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Facebook Ads Campaign Objectives Explained in Detail

So, you’ve finally taken the plunge and decided to run Facebook ads for your business. You’re eager to reach new audiences, boost sales, and take your brand to the next level.

But as you get into Ads Manager, you’re suddenly faced with a dizzying array of options and settings. And one of the first choices you need to make is selecting your campaign objective. 

Don’t worry, you’re not alone.

Many people find this part confusing at first. They wonder what each objective means and which one is right for their goals. Some even feel a bit overwhelmed, like a kid in a sweet shop who can’t decide which treat to pick.

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But here’s the good news: once you understand the different objectives and how they work, setting up your Facebook ads becomes a whole lot easier.

You’ll be able to create campaigns that are laser-focused on your specific goals, whether that’s getting more website traffic, generating leads, or making sales. And you’ll avoid wasting money on ads that don’t deliver the results you want.

So, let’s break it down and look at each of the objectives in detail. By the end of this article, you’ll be an expert on Facebook ad objectives and ready to launch campaigns that get results.

facebook ads campaign objectives

1. Brand Awareness 

The Brand Awareness objective is all about getting your name out there and making people familiar with your business. It’s a great choice if you’re just starting out or launching a new product or service.

When you choose this objective, Facebook will show your ads to people who are most likely to remember them. That means targeting folks who have engaged with similar content in the past.

The key here is to create eye-catching ads that showcase your brand personality and unique value proposition. Use high-quality visuals, catchy copy, and a clear call-to-action.

You can also experiment with different ad formats, like video or carousel ads, to see what resonates best with your audience.

Keep in mind that Brand Awareness ads aren’t necessarily designed to drive immediate sales or conversions. Instead, they’re about building trust and recognition over time.

So don’t expect overnight results. But if you run a consistent, well-crafted Brand Awareness campaign, you’ll start to see an uptick in engagement, followers, and overall buzz about your business.

2. Reach

If your goal is to get your ads in front of as many people as possible, the Reach objective is your best bet. It’s all about maximising exposure and getting your message out to a wide audience.

When you select Reach, Facebook will show your ads to the maximum number of people in your target audience. This is different from other objectives, which focus on specific actions like clicks or conversions.

Reach ads are a good fit for businesses that want to create broad awareness, like promoting a big sale or announcing a new store opening. They can also be effective for reminding past customers about your brand and offering.

To get the most out of Reach ads, you’ll want to define your target audience carefully. Use demographic, interest, and behaviour targeting to zero in on the right people.

You’ll also want to keep a close eye on frequency, which is the number of times your ad is shown to the same person. If frequency gets too high, your ads may start to feel spammy and annoying.

A good rule of thumb is to keep frequency under 3 per week. If you see it creeping higher, it’s time to refresh your creative or expand your audience.

3. Traffic

The Traffic objective is all about getting people to visit your website or app. It’s a great choice if your main goal is to drive qualified leads to your online properties.

When you choose Traffic, Facebook will show your ads to people who are most likely to click through and visit your site. That means targeting folks who have engaged with similar content or shown interest in your niche.

To make the most of Traffic ads, you’ll want to create compelling headlines and copy that clearly communicate what people will get by clicking through. Use action-oriented language and create a sense of urgency.

Your ad visuals should also be attention-grabbing and relevant to your offer. If you’re promoting a specific product or deal, show it off in your image or video.

One key thing to keep in mind with Traffic ads is that not all clicks are created equal. You want to make sure you’re driving quality traffic that’s likely to convert.

To do this, use audience targeting to reach people who match your ideal customer profile. And consider adding a pre-qualify question to your ad, like “Are you interested in X?” to filter out folks who aren’t a good fit.

You can also use retargeting to show Traffic ads to people who’ve already visited your site but haven’t converted yet. This can be a powerful way to bring them back and seal the deal.

4. Engagement

The Engagement objective is all about getting people to interact with your ads and content. This can include things like likes, comments, shares, and event responses.

Engagement ads are a great way to boost your social proof and create a sense of community around your brand. When people see that others are interacting with your content, they’re more likely to trust you and want to get involved themselves.

To create effective Engagement ads, focus on content that’s highly relevant and valuable to your target audience. Ask questions, spark conversations, and encourage people to share their thoughts and experiences.

You can also use Engagement ads to promote your Facebook page and get more likes and follows. Just make sure you’re offering something of value in return, like exclusive content or discounts.

When setting up Engagement ads, pay close attention to your audience targeting. You want to reach people who are most likely to interact with your brand based on their interests and behaviours.

You can also use retargeting to show Engagement ads to people who’ve already interacted with your page or content. This is a great way to deepen those relationships and turn casual fans into loyal advocates.

One thing to keep in mind with Engagement ads is that not all engagement is created equal. A like or comment is great, but a share or event RSVP is even better.

To encourage higher-value engagement, consider using call-to-action buttons like “Learn More” or “Sign Up.” And don’t be afraid to directly ask people to share or invite their friends.

5. App Installs

As the name suggests, the App Installs objective is all about getting people to download and install your mobile app. If you’ve got an app and want to get more users, this is the objective for you.

When you run App Install ads, Facebook will show them to people who are most likely to take action based on their past behaviour and device usage.

To create effective App Install ads, you’ll want to showcase your app’s unique features and benefits in a clear, compelling way. Use attention-grabbing visuals that show your app in action.

You’ll also want to highlight any special offers or incentives for downloading, like a free trial or bonus content. And make sure your call-to-action is prominent and easy to spot.

When setting up your targeting for App Install ads, think about the kind of person who’s most likely to use and enjoy your app. What are their interests, behaviours, and pain points?

You can also use lookalike audiences to reach people who are similar to your existing app users. This can be a great way to find high-quality leads who are more likely to stick around.

One key metric to watch with App Install ads is your cost per install (CPI). This is the amount you’re paying for each new user acquired through your ads.

To keep your CPI low, make sure you’re targeting the right audience and creating ads that speak directly to their needs and interests. You can also experiment with different ad formats and placements to see what works best.

6. Video Views

If you’ve got video content and want to get more eyeballs on it, the Video Views objective is the way to go. This objective is all about promoting your videos and getting people to watch them.

When you run Video View ads, Facebook will show them to people who are most likely to watch and engage with video content based on their past behaviour.

To create effective Video View ads, start with a strong hook that grabs people’s attention right away. You’ve only got a few seconds to make an impression, so make them count.

Your video should also be optimised for mobile viewing, with clear visuals and captions for folks watching without sound. And keep it short and sweet – aim for 15 seconds or less.

When setting up your targeting for Video View ads, think about the kind of person who’s most likely to be interested in your video content. What topics and themes do they care about?

You can also use retargeting to show Video View ads to people who’ve already watched your videos or engaged with your page. This is a great way to keep them coming back for more.

One key metric to watch with Video View ads is your video completion rate. This tells you how many people are watching your video all the way through.

To boost your completion rate, make sure your video is genuinely interesting and valuable to your target audience. Experiment with different lengths, styles, and formats to see what resonates best.

7. Lead Generation 

If your goal is to collect leads and contact information from potential customers, the Lead Generation objective is the way to go. This objective lets you create ads with built-in lead forms that people can fill out without ever leaving Facebook.

Lead Gen ads are a great way to get high-quality leads while providing a seamless user experience. When someone clicks on your ad, they’ll see a form that’s pre-filled with their Facebook contact info. All they have to do is click “Submit” and you’ve got a new lead.

To create effective Lead Gen ads, start by offering something of value in exchange for people’s info. This could be a free guide, discount code, or webinar registration.

Your ad copy should clearly communicate what people will get by filling out the form. And make sure your form is short and simple – the fewer fields, the better.

When setting up your targeting for Lead Gen ads, think about the kind of person who’s most likely to be interested in your offer. What are their job titles, industries, and pain points?

You can also use lookalike audiences to reach people who are similar to your existing leads and customers. This can help you find folks who are more likely to convert.

One key thing to keep in mind with Lead Gen ads is lead quality. Just because someone fills out your form doesn’t mean they’re a good fit for your business.

To improve lead quality, make sure your ad and offer are highly relevant to your target audience. You can also add qualifying questions to your form, like “What’s your budget?” or “When are you looking to buy?”

8. Messages

The Messages objective is all about getting people to start conversations with your business on Facebook Messenger. This can be a great way to provide customer support, answer questions, and build relationships with potential customers.

When you run Message ads, Facebook will show them to people who are most likely to reach out and start a conversation based on their past behaviour.

To create effective Message ads, focus on creating a strong call-to-action that encourages people to get in touch. Use phrases like “Send us a message” or “Ask us anything.”

Your ad copy should also highlight the benefits of reaching out, like getting quick answers or personalised recommendations. And make sure your messaging is friendly and conversational.

When setting up your targeting for Message ads, think about the kind of person who’s most likely to have questions or need support related to your business. What are their interests, behaviours, and concerns?

You can also use retargeting to show Message ads to people who’ve already interacted with your page or website. This can be a great way to re-engage them and offer assistance.

One key thing to keep in mind with Message ads is response time. People expect quick replies when they reach out on Messenger, so make sure you have a system in place to handle incoming messages promptly.

You can use automated responses and chatbots to provide instant answers to common questions. But make sure you also have human support available for more complex issues.

9. Conversions

If your ultimate goal is to get people to take a specific action on your website, like making a purchase or filling out a form, the Conversions objective is the way to go. This objective lets you track and optimise for specific conversion events.

When you run Conversion ads, Facebook will show them to people who are most likely to take the desired action based on their past behaviour and interests.

To create effective Conversion ads, start by identifying the specific action you want people to take. Is it making a purchase, signing up for a newsletter, or booking an appointment?

Your ad copy and visuals should be tailored to that specific action. Use clear, action-oriented language and create a sense of urgency.

You’ll also need to set up conversion tracking on your website using the Facebook pixel. This lets you track when people take the desired action after clicking on your ad.

When setting up your targeting for Conversion ads, think about the kind of person who’s most likely to be interested in your product or service. What are their demographics, interests, and behaviours?

You can also use retargeting to show Conversion ads to people who’ve already visited your site but haven’t converted yet. This can be a powerful way to bring them back and seal the deal.

One key metric to watch with Conversion ads is your cost per conversion. This tells you how much you’re paying for each successful action taken.

To keep your cost per conversion low, make sure you’re targeting the right audience and creating ads that speak directly to their needs and interests. You can also use automatic bidding and let Facebook optimise your ads for conversions.

10. Catalogue Sales

If you’ve got an e-commerce business with a product catalogue, the Catalogue Sales objective is a must-try. This objective lets you create dynamic ads that showcase your products to people who are most likely to buy.

When you run Catalogue Sales ads, Facebook will automatically pull in products from your catalogue and show them to people based on their interests, behaviours, and past interactions with your brand.

To create effective Catalogue Sales ads, start by setting up your product catalogue in Business Manager. Make sure each product has a clear, high-quality image and detailed description.

You’ll also want to set up dynamic ad templates that automatically populate with products based on people’s behaviour. For example, you could create a template that shows people products they’ve viewed on your site but haven’t purchased yet.

When setting up your targeting for Catalogue Sales ads, you can use dynamic audience targeting to reach people based on their interactions with your catalogue. This could include people who’ve viewed specific products or added items to their basket but haven’t checked out.

You can also use lookalike audiences to reach new people who are similar to your existing customers. This can help you expand your reach and find high-quality leads.

One key thing to keep in mind with Catalogue Sales ads is the importance of a smooth, seamless shopping experience. Make sure your product pages are mobile-friendly and easy to navigate.

You’ll also want to offer a variety of payment and shipping options to reduce friction and abandoned baskets. And consider offering incentives like free shipping or discounts to sweeten the deal.

11. Store Traffic

If you’ve got a brick-and-mortar business and want to get more foot traffic, the Store Traffic objective is the way to go. This objective lets you create ads that encourage people to visit your physical store locations.

When you run Store Traffic ads, Facebook will show them to people who are most likely to visit your store based on their location, interests, and past behaviour.

To create effective Store Traffic ads, start by highlighting what makes your store unique and worth visiting. Do you offer special promotions, events, or exclusive products?

Your ad copy and visuals should showcase your store experience and create a sense of excitement and urgency. Use phrases like “Limited time offer” or “New arrivals now in stock.”

You’ll also want to make sure your ad includes clear directions to your store and any relevant information like hours of operation or parking details.

When setting up your targeting for Store Traffic ads, use location targeting to reach people who live or work near your store. You can also target people based on their interests and behaviours, like shopping habits or brand affinities.

One key metric to watch with Store Traffic ads is your cost per store visit. This tells you how much you’re paying for each person who comes to your store after seeing your ad.

To keep your cost per store visit low, make sure you’re targeting the right audience and creating ads that showcase the value of visiting your store. You can also use offer claims to track how many people redeem in-store promotions from your ads.

Wrapping Up

So there you have it – a deep dive into each of the Facebook ad campaign objectives and how to use them effectively. No matter what your business goals are, there’s an objective that can help you achieve them.

The key is to choose the right objective for your specific needs and create ads that are tailored to that objective. Use audience targeting to reach the right people, and track your results to see what’s working and what’s not.

And remember, even the most seasoned marketers are always learning and experimenting with their Facebook ads. So don’t be afraid to try new things and see what works best for your business.

With a little bit of knowledge and a lot of creativity, you can create Facebook ad campaigns that drive real results and help your business thrive. So what are you waiting for? Go forth and advertise!

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