Facebook Ads // Choosing Your Objective

Are you familiar with the different types of Facebook Ads that can help you achieve your overall business goals?

After all, you don’t want your brand to be wasting any time on Facebook!

Some popular business goals for Facebook business pages include:

  • Drive traffic to a website, landing page, blog, etc.
  • Raise brand awareness
  • Build relationships with target markets
  • Customer service
  • Create leads and conversions

To help you better understand what type of Facebook ads will work best for your business, we have broken them down into different objectives.

The Campaign

Before we begin creating ads we need to set our advertising objective.

This is what you want people to do when they view your ads. For example, you can create ads to get people to like your Facebook Page, which is different from creating ads to get people to your website.

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.



These are the objectives that create interest in your service or products.

Brand Awareness

This is where you reach people more likely to pay attention to your ads and increase awareness for your brand.

The brand awareness objective is a way for advertisers to show ads to people who are more likely to pay attention to them.

You might be wondering why it’s important that people remember your ad. It’s not just how many people your ad reaches; it’s also vital your ad breaks through to those people. For example, if you’re launching a new product, you want people to remember seeing your ad when they’re thinking about what to buy.

If you value driving people to recall seeing your ad, then go for the Brand Awareness objective. 

Once your campaign starts you can track metrics including video views for campaigns using video assets, reach, engagement and estimated ad recall lift (people) – an estimate of how many people are likely to recall your ad.

Local Awareness

If you’re promoting a local business, there are a few ways to target your ads to reach people who are most likely to respond to them.

Local awareness ads use the reach objective to let you target people within a flexible radius around your business based on population density. People living in or visiting that area will be eligible to see your ad.

If your local business wants to build awareness, increase foot traffic or boost in-store sales, you could benefit from choosing the reach objective


Reach ads help you promote your business in your local area and drive offline actions. Use reach ads to efficiently reach people who may be interested in visiting your store or business. You can create a single ad for multiple locations.

Reach ads let you:

  • Connect with people near multiple business locations
  • Avoid ad spend on people who don’t live in your target area
  • Find interested customers based on languages or connections
  • Find customers based on demographics, interests or behaviours
  • Control your budget and schedule more precisely
  • Get creative with tools like Canvas
  • Drive specific actions with call-to-action buttons


These are objectives that get people to think about your business and search for more information about it.


This is when you want to send people to your website’s homepage, online store, contact page or any page you want people to see.

After setting the audience and budget, build the creative. The first customisation option for website traffic ads asks you to choose a single image or video for the ad; or multiple images (no more than five).

single image

There is a minimum spend of $5 per day for this objective.


Want 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)
  • Raise attendance at an event on your Page (Event responses)

Page Likes

When you advertise for likes your ad will be optimised to target users who are best positioned to take an interest in and Like your Page. This is a good option for boosting engagement with your existing audience and attracting new users.

Post Engagement

Once you choose to create a new ad and “Post Engagement,” the next steps are:

  • Choose one of your Facebook Pages or enter its URL.
  • Select a previous update that you’ve published to your page (or create a new update).
  • Give this campaign a name.

You can also set the locations in which you would like your ad to appear. For any spots you would rather not show your ad, select the “Remove” link to the right of the preview.

Event Responses

Create an event ad to get more people to see and respond to your event. People will get reminders and updates about your event, and you’ll be able to see how many people responded interested and going

Dark Posts

These sinister sounding “dark posts” are anything but, and are simply normal-looking Facebook updates that are never shared organically and only serve as ads. You can create dark posts through the Facebook Ads power editor.

App Installs

When you choose Get installs of your app, you can create an ad with a link to the app store where people can install your app. If you want to measure the number of app installs, you can integrate your app with the Facebook SDK

Video Views

Promote videos that show behind-the-scenes footage, product launches or customer stories to raise awareness about your brand.

When you choose to Get video views, you’ll be able to create an ad that includes an embedded video. Video ads can help you tell a story as well as help build your brand on Facebook


The messages objective drives conversations to your business which you can use to generate leads, drive transactions, answer questions, or offer support. With messages as your objective, you can create ads that Open new conversations with click to Messenger ads.

With the Messages objective, click to Messenger ads feature replies optimization, which ensures your ads are delivered to people more likely to reply to your business and help move customers from consideration to action.

Delivery of ads in the Messages objective will be optimised for replies, making it more likely that people will communicate with businesses and move through consideration towards action. You can currently use two ad types with this objective.


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.



Lead Generation

Facebook lead adverts make the lead generation process easy.

Just tap your advert and a form pops up, already pre-populated with the contact information they have shared with Facebook, ready to be sent directly to you.

Just like that, they can get the information they want – and you generate a qualified lead for your business.

Collect lead information, such as email addresses, from people interested in your business.


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