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choosing the right objective

by ghulammohd1 ghulammohd1

A successful Facebook ad campaign starts with the right choice of goal. Indeed, the objective chosen when creating campaigns on the Facebook Ads Manager has an impact on the types of auctions, the formats available, and the optimization of the campaign.

Thirteen different options are available to you. We will explain them to you in detail to help you choose the most suitable to create your advertisement.

As we explained in a previous article, Facebook Ads classifies its campaign objectives into three categories according to the prospect’s progress in the conversion tunnel: Awareness, Consideration and Conversions.

So let’s start by looking at brand awareness goals.

Brand awareness

The goal of this goal is to make yourself known and recognized by your prospects. Facebook will therefore seek to have your brand remembered by your target audience.

Your ads will appear to the people most likely to remember them. Facebook can conduct a survey with your target to improve the effectiveness of its distribution.

This objective does not allow you to choose a type of auction. These ads are billed at CPM (cost per thousand).

It is often associated with the video format for more efficiency. Be careful, however, if you have a small budget because the definition of the marketing objective of this set of advertising is rather vague.


This objective is used to reach the maximum of people of your target with your advertising. Facebook will therefore seek to show your advertisement in the news feed as many people as possible and as often as possible.

This is one of the only goals that allows you to determine the number of times the same internet user will see your ad. Remember to set it up if you don’t want to get your target drunk.

We recommend it to promote a physical location with a strong call to action like Call Now or Get Directions.

Now let’s take a look at the different consideration objectives.


This objective aims, as you may have guessed, to generate visits to your website (or possibly your application).

If you have a long buying cycle (so you don’t convert on the first interaction), this is the most appropriate goal.

This type of campaign will allow you to market yourself and build remarketing lists. Facebook will make sure it is delivered to the people most likely to click on your ad.

You can use several types of auctions:

  • pay per click on the link (small subtlety, however, you will not be able to choose the CPC yourself, your bid will be automatically optimized for the cheapest cost)
  • the cost per thousand impressions (the frequency of your ad showing to the same people may be high)
  • the landing page view (the optimization will be for the people most likely to browse your landing page after clicking, this option is more interesting than simple pay per click)
  • daily one-time coverage (Facebook users won’t see your ad more than once a day to reach as many people as possible)


This objective aims to boost the number of downloads of an application and promote its use.

It allows four optimization modes:

  • application installations
  • retention (Facebook identifies users who are most likely to open the app two or seven days after installation)
  • events (Facebook will target the people who are most likely to perform the action of your choice on the application)
  • the click on a link

Video views

Again, everything is in the title. Be careful, we are talking about a campaign to increase the number of views of a video, not clicks to the site and even less conversions.

Video views campaigns are useful in the consideration phase. They have the advantage of being among the cheapest Facebook ads.

If your video is creative, you will be able to get an interesting CTR. In addition to driving traffic, you will prepare users before they arrive on your site with the content of the video.

You can also create audiences from people who have seen your video.

The optimization of such a campaign can be done on:

  • the people who watch your video the most (at least 15 seconds) – ThruPlay
  • as many views as possible (at least 2 seconds of video)

The auctions are on these two aspects.

Lead generation

A lead generation campaign will allow you to collect contact information (email, phone …) to build a base on which you can work outside of social advertising.

While Facebook places these campaigns at the level of consideration, you can perfectly use them earlier in your sales funnel. However, this requires adequate content.

You have a blog and some useful and interesting content to share, this is the goal for you.

Be sure to regularly retrieve information on your new prospects by downloading the .csv file provided by Facebook or by directly coupling your CRM when possible.

Interaction with the publication

These campaigns are used to generate engagement on your publications or events. It’s the equivalent of the Boost Your Post button but with more advanced options.

Facebook shows your ad to the people who are most likely to like, comment or share your post or event (be careful, we’re not targeting conversions here).

Such a campaign can allow you to create a remarketing list inexpensively and build an identity on social media.

This type of campaign can be a prerequisite for a more classic campaign. Your ad will already have significant engagement when used for more specific purposes and will help Facebook users move forward with greater confidence in the buying process.

Here you can choose between three auction types: Interaction, Print or Cover.


This goal is only valid on Facebook (not on Instagram). You will therefore seek more fans for your Facebook page.

You can choose to optimize the number of likes, define a bid by impression or by result (likes on the page). It is also possible to set a maximum bid.

Responses to an event

If you are organizing an event for your business, you can promote it through this. You will then increase awareness and participation.

You can choose optimization for response, impressions, interactions with the post, or daily unique coverage.


Advertising with the Messages goal will allow you to entice your prospects to get in touch with you through Messenger.

If your prospects tend to ask for additional information before converting, these campaigns are for you.

When creating your ad, you have several choices:

  • create a personalized welcome message
  • use a welcome message from a template
  • use a chatbot

In your welcome message, you can direct users to an FAQ with automatic responses. 

A chatbot will allow you to collect the information necessary to refer users to the right service or the right point of sale.

Please note that this objective does not allow you to display your advertisements in Messenger.


It is one of the most used lenses in Facebook campaigns. But it is often wrong.

This goal is not made for prospects who are very high in the conversion tunnel. This campaign should be favored on an audience in the final purchasing phase (ready to convert) or for products favorable to impulse buying (most often inexpensive).

Indeed, to be effective, this type of campaign needs data to feed the algorithm. 

What you can define:

  • the conversion you want your visitors to make
  • the type of optimization: at the lowest CPA, at print, at the click of a link, at the single coverage or with a target cost – you will always be billed at the CPM – or even on the ROAS

Catalog sales

This objective can only be used by online stores that have connected their catalog to the Business Manager.

One of the main advantages of these campaigns is to use them on dynamic remarketing. But you can also run cross-selling, up-selling or prospecting campaigns.

You can choose from direct sales campaigns:

  • the product category (s) to use
  • target audience
  • the duration of the cookie, whether or not it was added to the basket, audience exclusions …

These campaigns can be optimized for conversion events (add to cart, purchase, etc.), clicks or impressions. You have the option of paying the lowest possible price or determining your target cost per conversion or ceiling bid yourself. Some accounts will even be able to optimize with the ROAS (subject to eligibility).

Point of sale traffic

To be able to use this objective in a campaign, you must have more than one point of sale.

With these advertising campaigns, you will be able to reach Facebook users located within a predefined radius of each store to entice them to visit.

You can create different ads for each location.

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