Facebook Ads: Objectives

Businesses all over the country are pivoting the way they view digital marketing. You may have started to post regularly on social media, but what about advertising on Facebook? How does it work? What is the difference between engagement, reach, traffic, etc.? Let us explain. 

The objective of your ad.

This will be the first thing you do to start your campaign, aka advertisement. The amount of options can be overwhelming, but let’s go over the most commonly used. 

Brand Awareness: Increase awareness for your brand by reaching people who are more likely to be interested in it. 

This objective will allow you to reach people who are more likely to pay attention, but won’t necessarily engage with your content, click through, opt-in, purchase, etc. 

Reach: Show your ad to the maximum number of people.

This objective will show your ad to as many people as possible within your target audience and budget constraints. This works best when you are targeting a small specific audience. 

Traffic: Send more people to a destination such as a website, app, or Messenger conversation.

This objective will drive traffic outside of Facebook to pages like; a blog post, a podcast episode, a website, an app, or even another social media channel.

Engagement: Get more post engagements, Page likes, event responses, or offer claims.

This objective is great to use when you want more people to engage with your content by liking, commenting, sharing, and even following your page. 

Conversions: Drive valuable actions on your website, your app, or in Messenger.

The conversion objective will allow you to track how many people take a specific action like; opt-in, purchase, register, etc. If you are selling a new product and want to be able to track how many people are purchasing from your Facebook ad, this is the objective you’d want to use. 

Facebook advertising can get confusing, and that is why we are here to provide expert advice formed from years of experience. If you still need help, contact us, and we can set up a time to chat through how we can assist you.

Stay tuned—Later this week, we will be going over Facebook targeting.