Which Facebook Campaign Objective Should You Use For Paid Ads? [2023 Edition]
Wondering which campaign objective is right for you? Learn which objective you should be using for your Facebook ads.
One of the biggest mistakes you can make with Facebook ads is choosing a campaign objective that doesn't align with the results you want to achieve. This puts your campaign at a disadvantage right from the start. - Social Media Examiner
Understanding Facebook Campaign Objectives
Are you running Facebook ads and wondering which campaign objective you should use? Well, before you can select the right campaign objective you have to identify the results you want to achieve through your campaign.
When selecting a campaign objective, what you’re really doing is telling Facebook what action you want users to take when they see your ads. Based on the objective you choose, Facebook’s algorithm will show your ads to people who are most likely to complete that action.
For example, if you choose “Traffic” Facebook will show your ads to people who are likely to visit your website (by clicking the link in your ad).
The 6 Facebook Campaign Objectives and When to Use Them
Awareness
The awareness objective is designed to show your ads to the largest number of people possible within your given budget. This objective is effective when seeking to introduce your brand, business, or product to an audience. It is primarily used for prospecting efforts that aren’t meant to produce immediate sales, but generate demand. Do NOT use this objective if you’re trying to drive sales or website traffic.
Traffic
The traffic objective is designed to drive users to your website (from clicking on your ad). Use this objective when trying to get users to your website to read a blog post, view a menu, watch a video, or see other forms of content. Keep in mind that this objective isn’t necessarily targeting people that are going to take specific actions on your site (although they could), it’s just trying to get them to your site.
Engagement
The engagement objective is designed to show your ads to users who are most likely to engage with you in some way. Whether that’s liking or commenting on a post, liking your page, sharing your post, etc. This objective is effective when trying to build credibility and establish social proof for your business. The more engagement you have, the more credible of a source you are in the mind of your customers.
Leads
The leads objective is designed to get users to submit their contact information to you (either through a Facebook form or a form on your website). This objective is effective if you run a service based business and you’re looking to contact potential clients to close deals outside of Facebook.
App Installs
The app installs objective is designed to get users to download your app. This objective is effective if you conduct business through an app or can generate specific results relating to your business goals through an app.
Sales
The sales objective is designed to get users to take a specific action (primarily on your website). For example, making a purchase, booking a room, reserving a table, etc. In order to track specific actions that you want users to take, you have to create a custom conversion and set up your pixel. To learn how to set up your pixel, contact me here.
Two Key Things to Remember
First, once you have published a campaign you cannot change the campaign objective. If you want to change the campaign objective, the easiest way is to duplicate the campaign (this will create a new separate campaign with the same exact settings as the campaign you’re duplicating), change the objective, and then publish it.
Second, the optimization for ad delivery setting at the ad set level directly affects your campaign objective and what your campaign will optimize for. Make sure you have the correct optimization for ad delivery selected at the ad set level. To learn more about this, contact me here.
Conclusion
Now that you understand the 6 Facebook campaign objectives and how they work, you can choose the objectives that will help you achieve your business goals.
Remember that Facebook campaign objectives tell Facebook what to optimize for (which action you want users to take when they see your ads). Test the different campaign objectives to find what works best for your specific goals and business offer.
Additional Resources
Have additional questions? Or are you looking to customize a Facebook ads strategy to you or your client’s particular business? You can set up a 100% FREE consultation with me at jasethorne.com.
The Facebook Business Help Center is another great resource that can answer your questions and provide foundational knowledge on Facebook advertising.
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