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The Different Facebook Ad Objectives and When To Use Which

Choosing The Best Facebook Ad Objectives For Your Marketing Campaigns 

A Facebook ad is a paid advert that is created and published on the social media platform Facebook, usually aimed at a specific demographic. Facebook ads have a wide range of options and formats that can be personalised based on your intended goals or outcomes. 

Now unless you’ve got money to waste on advertising, you’ll want to choose the right type of Facebook ads for your business that will return the most conversions. To achieve this, you need to understand when and how to use the different types of Facebook ads that are available. 

In this article, we’re going to go over the three main formats you should consider for your Facebook ad campaigns. There are many more, but these are the best starting points. 

 

Different Types of Facebook Ad Objectives

If you’re adding Facebook ads to your marketing campaign, it’s important to align your business goals with the type of Facebook Ads that you’ll be using. 

The first step is always choosing the objective you want to go after, which will determine the ad formats available to you and how Facebook optimises your campaign.

If you’re unsure where to start, the following questions should help you: 

  • Is getting your brand “out there” more important than creating sales? Choose Brand Awareness as your objective. ? 
  • Does your business have an involved sales process – or are you just struggling to sell products directly? Choose Lead Generation as your objective.
  • Do you want to drive sales and conversions as much as possible? Choose Sales as your objective. 

Once you have a clear idea of your goals, you can choose the type of ad best suited to help you reach these goals. Let’s have a look at the different types of objectives for Facebook ads in more detail.

 

Facebook Ads for Brand Awareness 

This objective is used to expand awareness of your products and services. The 3 Facebook ad formats for Branding are Facebook Image Ads, Facebook Local Awareness Ads and Facebook Video Ads. 

Facebook Image Ads are the most common type of Facebook ads that are used for branding purposes, and are often used to create an initial demand for what you are offering, be it a service or a product. Whereas Local Awareness Ads target people within your local geographic area. As we all know, local advertising is a pivotal part of ensuring the success of your business, and that’s why these types of ads are so important. Facebook Video Ads are self-explanatory, and offer the choice between GIF’s, short videos or videos of up to 2 minutes. 

 

Facebook Ads for Lead Generation 

Lead generation is an essential activity for many businesses – and Facebook is a great tool for generating leads at volume. 

There are 3 types of Facebook ads that you can run using the lead generation objective. They are Facebook Link Click Ads, Facebook Multi-Product Carousel Ads and Facebook Offer Claims. 

Link Click Ads are another popular choice when it comes to advertising on Facebook, and it’s not hard to see why, with the capability to not only add images, external links and ad copy to your ads, but also to download information about anyone who clicks on your ad and engage with them off Facebook. Multi-Product Carousel Ads provide you with the ability to promote up to 10 products from your e-commerce store in one ad, complete with individual product page links. The last type of Facebook ad for lead generation, Offer Claims, are an excellent way to utilise coupon offers to market businesses that operate out of a physical store. 

 

Facebook Ads For Conversions and Sales

Last, but not least, choosing one of the conversion objectives is ideal for when you want to create sales directly. 

The 3 formats of Facebook ads available for Conversions are Facebook Dynamic Product Ads, Facebook Canvas Ads and Facebook Collection Ads. The objective of these ads is simple: create more sales. Dynamic Product Ads make it possible to target people who have previously interacted with your website, whereas Canvas Ads allow for maximum creative expression and you can even build mini landing pages. Collection Ads are a fantastic way to showcase a collection of products to create dynamic advertisements that captivate your customers by telling a deeper story.  

 

Facebook Ads and Your Business

No matter what your business objectives are, Facebook ads are a useful tool to add to your marketing strategy. Not only can these ads help you increase brand awareness, drive traffic to your website and generate leads but they can also help you boost sales. We hope that you’ve found this article insightful and that you have a confident head start in choosing the right objective for your Facebook ad campaigns.

When trying to decide which objective to use for your Facebook ads, for the best results, always try and align it as closely with your business goals as possible. Ask yourself: What are you trying to achieve, and how can you leverage different types of ads to help you reach your objective? 

If this article has been helpful and you would like to keep reading, have a look at the inSyte blog or listen to the inSyte Podcast for more e-commerce marketing content. 


This article was brought to you by Syte. We’re a specialist e-commerce and lead generation digital marketing agency dedicated to driving up your bottom line.

If you need assistance getting started with, or running, Facebook Ads for your website, feel free to reach out or check out our case studies page to see what we’ve been able to do for our clients.