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Facebook advertising goals that you need to know

Over the last few years, Facebook has slowly added new advertising objectives as its massive user base has attracted a broader spectrum of advertisers. However, advertisers now have even more options when it comes to crafting campaigns, which might lead to uncertainty over which marketing aims to use.

This post will teach you about the 14 Facebook ad campaign targets, what they are, and when to apply them. There are also some sample commercials to get you started on your next campaign.

The 14 goals of a Facebook advertising campaign

What exactly is a campaign goal?

What you need people to do when they view your ads is your advertising campaign objective.

Setting a marketing objective is the first step in launching a new campaign. It's at the top of the campaign hierarchy.

Facebook has developed three overarching categories under which all ad objectives now fall. From the top of the funnel Awareness to the middle of the funnel Consideration to the bottom of the funnel Conversion.


Brand Awareness

Local Awareness




Engagement – sub-categories: Post Engagement, Page Likes, Event Responses & Offer Claims

App Installs

Video Views

Lead Generation



Product Catalogue Sales

Store Visits


#1 Local Awareness

Use the Local Awareness aim to reach out to people in your area.

When to use it: Because your targeting options are limited to age, gender, and radius of your business, the local awareness objective isn't very relevant.

You have two possibilities with this objective: 1) run an ad promoting your page or 2) run an ad connecting to your website. These are the same goals as a Page likes or website click campaign, however, they are less effective.

Instead of a local awareness campaign, try a website clicks or page likes campaign.

#2 Brand Awareness

Reach out to those who are more inclined to pay attention to your advertisements and raise brand awareness.

When to utilise it: For larger-scale branding efforts where no specific action is desired from the user. This goal will appeal to larger businesses that can afford to conduct solely branding initiatives. If you own a small firm, practically every other goal will be to deliver better and more meaningful results.

#3 Reach

Show your advertisement to as many people as possible.

When to utilise it: The reach objective, like the brand awareness campaign objective, is intended to show your advertising to the greatest number of people in your target audience.

What's nice about the reach target is that Facebook has implemented Frequency capping, which allows you to specify the number of days until the same individual sees your ad again.

This goal will be especially handy if you have a small audience and want everyone to see your adverts, but you'll be able to manage how frequently they view them owing to the frequency capping options.


#4 Traffic

To direct people to your website, use the Clicks to Website objective.

When to use it: When you want to direct people from Facebook to your website without requiring them to do any specific action, such as signing up for a guide or webinar. Best for promoting material, especially blog postings.

#5 Engagement – Post Engagement

To boost your post, use the Page Post Engagement aim.

When to utilise it: This is the goal for you if you currently have an organic post that is functioning above average in terms of popularity and you want to get it to the attention of more of your Facebook page following or a brand new audience.

Additionally, use the boost content objective when you have a tiny audience that demands a modest daily budget, such as £1 per day, to minimise ad frequency issues.

#6 Engagement – Page Likes

To market your Facebook Page, use the Page Likes objective.

When to utilise it: When you want to raise exposure for your company by raising the number of likes on your Facebook page.

WARNING: Page likes are a topline (vanity) statistic; if people don't ENGAGE, page likes are virtually worthless; content-based boost posts and website hit campaigns are a superior way to generate awareness.

#7 Engagement – Event Responses

Event ad

Use this goal to increase the number of people who view and respond to your event.

When to use it: You can only use this aim to promote Facebook-created events. Few businesses still utilise Facebook events, but if you are one of the few who do, this will help you get your event in front of more people.

If you conduct events through software other than Facebook, such as your website or Eventbrite, you should set a conversion campaign goal.

#8 Engagement – Offer Claims

To promote your offer, use the Offer Claims goal.

When to use it: As with the event aim, this only applies to Facebook offer postings. We discovered that straight offer campaigns perform even worse website click or conversion efforts after running both offer and website click/conversion strategies for clients. If you're conducting a special offer on Facebook, stick to website clicks or engagement tactics.

#9 App Installs

To attract people to install your app, use the App Installs goal.

When to use it: The first 72 hours after launching an app are essential, and you want as many downloads as possible to boost your app store rating. An app installations campaign is a terrific method to get your downloads started.

#10 Video Views

To get people to see your video, use the Video Views objective.

When to use it: People adore video material, which is why Facebook receives more than 8 billion video views per day. It's no wonder, then, those video views are now a marketing goal.

Use the video goal if you have an amazing video you'd like to share with the world. Because it is a new objective, the cost per view is incredibly cheap.

#11 Lead Generation

Create a form to collect information from people, such as newsletter sign-ups, price estimates, and follow-up calls, using this goal.

When to utilise it: Lead advertising makes the mobile signup process easier. When someone clicks on your lead ad, a form opens with the person's contact information, such as their name and email address, automatically populated.

Filling out the form with the contact information that users share with Facebook is as simple as two taps: one click on the ad to launch the form and another to submit the autofilled form.

The problem is that people do not keep their email addresses up to date from when they originally joined Facebook. As a result, the post-signup response rate is lower than when conversion efforts are directed to a specific landing page where content is not automatically supplied.

Lead advertising also doesn't allow you to provide as much detail about your offer as a customised landing page would. As a result, a conversion campaign will produce greater results for signups that require a higher cognitive commitment from someone, such as a planning session, phone call, etc.


#12 Conversions

Use the Website Conversions goal to increase conversions on your website.

When to utilise it: When you want to push users from Facebook to your website to accomplish something specific, such as signing up for a webinar, downloading a guide, or buying a product.

#13 Product Catalogue Sales

Create advertisements that display products from your product catalogue based on your target audience.

When to use it: If you run an online marketplace and want to show branded service remarketing advertising to someone after they have visited that product on your website, this is the tool to utilise.

#14 Store Visits

People in the area should be informed about multiple business locations.

When to utilise it: It is comparable to the reach of people associated with your business target, but it is most effective when you have various business locations.

You can utilise the Store Visits goal to create dynamic marketing campaigns that are tailored to each location.

To summarize, the 14 Facebook advertising goals are as follows:

  1. Brand Awareness

  2. Local Awareness

  3. Reach

  4. Traffic

  5. Engagement – Post Engagement

  6. Engagement – Page Likes

  7. Engagement – Event Responses

  8. Engagement – Offer Claims

  9. App Installs

  10. Video Views

  11. Lead Generation

  12. Conversions

  13. Product Catalogue Sales

  14. Store Visits

Website clicks, conversions, post engagement, and video views are the four main advertising objectives we employ for the bulk of our clients, where we generate new leads and sales for them. Contact DigitalxMarketing today if you are ready to take your Facebook advertising campaign to the next level.

DigitalxMarketing Ltd has its head office in Wellington NZ with its support and resource centre based in the Philippines. DigitalxMarketing implements the latest digital strategies, tactics, tools, platforms and technologies to deliver integrated digital marketing services so your digital footprint can be found online.

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