Before you create an ad, first consider what your business goals are. It’s important to know what you want to achieve in order to choose the right objective. 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. Below are the three broader categories, or goals, that your objectives may fall under.
- Awareness: Objectives that generate interest in your product or service. Increasing brand awareness is about telling people what makes your business valuable. For example, Jasper’s Market is going to launch a small regional chain of supermarkets. Using the Brand Awareness objective, they can create a campaign that highlights their fresh, organic produce to people in the local area.
- Consideration: Objectives that get people to think about your business and seek more information. For example, Jasper’s Market has a website that tells their story and lists some of their shop’s unique offerings. Using the Traffic objective, they can create a campaign that encourages people to visit their site to learn more.
- Conversions: Objectives that encourage people interested in your business to buy or use your product or service. For example, Jasper’s Market has opened a few new locations. Using the Store Visits objective, they can create a campaign to encourage potential customers to stop by their nearest shop.
As your business grows, your campaign goals will 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.
Awareness
| Objective | Your business goal is to: |
|---|---|
| Brand Awareness | Increase people’s awareness of your business, brand or service. |
| Reach | Show your ad to as many people as possible in your target audience. |
Consideration
Objective |
Your business goal is to: |
|---|---|
Traffic |
Drive people from Facebook to any URL you choose, such as your website’s landing page, a blog post, app etc. |
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. |
App Installs |
Send people to the shop where they can download your business’s app. |
Video Views |
Share videos of your business with people on Facebook most likely to watch it. |
Lead Generation |
Collect leads for your business. Create ads that collect info from people interested in your product, such as sign-ups for newsletters. |
Messages |
Connect with people on Facebook, communicate with potential or existing customers to encourage interest in your business. |
Conversion
| Objective | Your business goal is to: |
|---|---|
| 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. |
| Catalogue Sales | Show products from your e-commerce store’s catalogue to generate sales. |
| Store Traffic | Promote your brick-and-mortar business locations to people that are nearby. |
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