Facebook Ad Campaign Objectives Explained 2023 [Which Meta Ad Objective Should You Use]
What are Meta Ads Objective
When we create a campaign for Facebook ads, we have to choose a campaign objective from Reach, Brand Awareness, App Install, Video Views, Traffic, Engagement, Messages, Lead Generation, Conversion, Catalogue Sales, and Store Traffic Facebook Ads campaign goals.
As a beginner, if you do not know, what these different fb ads objectives are, how they work, and when to use them. You can not run a successful campaign. So, if you want more sales, leads, ROI, and outcomes from your ads campaign then you have to understand deeply these different campaign objectives and machine learning algorithms that work behind them.
As these algorithms run by a machine, they will give you output based on input. So, If you want better results and want that these algorithms work for you. Then you must have to feed these machines the right data. In this post, I will try to explain to you about these Facebook ad objectives work and which one to use.
Facebook Ads Objective List
According to recent changes, a list of Facebook ads objective is given below:
Awareness
In the Awareness objective, Facebook shows your ads to those who are most likely interested in your product or service and will remember it. So, if you have launched a new business and want to increase its awareness by reaching a wide range of audience then this Facebook objective is best for you.
In the Awareness objective, you can optimize it for Rach, Impression, Ad recall lifting, Thru Play, and 2-Second Continous Videos Views.
Remember that Optimisation for ad delivery is available at Ad Set Level.
Traffic
In a Traffic campaign, Facebook shows your ad to people who are most likely to click on your ad link. Now you are wondering how Facebook knows these people click links more likely. It is because Facebook tracks every single activity a person does on Facebook and based on that data Facebook creates a profile of that person and ad his/her to a segment of people who click links very often and view the landing page only without taking any action.
You can use traffic objects to increase traffic to your website, blog, Facebook event, app, messenger and Whatsapp, or Facebook shop.
You can optimize the traffic ad campaign for Link Clicks, Impressions, and Daily unique reach ads delivery at the ad set level.
Engagement
In an engagement campaign, Facebook will show your ads to those who are more likely to engage with your ads in form of more likes, comments, shares, video views, and messages. Remember this when I talk about ads I mean to say the product or service you are promoting.
You can use engagement campaign objectives if you want page likes, post likes, video likes, Facebook event responses and maybe get some messages who are interested in your product or service.
You can optimize the engagement campaign objective for Thru Play and 2-second video view ads delivery at the ad set level in the case of the video ad.
Leads
In the Lead campaign objective, Facebook shows your ads to those who are most likely to start a conversion with you and are interested in your product and service. As I mentioned earlier Facebook makes our profiles based on our activities on Facebook and then shows us ads that are most relevant to our interests and behavior. Keep attention I am using here our behavior which means if you only click ads and do not complete any action or conversion. Then you are an ad clicker according to Facebook and in this case, Facebook shows you an ad where delivery optimization will be Link Clinks. I am assuming that you are understanding that I am trying to stay.
Now, you can optimize metalheads campaigns for Conversion, Landing Page Views, Impressions, Link Clicks, and Daily Unique View ad delivery which is available at the ad set level.
One last thing which I forgot to mention here is that you can generate leads through websites, instant form, messenger, WhatsApp, call, and apps by using lead ads.
App Promotion
App Promotion Campaign Objective is best for you if you want to promote your app install, in-app purchase, or different events. If you are an app publisher or app developer you can easily promote your app and get more installs through Facebook ds.
You can optimize your Facebook app promotion campaign for In-app high purchase value events, other events, app install, or links click ads delivery which is at the ad set level.
Sales
In the Meta, Sales Campaign Objective Facebook show your ad to people who are active purchaser, who will most likely purchase from you. You can use this objective if you want to increase sales of your physical and digital products. This campaign is mostly used for e-commerce stores and website purchases. If you are an e-commerce store you can also use product catalogs to automatically target the interested audience.
You can optimize meta sales campaigns for Conversions, Landing Page Views, Link Clicks, Impressions, and Daily Unique Reach ad delivery which is available at the ad set level.
So, In the end, I want to say that if your marketing goal is brand awareness then use a Meta awareness campaign objective, If it is page likes, post likes, video likes, comments, share, or video views then use an engagement campaign, if it is getting more leads, messages, inquires then use meta lead campaign objective, if it is app promotion then use app promotion campaign, if it is sales of a physical product or digital product through the website then use meta sales objective.
That was all about Meta campaign objectives, what they are, how they work, and when to use them.
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