Guide: Choosing the right advertising objective

30/11/2019

Some of these objectives may look different when you create an ad. Learn more about the changes to objectives.

As your business grows, your campaign goals change. First, your campaigns may focus on building awareness and acquiring new customers. Later, you may encourage people to make a purchase or sign up for an event. In this guide, learn how to pick the right advertising objective on Facebook that aligns with your business goals.

Goal: I want more people to be aware of my business

Increasing brand awareness is about telling people what makes your business valuable.

In this example, Jasper's Market wants to create a campaign that highlights their fresh, organic produce to people in the local area. They want people to understand the overall value of Jasper's Market over any other similar store in the area.

Complementary advertising objectives:

  • Reach (Reach people near your business): Show your ad to people who live nearby or in the general area of your local business.

  • Engagement (Boost your posts): Reach as many people as possible and drive engagement with your ad.

Get started: Post engagement guide

Goal: I want to find potential customers

Look for ways to get people interested in your product or service, such as sign-ups for your newsletters or local events for your business.

In this example, Jasper's Market wants to attract people to their new shopping delivery service. They want to create a lead ad so that people can sign up for notification of their delivery service and host a launch event where they'll give attendees 20% off their order.

Complementary advertising objectives:

  • Conversions (Increase conversions on your website): Create ads that encourage people to visit your business website.
  • Lead generation (Collect leads for your business): Create ads that collect info from people, including sign-ups for newsletters.

  • Engagement (Raise attendance at your event): Create ads that promote your events.

  • Messages (Communicate with potential customers): Create ads that start conversations with customers.

Get started: Lead Generation guide, Conversions guide or Event Responses guide.

Goal: I want to drive sales for my products or services

Tracking how many people saw your ad, and then actually went and purchased the product you were advertising is an important way to measure campaign success.

In this example, Jasper's Market wants people to download their app and make an order for delivery. To encourage people, Jasper's Market offers $10 off the first order from their delivery service.

Complementary advertising objectives:

  • Engagement (Get people to claim your offer): Create ads with a coupon, discount or other special deals.

  • App installs (Get installs of your app): Get people to install your mobile app.

  • Conversions (Increase engagement in your app): Encourage existing app users to interact with your app.

  • Messages (Qualify customers and drive transactions): Create ads that enable you to connect with customers and drive them from interest to purchase.

Get started: App Installs guide

* Nguồn: Facebook