11 Facebook Ad Marketing Objectives

Zen Notes, 20170215


  • If you are new to Facebook ads then run a brand awareness campaign at $5 per day for 7 days. This tells Facebook you can pay with a legitimate credit card.
  • The traffic objective is good to send people to your website, nothing else.
  • Engagement is good with viral content to get likes, comments and shares as a pre sell for retargeting.
  • Video views can be cheap. They are good where the video sells a mass marketable product.
  • Lead generation is like an optin form without the landing page. It's good for locally owned businesses, large businesses, car dealerships, service companies and internet entrepreneurs.
    - subscribe to a newsletter;
    - download a product;
    - get quotes with specific questions;
    - webinar registrations;
    - free giveaways;
  • Facebook can optimize its targeting for people that:
    - view a specific page;
    - add to cart;
    - fill in leads;
    - perform search;
    - add products to a wishlist;
    - make purchases; (the most important)

If you're new to Facebook Ads the first time you go to create one you will be faced with 11 different options. If you don't select the right objective then you can sabotage your campaign and you won't be using Facebook algorithms to your advantage.

This article explains the differences between the different marketing objectives so you can choose the most appropriate one for your business.

FB Ads Manager

When it comes to creating a Facebook ad the first thing you choose is the objective. You're telling Facebook what your ultimate goal is so they can optimise your ad using different metrics and different algorithms.

Facebook want your ads to work so as a happy customer you come back and spend more with them.

There are three categories of ads.

  1. Awareness makes your brand or business known to many people.
  2. Consideration is for people that are in the market and you're trying to educate them on what they need to do.
  3. Conversion.

Awareness Category - Brand Awareness Ads

Brand Awareness

If you're new to facebook ads the first thing you should do is create a brand awareness campaign which is basically getting people to like your page. It really only applies to a brand new account as it doesn't make sense to buy likes from people that are not going to convert into customers.

When you run a brand awareness campaign you're spending $5 a day for a week allowing Facebook to charge your credit card.

Numerous people have had their account flagged for fraudulent payment activity. This brand awareness campaign allows Facebook to verify the following:

  1. they can collect money from you;
  2. you're not using a stolen credit card;
  3. you are a legitimate advertiser;

Local Awareness Ads

local awareness

A local awareness ad is bidding on a radius of 50 miles around a location.

Imagine you have a shop in Times Square New York. Facebook will only show your ad to people within a certain radius from your shop.

Reach Ads

reach ads

The goal is to get impressions, to get targeted people to see what your brand or business is all about.


Out of these 3 the most important one is the brand awareness campaign and even then only when you have a new account. If you already have an account that has passed the Facebook checks then you can really skip the awareness ads.

Big businesses like Coca-Cola and Doritos run reach ads all the time. If you're an internet marketer or a small local mom and pop business then you don't need to focus on awareness because your goal is to get traffic and conversions.

The consideration category has 5 ad types.

Consideration Category - Traffic Ads


The traffic objective is buying people that are most likely to click through to your website. Facebook will look inside the group of people you have targeted for those most likely to click an external website link.

Whether they actually turn into a customer depends on if they're in a buying behavior at that moment. You just don't know if they are ready to buy or not so this objective is not that profitable.

Engagement Ads


Engagement is also known as post per engagement (PPE). You're telling Facebook you want people that are most likely going to comment, like or share an ad.

Use viral content ads to create post engagement then use retarget those people with a conversion ad.

Engagement ads are most useful to pre sell customers that you can then retarget to sell a product.

App Install Ads

App installs

App Installs connects directly to Apple Store or Google Play allowing people to download and install an app right away. If you're an app developer then this is the ad for you.

Video Views Ads

Video Views

Video views are similar to the traffic objective in that you target people most likely to watch a video. Facebook is trying to take some of the YouTube pie and it's one of the most effective forms of advertising right now.

If you want videos to convert then you need a product that is mass marketable. You want as many people to see the video as possible and let it do the sale.

Done correctly you can get video views as low as 1 cent. Video views work really well for demonstrations of tangible products.

Lead Generation Ads

Lead Generation

Lead generation is asking a person to do something specific. It's built for locally owned businesses, large businesses, car dealerships, service companies and internet entrepreneurs.

Facebook recognized the majority of advertises value leads. As Internet marketers one of the most valuable pieces of information we can collect is an email address because it allows us to build a relationship and promote products.

With lead ads you don't even need a landing page because the optin form has an in screen popup allowing people to:

  • subscribe to a newsletter;
  • download a product;
  • get quotes;
  • webinar registrations;
  • free giveaways;

Imagine you were making ads for a local BMW car dealership. Your lead ad could target people in your local area that like BMW asking for their name, number and model they want. Once you have the lead you can follow up to close the deal.

Get the cheapest quote for your next BMW.

The last and most important category of ads is conversions especially if you run an e-commerce store.

Consideration Category - Conversions


Facebook rate every user on a scale of 1 to 10:

1 - These are like grandparents and people that don't know a lot about Facebook. They log on occasionally to check out the grandkids or see what their friends are doing. They may even purchase things by accidentally clicking on something.

10 - These are Facebook advocates. They click ads and buy products triggering pixels.

Facebook track everyone that clicked an ad to go off Facebook and buy a product. They use this data to optimise your conversion ads.

You can tell Facebook to target people that:

  • view a specific page;
  • add to cart;
  • fill in leads;
  • perform search;
  • add products to a wishlist;
  • make purchases;

Purchases are the most important of all because you want your ads served to people that are most likely to purchase a product right off Facebook.

Facebook's ultimate goal is to help you make money because they know if you achieve your marketing objective by using their ads then you'll invest more to scale your ads.

Product Catalog Sales

Product catalog sales

The product catalog sales works well for ecommerce stores. This is a dynamic retargeting product ad.

Imagine you visit an ecommerce store because of a black pen which you then bought. It is important to retarget those people not to sell the same pen but to offer a related product like ink.

black ink blue pen

Facebook track the buying behavior of people so if they looked at a black pen earlier then maybe some ink followed by a blue pen, Facebook will show a generic ad from a carousel that serves related products they have shown an interest in.

You do need an RSS feed and a product catalogue to use this type of ad.

Store Visits

Store visits

Store visits are similar to local awareness campaigns except they have a call to action button to get directions or call a number.

Imagine you are walking down Times Square in New York City and you're in the market for a watch totally oblivious to the fact that there's a watch shop nearby. If you're within a certain radius of the shop Facebook can serve a store visit ad that says:

Hey, are you looking for a watch?
Click here for directions.

A map will show exactly how to get to the shop.

The other call to action button is "Call Now" that will actually call a number directly. This is great for customers to place phone orders.


Share this article

Leave a comment

Your email address will not be published. Required fields are marked *