Types of campaign objective & definitions

The first step to building an ad campaign in Ads Manager is to determine the Campaign Objective. There are many campaign objectives to choose from and some of them sound the same.
In this blog post, I am going to list the different campaign objectives and define them. After reading this, you’ll understand which campaign objective is the right fit for the ads you’re about to run!

Lets dive in!

To start, there are 3 categories of campaign objectives and 11 different campaign objectives:

Awareness: This is exactly what it sounds like – making people aware of your business and the value you bring. These campaign objectives are mainly geared toward people that have never heard of your brand. 

• Brand Awareness: Again, this is straightforward. The goal of a brand awareness campaign is to make people        aware of your brand, what you have to offer, and the value you bring. 
• Reach: Similar to brand awareness, the point of reach is to reach as many people as possible, but not just        anyone – people within your target audience. 

Consideration: Now that people are aware of what your business has to offer, it’s time to get them to consider your offer.

• Traffic: In this case, traffic is referring to web traffic. The goal is to get people to click the link and view your        website, landing page, blog, products, whatever it may be that you’re trying to sell. 
• Engagement: Just as it sounds. Engagement – likes, comments, and shares.
• App Installs: Yup, you guessed it… App installs!
• Video Views: Again, you guessed it. This campaign objective is geared towards getting views on your videos.        These videos can be a range of things – introductions, explanation of your product/service, your        product/service in action, etc. 
• Lead Generation: The purpose of this campaign is to gather leads for your business. Leads in this case is        specifically referring to those that give you their email address in return of something, such as a freebie, lead        magnet, webinar, newsletter, coupon code, etc. 
• Messages: If your goal is to get your target audience to interact with you direct, this is a great campaign        objective. The goal of this campaign is for people to message you on one of these platforms: Facebook        Messenger, Instagram Direct Messages, and WhatsApp. 

Conversions: Your audience is aware of what you have to offer, they have considered it, but they haven’t taken the next step, yet…

• Conversions: This is where you want someone to take a specific action. Depending on your business, a        conversion can mean different things, for example: book a call, add to cart, download app, register for webinar,        make a purchase, etc.
• Catalog Sales: Catalog sales is referring to ecommerce specifically. These ads are optimized to show your        online store’s catalog with the goal of selling products. 
• Store Traffic: I know what you’re thinking and YES brick-and-mortar businesses can absolutely benefit from        Facebook and Instagram ads, just like online businesses. The goal here is exactly what it says, drive traffic to        your physical store. 

Now that you understand the different campaign objectives, I want to explain the importance of selecting the correct campaign objective. If your goal is to make a sale (Conversion: Purchase), then running a Reach or Engagement campaign is not the correct objective.

Wondering which campaign objective is right for you or if you existing campaigns are set up correctly? I’m currently offering my 1-hour consultations for FREE. During this 1-hour we will review your goals, any existing campaigns, and I’ll provide areas of opportunity. Schedule your time using this link.