Facebook ads are a perfect tool for getting the message out to the 2.5 billion monthly users on this platform. With such a broad audience you can understand why marketers find the site attractive. To be precise, it has over 7 million advertisers. To succeed and optimize your ROI, start with why you want to use Facebook ads and what you plan to achieve with them. After all, the first thing Facebook would ask you about when you go to create an ad is your campaign goal. The purpose of your Facebook campaign — meaning the action you want people to take after seeing your ad — is one way that the platform decides who should be seeing your ad. With so many choices, it can feel a little daunting to think about deciding which goal is best for you, but do not worry – we’ll break them down below.

A) Awareness Campaign Objective

Awareness campaigns are the ones, which help generate interest in your product or service.

Brand Awareness

As you may have guessed, these advertisements help to raise awareness of your company amongst people. This could be a perfect choice if you’re trying to bring your brand to new audiences. That’s because Facebook shows these ads to the audience, who are more likely to pay attention to it and remember. Bear in mind that these advertisements concentrate primarily on making people aware of your brand, so you shouldn’t expect substantial interaction or click-throughs. They will also help you create brand awareness and pique your target audience’s interest. Use these advertisements to keep customers aware of your brand and able to remember it, and show what makes your company and product/service special.


Facebook reach advertisements are shown to as many people as possible in your target demographic while remaining within your budget constraints. You can even specify the place you want your audience to be in, so the ad reaches only people near your company. An additional advantage is the ability to choose the duration of these advertisements, which indicates how many times the ad will be seen by others. The technique, on the one hand, maximizes the number of people who see your ad. On the other, it does not take into account the probability that the user will pay attention to the ad. In other words, you could end up paying for your ad to be shown to members of the audience who prefer to scroll past any sort of advertising on the website.

B) Consideration Campaign Objectives

Consideration objectives inspire people to think about the company and learn more.


Its purpose is to send people from Facebook to a specific URL that you choose, including the homepage of your website, app, event page, etc. Facebook does this by showing your ads to people who are likely to click on it based on their past actions. By getting more visitors to your featured destination, you can increase a user’s probability of taking positive action on your landing page. 


The platform also displays engagement ads based on experience to those that it predicts would interact with your advertising in the form of likes, reactions, comments, and shares. Engagement ads are of three types: page likes, event responses, and post-interaction. Post engagement and page likes will improve awareness for the respective ad and Facebook business page. Event response engagement ads are a creative way to market your event to maximize attendance and excite people.

App Installs

This helps push downloads of mobile apps by bringing users directly to the App Store or Google Play store to download your software. Facebook presents these advertisements to members of your target audience who have already downloaded apps from Facebook to improve their chances of downloading your product.

Video Views

Facebook can send advertising to your target audience to have as many views as possible. These ads can be a powerful way to tell a story about your brand or to show off your service in an entertaining and consumable way. After all, a survey from HubSpot found that over 50 % of customers want to see brand video content. What’s important about video view advertising is their ability to help you retarget people who viewed your video ad. 

Lead Generation

Lead generation ads are a perfect way to add lead magnets and gather leads while allowing users to remain on Facebook. Users send their personal information in return for an offer, such as an email newsletter or workbook, created by your company. The user’s willingness to stay on Facebook is a big benefit for this type of ad. This makes filling out the ad form simple for the customer, while never leaving the website or straying too far. Facebook can also fill out these forms automatically by pulling contact information from the account details of the user, so all they need to do is press “Submit.”


With this objective, viewers can use Facebook Messenger to directly message your business. This is an efficient way to communicate with users directly to create more interest in your company. Engaging your audience via Messenger helps you to connect with your audience versus speaking to them. Take advantage of your interactions as an opportunity to answer any questions, give customer service, create relationships with your audience, generate leads, and drive sales. Messenger is a perfect way to show your customers that there is a human being on the other hand, willing to help.

Here, you must be able to reply quickly and efficiently once the messages come in. If you are not receptive to their inquiries, prospective customers can lose interest.

C) Conversion of Facebook Campaign Objectives

This campaign objective, nudge the audience to buy or use your product or service.


The conversion ads aim to persuade the audience to take beneficial actions on your website or app, such as registering for an event, adding an item to their cart, or purchasing something. These advertisements are most effective when they are delivered to customers who are already acquainted with your product. For example – those who have been through the stages of recognition and consideration and need that extra motivation to convert. 

Catalog Sales

The catalog sales advertisement is made with a holistic view of eCommerce stores in mind. Instead of promoting a single product or service, advertisements will show relevant products from your store to people who have shown interest in them before. Facebook can recognize this behavior through its pixel based on its understanding of your offers and the user. These ads require you to integrate your product catalog with Facebook so that the platform can pull a range from your store and adapt it based on different factors, such as your new arrivals, to the audience members as necessary.

Store Traffic

The store traffic target is ideal for physically located businesses as the aim is to eliminate the digital barrier and get in-person foot traffic into your shop. The advertisements are targeted to customers who are physically close to your store, so they are more likely to visit. It is important to note these advertisements advertise only based on location, which means the demographics of the viewer will not be taken into account. There are two requirements to deal with store traffic advertising. As an advertiser, you must ensure that all your business locations are correctly entered in the Business Manager. The location services must be activated for the customer so that Facebook knows when to display the ad.

Now, when you log into Facebook Ads Manager, you would be having a better idea of what all the goals of the campaign mean.