Do you have marketing goals you want to accomplish, but need help? Are you maybe dabbling in social advertising, but need help determining what direction to go?
Meta may be the option for you! Meta Advertising (formally Facebook Advertising) can help you reach new customers, scale your business, and drive real, cost-effective results for your business. Choosing the right objective for your Meta ads is key to generating results that will help you reach your business goals!
In this blog, we will review the different types of Meta Ad Objectives and how each one can help generate the results you’re looking for!
What are Meta Ad Objectives?
The first step when creating your Meta ad is selecting an objective. This will tell the platform the results you’re looking for, so they can optimize your ad in the best way possible.
There are six ad objectives: Awareness, Traffic, Engagement, Leads, App Promotion, and Sales.
How Ad Objectives Can Help you Reach your Advertising Goals
Awareness Objective
Reach a broad audience and build brand recognition.
These objectives are ideal if you aim to introduce your brand to a larger group of people, build brand recognition, or fill the top funnel on your purchase journey.
Objectives in this category:
- Brand Awareness: The primary goal is to reach users most likely to remember your brand.
- Reach: Reach as many people as possible within your target audience. This objective ensures your ad gets maximum exposure.
[TIP] When running awareness campaigns, make sure to have a compelling creative. Since the goal is to leave a lasting impression, eye-catching visuals, and memorable messaging are key.
Traffic Objective
Direct your target audience to a specific destination.
These objectives are perfect for informing your audience about your business, promoting it, or creating contact with your company.
Objectives in this category:
- Link Clicks & Landing Page Views: Drive users to your website. The difference between link clicks and landing page views is associated with the Facebook Pixel. Link clicks will trigger when someone clicks on your ad from the platform, and landing page views will trigger when the user reaches your web page.
- Instagram Profile Visits: Direct users to your Instagram page, to help grow your Instagram’s visibility.
[TIP] Install the Facebook Pixel and Conversion API to help you track your audience's actions on and offline.
Engagement Objective
Find the people most likely to engage with your business online, send a message, and take desired actions on your ad or page.
These objectives are perfect for top-funnel or mid-funnel to help build your brand or increase your page follows.
Objectives in this category:
- Video Views: Get people to watch your video.
- Post Engagement: Drive more individuals to follow your page, interact with a post, or respond to a page event.
- Messenger, Instagram, and WhatsApp: Push users to create a chat with your business page. You can use this to help create conversations with your users or to inform them of business or promotions.
- Calls: Direct users to give your business a call; this is perfect for any business that wants to have direct conversations with its target audience.
[TIP] Create engaging and compelling content that will spark users to interact with your content.
Leads Objective
Collect leads for your business or brand via messages, phone calls, or sign-ups directly on the platform or your website.
This is great if you’re trying to increase email sign-ups, gather contact information to connect to a sales rep or provide estimates.
Objectives in this category:
- Instant forms: Connect with users willing to share their contact information directly on the platform.
- Conversions: Get people to share their contact information, complete a registration form, submit an application or take another action on your website or app.
- Messenger, Instagram, and WhatsApp: These are aimed at users willing to share their contact information and other details through chat.
- Calls: Get people interested in your business to call you.
[TIP] Limit the amount of questions on your form. Shorter forms will convert higher than longer forms.
App Promotion Objective
Promote your app, whether it be to get users to download your app, optimize for an app event, or make an in-app purchase. If that’s your goal, this app is for you!
Unlike most of our objectives, some requirements are needed to utilize this objective.
First, you must register your app with Meta and link your app to the ad account you want to promote. Then, you’ll want to integrate the SDK and add App Events to optimize installs, App Events, or value. You'll also need the SDK to measure and track installs, App Events, or value.
Objectives in this category:
- App Install: Push users to download your app.
- App Event: Get users to make an in-app purchase or take another action in your app.
[TIP] Utilize App Promotions as a mid-funnel or bottom-funnel objective. With this objective, we recommend building your brand awareness or traffic first, and then incorporating retargeting audiences in order to focus on interested users.
Sales Objective
Find people who are likely to purchase a product or service.
This is your objective if you’re trying to increase sales, either on your e-commerce website or on Instagram. You can also optimize for other actions, such as calling your business or adding an item to their cart, to create a purchase funnel within the sales objective.
Objectives in this category:
- Conversions: Get people to add an item to their cart, purchase, start a subscription, or take another action on your website or app.
- Catalog Sales: Get people to buy products or services from your catalog.
- Messenger, Instagram, and WhatsApp: Get people to initiate a purchase through Messenger, Instagram and WhatsApp.
- Calls: Get people interested in your business to call you.
[TIP] Utilize retargeting audiences. This is the bottom-funnel of your customer journey, so targeting individuals in this stage will help you achieve acquisitions at a more efficient cost and increased ROI.
Final Thoughts
Ready to create your next campaign? For the best results, start by setting clear goals, choosing the right objective, and crafting ads that resonate with your target audience. Meta ad objectives can help you achieve your business goals.
Need more guidance on Meta Ads? Check out our Meta Ad Types and how to use them.
