There are 3 key objectives to be satisfied with Facebook advertising towards any campaign. The objective is the primary decision to make when creating any new Facebook advertising campaign. Under the objective, you will be given 3 categories of options when selecting Facebook ads objective. Facebook advertising objectives are what you want people to do when they see your ad.

The key objectives you can be satisfied with your Facebook ads are.

  • Awareness
  • Consideration
  • Conversion



Awareness Objectives

In your sales funnel, awareness is on top. It introduces people to what you are offering. In setting up your Facebook advertising, you have two options on this category. They are.

  • Brand awareness
  • Reach

Brand Awareness: If you need to introduce your brand to new customers or improve awareness to users already familiar with you, this will be the right objective choice for you. It will make more people aware of what you do but not if you want click-through, customer engagement or purchases with your product and services.

Reach:  It is a great campaign objective to reach a maximum number of target audience over a short period. If your objective is to push your message far and wide without any need to optimize your ads for any other specific actions other than people to view your ad, this will be the right one for you.  It is good for getting the maximum amount of impressions on your ad and it’s great for niche industries and localised businesses to increase awareness in their geographical area.



Consideration Objectives

Consideration campaign objectives aimed to drive people to your website for the desired action from your target audience. Under this category lies six sub-categories namely;

  • Traffic
  • Engagement
  • App Installs
  • Video Views
  • Lead Generation
  • Messages

Traffic: Traffic campaign objective satisfied your goal of driving traffic from Facebook to your landing page, blog post, podcast etc. You stand a great chance of Facebook showing your ad to people within your target audience most likely to click on your link.

Engagement: Engagement objective will succeed in showing your ad to your target audience that is most likely to engage with your campaign. It is perfect for generating likes, comments and shares, events responses and offer claims on a campaign.

App Installs: This objective is the right one to drive your target audience to download your app.

Video Views: This objective is perfect for promoting a video or to get more people to view your video.

Lead Generation: This objective is applied to collect information such as name, address, phone number, email etc. from your prospects for further follow-up. Unlike the other campaign objectives that drive people from Facebook to your website, this objective collects data from your prospects within Facebook.

Messages: The goal of this objective is to allow engagement between you and your prospects before converting. It allows interaction between you and your prospects via Facebook message when they click on your ads.



Conversion Objectives

Conversion objectives are used when your goal is to convert your prospects to customers. Such as sales, email newsletters sign-up, register, store visits, etc. But you will need to install Facebook Pixel on your website to track and measure conversions. Conversions has two sub-categories and they are.

  • Catalogue Sales
  • Store Visits

Catalogues Sales: This objective is used by advertisers for eCommerce store promotion of products from product catalogues.

Store Visits: This objective is for people who have physical store and multiple business locations and wish to promote their business to target audience nearby. You will be able to reach more people around your business within a specific radius (chosen by you).


In setting up your Facebook advertising, you must first consider what you want to achieve through the process with the image of sales funnels in mind as your guide.

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