Selecting a campaign goal is the first step you take when setting up Facebook Ads. There are currently 11 different Facebook campaign objectives available and deciding on the appropriate campaign is one of the most challenging parts of the process. The objective you select conveys information to Facebook about your campaign goals and what action you want people to take after they have seen your ad. 
Facebook breaks objectives up into three categories; awareness, consideration and conversion, with various options under each, as shown below: 
Brand awareness 
App installs 
Video views 
Lead generation (forms on Facebook) 
Messages (chat on Facebook) 
Catalog sales 
Store traffic 
This blog will expand on the top 5 most used Facebook ads objectives: brand awareness, reach, traffic, engagement, and conversions and will discuss whether they are right for your business and goals. 
Brand Awareness 
This is an objective that focuses on showing these ads to as many people as possible, as cheaply as possible. The Brand Awareness objective is also a good option if you want to build a memorable brand, looking to introduce your brand to new audiences, increase the chances of your target audience recognising and recalling your brand, and make your products and services stand out from competitors. 
There are mainly two situations in which your business may benefit from this objective. Firstly, if you want to target one specific area, and secondly if you are targeting a niche market. If you fall into either category, you will generate more impressions and develop a greater reach than a local radio, newspaper, or offline ad. 
Facebook reach ads are shown to as many people in your target audience as possible while staying within your budget constraints. 
If your primary goal is to drive traffic to your website, then the traffic campaign objective is ideal when optimising for link clicks or landing page views. Facebook will then show your ads to the people in your target audience who are most likely to click your link based on their previous activity. 
The traffic objective aims to send people from Facebook to any URL of your choosing, such as your website’s homepage, online storefront, app, event page, etc. By bringing more visitors to your featured destination, you will increase the likelihood of a user taking favourable actions on your landing page. 
Facebook shows engagement ads to those who they predict will engage with your ads in the form of likes, reactions, comments, and shares. The are 3 types of engagement ads: post engagement, page likes, and event responses. 
Post Engagement: Engagement from this type of objective includes reactions, comments, shares, video views, and all clicks, all helping to build social proof on a post or ad. 
Page Likes: If your primary objective is to grow your Facebook page followers, choose the Page Likes engagement type to reach people who will click to “like” your page. 
Event Responses: This engagement type can be used to get more people to respond to an online or in-person event. 
If your goal is to reach people who will take a specific action on your website, such as; adding products to a cart, signing up for your newsletter, or making a purchase, conversions is typically the best objective to start with. The conversions ads are most successful when delivered to people who are already familiar with your product — likely, those who have gone through the awareness and consideration stages and need an extra push toward conversion. 
Conversions are tracked by a Facebook Pixel. Installing a Facebook pixel on your website will be required for this objective to help Facebook optimise your campaigns. The pixel is a piece of code for your site that tracks each time a user takes action and converts through a Facebook ad. With each conversion, Facebook learns who to target in the ads to maximise conversions. 
To conclude, in order to reach your full potential on Facebook advertisements, you have to choose the correct objective as this will influence how Facebook delivers your ads and who they will be shown to. The results you see in Ads Manager will be based on your campaign objective and optimisation choices. 
Need further advice? 
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Tagged as: Facebook, Facebook ads
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