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Your Complete Guide to Facebook Ad Campaign Objectives. (Full List Explained)

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Dear fellow business owners and managers, mastering Facebook marketing currently if you hope to see the success of your brand. I believe by now you already know if you want to increase the audience of your Facebook posts you need to do more than just getting people to share your post. A key understanding of the Facebook ad campaign objective is key before running any Ads on the platform.

So how does one start with Facebook ads?  

When you’re creating a new Facebook Ad campaign, you’ve got to begin with making big decisions right off the bat. You will need to go through the various available options meant to tailor your marketing needs including:

  • -Choosing your objective/goals
  • -Defining your audience and budget
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Table of Contents
  1. Facebook Ad Campaign Objective 1: Brand Awareness
    1. When to choose the “Brand awareness” objective?
      1. Optimization Options:
      2. Platforms:
      3. Supported ad formats:
  2. 2) Campaign Objective: Reach
    1. When to choose the “Reach” objective?
      1. Optimization Options:
      2. Platforms:
  3. 3) Campaign Objective: Traffic
    1. When to choose the “Traffic” objective?
      1. Optimization Options:
      2. Supported ad formats:
  4. 4) Campaign Objective:  Engagement
    1. When to choose the “Post Engagement” objective?
      1. Optimization Options:
      2. Platforms:
      3. Supported ad formats:
  5. 5) Campaign Objective: App Installs
    1. When to choose the “App Install” objective?
      1. Optimization Options:
      2. Platforms:
      3. Supported ad formats:
  6. 6) Campaign Objective: Video Views
    1. When to choose the “Video Views” objective?
      1. Optimization Options:
      2. Platforms:
      3. Supported ad formats:
  7. 7) Campaign Objective: Lead Generation
    1. When to choose the “Lead Generation” objective?
      1. Optimization Options:
      2. Platforms:
      3. Supported ad formats:
  8. 8) Campaign Objective: Messages
    1. When to choose the “Messages” objective?
      1. Optimization Options:
      2. Platforms:
      3. Supported ad formats:
  9. 9) Campaign Objective: Conversions
    1. When to choose the “Conversions” objective?
      1. Optimization Options:
      2. Platforms:
      3. Supported ad formats:
  10. 10) Campaign Objective: Product catalog sales
    1. When to choose the “Product catalog sales” objective?
      1. Platforms:
      2. Supported ad formats:
  11. 11) Campaign Objective: Store visits
    1. When to choose the “Store visits” objective?
      1. Optimization Options:
      2. Platforms:
      3. Supported ad formats:
    2. Wrapping Up
    3. Start taking advantage of digital marketing today partnering with us.

Head over to your Facebook Ads Manager account and you will be able to note. Facebook has -as of now- 11 different campaign objectives (some of them only usable if you’ve installed the Facebook pixel): 

So how are you able to know which one to settle on, especially if you’re just starting out with Facebook advertising?

The rule is simple: to pick the correct campaign objective, choose the one that’s closest to your current advertising goal:

Facebook ad objectives are the first step in creating your Facebook Ads, so you really need to understand the differences, when you would want to use one over the other, and how they kind of work to deliver your ad to the right people, so I’m gonna go through all of these with you!

If your goal is to urge new leads, you may select the “Lead generation” or “Conversions” objective. If you would like to gather more page likes, select the “Page likes” objective, etc. You can also do A/B test multiple campaign objectives by setting up more than one ad campaign.

There are three categories of objectives with plenty of diverse objectives.

  • -Awareness: Objectives that generate interest in your product or service
  • -Consideration: Objectives that get people to start thinking about your business and look for more information about it
  • -Conversions: Objectives that encourage people fascinated by your business to get or use your product or service

Once you’ve chosen a Facebook campaign objective, you’ll have different delivery optimization options, counting on what you chose.

Ad delivery optimization permits you to tell Facebook what outcomes you’d prefer to get. Based on this information, Facebook will auto-optimize your campaign, so that it will reach the right people. Every Facebook campaign objective has different delivery optimizations options and supported ad types.

Below, you’ll find a list of Facebook campaign objectives, the Facebook ad formats supported by each, and some pro tips on Facebook campaign delivery optimizations options. Let’s take a look at each one and go over when you should be using each.

Facebook Ad Campaign Objective 1: Brand Awareness

If you’ve got a brand new business, for instance, it makes more sense to choose an awareness objective.  Here, you may opt to promote your business to reach more local people or promote your page to get likes.

It actually depends with the level your customers are as far as your business is concerned.

Truth is, you can’t start a new business today and sell your products using Facebook ads immediately.

It won’t work.

Why?

Your target market does not know who you are, meaning they don’t trust you.

When to choose the “Brand awareness” objective?

Research shows that people buy from those they are familiar with. So, first familiarize yourself with the audience before selling to them.

Therefore, take a second and think before choosing a Facebook ads objective.

  • -Do the audience know who you are?
  • -Do they trust you?
  • -Do they need what you are trying to sell?
  • -Do they have the money to buy?

If the answer is no, go for the first objectives: awareness.

Optimization Options:
  • -Brand Awareness
  • -Ad recall lift

The “Brand awareness” campaign objective is a good option if you’d like more people to find out about your brand. You can also use this objective to drive more traffic to your website.

facaebook campaign objectives brand awareness
Platforms:
  • -Facebook
  • -Instagram
Supported ad formats:
  • -Image
  • -Video
  • -Carousel
  • -Slideshow

2) Campaign Objective: Reach

When to choose the “Reach” objective?

Use the “Reach” objective if your goal is to reach the maximum number of audience members repeatedly over a shorter period of time. This could be a good option when promoting limited-time offers or when creating remarketing campaigns.
With the “Reach” campaign objective, Facebook will optimize for the highest number of possible impressions, with no consideration of clicks and actions taken by the people who see your ads.

Here:

  1. Because the goal is to have your ad seen by as many people as possible, this campaign type is typically going to work best when you have a broader audience. A super niched-down, small audience would typically benefit from other objectives that are targeting specific actions.
  2. You can choose to optimize for either impression (which prioritizes views period) or reach (which prioritizes showing your ad to as many people as possible). Reach is the best option here so that you can keep your ad frequency low and reach high.
  3. You’ll be charged for impressions whether you choose to optimize for reach or impressions.
  4. Lowest cost strategy is the only one available here, but you can set a bid cap.
Optimization Options:
  • -Impressions
  • -Reach
Facebook campaign ad objective
Platforms:
  • -Facebook
  • -Instagram

Supported ad formats:

  • -Image
  • -Video
  • -Carousel
  • -Slideshow

3) Campaign Objective: Traffic

When to choose the “Traffic” objective?

Select the “Traffic” objective when your goal is to lead people to your website or blog, and there are no specific actions you wish them to take. For example, if you’d like more people to read a blog article or read a case study, you can use the “Traffic” campaign objective.

This is typically used to give users more information about the product, service, or event being promoted, and may include the option do everything from register for a lead magnet, request more information, or purchase outright.

In addition to a landing page or an app page, you can also send users to your Messenger page or to WhatsApp. These two options can encourage users to send you a message so you can answer any of their questions.

Optimization Options:
  • -Link clicks
  • -Landing page views
  • -Daily unique reach
  • -Impressions

Here;

  1. Speaking from experience, make sure that your landing page matches the ad to a T. Not only will this keep users happy, your relevance score up, and prevent Facebook from rejecting the ad, it will also help you accomplish more.
  2. It comes with a lot of options, including the ability to add an offer to your campaign or utilize dynamic creatives to improve the audience experience. These are useful tools when you have a need for them.
  3. You’ve got four different options for optimization: landing page views, link clicks, impressions, and daily unique reach. Landing page views and link clicks are similar, but landing page views can indicate a higher likelihood to stay on that landing page and actually see where it takes them.

Depending on what you optimize for, you may have the option to be charged by impressions or link clicks. Link clicks ensure that you’re only paying when you’re actually getting a definitive click on an ad, but remember that a click doesn’t always mean a conversion—high bounce rates can work against you here.

Platforms:

  • -Facebook
  • -Instagram
  • -Audience Network
  • -Messenger
Supported ad formats:
  • -Image
  • -Video
  • -Carousel
  • -Slideshow
  • -Collection

4) Campaign Objective:  Engagement

Engagement objective is now where you can set up event response and page likes campaigns, which were previously their own distinguished campaign objective.

When to choose the “Post Engagement” objective?

With the “Post Engagement” objective, Facebook will show your ads to people who are the most likely to like, share, and comment on your post at the lowest possible cost.

These campaigns work well to create visible, powerful social proof on your campaigns and/or organic content, which is a huge advantage. You can also use them in creative ways, including:

  • -Increasing your Facebook event attendance, visibility, and social proof (which all leads to even higher attendance).
  • -Promoting a current high-performing post, using social proof already there to attract new customers.
  • -Connect with new users who may be interested in your brand, and then earning that like so you’ll be able to keep in touch in the future.

Note that this objective is automatic when using Facebook Boosted Posts to amplify your Facebook post’s reach.

Here you are charged by impressions.

Optimization Options:
  • -Daily unique reach
  • -Impressions
  • -Post Engagement
  • -Page Likes (Facebook only, not Instagram)
  • -Event RSVPs
Platforms:
  • -Facebook
  • -Instagram
Supported ad formats:
  • -Image
  • -Video
  • -Slideshow

5) Campaign Objective: App Installs

When to choose the “App Install” objective?

If you’re interested in getting more people to download and use your app, Facebook App Install ads are one of the best ways to do it. Make sure to highlight the value proposition of downloading during the ad so that potential users really understand how it will benefit them.

Here;

  1. The option for dynamic creatives is back, along with the option to choose from product catalogs to automatically show users the most relevant content that will likely resonate with them.
  2. There are a lot of options for optimization. This includes app installs (the suggested option), retention, link clicks, app events, and 10-second video views. Retention optimizes for people who are more likely to open the app on the second day or seventh after installing.
Optimization Options:

When you’re charged depends on what you’re optimized for, and can include impressions,

  • -App Installs
  • -Link Clicks
  • -App Events
  • -10 Second Video Views
facebook ad objective app install
Platforms:
  • -Facebook
  • -Instagram
  • -Audience Network
  • -Messenger
Supported ad formats:
  • -Single Image
  • -Single Video
  • -Carousel
  • -Slideshow

6) Campaign Objective: Video Views

When to choose the “Video Views” objective?

Video ads have enormous potential on Facebook and might yield exceptional results. The video view objective is prioritizing having your video viewed.

I’ve had great results with using video view campaigns as introductory campaigns, accustomed share information about the brand with new customers.

Video views ads are great for targeting cold audiences as they’re engaging and help to increase brand awareness. One thing I always prefer to flag here is that simply because your ad features a video doesn’t mean that video views is that the right objective. Sometimes, if you’re intent on conversions or another objective, it’s better to go for that one instead, where users are also more likely to follow through thereto ultimate desired action.

Here:

  1. Really take a close look at placements. Some businesses prefer not to use in-stream video ads, for example, which some users dislike. Others want to make sure their ads aren’t appearing in videos that fall into certain categories that don’t align with their brand.
  2. Ad optimization here is going to be a little different, with options prioritizing the length that you want to focus on getting users to watch for. ThruPlay optimizes for view completion of 15-seconds-or-less videos. 10-second video views focus on getting at least 10 seconds of video views at the lowest cost. 2-second continuous video views optimize for just getting that video hovered over long enough for it to load.
  3. You’ll either pay for impressions, or for 10-second video views.
Optimization Options:
  • -10-second Video Views
  • -2-second Continuous Video Views
video views objective
Platforms:
  • -Facebook
  • -Instagram
  • -Audience Network
Supported ad formats:
  • -Single Video
  • -Carousel
  • -Slideshow

7) Campaign Objective: Lead Generation

When to choose the “Lead Generation” objective?

Lead generation ads are an exceptional tool to have. These ads open up on-platform, auto-fill forms that are quick for users to complete on both mobile and desktop. Lead gen ads are sometimes used alongside an offer, like a free ebook, consultation, or in-person class.

Select this option if you’re interested in creating Facebook Lead Ads and getting people to give you their contact details in exchange for downloadable content. Instead of sending users to your website, a lead form pops up which allows you to collect information like names, emails, phone numbers, etc. directly on Facebook.

Optimization Options:
  • Leads

Here;

  1. You can only choose to optimize for leads, which is the event of someone filling out your form.
  2. You can, however, choose a bidding strategy. You can opt for “Target cost” or “lowest cost.”
  3. Lead forms can be created and edited at any time.
Platforms:
  • -Facebook
  • -Instagram
  • -Messenger
Supported ad formats:
  • -Single Image
  • -Single Video
  • -Carousel
  • -Slideshow
lead generation

8) Campaign Objective: Messages

When to choose the “Messages” objective?

This ad objective is a relatively newer one, and also the goal is to require people from your increase a messaging platform (either Messenger or WhatsApp) to urge them to start out a conversation with you. you’ll be able to answer any questions they need, overcome objections, and offer product or service recommendations that supported their needs.

Message ads can be effectively used to increase awareness as well as make sales, RSVP to events, and many other goals you may have.

Here;

  1. You’re optimizing for “Replies,” and you’re going to be paying for impressions.
  2. You can choose to set a bid cap.
campaign objective messages
Optimization Options:
  • -Replies (when using Click To Messenger)
  • -Impressions (when using Sponsored Message)
Platforms:
  • -Facebook
  • -Instagram
  • -Messenger
Supported ad formats:
  • -Image
  • -Video
  • -Carousel
  • -Slideshow

9) Campaign Objective: Conversions

When to choose the “Conversions” objective?

“Conversions” is Facebook’s most popular campaign objective as it is optimized to deliver you new leads or purchases.

Conversion ads are aimed to increase sales, sign-ups, purchases, or other desired actions on your website, and Facebook’s auto-optimization works really well!

Optimization Options:
  • -Conversions
  • -Impressions
  • -Link Clicks
  • -Daily Unique Reach
  • -Landing Page Views
  • -Value
  • -App Events (if an app is selected)
  • -Replies (if Messenger is selected)

Here;

  1. Make sure you’re optimizing for the right conversion event. You set this up through the pixel.
  2. You can add offers to these campaigns.
  3. You can bid on conversions, link clicks, impressions, daily unique reach, and more. When you choose “conversions,” you can choose the attribution window. 7 days is the standard, and it’s a good one to stick with because attribution can be tricky.
  4. If you optimize for conversions, you’ll pay based on impressions.
marketing objective conversions
Platforms:
  • -Facebook
  • -Instagram
  • -Audience Network
  • -Messenger
Supported ad formats:
  • -Image
  • -Video
  • -Carousel
  • -Slideshow
  • -Collection

10) Campaign Objective: Product catalog sales

When to choose the “Product catalog sales” objective?

Product catalog sales are designed for e-commerce advertisers that sell a variety of products and frequently update their product catalogs. You can also use this objective when creating remarketing campaigns targeting your online store visitors. You’ll immediately notice that the audience targeting is different for this campaign, with a heavier focus on what ads to show to which customers. These are dynamic ads, after all, so Facebook lets you decide what would be most beneficial, including upselling and cross-selling.

Here;

  1. You can optimize for link clicks, conversion events, or impressions.
  2. You can set a bid cap.
  3. You can be charged on impressions or link clicks.
marketing objective catalog sles
Platforms:
  • -Facebook
  • -Instagram
  • -Audience Network
Supported ad formats:
  • -Image
  • -Carousel
  • -Collection

11) Campaign Objective: Store visits

When to choose the “Store visits” objective?

If you have a physical store that you’d like more people to visit, try the “Store visits” campaign objective. You’ll be able to reach people around your business, just like with the Local Awareness ads, but include additional information.

The store visits objective is a tricky one, because it’s driving an offline action that can be harder to track. Moreover, it’s not available to all stores, even those that have brick-and-mortar locations. Instead, you actually need to have multiple business locations, so this is a good option for franchises or a business with several sister companies or smaller locations that are trying to drive store traffic.

Keep in Mind;

  1. You can add map cards as a carousel slide option, which essentially is a clickable map, users can access to see where you are in relation to them.
  2. There are several systems of measurement in place that Facebook uses to attempt to track how accurate your ad campaigns are. This includes the “People Nearby Who Saw Your Ads,” which will appear in your Page Insights.
  3. The best option for optimization is the “store visit optimization,” which is exclusive to this objective. It ensures that your ad is shown to users most likely to go visit your store in person.
Optimization Options:
  • -Store visits
  • -Impressions
  • -Link Clicks
  • -Daily Unique Reach

Note that the Store Visits delivery optimization is currently available to a limited number of advertisers.

Platforms:
  • -Facebook
Supported ad formats:
  • -Image
  • -Video
  • -Carousel
  • -Slideshow
  • -Collection
store visits objective

So that is an overview of marketing objectives and Facebook Ads!

Wrapping Up

To build out a successful campaign on Facebook, you need to take time when selecting your ad objective and settings so as to successfully reach your goals and make the most out of your advertising budget.

Before you set up your first Facebook ad campaign, think and make sure to know what your ultimate goal of advertising on Facebook is: do you want to grow sales? Or are you more focused on increasing brand awareness? Are you advertising for page likes, conversion, page views, or traffic to your site? Are messages your thing? Or something else?

Only when you’re aware of your Facebook ad campaign’s goals, proceed to the campaign setup process and select the right campaign objective.

Choosing the wrong one can easily break your campaign results. If you want to avoid the confusion and messy campaigns, you have to keep this in mind.

This way, you’ll keep your Facebook ads optimized for your desired outcome.

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5 thoughts on “Your Complete Guide to Facebook Ad Campaign Objectives. (Full List Explained)”

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