Advertising objectives

Your ad objective is what you want people to do when they see your ads. For example, if you want to show your website to people interested in your business, you can create ads that encourage people to visit your website. When you create an ad, you first choose your objective. The objective you choose aligns with your overall business goals.

Awareness

Objectives that generate interest in your product or service.

• Brand Awareness: Reach people more likely to recall your ads and increase awareness for your brand.
• Reach: Show your ad to the maximum number of people in your audience.

Consideration

Objectives that get people to start thinking about your business and look for more information about it.

• Traffic: Increase the number of visits to your website or get more people to use your app.
• App Installs: Send people to an app store where they can download your app.
• Engagement: Get more people to see and engage with your post or Page. With engagement as your objective, you can:

Boost your posts (Post engagement)

Promote your Page (Page likes)

Get people to claim an offer on your Page (offer claims)

Raise attendance for an event on your Page (event responses)

• Video Views: Promote videos that show behind-the-scenes footage, product launches or customer stories to raise awareness about your brand.
• Lead Generation: Collect lead information, such as email addresses, from people interested in your business.
• Messages: Get more people to have conversations with your business to generate leads, drive transactions, answer questions or offer support.

Conversion

Objectives that encourage people interested in your business to purchase or use your product or service.

• Conversions: Get more people to use your website, Facebook app or mobile app. To track and measure conversions, use the Facebook pixel or app events.
• Catalogue Sales: Show products from your catalogue based on your target audience.
• Store Visits: Promote multiple business locations to people who are nearby.

Overview

Your Facebook ad needs three parts to run: a campaign, ad set and ad. All of these parts make up what's called the campaign structure. Knowing how they work together will help your ads run the way you want, and reach the right people.

You set the advertising objective at the campaign level. Here you decide the end goal for your ads, such as driving more likes to your Page. At the ad set level, you define your targeting strategy by setting up parameters such as targeting, budget and schedule. Finally, your ads are creative visuals, such as pictures or videos, that drive the audience to what you are trying to promote.

What's a campaign?

Think of the campaign as the foundation of your ad. When you decide to run an ad, you'll always start with the campaign. Here, you'll choose an advertising objective, such as Promote Your Page, which defines what you want your ad to achieve. For example, if you promote your Page, your ad will be optimised to get more likes on your business' Facebook Page.

Campaign checklist:

• Choose an objective.
• Start creating your ad set.

What's an ad set?

An ad set tells your ad how to run. At the ad set level, you'll create an audience for your ad using Facebook's targeting options. You'll define your audience by choosing things such as location, gender, age and more. You'll also create a budget and set a schedule for your ad, as well as choosing your placements.

Bear in mind that a campaign can include multiple ad sets, each with different targeting, scheduling and budgeting options selected.

Ad set checklist:

• Build your audience.
• Set your budget and schedule.
• Optional: Set your bid.
• Start creating your ad.

What's an ad?

Your ad is what your customers or audience will see. At the ad level, you'll choose your ad's creative, which may include things such as images, videos, text and a Call to Action button. Learn how to design ads that work.

Bear in mind that you can have multiple ads within a single ad set.

Ad checklist:

• Upload one or more images, or a video.
• Fill in the details of your ad, such as the text and header that you want your ad to have.