Facebook ads are a great tool for getting your message across to the platform's 2.5 billion monthly users. With such a large audience, you can understand why the platform is attractive to advertisers. Over 7 million advertisers to be precise.

To be successful and maximize your return on investment (ROI) with so many viewers and competitors, start with why you want to use Facebook Ads and what you want to achieve with them. After all, your campaign goal is the first thing Facebook asks you for when you create an ad.

Your Facebook campaign goal – the action you want someone to take after they see your ad – is one way that the platform determines who to show your ad to.

Within the Facebook Ads Manager there are 11 goals that span the three overarching categories of the buyer's journey: Awareness, Consideration, and Conversions.

Facebook ad target


With so many options, the thought of which destination is best for you might be a little overwhelming, but don't sweat – we'll break them down below.

Check out HubSpot's free course on Facebook Ads Training: How to Build Great Ads and Audiences

Awareness of the Facebook campaign goals

Awareness goals help generate interest in your product or service.

1. Brand awareness

As you might have guessed, these ads will help increase people's awareness of your business. If you're looking to introduce your brand to a new audience, this can be a great option. This is because Facebook shows these ads to members of your target audience who are more likely to pay attention to the ads and get them back.

Facebook predicts recallability by asking users if they remember seeing an ad and analyzing their previous behavior and interactions with ads.

Note that the only focus of these ads is on getting people to see your brand. So you shouldn't expect any significant engagements or click-throughs. However, they will help you build brand awareness and spark interest in your target audience.

Use these ads to get consumers noticed and remembered about your brand as well as highlighting what makes your business and product / service unique.

TLDR: Choose this ad to increase the chances of your target audience recognizing and calling back your brand and the features that set them apart from the competition.

2. Reach

Facebook Reach ads will be shown to as many people in your target audience as possible while staying within your budget constraints. You can even specify where you want your audience to be so that the ad only reaches people close to your business. An added bonus is the ability to determine the frequency of these ads, i.e. how often someone sees the ad.

On the one hand, this strategy will maximize the number of people who will see your ad. On the other hand, Facebook doesn't take into account the likelihood that the user will pay attention to the ad. That means you may have to pay to have your ad served to audiences who have a tendency to scroll through any form of advertisement on the platform.

TLDR: Choose this ad to get your business message out to as many of your audience members as possible, even if it means trying to reach those who usually ignore ads. This goal can work well for local businesses.

Consideration of the Facebook campaign goals

Thoughtful goals encourage the audience to think about and learn more about your company.

3. Transport

The traffic destination aims to send people from Facebook to any url of your choice, e.g. B. your website home page, online storefront, app, events page, etc.

To do this, Facebook shows your ads to users who are likely to click based on their previous behavior on the platform (short message: Facebook knows a lot about its users). By bringing more visitors to your chosen destination, you increase the likelihood that a user will take beneficial actions on your landing page.

Note that Facebook with the traffic destination is only responsible for collecting clicks and does not measure any action (s) – or lack thereof – that a user takes after leaving the platform.

TLDR: Choose this ad to direct viewers to a new URL destination so they can learn more about what you are offering or promoting.

4. Commitment

Based on past behavior, the platform will show engagement ads to those they predict will interact with your ads in the form of likes, reactions, comments, and approvals. There are 3 types of engagement ads: Post engagement, page likes, and event responses.

Post engagement and page likes increase engagement for your ad or Facebook company page. Event Responses Engagement Ads are a unique way to promote your event to drive traffic and keep people excited.

Engagement ads use social evidence to determine where people are more likely to pay attention and be interested in an ad after seeing how others interact with it.

Take yourself for example – would you spend more time considering an ad with 473 likes or an ad with 14 likes? I will take the former please.

When others are engaging with your ads, their activity will also be shared with their Facebook friends, which will reach even more people. Your validation will help your word of mouth marketing online.

TLDR: Choose this ad to build brand credibility through likes, comments, and approvals, and to improve how you interact with your business on Facebook.

5. App installed

This goal helps with mobile app installation by directing users to the App Store or Google Play Store to download your app. Facebook shows these ads to members of your target audience who have previously downloaded apps from ads to increase the likelihood of app installation.

TLDR: Choose App Installed Ads to increase app downloads for your business.

6. Video views

Facebook will send ads for video views to your target audience to get as many views as possible. These ads can be a powerful way to tell your brand story or show your service in an engaging and consumable material. After all, a HubSpot report found that over 50% of consumers want to see branded video content.

What is really valuable about Video View ads is their ability to help you target those who viewed your video. You can retarget people who viewed your video content to remind them of your brand and product / service in hopes of increasing brand awareness and conversions.

TLDR: Select this ad to share information about your company through video and to reach your target audience through an engaging medium. Then, realign your viewers to increase the chances of conversion.

7. Lead generation

Lead generation ads are a great way to embed lead magnets and collect leads while keeping the user on Facebook. Users submit their personal information in exchange for an offer made by your company, e.g. B. an email newsletter or workbook.

The ability for the user to stay on Facebook is a huge benefit for this type of ad. This makes it easier for the user to fill out the ad form without leaving the page or deviating too far from what he originally went to the platform for. This results in a seamless user interface and can increase conversion chances.

Facebook can even automatically fill in these forms by pulling contact information from the user's account information. So all you have to do is click "Submit".

TLDR: Choose this ad to generate leads for your business with an enticing offer. This works best when the user is already in the deliberation phase of their buyer's journey and is therefore ready to trade their information for something of value.

8. News

The Messages destination allows viewers to send your business to your business directly from the ad using Facebook Messenger.

This is an effective way to connect with users in person to generate more interest in your business. When you connect with your audience through Messenger, you can connect with your audience, not talk to them.

Use your conversations as an opportunity to answer questions, offer customer support, build a relationship with your audience, collect leads, and increase sales. Messenger is a great way to show your customers that there is someone on the other end who is ready to help them.

With these ads, it is important that you are ready to respond quickly and effectively as soon as the messages come in. Otherwise, prospects may lose interest if you don't respond to their inquiries.

TLDR: Select this ad to encourage users to contact your business on Facebook Messenger when they're ready to respond in a timely manner.

Conversion Facebook campaign goals

Conversion goals induce audiences to buy or use your product or service.

9. Conversions

The goal of conversion ads is to encourage users to take valuable action on your website or app, such as: B. to register for an event, to add an item to the shopping cart or to make a purchase.

These ads are most successful when delivered to people who are already familiar with your product – likely people who have gone through the awareness and deliberation phase and need an extra boost towards conversion.

These ads require the installation of the Facebook pixel on your website so that Facebook can optimize your campaigns. The pixel is a piece of code for your website that tracks every time a user takes action and converts via a Facebook ad. With every conversion, Facebook learns who you need to address in the ads in order to maximize conversions.

TLDR: Select this ad to increase conversion actions on your website or app. These ads should be delivered to those who are already familiar with your business.

10. Catalog sales

The catalog sales ad was created with ecommerce stores in mind. Rather than promoting a single product or service, ads with this goal will show relevant products from your business to people who have previously shown interest in them. Facebook can recognize this behavior based on its understanding of your offers and the user based on their pixels.

For these ads, you need to integrate your product catalog with Facebook so that the platform can pull selections from your store and adjust them as needed for viewers based on various factors such as: B. Your newcomers.

Catalog sales ads are also more specific than conversion ads because the end goal is to generate sales, while the goal of conversion ads can differ from increasing registration or adding billing information.

TLDR: Choose this ad if you prefer Facebook. Use the machine learning predictions to choose which products from your catalog will be most relevant to your audience to drive sales.

11. Save traffic

The business travel destination is perfect for businesses with physical locations as the goal is to remove the digital barrier and bring personal pedestrian traffic into your business.

The ads are served to people who are physically close to your business so they are more likely to be visited. It is important to mention these ads based on location only. This means that the demographic data of the target group is not taken into account.

There are two requirements for in-store ads to work. As an advertiser, you need to ensure that all of your business locations have been properly entered into Business Manager. The consumer must have their location services activated so that Facebook knows when to show the ad.

With those stars aligned, you can track your store visits anywhere in the ad.

TLDR: Choose this display if your company has stationary locations and you want to increase the number of store visits.

If you sign up for Facebook Ads Manager now, you should have a better idea of ​​what all of the campaign goals mean. When you're ready to roll up your sleeves, we can step by step guide you through creating Facebook Ads.

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