareness.


iii) Event Responses


Use this objective to promote your Facebook event. If your event has been created outside of Facebook and you still want to promote it, then a conversion campaign objective will be more suited to you. More on that later.


5. App installs


If you’re interested in getting more people to download your app, this is the best objective to use.


The first 72 hours after launching an app are the most critical. You want as many downloads as possible in this time frame so as to increase your app store ranking. Creating an ad using this objective is an incredible way to boost your downloads.


6. Video views



Choose this objective if your main goal is to get as many views as possible on your video and your priority is not conversion.


It’s important to note that just because you’re using video, it doesn’t mean that you have to choose the video views objective. If your wish is to convert people after watching your video, then a conversion objective would be a better option. Or if your wish is to drive people to your website from the video, then a traffic objective would be the best option.


7. Lead generation


Choose this objective if you want to generate leads within the Facebook ad without driving traffic to your website or landing page.


For example, if you want to get people’s email addresses in exchange for downloadable content, lead ads are a great way to go.


Lead ads make the sign up process easier such that when someone clicks on your lead ad, a form opens up with the their contact information automatically populated, mostly their name and email address.


8. Messages


Use this objective if you’d like your audience to start a conversation with your Facebook page.


9. Conversions


Choose this objective if you’d like to drive traffic from Facebook to your website so they can take a specific desired action, whether that be downloading an ebook, signing up for an event, or buying a product.


10. Catalog sales


If you have an ecommerce store and would like to show specific products from your catalog, choose this objective.


You can also use this objective to create remarketing ads to people who’ve already viewed a product on your site.


11. Store visits



Choose this objective if you have multiple business locations and would like to promote your business to those who are near them.


You’ll be able to effectively market your business by delivering ads that are relevant to your audience’s location.




Before setting up your Facebook ad campaign, think about what your ultimate goal is. Once you’re clear on what that is, then proceed with your ad creation process. This way, you’ll be able to create optimized ads tailored to your desired outcome.


Also, if you would like my help in implementing these and other strategies to sell your high ticket products and services, get in touch with me by clicking the button below to apply for a complimentary consultation.

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