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Setting Facebook Campaign Objectives | Digital marketing for Digital Dinosaurs.

Hello everyone,

welcome back to this blog on digital communication for digital immigrants :-)

In this post I want to talk about setting objectives in Facebook Ads

First thing you will notice is that those objectives are organised following the consumer journey from awareness to consideration to conversion.

We will talk about consumer journey more in depth when we will talk about digital persona but for now, it is sufficient to say that objectives of our campaign can be different according to what stage of the process we want to affect.

If people don't know anything about our product or brand we need to create awareness.

If they have heard about it but they haven’t consider it yet, we will want to provide them the information they need, either by sending them to our website or getting some of their data to get in touch with them.

And lastly, imagine we have a shop online already, we want to use advertising on FB to stimulate sales.

It is important to note that setting specific objective has a crucial impact on the campaign as the system automatically selects the type of advertising we can use for that specific objective as well as it will set the algorithm to perform the best results accordingly (at the end of the story, the more our ads meet objectives, the more the platform, in this case FB, makes money, so no surprise they have a direct interest in making things work.

At each of those stages we can select different objectives.

  1. Awareness

At this stage we are trying to make our target aware that our products or brand exist

We can select two different objectives: brand awareness or reach

They seem quite the same thing but in fact there are differences:

- With brand awareness we aim to show our ads to people who are most likely to remember them.

- With reach we show our ads to the maximum number of people.

As you can see here there’s an important difference that is made by the FB algorithm itself that will show ads to people it knows from its own learning system that will be more likely to remember it

As opposite to reach where the objective is to maximise exposure

Another important difference is that the selection of one or the other of the two will lead to higher or lower cost per reach

2. Consideration

Looking at consideration – the stage where we want to give people relevant information to make them consider our brand / product, here we have several types of objectives that again lead to different types of advertising we can create.


The Traffic objective is designed to drive people to your website or app. With Traffic as your objective, you can create ads that:

  • Send people to a destination such as a website, app or Messenger conversation (website clicks)

  • Increase the number of people going to your mobile or desktop app (App Engagement)

When you create an ad with the Traffic objective, you can:

  • Select where you want to drive traffic: You can select either Website or App to send people to your website or app.

  • Target people who have previously installed your app: You can target people who have previously installed your app in the Audience section of ad creation.


With engagement objective we want to Get more Page likes, event responses, or post reacts, comments or shares.

The system will ask us which of the metrics mentioned above we want to maximise and then it will select the type of ads that suits the objectives.

Moreover it will expose the ad to those people who are more prone to engage with our ads (again the FB system has learned about its users’ behaviours and has its own financial incentive in making people click on the ad)


Show your ad to people who are most likely to download and engage with your app

App ads allow you to promote your app across Facebook, Instagram and Audience Network

Video Views

Show people video ads.

The Video Views objective optimises to get the most plays of your video ad. Show your ads to the audience who are most likely to watch your ad for at least 2 continuous seconds, 15 seconds or longer.


With lead generation we can engineer ads to collect leads for our business or brand.

This is the type of ad where we ask people to share some details (an email address, a telephone number) so we can connect with them for a more in depth conversation

It is the format that allows you to create a form attached to the ad and thorough this collect relevant data


Wit this objective, we show people ads that allow them to engage with you on Messenger, WhatsApp or Instagram Direct.

Continuing to follow the consumer journey we look at the conversion stage

3. Conversion

Here we have several types of objectives


Show your ads to people who are most likely to take valuable actions, such as making a purchase or adding payment info, on your website, app or in Messenger

This is useful when we want to Encourage people to take a specific action on your business's site, such as having them to add items to a cart, download your app, register for your site, or make a purchase.

Catalogue sales

Use your target audience to show people ads with items from your catalogue.

This is when you have an actual online store and you want to Show products to generate sales. Several types of dynamic ads can be created here

Store Visit

Here FB Shows our ad to people most likely to visit your physical stores when they're near them.

Here is when you have a physical store and you want to increase traffic and footfall

When you create a campaign with the Store Traffic objective, you can:

Customise your ads to pull in local information for each of your stores.

Use a store locator map card and call-to-action buttons such as Get Directions to encourage people nearby to visit the closest store.

Deliver ads to people within a set distance of each store.

In a glance

Sources: above material is mainly taken from Facebook, I will post a series of links to useful sources towards the end of the series of those blog posts.

For now if you want to learn more about Facebook ads I suggest you to study here

Hope you find those information useful, please feel free to get in touch


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