Digital Marketing

Facebook Marketing Objectives (When to Use Each One)

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July 28, 2020
Are you wondering about which marketing objective you should use for your Facebook campaign? It is important to know how and when to use the different ones in order to get the results you are looking for. In this blog post, you will learn about the 11 different objectives, and when it is best to use each one.

Awareness (category)

When you want to increase awareness around your brand or reach as many potential new costumes as possible you will be using the category "Awareness".

Brand Awareness

When you use Brand awareness Facebook will show the ad to the people that are most likely to show interest to your ad.

This type of ad is best when you are reaching out to a completely cold audience to serve as the initial touchpoint between your brand and your future customers!


The marketing objective Reach is similar to brand awareness, but when you use Reach you want to show your ad to as MANY people as possible, you can also limit the frequency your ads are shown to a single person.

Reach is a great way to show your ad and spread your message in front of a targeted audience at a cheaper price.

The common mistake advertisers make is to always use the more expensive conversion marketing objective if they want sales. You can use Reach to get in front of very defined audiences (such as purchasers) for much cheaper than using conversion campaigns with the same results.

Consideration (category)

The category consideration is mainly used for driving initial engagement and traffic when you don’t have any social proof or pixel data.


The marketing objective Traffic is probably the most important method of advertising. When you use the traffic objective you can drive traffic anywhere. For example, if you want to bring more costumes to your online store, your landing page, your affiliate link, etc. the possibilities are endless!


This marketing objective is important to social proof, such as likes, comments, and shares on your ad. When you use the engagement objective you want to get as much social proof as possible. This objective is also often used to create engagement on Facebook and Instagram posts, for example on giveaways.

App Installs

This advertising type is important for advertising specifically to people who have proven through their recorded Facebook behavior that they are MOST likely to download a mobile app via their FB feed.

Video Views

The Video views marketing objective is a really important and powerful objective. 

  • 100 million hours of video are watched per day on Facebook.
  • Social video generates 1,200% more shares than text and image combined!
  • Video ads have an average CTR (click-through rate) of1.84% - the highest of any ad type!

When you create a video ad, it is important to have subtitles on your videos. 90% of video ads are viewed on mute, so if you don’t have well-made subtitles for your video ads, you will lose potential customers.

Video ads also offer a really good opportunity to create custom audiences. You can create custom audiences of people who viewed 25%, 50%, 75% of your video. This means that you can retarget the people that have shown interest in your content. 

Here are the best types of the video ads:

  • Short videos (snippets) - 0-30seconds 
  • Traditional style ad - 0:30-2:00
  • Long videos (edutainment) - 2:00-6:00 
  • General content guidelines


The Three Parts of an AWESOME Video Ad on Facebook

  1. The HOOK - First 3-7 seconds of the video: This is the most important variable of the video, it would be good to split test and figure out how to attract the attention.
  2. The Meat - Your Video Must Educate, Entertain & Demonstrate!
  3. The Call To Action - Tell the viewers what they need to be doing, whether it's viewing your training or buying your product


Lead Generation

Lead generation ads are perfect for people who want to collect emails and build up an email list of your customers. When you use this marketing objective you want to give some value for them to give away their email. 


There are two main types of messenger ads, ‘Click to Messenger’, and ‘Sponsored message’.  

Using messages is a really good opportunity because most of the time, people are only one question away from making a purchase. When you are using ‘Click to Messenger’ you can open a dialogue with your prospective customers which allows you to answer that last question they have before making the purchase!

With ‘Sponsored messages’ you can send messages to existing conversations!

Conversion (category)

Conversions are the most expensive type of marketing objective because when you choose the conversion ad type Facebook is showing your ad to people that are MOST likely to buy your product or service (or convert) so you pay a higher price to put your ads in front of people who’ve proven through their Facebook browsing history to convert on offers.


Conversion campaigns work by leveraging Facebook’s unbelievable amount of data in your favor.

When you create a Conversion campaign you tell Facebook to go out and find other people who share as many similarities as possible to the people who have done some conversion event related to your business. 

Facebook says you need 15 - 25 conversions a day for the conversion pixel to be properly seasoned to leverage Facebook's data & accurately find similar people who will also convert.

Catalog Sales

The catalog sales marketing objective is one of the few ‘set and forget’ ad types, and is probably the single most important ad type for online stores. Catalog sales allow you to use a type of ad called a Dynamic Product Ad (DPA). DPA’s are an effective and simple solution for people who have a lot of products in their stores.

DPA’s allow you to dynamically retarget people who view your products. For example, let’s say someone was browsing your store and viewed one of your t-shirts and with no action on your part (after setting up DPA’s), Facebook would immediately show that same product as an ad on that user’s Facebook feed! And when you have tens or hundreds of products this becomes extremely useful!

Store Visits

Store visits are an ad type for people who run offline physical businesses with multiple locations.

This is good to drive more foot traffic to your store, this is one of the least used marketing objectives.

Kristoffer Johnsrud

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