How You Can Use Facebook Advertising Objectives

How You Can Use Facebook Advertising Objectives To Drive Traffic To Your Business

Running an advertising campaign on Facebook has helped many businesses to penetrate many market segments, generate leads, acquire and engage new customers.

For some brands advertising on Facebook is the only way forward because it is cool, flexible and delivers instant results, some brands have gotten results in the long run by deliberately building an audience that need their products and services.

I have personally heard some say that Facebook is absolute crap for promoting businesses, they will rather stick with the traditional advertising model they’re used to.

However, Facebook has much more to offer, apart from the ‘boost post’ you see on your Facebook Page, Facebook has different advertising ‘ad’ campaign objectives that will suit what you want to achieve. These ad objectives work differently and can be accessed using the Facebook Ads Manager.

The Ads Manager has much more to offer if you want to achieve real results, remember I told you Facebook has much more to offer.

Please be patient with me, I will briefly go through the various Facebook Ad Campaign Objectives.

Facebook has 11 campaign objectives which are categorized into three – awareness, consideration and conversion.

Read also how to create Facebook Pages


Awareness is used to generate interest in your brand. There are two campaign objectives under awareness, brand awareness and reach.

1 . Brand awareness

Brand awareness helps you to increase the awareness of your brand by reaching more people who are likely to be interested in your brand. The aim is to create an impression in the minds of your targeted audience, and it also helps to increase the likes and follower-ship of your brand. For a brand or business that doesn’t have a solid presence on Facebook, brand awareness is a great recommendation. 

2.  Facebook Reach

Reach shows your ad to the maximum number of people within your audience. For instance, if you want to reach (not all but) a large proportion of your target audience, you can maximize your reach or impression for the entire duration of your campaign.

Another significant feature of this reach is that you can set frequency control which will determine the number of times a person sees your ad.


Under consideration, there are 6 campaign objectives – traffic, app installs, engagements, video videos, lead generation and messages.

3. Traffic

Traffic helps to send more people to your website, blog, app, Facebook Messenger. In this ad objective, you have to select where (the destination) you want to send people to. You can also target the people who previously engaged with you e.g people who previously engaged with your brand. Traffic objective works only on Facebook and Instagram.

4.  App Installs

App installs gets more people to install your app. If you have a brand new app and you want people to install it, app install objective is what you need. There are some procedures you need to follow

  • Register your app on Facebook for developer’s site
  • An add account that is linked to the app you want to promote
  • The Facebook SDK and app events.

5.  Engagements

Engagement is used to get more engagements like page promotion (page likes), boost your posts (post engagements), get people to claim and offer on your page (offer claim), and get people to respond to an event (event responses).

Engagement ads run on Facebook, Instagram and Audience Networks.

6. Video views

Video views help to promote a video you want people to view. It shows your ad to people who are most likely to watch your ad for at least 2 continuous seconds, 10 seconds or 15 seconds.

Note: other ad formats supports videos but they don’t optimize video views, only video views ad objective helps to optimize to get most plays from a video ad.

7.  Lead generation

Lead generation helps a business to create ads that encourages your audience, potential customers to fill forms with the contact details. This is the perfect ad for acquiring new leads. It is the only ad objective that allows you to add contact forms – name, email, address, phone number and other information as desired.

You can also use lead generation for sign-ups for newsletters, follow up calls and registration for events.

Lead generation gives you the advantage of customizing your forms, downloading the forms from Facebook and connecting your leads form to your CRM such as Mailchimp or Salesforce.

8. Messages

Messages prompt people to send messages to you through Messenger or through WhatsApp. When setting up your ad, you have to choose how people should connect with you. If you want to use WhatsApp, then you have to enter a number which Facebook will verify. Messages is perfect when you want people to contact you directly.


Under conversion, there are three advertising objectives – conversion, catalog sales and store visits.

9. Conversion

Conversion helps people to visit your website, Facebook app and mobile app. With conversion objective, you can track and measure every activity using Facebook pixel or app events.

10. Catalog sales

Catalog sales show products from your catalog based on your target audience.

11. Store visits

Store visits promote multiple business locations to people who are nearby