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    Facebook Ad Objectives: Understand what each one is for

    Facebook Ad Objectives: Understand what each one is for

    by Team AllYourVideogames | Sep 20, 2022 | Facebook | 12

    One of the first difficulties for those who start to advertise on Facebook is choosing the right option among the facebook ad objectives.

    There are 10 different objectives to choose from when creating a campaign and this can confuse many people.

    It's essential to find out what each of Facebook's ad objectives is for and how you can apply them to your business.

    Let's bring them all together here and make it easy for you to enter the world of Facebook Ads.

    Facebook Ad Objectives

    1. Brand Recognition

    O brand recognition is an ad objective created for anyone who wants to generate more audience interest in their product or service.

    If you have a new brand in the market, this objective is very interesting for people to know about it.

    Let's say you are going to open a bakery and you need people to know about this news. With brand awareness, you can reach people in a region and target ads to them.

    With this objective, you will find people more likely to pay attention to your ads and get to know your business.

    Another example is if you have a physical store and are now going to create an e-commerce. Use brand awareness to get more people interested in your business.

    You use this objective within Facebook and Instagram. In addition, you can create ads in image, carousel, video or slideshow format.

    2. Scope

    O range is an objective created for those who want to reach the largest number of people with a publication.

    Facebook will show your ad to as many people as possible within your chosen audience targeting and budget.


    Let's say you have a local business, like a restaurant, and you're running a promotion to attract more customers. You can show your promotion ads to as many people as possible living in the area.

    Or, let's say you want to launch a new service for your salon. To attract and impact a lot of people, you can use the reach objective.

    This objective is available for campaigns running on Facebook and Instagram. In addition, with it you can create ads in image, carousel, video or multimedia presentation format.

    3. Traffic

    In order to Bandwidth, you'll create ads that drive people off Facebook. That is, you can drive more people to your website or to use an app.

    Traffic helps you guide people who are already interested in your business to acquire more information about your brand.

    For example, if you are a lawyer and you want people to know more about your work, you can create traffic ads for your website. In this external link, people will find your success stories, certifications and other relevant information about your work.


    You can create ads to encourage your customers to use the app even more or to tell you something new about it, for example.

    With the traffic objective, you create targeted ads on Facebook, Instagram, Audience Network and Messenger.

    Supported ad formats are: image, video, carousel, slideshow and collection.

    The collection ad is like a store window, for example. You can learn more about him here: how to create ads in collection format on facebook.

    4. Involvement

    If you want more likes on your page, more engagement on your posts and even more participation in events, the goal of involvement will help you.

    Basically, engagement is for you to get more interactions on your campaigns, more likes on your posts and even for you to reach people who are really engaged in following your business.

    If you're an infoproducer, for example, you can use engagement campaigns to drive more engagement on your videos or motivational images.


    You can use the engagement objective to create offer ads, that is, discount coupons that people can use in your online or physical store.

    Read more about them here: how to create offer ads on facebook with promo codes.

    5. Application Installations

    The ads of application installation are very important for you who want to have more customers within your app.

    With it, you can send people directly to the app store (App Store, Google Play and Kindle Fire) and increase downloads even more.

    For this purpose, you can create ads on Facebook, Audience Network

    and on Instagram. The formats supported by this ad objective are: image, carousel, video, or slideshow.

    6. Video Views

    Ads created for the purpose of video viewing are extremely important for you who want to increase the public's perception of your brand. That is, if you want more people to view your videos, this is the ideal option.

    You can use it in product launches, for example.

    Let's say you own a coffee shop and you're going to launch a new candy for your customers. You can choose this objective to increase views of the invitation video for anyone who wants to try this new candy, or create a video with your product being prepared — to get more people's attention.

    Another type of video that you can use for this purpose is behind the scenes. Anyone who has a factory, restaurant, travel agency or any type of business can use this objective to show more of their business.

    • Create short videos, as they attract more attention on mobile;
    • Put the most important information right at the beginning of the video;
    • Use subtitles so people can view without needing sound.

    For this purpose, you can create ads within Facebook, Audience Network and Instagram. Supported formats are: single video, carousel and slideshow.

    7. Generation of Records

    If you want to generate more leads for your business, the best of Facebook's ad objectives is to generation of records .

    With Facebook Lead Ads, people interested in your business fill out a form and leave contact information, such as phone and email, for you.

    It is ideal for entrepreneurs who create email lists to send content and also for any company that wants to make content and sales via email marketing.

    You can also create WhatsApp contact lists of your customers.

    This ad type is only supported on Facebook and Instagram. Supported formats are: image, video, carousel and slideshow.

    Learn to create Facebook lead capture ads here.

    8. Conversions

    the purpose of conversions can increase the results - in sales or registrations - of your business within your website or application.

    For example, if you have an online clothing store, you can send your customers to close a sale or fill out an application on your website.

    If you have an app, you can target ads for people to download or buy something within it.


    Conversion ads only work when you have the pixel do Facebook installed.

    For this purpose, you can create ads within Facebook, Instagram, Audience Network and Messenger.

    Supported ad formats are: image, video, carousel, slideshow, and collection.

    9. Product catalog sales

    The ads of product catalog sales are popularly called dynamic ads.

    With it, you can create a standard ad template and make your catalog of products or services available to Facebook. Facebook will automatically pull images, amount of stock and even prices to put in your ad.

    For example, let's say you have an accessory store. You can tell Facebook your product catalog and information about each piece. This way, you create more specific ads with information that draws attention.

    • Scale your ad creation: Promote your products or services with a unique ad, without having to set up an ad for each of your products.
    • Find new customers: You can set up campaigns once and reach people with the right product at the right time.
    • Show Right Products: You can show the most relevant products from your catalogue.
    • Reach people anywhere.

    You can reach your audience on Facebook, Instagram and Audience Network with images or carousel.

    10. Visits to the Establishment

    If you have a physical store and think that advertising is not good for your business, you are very wrong!

    Facebook has an ad objective designed specifically to promote local businesses.

    with announcement of visits to the establishment, you can grab the attention of people who are close to your store, direct them to the store and close more sales.

    You can also place calls to action, like Call Now with phone or Get Directions with a map.


    Let's say you have a fruit store and you need to attract more customers. You can create store visit ads to bring in potential customers.

    The same thing works if you own a salon and are looking for new clients. By doing a visit campaign, you impact people in the vicinity, who are close to the salon. Customers who still don't know your business can see your ad and be interested in your services.

    Linked to this, you can use Wi-Fi strategies, releasing access to the connection upon check-in. Learn more here: how to attract customers to your local business using Facebook Wi-Fi.


    Are you thinking about creating Facebook campaigns, but the question of how much ads cost is dominating your thoughts and preventing you from getting started?

    This is normal. Many people have this same doubt.

    Read this post for an ideal budgeting guide for small businesses:



    I believe this content will certainly help you get closer to what you want for yourself and your business. It will guide you through the initial steps you need to take towards the RESULT.

    But, in my opinion, this is just the beginning of the path. If you want to delve deeper into this topic and have access to complementary (more advanced) material, I recommend that you access the complementary content that you have just read. Just sign up or click below.

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