Many businesses use Facebook for social advertising. Using it as an effective marketing avenue requires you to know what the objective or goal of your campaign is. The objective you are selecting will help Facebook set up its own marketing strategy to help optimize your ad and display it to your target audience. Depending on the information you give, the Facebook algorithm will show your ads to your target audience based on the most likely to act. For example, if your business goal is to gain traffic to your company’s website, Facebook will prioritize showing your ads to users who frequently click links. Here are other objectives that you can choose for your Ads:

👁️Brand Awareness Objectives

Facebook will show your ad to the largest possible number of users who are most likely to be interested in the ad content. You will want to keep on the post impression data. Facebook’s Ads Manager will display “estimated ad recall lift” data. This is an estimated figure of the number of users who would most probably recall your ad 2 days after seeing it. This ad campaign objective category is primarily used by larger brands who invest in social media with bigger budgets and who also can measure these results with a brand-lift study. 

📈Conversion Objectives 

Catalog Sales, Conversions, and Store Traffic full under conversion objectives. They have the goal of encouraging users who are interested in your brand to buy your products or use your services. These objectives are optimized for high-intent actions, like purchase. Conversion objectives tend to be a bit more costly regarding impressions and link clicks than other ad types. However, in some cases, the cost per conversion may end up being lower in the long haul when you use these objective types strategically. Your ads will be shown to potential clients who are already primed to buy from you. This objective requires your business page to have the following: 

·       Facebook pixel

·       Conversions API

·       Domain verification

·       Events Manager event configuration

👠Catalog Sales Objectives

These types of objectives are used mostly by ecommerce businesses. The Catalog Sales objective enables you to create a catalog on Facebook and showcase the products to those most likely to buy your products. These ads are also called dynamic product ads. They show a variety of products to target audiences in the ads. They also retarget people with specific products based on their activity on your website. For example, when your client is looking at a pair of shoes on your website and even added it to your cart but forgot to check out. After that, they probably see the ad with that exact pair or shoes. The goal is to get them to return and ultimately complete the purchase. 

🛒Store Traffic Objectives

If you are a brick-and-mortar store or own several and you are looking for ways to increase your foot or in-store traffic, using the Store Traffic objective can help you achieve your goals. You will need to add your store locations to the platform and their working hours. After that, Facebook ‘s algorithm will start showing ads to the closest location to your users based on a particular radius. You can set it up for your ad to do this automatically or manually. This is a great way to boost local SEO with search engines like Google. 

👍Traffic Objectives

If your primary objective is to drive more people to your website, then the Traffic campaign objective is the best. This type of ad optimizes for landing page views, and link clicks. Facebook shows your ads to users who are in the target audience you choose and are most likely interact with links. When your select the Landing Page Views option, the platform will show the ad to those who will click and wait for the website to load to view it (make sure your load speed is fast!). To set up the Traffic objective, select the destination URL at the ad level, and target your business’s website. Users will be able to become more familiar with your brand, blog, products, services, and more. This ad helps build brand loyalty as well, which is important for returning customers. 

🎥Video Views Objectives

With video becoming increasingly popular, with this as Facebook will optimize ads to show videos to people who are most likely to watch them. Increasing video views is a great way to build awareness and trust with new audiences. Video campaigns are also great to establish retargeting audiences based on how long they were watching the videos. This will help take them closer to a sales conversion. Your video needs to be engaging. The goal is to capture the audience’s attention and deliver value within the first few seconds. Also, adding captions for the audience is better for accessibility which many platforms and search engine are making a priority. 

✉️Messages Objectives

Start conversations with people via Instagram Direct or Messenger. As with other objectives already mentioned above, Facebook will prioritize those users who are most likely to interact with a given brand via messages. This can be a great way to boost overall engagement with a target audience. However, business owners will probably need a social media manager to monitor the pages’ inboxes and respond to the messages as soon as possible. Users want fast responses, and these criteria must be met if they are to continue spend their money with your business. This may mean you have to hire some internally or a digital marketing firm that offers social media marketing. Businesses should also give their potential customers a clear reason to make contact. Unfortunately, these ad types are associated with spam, so making sure that they know that after they click the ad, it will open either the Messenger app or Instagram Direct only, or your business’s website or app. 

👆Engagement Objectives

The goal is to boost engagement. This campaign will target those users who are most likely to engage with the ads, and there are a few engagement types to choose from before launching a campaign:

Page Likes: Will generate more likes on a Facebook page. Will be shown to those who are the most likely to click the “Like” button on a page.

Post Engagement: Includes commenting, sharing, reacting, and video views to clicks. Helps with building “social proof” on ads and posts and gives more credibility to a brand online. However, the ad needs to encourage engagement from users. There must be a reason to interact. The post must be engaging by default. If that’s not happening, chances are, people won’t really engage with it. Include a call-to-action embedded in the ad to drive interaction. 

Event Responses: Get more responses to events. The only problem is that this is a rather low-intent action, meaning that the 150 people who clicked “going,” won’t necessarily mean that they will show up at the event. When ticket sales are the main concern, it might be better to use the Conversions objective and drive traffic to the landing page where they can buy tickets. Use this more as a “would potential clients be interested in this type of event?” ad rather than a direct sales ad. 

📱App Installs Objectives

If your business has an app and you want people to download it, the App Installs campaign is the way to go. The ads will be shown to people with the likelihood of clicking on “download,” taking them directly to the designated app store to get it. You will need to register your app with the social platform beforehand and implement SDK, allowing them to track the app event data from the Ads Manager panel. To simplify the entire campaign process, the automated app ads feature can be used, and it will create an ad for you target audience to use for you. 

☎️Lead Generation Objectives

This objective allows for the addition of different contact forms to an ad with customization of the questions if additional information is needed from prospects. When potential clients click on a lead generation ad, the user will be asked to provide information, like email address, name, etc. To make their lives easier, the users can simply add the necessary data from Facebook itself. When they submit the questionnaire, brands can collect the gathered data from the page or get it sent to the CRM automatically via different pieces of software, like Facebook partner integration. Make sure your questions are ethical and that you read up on privacy laws in you state or country. 

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