Facebook ads are not all created equal! As with most marketing, there is no one size fits all solution. Every business will have its own goals and objectives but Facebook has an ad type t will work for every company.
Facebook has classified its ads into three categories to help you decide what your main ‘campaign objectives’ are. To put it simply a ‘campaign objective’ is the action you want to be taken once an ad is seen and clicked – some companies just want to be seen while others want to receive messages from their clients. Each ad can be customized for your specific needs. So let’s discuss the different objectives and types of ads – buckle in!
The first of the three main campaign objectives is Awareness. This type of ad is perfect to get your name out there. These types of ads are designed to get in front of as many people as possible. These are surface level with the end goals being page growth and name recognition.

  • Awareness
    • “Increase people’s awareness of your business, brand or service.”(Facebook, 2020)
  • Reach
    • “Show your ad to as many people as possible in your target audience.” (Facebook, 2020)

This second category of ads is designed to encourage the viewers of these ads to request further information. This can range from clicking through to your website to messaging your business page on Facebook. Through these ads you are connecting further with your customers.

  • Traffic
    • “Send people from Facebook to any URL you choose such as your website’s landing page, a blog post, app etc.” (Facebook, 2020)
  • Engagement
    • “Reach people more likely to engage with your post. Engagement includes likes, comments and shares but can also include offers claimed from your page.”(Facebook, 2020)
  • App Installs
    • “Send people to the store where they can download your business’s app.” (Facebook, 2020)
  • Video Views
    • “Share videos of your business with people on Facebook most likely to watch it.” (Facebook, 2020)
  • Lead Generation
    • “Collect leads for your business. Create ads that collect info from people interested in your product, such as sign-ups for newsletters.” (Facebook, 2020)
  • Messages
    • “Connect with people on Messenger, Instagram Direct, and WhatsApp. Communicate with potential or existing customers to encourage interest in your business.” (Facebook, 2020)

The final ‘campaign objective’ is Conversion. These types of ads are designed to encourage viewers to complete an action – such as purchasing a product online or tracking those who visit your store. This objective offers some of the most tangible results.

  • Conversions
    • “Encourage people to take a specific action on your business’s site, such as having them to add items to a cart, download your app, register for your site, or make a purchase.” (Facebook, 2020)
  • Catalog Sales
    • “Show products from your eCommerce store’s catalog to generate sales.” (Facebook, 2020)
  • Store Traffic
    • “Promote your brick-and-mortar business locations to people that are nearby.” (Facebook, 2020)

There are so many ways to connect with your past, present, and potential customers through Facebook. If you are looking at advertising on Facebook and you want to ensure it is successful and optimized to best cater to your business – contact us today