When you’re ready to create an ad, the first thing you’ll be asked to do is set your objective. An objective tells Facebook what you are hoping to achieve with your ad such as whether you want to drive likes, comments and shares, or drive traffic to your website.
​
Getting your objective right is crucial so Facebook understands what your aim is for your advertising and can help deliver your ads to the right people. Facebook knows a lot about its 2.4 billion worldwide users across Instagram and Facebook. They have information about their users such as gender, age and location as well as a strong understanding of their interests and the likelihood they will behave in a certain way online. Creepy eh?
​

There are 11 different types of Facebook Ad objectives but here we keep it simple. Here’s a breakdown of the types you might want to use when you’re getting started. Awareness Ads. Facebook shows your advert to as many people as possible. The ‘Reach’ objective can be useful for a small business targeting a specific local area.

Consideration Ads. Facebook shows your ad to those people most likely to take the action you want. The ‘Traffic’ objective means Facebook will show your ads to the people most likely to click through to your website. Using the ‘Engagement’ option means Facebook will show your ads to those people most inclined to like, comment or share your post. This is a great way of growing your Facebook page.

Conversion Ads. Facebook shows your ad to those people most likely to actually convert into a sale or a lead for your business.

Choose the objective that is aligned with what you want to achieve.
​
​Want to learn more about advertising objectives? Watch our video tutorial.
​