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Which Facebook Ad Type is Best for My Social Goals?

Implementing Facebook Advertising into your social media strategy is a great way to raise brand awareness, increase engagement and drive conversions.

However, if you’re a Facebook Ads newbie, the platform can appear daunting. Where do you even start? Well, the first thing you must consider before you can actually start setting up your ad is what you want to achieve from your overall campaign, ie. your objective.

Luckily for you, Facebook has divided their objectives into three categories which correlate with the buyer’s journey; Awareness, Consideration and Conversion.

The objective you choose will mean your ads are optimised in order to reach that goal. It’s essential that you pick the right objective from the get-go because you can’t change it after you’ve set your ads up.

For example, if you wanted to increase product sales and choose the ‘Traffic’ objective, you would be able to see how many people are clicking through to your website. However, you might have to look at your website analytics to actually see how many people have converted, with no real way of knowing if they’ve been inclined to purchase because of your Facebook Ad. In this instance, it would be beneficial to set up Facebook Pixel and use the objective ‘Conversion’ to see how many sales have specifically been generated from your ad campaign.

Now let’s look into each objective to see how it can meet your business goals:


Brand Awareness

This objective is all about promoting your ad to people who are more likely to take notice of it and increase brand awareness for your business.


Choose the Reach objective if you want to maximise the number of people who see your ads, either by reach or impressions. With this objective, you can also set frequency controls so that you can manage how many times someone sees your ad and how long before they will see it again -  a great feature to avoid ad fatigue.



The Traffic objective is perfect if you want to drive traffic to an external link such as your website or app.


Engagement is typically the objective you will choose if you want to get people to interact with your Facebook page or post. As well as post engagement and page likes, you can encourage people to claim offers and respond to your events.

App Installs

This objective is what it says on the tin. If you have a new app that you want to promote or you want to push more people to download your existing app, then choose the ‘App Installs’ objective.

However, you will need to ensure that your app is registered on the Facebook for Developers site and integrate the Facebook SDK and add app events to optimise for installs - something your developer can easily look into for you.

Video Views

When you optimise for ‘Video Views’, Facebook will show your video ad to the right audience in order to get the most video views of ten or more seconds at the lowest cost.

Lead Generation

If you have an existing CRM and want to gain new contacts, then the ‘Lead Generation’ objective is a great way to reach new potential customers.

Your business can run a campaign in which users must fill in a form with their contact information in order to get something in a return such as a free download, newsletter sign-up or a follow-up call.



Use the ‘Conversions’ objective to track specific actions on your website or app. You will need to have the Facebook Pixel set up on your website, as well as App Events for your app.

Product Catalogue Sales

If you have an e-commerce store, you might have set up a Facebook catalogue to advertise your product. You can then create a collection ad using the “Product Catalogue Sales’ objective in order to show products to your target audience.

Store Visits

Have multiple shops in different locations? You can optimise for ‘Store Visits’ in which dynamic ads will show when a customer is nearby your shop, encouraging them to give you a visit. You may want to use offline conversions to be able to track how many purchases are made in your store as a result of your Facebook ads.

A clearly defined marketing objective is the first step to setting up a successful Facebook Advertising campaign that will get results.

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