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Business Help Center

Business Help Center

Choose the Right Objective

Get help, tips, and more...
Last updated: Feb 19, 2021

Choose the Right Objective

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 advertising 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 grocery stores. 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 store'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 Traffic objective they can create a campaign to encourage potential customers to stop by their nearest store.
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 AwarenessIncrease people's awareness of your business, brand or service.
ReachShow your ad to as many people as possible in your target audience.

Consideration

Objective Your business goal is to:
TrafficSend people from Facebook to any URL you choose, such as your website's landing page, a blog post, app etc.
EngagementReach people more likely to engage with your post. Engagement includes likes, comments and shares but can also include offers claimed from your page.
App InstallsSend people to the store where they can download your business's app.
Video ViewsShare videos of your business with people on Facebook most likely to watch it.
Lead GenerationCollect leads for your business. Create ads that collect info from people interested in your product, such as sign-ups for newsletters.
MessagesConnect with people on Messenger, Instagram Direct, and WhatsApp. Communicate with potential or existing customers to encourage interest in your business.

Conversion

Objective Your business goal is to:
ConversionsEncourage people to take a specific action on your business's site, such as having them add items to a cart, download your app, register for your site, or make a purchase.
Catalog SalesShow products from your ecommerce store's catalog to generate sales.
Store TrafficPromote your brick-and-mortar business locations to people that are nearby.
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