A Deep Dive Into Facebook Ad Objectives

Before you start advertising on any medium, you must be clear of three things:

  1. What do you want to achieve by running ads (i.e. objective)?
  2. What is your target audience?
  3. How should your ad look like (i.e., creative)?

Facebook helps you answer these questions by following a three-tier approach to advertising:

  • It has Campaign at the topmost level where you define your ad objective,
  • Followed by Ad Set at the second level where you define your target audience, budget & bid,
  • And Ad at the lowermost level where you define your ad creative (i.e. text and image) and placement.

In this article we will focus on the ad objective.

Note that one campaign can have multiple ad sets and one ad set can have multiple ads. The illustration below will make it clearer.

L3 Structure

Facebook Ad Objectives

Below is an exhaustive list of Ad Objectives that Facebook currently offers. We’ll go through each of these objectives in detail in subsequent articles.

Note that some of these (e.g. Local Awareness) are not available in all the countries.

Facebook Ad Objectives[box type=”info” style=”rounded” border=”full”]Facebook optimizes the delivery of your ad depending on the objective that you select. For e.g., if you select “Boost your post” as the objective, Facebook will show your ad to people who are more likely to engage with your post, thereby increasing the chance of getting high engagement on your post.

We’ll revisit this in detail when we talk about bid types.[/box]

Mapping Your Business Goals to Facebook Ad Objectives

Let’s now see how your business goals can be aligned to Facebook ad objectives.

Goal: Raise Brand Awareness

brand awarenessBy using relevant and engaging photos, videos and links, Facebook Ads can offer a powerful way to find new customers and build brand loyalty.

Facebook Ad Objectives That Can Be Used:

  • Boost your post
  • Promote your page
  • Get video views
  • Raise attendance at your event

Goal: Drive Online Sales/Visits to Website

increase online salesBy using right kind of targeting, Facebook ads can be used to bring people to your website to book an appointment, sign up for more info or make a purchase.

Facebook Ad Objectives That Can Be Used:

  • Send people to your website
  • Increase conversions on your website
  • Get people to claim your offer

Goal: Increase Footfalls to a Local Store

local awarenessBy targeting people in and around your local store and by providing incentives to them in the form of offers, Facebook can be used to increase the footfalls in your local store.

Facebook Ad Objectives That Can Be Used:


  • Local Awareness
  • Get people to claim your offer

Goal: Mobile App Installs

app installsUsing Facebook ads you can get people to install your mobile apps and games, and keep those who have already installed your app engaged.

Facebook Ad Objectives That Can Be Used:

  • Get installs of your app
  • Increase engagement in your app

That was all about Facebook Ad Objectives. We’ll cover each objective in detail in the later articles. Do share your thoughts/feedback/questions through the comment box below.

This post first appeared on my blog Creative Jugaad.

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