What Facebook Ad Objective should I use?

Assuming you have set up a Facebook page and created a Business Ad Account on Business Manager, we can now go through how to actually set up the ad. When you select a Facebook ad objective, Facebook will optimise towards achieving that particular objective.

As you can see, there are 3 main category objectives; Awareness, Consideration & Conversion. Under Awareness you have Brand Awareness and Reach. Below is more information on what the different objectives are used for so you can see if it is the right fit for your campaign.

Types of Facebook Ad Objective


Brand Awareness

For new companies, Brand Awareness is a very effective campaign objective to run. This objective will help generate interest in your product or brand. For more established companies Reach may be a more effective objective to run. However, even bigger brands can use this objective if they are launching a New exciting product or service to help spark awareness.


For this objective, Facebook will help you get your ad seen by as many users as possible within your selected target audience. Your ad will be optimised to Reach as many of the target audience as it can within the budget. It is a good strategy for bigger or better-established brands to run this objective at the start of a campaign. This could also be run coinciding with Traffic and/or Conversions campaigns to generate both awareness and Sales.



With this objective, Facebook will essentially optimise your ads towards people that are more likely to click on your ads. The ads also are clickable and will drive the customer directly to a Landing Page of your choosing. Within this objective, you can then optimise towards, Link clicks, landing page views, impressions, and daily unique reach. For new brands, I always advise to start off the campaign optimising towards Link Clicks. Then after several days optimise towards landing page views. The reason for this is because Facebook will generate data and learn information from people who clicked the links and so will become smarter when optimising to landing page views after several days.

Video Views

If your objective is to get as many people as possible to watch your video, then you can use this objective to help achieve this. One effective strategy is to run video view objectives at the start of a campaign and then run a retargeting campaign based of people who have viewed your ad. You won’t achieve a high CTR (Link Click Rate) from this, however; you should be able to drive a strong view rate providing you have a strong creative.


This will help create a real buzz around your ad, getting lots of likes, shares, etc. Typically, however, it doesn’t drive that much traffic to your site. One really good strategy is to run an engagement ad for several days to generate lots of engagements; likes, shares, comments, etc and then duplicate the ad and run a traffic ad. This way, when you run a traffic ad you will have all of the social engagement transferred over. Under this objective, you can also run Page Likes campaigns to give your brand more social proof.


This objective helps to drive conversions on your site. This could be registration sign-ups, landing page views, add to basket or sales. However, I believe (from running many ads) that you should not use this objective if you are only starting off. The reason is that you need to ensure that your website is easy for customers to navigate through. Typically, this objective is more expensive to drive results even clicks to your site. However, if you have tested lots of traffic ads that are driving quality visits to your site, then you know your site is well set up and then you can start to delve into conversion ads. Also, if you don’t have big budgets to use then you can always start your campaign with a traffic objective to help drive results. Then you can change to Landing Page Views or Sales to help drive more upper-funnel conversions.

Still unsure which objective to run?

If you are still not sure which campaign objective to run you can have a look at Facebook’s definitions here. If you want my help on which Facebook objective you should use, you can just contact me. I have much experience running all types of Facebook ad campaign objectives and will be able to advise you.

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