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Maximize Your Facebook Ad Campaigns with 22 Objectives

Published on: November 17 2023 by Alvaro Berrios Digital

Maximize Your Facebook Ad Campaigns with 22 Objectives

Table of Contents:

  1. Introduction
  2. Understanding Facebook Ad Objectives 2.1 Awareness 2.1.1 Reach 2.1.2 Brand Awareness 2.1.3 Video Views 2.1.4 Store Location Awareness 2.2 Traffic 2.2.1 Link Clicks 2.2.2 Landing Page Views 2.2.3 Messenger and WhatsApp 2.2.4 Calls 2.3 Engagement 2.3.1 Messenger, Instagram, and WhatsApp 2.3.2 Video Views 2.3.3 Post Engagement 2.4 Conversions 2.4.1 View Contents, Contact Your Business, and Add to Wish List 2.5 Leads 2.5.1 Instant Forms 2.5.2 Messenger 2.5.3 Conversions 2.5.4 Calls 2.6 App Promotion 2.6.1 App Installs 2.6.2 App Events 2.7 Sales 2.7.1 Conversions 2.7.2 Catalog Sales 2.7.3 Messenger, Instagram, and WhatsApp 2.7.4 Calls
  3. Conclusion

Understanding Facebook Ad Objectives

Facebook Ads Manager offers a wide range of objectives to choose from, with a total of 22 options available. For newcomers or even experienced users, this can be overwhelming and confusing. In this article, we will break down and simplify each objective, allowing you to make informed decisions for your next campaign. We will focus on the objectives within the new Odax interface, which offers six overarching campaign objectives, each with multiple sub-objectives. So, let's dive in and explore the different Facebook ad objectives to optimize your results and save money.

Awareness

The first category of objectives is awareness. These objectives aim to increase your brand's visibility and reach more people within your target audience. There are four sub-objectives under awareness:

1. Reach

Reach is all about getting your message in front of as many people as possible within your specified audience. It disregards behavioral factors and focuses solely on maximizing exposure. If you have something you want the world to see, reach objective is the way to go.

2. Brand Awareness

Brand awareness optimizes your ads to target people who actively engage with brands, increasing the likelihood of them remembering your brand after seeing the ad. If you want to build traction or have people notice and remember your brand, this objective is ideal.

3. Video Views

Video views objective targets users who tend to watch videos for longer durations on Facebook and Instagram. It is an excellent choice if you have engaging videos you want people to consume. By optimizing for video views, your content will reach those who are more likely to enjoy and engage with your video content.

4. Store Location Awareness

Store location awareness is specifically designed for brick-and-mortar businesses aiming to increase foot traffic to their physical locations. If you have a local business and want people in your area to remember you and potentially visit your store, this objective is a great option to choose.

Traffic

The next category of objectives is traffic. These objectives aim to drive traffic to your website or specific landing pages. There are four sub-objectives under traffic:

1. Link Clicks

Link clicks objective optimizes your ads to target people who have a higher tendency to click on ads. Whether they are converting, reading blog posts, or exploring your content, this objective ensures that your ads reach users who are more inclined to click.

2. Landing Page Views

Landing page views objective is similar to link clicks; however, it focuses specifically on people who not only click on ads but also wait for the landing page to load. This objective ensures that you receive quality traffic to your website, as it targets individuals who show more patience and engagement.

3. Messenger and WhatsApp

This objective aims to optimize your ads for individuals who prefer to engage with businesses through messaging platforms like Messenger and WhatsApp. By selecting this objective, you can set up greetings and sequences to interact with your audience in a more personal and direct manner.

4. Calls

Calls objective is suitable for local brick-and-mortar businesses or businesses that have call centers. It optimizes your ads to target individuals who are more likely to make phone calls. If your business relies on phone calls for sales or customer support, this objective can help maximize those interactions.

Engagement

The engagement category of objectives focuses on driving users to engage with your ads. There are three sub-objectives under engagement:

1. Messenger, Instagram, and WhatsApp

Similar to the previous objectives featuring Messenger and WhatsApp, this objective optimizes ads to encourage audience engagement through messages. However, with this option, you gain access to Instagram DMs as well. If you want to engage with your audience directly through messaging platforms, this objective is ideal.

2. Video Views

Video views objective under engagement aims to optimize your ads to reach individuals who are more likely to consume video content on Facebook and Instagram. By selecting this objective, you can ensure that your videos reach an audience interested in watching longer durations of video content.

3. Post Engagement

Post engagement objective targets users who interact with your ads by liking, commenting, sharing, or reading them. It is an excellent choice if you have valuable content to share, fostering social proof and increasing engagement on your ads.

Conversions

Conversions objectives are designed to drive actions that lead to conversions, such as sign-ups or purchases. There is one sub-objective under conversions:

1. View Contents, Contact Your Business, and Add to Wish List

This objective targets users who are likely to interact with your content, contact your business, add products to their wishlist, or perform similar actions on your website or app.

Leads

The leads category of objectives focuses on acquiring contact information from potential customers. There are four sub-objectives under leads:

1. Instant Forms

Instant forms objective displays an ad that opens on Facebook when clicked, allowing users to fill out their information directly without leaving the platform. It provides a seamless experience for users and makes it easier for them to submit their information.

2. Messenger

Messenger objective optimizes ads to encourage users to share their contact information through Messenger. If you are looking to grow your contact list or engage with your audience through Messenger, this objective is a powerful option.

3. Conversions

Conversions objective within the leads category is similar to the previous conversions objective. It focuses on driving conversions through forms and capturing potential customers' contact information. By optimizing for conversions, you can acquire valuable leads for your business.

4. Calls

Calls objective under the leads category targets users who are more likely to make phone calls. Whether you have a local business or a call center, this objective can help you maximize interactions through phone calls.

App Promotion

The app promotion category of objectives is relevant to businesses with mobile applications. There are two sub-objectives under app promotion:

1. App Installs

App installs objective targets individuals who haven't yet downloaded your app and aims to increase the number of downloads. If you have an app and want to boost its user base, this objective is essential.

2. App Events

The app events objective focuses on optimizing ads to drive specific actions within your app, such as in-app purchases or completing missions. If you have an app with various in-app events or purchases, this objective can help you increase user engagement and conversions.

Sales

The sales category of objectives is directed at driving conversions and sales. There are four sub-objectives under sales:

1. Conversions

Conversions objective within the sales category is specifically targeted towards purchase events. It aims to optimize ads for users who are more likely to convert by making a purchase. If you are offering products or services for sale, this objective is ideal.

2. Catalog Sales

Catalog sales objective is designed specifically for e-commerce businesses. It optimizes ads to target users who are more likely to purchase products directly on Facebook. By connecting your product catalog to Facebook Ads Manager, you can streamline the purchasing process for your customers.

3. Messenger, Instagram, and WhatsApp

Sales objective within the sales category is similar to the engagement objective but integrates Messenger, Instagram, and WhatsApp. It targets users who are more likely to make a purchase through these messaging platforms. If you want to facilitate sales through direct messaging, this is an effective objective.

4. Calls

Calls objective within the sales category is the same as the calls objective in the previous categories. It optimizes ads to target users who are more likely to make phone calls. If your business relies on phone calls for sales or customer support, this objective can help maximize those interactions.

Conclusion

With 22 objectives available in Facebook Ads Manager, it's crucial to understand each one to make the best decisions for your campaign. By choosing the right objective based on your goals and target audience, you can optimize your results and maximize your advertising budget. Remember to consider your specific needs, whether it's increasing brand awareness, driving traffic, increasing engagement, acquiring leads, promoting your app, or driving conversions and sales. Experiment with different objectives to find the best fit for your business and campaign goals.

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