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You’ve started using social media for your business and are ready to take it to the next level. Congratulations! Strategically advertising on Facebook and Instagram is one of the best ways to directly target your desired audience. Because of the incredible potential, you want to make sure you are using the right Facebook advertising objective for your campaign.

When you first start with Facebook Ads Manager, it’s easy to feel a little bit overwhelmed. There are so many great objectives to choose from, but which objective is going to give you the best return on your investment?

Don’t worry. We run campaigns through Facebook Ads Manager for our clients every day, and are here to walk you through the options!


What Is A Facebook Advertising Objective?

Before we dive into each individual objective, we should go over what a Facebook advertising objective actually is.

Facebook defines an advertising objective as “what you want people to do when they see your ads.” Technically, by this definition, the process sounds pretty easy peasy. However, with so many potential options, things can get a little tricky.  

Facebook categorizes their advertising objectives in three different categories. These are Awareness, Consideration and Conversions.

You are likely going to choose an objective under “Awareness” if you are looking to generate awareness for your product or service.

“Consideration” objectives are more focused on encouraging potential customers/clients to think more about your product/service. Perhaps these potential customers/clients will also be in the market to search for more information on your product or service.

Lastly, you will want to utilize a “Conversion” objective to target your bottom of the funnel audience. This audience is ready to purchase or use your product or service.

Fun Fact: Depending on which objective you choose, Facebook will only show your advertising campaign to users who are most likely to take that action. For example, if you are running an Engagement campaign for Page Likes, Facebook will only show your advertising campaign to users who are most likely to like a page. Of course, these users must also fit into your strategically created custom target audience.


What Is The Best Facebook Advertising Objective For My Campaign?


Now that you have the basics down, let’s dive into the fun stuff. There are so many objectives, but which Facebook ad objective is right for your particular campaign?



Let’s start with Awareness.

There are two objectives under the Awareness category. These are Brand Awareness and Reach.


Brand Awareness

You will want to run a brand awareness campaign if you want to reach an audience that is likely to be interested in your product or service. The goal of this objective is to generate brand recognition and reach an audience that likely has never heard of your brand.

Choosing the Brand Awareness Facebook advertising objective is most beneficial for organizations that are just starting out. Additionally, this particular Facebook advertising objective can be extremely helpful for any business that may be established, but is new to using social media.



This Facebook advertising objective is exactly what it sounds like. This objective is going to show your advertising campaign to the maximum number of people possible.

Although this may seem basic and not very strategic, there are many customizations available with this objective.

For example, with this objective, you can create a frequency cap. This essentially allows you to limit the amount of times each unique person will see your advertisement.

What’s important to remember with this ad objective is that it is going to show to your entire custom audience. With other ad objectives, Facebook will only show your ad to people in your custom audience that are most likely to take a particular action.

On the other hand, this ad objective is much more like cold calling, but online!



The Consideration ad campaign category is where we start getting into the fun stuff.

Under this category, there are the most options for ad objectives. This includes Traffic, Engagement, App Installs, Video Views and Lead Generation.

That list probably looks like a lot, so let’s break it down.



The Traffic Facebook advertising objective is very important and something we use often at our agency.

To make this as straightforward as possible, Traffic is going to bring your audience to a destination off of Facebook.

For example, do you have a blog article that you want your audience to read? Or perhaps you’ve just uploaded an image gallery that your audience would love! These are both great opportunities to use the Traffic objective.

You can also use this ad objective to bring your audience to an app or a Messenger conversation. The opportunities are vast!

Don’t forget to be tracking your metrics and making adjustments to your strategy as you go!



Engagement is another great and super beneficial Facebook advertising objective.

While sometimes, many types of engagement are generally a vanity metric, there are still many valuable uses for this ad objective.

In the most basic use of this objective, you can choose regular “engagement” which will be useful if you have a Facebook or Instagram post that you want to receive more likes, shares and comments.

Additionally, this ad objective allows you to choose the option to generate Page Likes. This is great for businesses who are new to social media and want to bring their target audience directly to their page.

The Engagement objective also allows you to create campaigns that are directed at generating Event Responses. This is a wonderful opportunity to show your event to your target audience, who may not have come across it organically. And remember, Facebook will only show this advertisement to users in your custom target audience who are most likely to give an event response.


App Installs

If your business isn’t an app, you won’t need to worry about this objective.

The explanation for this Facebook advertising objective is pretty straight forward. This objective is going to get more people to install your app.

If you have an app, this objective is a no brainer. And as always, Facebook will only show your ad campaign to users in your custom target audience who are most likely to install an app from seeing an ad.


Video Views

Again, this objective is no secret and is very straight forward. If you have a video that you want your target audience to watch, this is the objective for you.

Having said that, it’s important to remember that you have the ability to choose what to optimize for.

For example, you can choose that a “video view” is only considered when someone watches at least 10 seconds of your video. This way, you are paying for “real” views and the results you’re analyzing are more accurate.

A great time to utilize Video Views when targeting a custom audience that may not be too familiar with your brand, product or service. Once they’ve watched your video, you have the ability to retarget them in the future, and turn them into converting customers!


Lead Generation

Looking to generate leads? Then you’ve come to the right place!

This Facebook advertising objective is something you will want to use if you’re looking to drive more sales leads.

When using a Lead Generation advertising campaign, you will be generating leads without even sending users to your website. Everything happens all on social media!

What makes the Lead Generation objective so useful is that you have the ability capture so much important data. This includes name, email address, phone number, etc. Conveniently, this is user-friendly because it will auto-populate this information where it is already available.



Ok, I promise we are almost done! But I can’t leave out some of the most important objectives, which are under the Conversion category.

Your business is going to benefit from these Facebook advertising objectives when you are targeting bottom of the funnel users who you want to turn into customers/clients.



Coincidentally, the first objective under the Conversion category is Conversions.

This ad objective should be used when you want to drive valuable actions on your website or app.

For example, let’s say you want to sell one product in particular on your website. You can set up a Conversions campaign that will target users in your audience who are most likely to convert.

This objective will require a Facebook Tracking Pixel on your website, so you can accurately track conversions. By creating a pixel on your Thank You page (that a user will see after purchasing your product), Facebook can track each conversion (in this example, a completed product purchase).


Product Catalog Sales

This objective is another one that is very straightforward.

Facebook defines this advertising objective as “ads that automatically show products from your product catalog based on your target audience.”

You’ve likely seen these around before while browsing around on social media.

This Facebook advertising objective is a great example of why you need a Facebook Tracking Pixel on your website for retargeting. By utilizing your tracking pixel, you can use the Product Catalog Sales objective to target customers who have recently browsed through your catalog but have not yet purchased an item.

Have you ever looked online through a stores’ inventory and not made a purchase? Only to see their catalog on Facebook a few minutes later? That’s retargeting using the Product Catalog Sales objective!


Store Visits

You’ve made it, this is the last one!

The Store Visits objective should be utilized when your business is looking to drive in-store visits and sales.

You have the ability to target people within a set distance of one or many of your store locations.  Ads using the Store Visits objective are designed to help people navigate to or contact the location closest to them. How cool?


Let’s Get Started With Facebook and Instagram Advertising!


Congratulations on getting started with social media for your business! We love seeing fellow businesses utilizing social media, and even moreso, social media advertising.

If you’re not quite ready to take on Facebook and Instagram advertising on your own, contact our team and we can work with you to get started on  your very own social media advertising strategy!

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