Best marketing objective for Facebook Ads

Anyone who develops a business in the online space cannot do without promotion. Bloggers, mutual PR, pranks and other methods work, of course, but often do not bring the desired results. The creators of social networks initially knew the request of advertisers, so they developed the only legal, in their opinion, way of promotion – targeted advertising. And it doesn’t matter at all whether you yourself will set up advertising or delegate it to a specialist, you need to know the basics. Today we will talk about choosing the objective of an advertising campaign to create the best Facebook Ads for your business.

Best marketing objective for Facebook Ads

What is the best promotion in Facebook Ads

Let's start with theory. Facebook allows you to advertise on 4 platforms:

  • Instagram,
  • facebook,
  • messenger,
  • audience network (partner networks).

Setting up an advertising campaign begins with choosing the best marketing objective for Facebook Ads. The purpose of an ad is the actions you expect after viewing an ad. The purpose of the advertising campaign sets a certain algorithm. Facebook is smart. It automatically optimizes the display of ads based on user actions. All in order to show ads to exactly those people who fit the goals of the advertising campaign, and push them to take the right action. When choosing a goal, you must be sure that the ad will be shown to exactly those users who fall into your target audience. You must initially understand who your audience is and what you want to achieve from it. To do this, you can study in more detail the topic of drawing up a portrait of the target audience.

What are the promotion objectives

Now let's understand in more detail: what are the goals and how to choose them correctly.
Facebook divides goals into 3 categories: recognition, consideration, conversion. There are several other types in each category.

I want to note that the Facebook advertising account regularly helps with tips. This is very convenient for beginners. I will not say that you will immediately swim like an Olympian, but you will not drown. You can also use the Facebook Help Center.

Let's consider each goal separately.

Brand awareness

Choose this type of goal if you want to draw attention to your business.

Brand recognition

This goal is for you if you want to be known. At this stage, it is not necessary that people buy something after seeing the ad. The main objective of this goal is to increase the awareness of your company, brand, product or service. Users must remember you.

Pros. Cheap ad cost. A good budget can really increase brand awareness.

Cons. The minimum budget required for the test is slightly higher than for other possible purposes.

Suitable for large companies, to maintain the image, to bring a new product or service to the market. Advertising will be seen, you will inform users about your product, you will be remembered. And only then it will be possible to lead them further along the sales funnel. In this case, the promotion of a fashionable or eco-friendly product will work perfectly. For example, you are a manufacturer of dairy products. You have launched an organic yogurt on the market that has some special benefits. You show users an ad in which you talk about the benefits of your product and its benefits. In this way, you form confidence in the product, a person gets used to it, begins to think about the fact that he needs to try it. Correctly conveyed the benefits in an ad with such an advertising goal will ensure an increase in sales in the future. For small brands with a small budget, I do not recommend using this goal, as you are unlikely to be remembered the first time. Such ads need to be shown constantly, which makes up a fairly high budget.


The purpose of this goal is to show the ad to the maximum number of people. Sometimes several times. When setting up, you can specify how many times you want to show an ad to one user. This will reduce your cost per impression. Here you can also configure the buttons for viewing the video or entering the site. By doing this, you bring sales of your product closer.

This goal is very similar in mechanics to Brand Awareness, but if Facebook tries to show ads only to the target audience in the previous goal, then when you select Reach, ads will be shown to every person who matches the selected targeting settings.

Pros. For a large company with a loyal audience, one impression for each user will be enough.

Cons. A small business requires a larger budget than a large one, since the ad will need to be shown several times to each user. A large percentage of the so-called "empty" impressions, that is, for non-target audiences and users with "advertising blindness".

Suitable for informing the maximum number of users about a promotion or special offer. Works especially well for users who have already interacted with a previous ad campaign. Also, using the Reach goal, you can notify about the opening of a point of sale. Just set up ads for the target audience within the radius of your store, office or salon. Since this type of ad does not encourage anyone to buy anything, it can increase engagement on your social media posts. It is believed that this goal is able to shape public opinion, arouse interest and induce reactions. But this, of course, is subject to well-chosen creatives. See which creatives are definitely not suitable for targeting.

Best marketing objective for Facebook Ads 2022


The Review category is aimed at generating leads and increasing interest in the product. If you want to attract traffic, invite to go to the chat, leave contact details, write a message, and so on, then this goal when setting up an advertising campaign is what you need. Facebook offers several options for getting an interested user.


Use this goal if you want users to go to a third-party resource – like creating affiliate marketing Facebook Ads, for instance. It can be a website, messenger, app, etc. You can also lead clients to your Instagram. To do this, when setting up the destination, select "site", and in the ad itself, write a link to your account. At this stage, choose a call to action.

Pros. The system will show ads to those users who are more likely to make the transition, and not to everyone in a row. This is one of the reasons for the high popularity of this goal when setting up an advertising campaign. If it is possible to install a pixel on the landing page, you can choose not just “link clicks”, but “landing page views”, and then Facebook will choose people who will wait for the site to load and view its content.

Cons. Often, novice targetologists expect real customers from setting up this goal. This is a wrong belief. Do not forget that if you set up an advertising campaign with the goal "Traffic" and received clicks, this does not equal sales. These are transitions. We actively sell with the goal of "Conversion". More on this later. But this does not mean that the goal "Traffic" will not bring sales at all. It may very well be. The main thing here is to analyze. In the ADS Manager report, we see the number of clicks on ads and their cost. You can calculate the cost of a target action (aka a purchase, for example) using connected analytics services. This can be a CRM system, Google Analytics, Yandex.Metrica, a connected Facebook pixel on your site, as well as UTM tags written in ads. And when you see that the goal "Traffic" has begun to bring sales, you need to calculate the cost of the purchase, and not the cost of a click. Analyze all campaigns and ads and understand which ones brought you real sales, and which ones are just cheap clicks and no sales. And after that, you can conclude whether it is profitable for you to set up ads with the goal of "Traffic" or not.

Suitable for advertising goods with the ability to go to an online store to place an order. It will also be useful for those blogs who need constant traffic.


One of the most popular types of targets for beginners in targeting. Everything is very clear here for beginners, and therefore is actively used. The settings of this goal give good results when running contests or sweepstakes to get comments and likes. You can choose the specific action you want from users: interaction, likes, or responses to invitations. Facebook optimizes ad campaigns so that ads are shown to the right people who take the right action.

Pros. Choosing this goal will help you reach the right audience for retargeting in the future. You can also use it for the first contact with the audience to generate interest. For example, you can test how big the response to your new product is when you don't know if it will hit or not. You set up ads for the intended target audience, collect reactions, and use them to set up ads for warm potential customers. And only then choose the goal that will lead to sales for the right audience. A Lead Generation or Conversions goal might work.

Cons. Often people put likes “on the machine”, without reading the advertising text.

Suitable for promoting individual posts, for which select the type of engagement "Interaction with the publication." This will quickly increase engagement and gather audience reactions. There is an opinion that with the help of this goal, you can easily gain subscribers. But this is a delusion.

Application installations

The name of the goal speaks for itself. Use this goal if you want users to download your mobile app from Google Play and the App Store. When setting up, you need to select the platform for which the application was created, and the application itself in the application store.

Pros. Ads will be shown to exactly those people who are most likely to download and install your application, and it is possible to track the installation of the application on the user's device.

Cons. Pretty expensive.

Suitable for a business that promotes its mobile application.

Video views

With this goal, you will be able to promote your video content. The video will be shown to those people who are more likely to want to watch it. Facebook counts views from 3 seconds and gives a breakdown by dots that indicate the amount of time users have watched – for example, how many percent of people watched the video before the 75% dot.
After analyzing the data, you can use this information to set up a new retargeting advertising campaign.

Pros. The goal justifies the spent budget, provided that the video is maximally adapted to the target audience and it is really interesting and short. Instagram is not a social network where the user is focused on watching long videos, here you need to be informative and interesting right away, without testing the patience of the audience. Remember the "three second rule". This is the time for which you need to have time to hook the user. If this does not happen, then the percentage of those who watch the video to the end drops sharply. Something mediocre will be difficult to promote effectively. I recommend once again to refresh your knowledge on how to make a video for the target.

Cons. As a rule, as a result of watching a video, people only get to know your company and do not perform other actions: they do not go to an account or website. For better memorability, you need to show the video several times and allocate additional advertising budget to those who have already watched the video, choosing a different goal, for example, "Traffic".

Suitable for advertising a new product, for the presentation of an event, for bloggers announcing new vines, for videos with viral potential.

Lead Generation

Collecting data about people who are interested in your product is Facebook's "secret" mission. This is a goal that, if properly tuned, can produce excellent results. To launch an advertising campaign, you need to create a lead form in advance. A lead is your potential customer. That is, the one that has not bought anything yet, but is already interested in your product. A lead form is a questionnaire in which the user leaves their contact information. All in order to collect a warm audience base and move on to sales. The business owner needs to make sure that the leads are processed as quickly as possible. For example, you promise the user to send a checklist as a gift or call him within 10 minutes. You must do this within the time frame that you announce in the advertisement. And here you have two ways. The first is to connect a third-party resource that integrates with Facebook and delivers data to the CRM system for subsequent distribution and work with clients.


This goal can be compared to the “Traffic” goal. We also lead users to an external landing page, but we already track their actions. Conversions are a way to track user actions on your website or app. In order for the system to be able to collect this data, you need to install Facebook Pixel on the site and configure it in the Events Manager section. To get bids at a low price, you need to be patient. Initially, the system tests the audience, learns and becomes more relevant and intelligent. As soon as you have collected 20-30 applications, the advertising campaign begins to work according to an even smarter algorithm and shows ads to those who are most likely to take the desired action. Ideally, there should be much more conversions (50-150). In this case, advertising will be much more effective. With insufficient data, Facebook does not fully understand what your audience is like, and the effectiveness of advertising is reduced. If you see that the conversion rate is low, try working on the "Traffic" goal first, and only then move on to conversions. This situation can arise in the case of a new or expensive product that the audience does not yet know and does not burn with the desire to buy it. Act gradually. First, set up ads to familiarize yourself with the product, and only then sell.

Pros. One of the most profitable Facebook goals in case you drive traffic to the site.

Cons. The first applications will be expensive. After training, the price will steadily decline.

Suitable for interacting with the most loyal audience and those similar to it.

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