What Should My Facebook Ad Objective Be?

When it comes to Facebook advertising, there are several different objectives you can choose from. Your objective is the action you want people to take once they see your ad. Below are all of the objectives.

There are three main categories you can choose from before you launch an ad. Awareness ads help generate interest in your business, product or service. The purpose of consideration ads is to help get your ads in front of the right people so that eventually they look into more information about it. Conversion ads encourage people to purchase or use your product or service. Now, let’s explore what each individual objective means under each category.


Brand awareness: Brand awareness ads are pretty self-explanatory. These ads are served to those who would be likely to recall your brand and to increase awareness around your brand, service, or product. The longer and more frequently someone sees your ad, the more likely they will be to remember it, right? If a new retail shop just opened in your city, they might run an ad around brand awareness so that people are aware that you’re new and ready for business!

Reach: The purpose of a reach ad is to show your ad to the maximum amount of people in your audience. Your audience can be as specific as you want it to be, narrowing it down to demographics, interests, and behaviors. 


Traffic: Traffic ads encourage people to visit a website or to use an app. For example, our team runs several traffic ads that encourage people to visit a landing page that prompts visitors to fill out a form if they are interested in learning more about a promotion.

Engagement: We’re sure you’ve been served an engagement ad before. The purpose of these ads is to get people to like, engage, RSVP to an event, or claim an offer. Another option with engagement ads is to boost a post, which means that you can launch a specific post as an “ad.” Perhaps it is a blog you wrote that you think is worth more people reading, or maybe it’s an image you want people to see that are outside of your original audience.

App Installs: Say you have an app that you want more people to install and use. This is when you’d want to launch an ad around app installs. Imagine that, right?

Video Views: Video view ads are a great option if you have a testimonial from someone about why they loved working with you, behind the scenes footage or product launches. Say you’re a gym that’s opening up soon in a specific neighborhood – why not use a short video of one of the workouts someone can expect from your new gym and target the neighborhood you’re opening up in?

Lead Generation: Lead generation ads come in handy if you want someone to submit their information to you in order to contact them later. We like to use these for clients that are running big promotions or that want to reach a very specific group of people. You can get as much or as little information as you need from these ads and can create custom forms for people to fill out depending on the information that is important to you whether it’s their first name and email address or full name, email address, phone number, etc. 

Messages: Running an ad with the outcome being more direct messages to you work well especially if you are offering a service to someone. For example, a hair stylist might want to run message focused ads to a specific group of people in hopes that they will book an appointment and gather more information about pricing or his or her services. 


Conversions: Conversion ads are the most successful when a Facebook pixel has been installed to the website. These ads are designed to drive valuable actions to your website or app. Many e-commerce businesses run conversion focused ads with the goal being more purchases of their products. Facebook tracks how many purchases occurred because of the ad, and even how much revenue was generated from those purchases as a whole.

Catalog Sales: If you are an e-commerce business, you can promote various products your company sells through these ads. You can also serve these ads to people that have already expressed interest in your brand through your website.

Store Visits: Ads focused around store visits are useful for businesses that want more foot traffic. These not only create more awareness around a business but can also show you directions to the businesses through one easy click! These are great because you can target people near your store.

So, there you have it!  Each type of Facebook ad has a very specific purpose, and it can sometimes take some time to decide what you actually want your ads to focus on. Whatever the case may be, we are here to help you generate more buzz around your business.