Advertising objectives
Facebook offers many advertising objectives to help you reach your business goals. Your ad objective is what you want people to do when they see your ads. For example, if you want to show your website to people interested in your business, you can create ads that encourage people to visit your website.
When you create an ad, you first choose your objective. The objective you choose aligns with your overall business goals:
- 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 interested in your business to purchase or use your product or service.
Your ad objective is what you want people to do when they see your ads. For example, if you want to show your website to people interested in your business, you can create ads that encourage people to visit your website. When you create an ad, you first choose your objective. The objective you choose aligns with your overall business goals.
Awareness
Objectives that generate interest in your product or service.
Reach people more likely to recall your ads and increase awareness for your brand.
Which platforms support the Brand Awareness objective?- Facebook
- Instagram
- Messenger
- Single image
- Single video
- Carousel
- Slideshow
Learn more about brand awareness.
Show your ad to the maximum number of people in your audience.
Which platforms support the Reach objective?- Facebook
- Instagram
- Messenger
- Single image
- Single video
- Carousel
- Slideshow
Consideration
Objectives that get people to start thinking about your business and look for more information about it.
Increase the number of visits to your website or get more people to use your app. With traffic as your objective, you can:
- Send people to your website.
- Facebook
- Instagram
- Audience Network
- Messenger
- Single image
- Single video
- Carousel
- Slideshow
- Collection
Learn more about traffic.
Send people to an app store where they can download your app.
Which platforms support the App Installs objective?- Facebook
- Instagram
- Audience Network
- Messenger
- Single image
- Single video
- Carousel
- Slideshow
Learn more about mobile app ads.
Get more people to see and engage with your post or Page. With engagement as your objective, you can:
- Boost your posts (Post engagement)
- Promote your Page (Page likes)
- Get people to claim an offer on your Page (Offer claims)
- Raise attendance for an event on your Page (Event responses)
- Facebook
- Instagram (event ads are not available on Instagram)
- Single image
- Single video
- Slideshow
Note: Some ad formats and platforms may not be available for selection depending on the type of ad you create. For example, if you choose to promote your event in the Engagement objective, you can only create a single image, single video or slideshow ad and show your ad on Facebook.
Promote videos that show behind-the-scenes footage, product launches or customer stories to raise awareness about your brand.
Which platforms support the Video Views objective?- Facebook
- Instagram
- Audience Network
- Single video
- Carousel
- Slideshow
Learn more about video ads.
Collect lead information, such as email addresses, from people interested in your business.
Which platforms support the Lead Generation objective?- Facebook
- Instagram
- Messenger
- Single image
- Single video
- Carousel
- Slideshow
Learn more about lead ads.
Get more people to have conversations with your business to generate leads, drive transactions, answer questions or offer support.
Which platforms support the Messages objective?- Facebook
- Instagram
- Messenger
- Single image
- Single video
- Carousel
- Slideshow
Conversion
Objectives that encourage people interested in your business to purchase or use your product or service.
Get more people to use your website, Facebook app or mobile app. To track and measure conversions, use the Facebook pixel or app events.
Which platforms support the Conversions objective?- Facebook
- Instagram
- Audience Network
- Messenger
- Single image
- Single video
- Carousel
- Slideshow
- Collection
Learn more about conversions.
Show products from your catalogue based on your target audience
What platforms support the Catalogue Sales objective?- Facebook
- Instagram
- Messenger
- Audience Network
- Single image
- Carousel
Learn more about catalogue sales and dynamic ads.
Promote multiple business locations to people who are nearby.
Which platforms support the Store Visits objective?- Facebook
- Single image
- Single video
- Carousel
- Slideshow
- Collections
Learn more about store visits.
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.
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- Engagement (Boost your posts): Reach as many people as possible and drive engagement with your ad.
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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.
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- Engagement (Raise attendance at your event): Create ads that promote your events.
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- Messages (Communicate with potential customers): Create ads that start conversations with customers.
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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.
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- App installs (Get installs of your app): Get people to install your mobile app.
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- Conversions (Increase engagement in your app): Encourage existing app users to interact with your app.
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- Messages (Qualify customers and drive transactions): Create ads that enable you to connect with customers and drive them from interest to purchase.
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You can see the performance of your advertising objective by clicking the ad in your Ads Manager and looking at the Results and Cost per columns.
- Results: The number of actions that resulted from your ad that are connected to the objective that you selected.
- Cost: The cost per each result for the ad objective that you chose for your ad (e.g. cost per click).
* Nguồn: Facebook