Which Facebook Ad Campaign Objective Should You Use?

Which Facebook Ad Campaign Objective Should You Use?

We all know for a fact that most of the people in the world who regularly use social media get easily annoyed by the constant popping of ads whenever watching videos or seeing sponsored ads which make them think, ‘How did this even reach my feed?’. This is why it is vital that advertising should be targeted and relevant – to prevent negative emotions towards your brand.

One of the best things about ads is that it helps people discover new things to download or purchase and share it with people they know. Online ads are more than just noise: they create a user-friendly experience for those who get to see them.

For business owners, paid ads are huge blessings. It helps bring in new customers, acquire new leads, increase post likes and engagements or drive traffic to their website.

It’s not a surprise why many social media marketers have turned to Facebook Ads time and time again. Facebook Ads is arguably one of the most cost-effective paid advertising channels amongst other social platforms, and it’s a no-brainer that with the right ad campaign objective and good targeting, great results are within reach.

In Q4 of 2018, Facebook’s advertising revenue increased by 16.6%, which meant that there’s a 30% annual increase. These include Facebook Stories, Instagram Feed, Instagram Stories, and Messenger Ads. It was also indicated that the average price per ad decreased by 2% while the number of ad impressions increased by 34%.

Even if businesses are reluctant over this kind of statistics, it’s also important to be updated on Facebook’s advertising revenue, knowing that there’s a lot of competition and Facebook will always be improving their ad platform.

Why should you advertise on Facebook?

There are two reasons. One is because social media marketers confirm that it’s the most profitable medium to invest in if you know what your goal. Facebook and Instagram are two of the most used social platforms with an ever-increasing rate in daily active users and is the most fastest-growing in terms of annual ad revenue increase. Second, because you need to. Otherwise, you’ll be left behind by your competitors.

By creating your sales funnel, you can create different campaigns depending on your objectives. One will let you get your audience’s attention and raise awareness, another will create traffic to your website, while a different objective will let you see who responded to your event.
That’s why we’ve created an updated and comprehensive guide to Facebook Ad Campaigns to help you determine what ad objective and what kind of bidding option should use.

Facebook Ads’ 13 Campaign Objectives

Brand Awareness

If you’re a totally new business who wants people to be aware that you exist or you want to target awareness towards a different type of audience, then Brand Awareness is the one for you. Brand Awareness’s objective is to drive ad recall, meaning it will measure your ad’s effectiveness based on how many people will get to see your ad and if they’ll remember your ad.

However, your bidding will be set automatically because Facebook charges through CPM or cost per thousand impressions.

Post Reach

If you want a certain Facebook or Instagram post that you want to reach a maximum number of people, then you should try doing the Post Reach campaign. Post Reach maximizes showing the number of ads to people and the frequency of your ads showing to them.

This is also set to automatic bidding, but you can customize its frequency controls for how many times a person gets to see your ad and the minimum number of days between each time they see it.

Page Traffic

If you want to drive people on or off Facebook, a website or app, Traffic is the right one for your needs. Unlike other ad campaign objectives, Traffic tends to be less expensive as compared to Conversion even if both get people to visit a website.

For default bidding, the setting is to bid for “link clicks”, which means it’s based on the CPM bidding options because Facebook will deliver your ads to people who will most likely see your ads although you can set it to pay per link clicks.

Otherwise, you can also bid on these: Landing Page Views which will send your ads to people who will most likely click your website link, Impressions which delivers your ads to people as many times as possible, and Daily Unique Reach which is better than impressions because it will only deliver your ads to people once a day.

Post Engagement

If you want your ads to have a high amount of reactions,  comments and/or shares, Post Engagement does the work for you! Although Engagement doesn’t automatically convert people to pay attention to your business, it does wonders if you want to convince people who haven’t seen your Facebook page yet.

Usually, Page Engagement is good for social proof, which is an “impactful driver of consumers’ purchasing decisions”.

In order to have good engagement, how do you effectively boost social proof? Here are seven types which you can incorporate in your content strategy:

  • Transactional Pop-Ups
  • User-Generated Content
  • Recommendations
  • Customer Reviews
  • FAQ’s
  • Third-Party Validation
  • Trending or Best-Selling Features

Page Likes

Page Likes ad campaign is best suited if you want to boost selected social media posts. For more efficient results, it is highly recommended to keep it 80-20: 80% for relevant visual content and 20% for your ad text. Your caption must also be relevant to your ad visuals in order to have a high relevance score which can help show your ad to as many people as possible.

Event Responses

If your business will be having an incoming event or series of workshops, take advantage of the Event Responses campaign. It will help increase the chance of your event being shown to people and records the number of people who are interested in or going to your event.

App Installs

If your business has an existing app that you want people to download, consider building an App Installs ad campaign. It only generates as much app installs that’s within your ad budget. For newly launched apps, it’s better to run an app installs campaign in order to increase your chances in higher ranking.

Video Views

Considered as one of the most effective and cheapest types of ad campaign, use Video Views for advertising your video content. If you want to promote brand awareness to your audience using video, this is the campaign that suits best. But if you want people to convert to your website after seeing the video, then you can also create a separate Conversions ad campaign for it.

Lead Generation

For you to acquire database, Lead Generation campaigns are meant to collect people’s information — including their name, email, address, and contact number so that they can receive online updates.

Lead Generation campaigns are can be better converters because once clicked, they will not redirect people to a website but will have to sign-up with a form on Facebook.

This type of campaign is more effective with ‘warm audiences’ or a type of audience that has recent interaction with your business or anything that’s related to your business.


Not to be confused, there are two types on how you can use the Messenger ad campaign: one, using Messenger as an ad placement where you see ads in while scrolling through your Messenger and two, starting a conversation on Messenger when a person clicks your ad.

The latter is highly effective for service-based businesses or for businesses who advertise high-value items. Whenever a person wants to make sure before purchasing something online, they’d usually want answers to their questions and Facebook Messenger is the perfect avenue to interact with your prospect.


Conversions campaign is one of the mostly used campaigns since businesses want to acquire and increase leads and sales. If you’re running a campaign that is designed to directly generate leads and sales, using this campaign objective is highly recommended.

In order to create a Conversions campaign, you must have to install Facebook Pixel first and the relevant link where a person will be redirected to. For best results, having a high conversion rate is mainly dependent on your website’s landing page and sales funnel.

Also, bear in mind that Facebook can only optimise your conversions campaign if you’re acquiring at least 50 conversions per week. If you haven’t reached that target, you may opt to create for an alternate campaign like Page Traffic.

Catalogue Sales

As it is, catalogues contain your complete product inventory that you want to advertise online. A Catalogue Sales ad campaign is designed to help serve targeted ads to people who have already shown an interest in your products or services and have recently interacted on your Facebook page.

Store Traffic

Lastly, Store Traffic campaign is meant to increase foot traffic and boost sales by driving people near your location to visit your offline store. This works by creating customized ads for your location or each of your locations (if you have many physical stores) and Facebook will deliver these ads to people nearby your location.