Finding The Right Facebook Campaign Objectives For Your Business: A Complete Guide to Advertising Strategies

P54 Team
Published on Nov 29, 2022

Finding The Right Facebook Campaign Objectives For Your Business: A Complete Guide to Advertising Strategies

Facebook and Instagram have a combined 4 billion daily users (Via DataReportal). When it comes to digital marketing efforts, nowadays, one simply can’t afford to not leverage the power of Facebook Ads. However, finding the right Facebook campaign objectives for a business can prove to be a dicey proposition for some. Choosing the wrong objective for a business not only targets the wrong people but costs more money in the long run. 

What follows is a breakdown of Facebook campaign objectives and what kind of businesses should be utilizing them. 

Choosing The Right Campaign

Facebook campaign objectives

Growing Organic Audience with Facebook Awareness Ads

An organic footprint is still important, these are the users who engage with a brand on a daily basis, see organic posts, and make up the bulk of a loyal following. If one is looking to grow their following, Awareness ads are the choice. This type of ad is optimized explicitly for views by people in a specific niche or audience.

Facebook awareness campaigns are one of the most common types of ads and are utilized by most businesses. They are ideal for new or rebranded businesses looking to grow their following. Some of the most common uses for Facebook Awareness Ads are encouraging people to shop in a brick-and-mortar store, promoting a live event or sale, informing audiences about a new brand or business opening, and spreading the word about promotions that may be running. 

Getting More Visits to A Website with Facebook Traffic Ads

Traffic ads are a great tool for e-Commerce stores looking to promote their site’s flash sales. They can also be used to direct potential customers to a landing page designed to make them take a certain action like providing their email address for a future call or signing up for a newsletter. 

The Traffic campaign objective can even be used to get more eyes on  blog posts and business information. It is a versatile ad campaign with one thing in mind, getting eyes on a brand or business’ website. 

While this is a very popular campaign type, Pacific54 tends to recommend a conversion-based campaign, as opposed to a traffic campaign. 

Leveraging Video Content For Facebook Engagement Ads

One great use for engagement campaigns is to post a brief video informative video about the business. This helps get continuous video views and targets people most likely to engage with the business.

The engagement objective helps reach advertising goals by incentivizing viewers to take an action on a post or Facebook page. Say one of the conversion goals is to get more leads through Facebook or Facebook messenger, engagement ads might be right for the business.

Industries that use engagement ads, specifically with explainer videos tend to need a little further insight into the business, for example, a video ad for a public adjuster might be good to raise awareness of the business’ services.

E-Commerce businesses launching a new line of products or brands may also find great success in video engagement ads. Showing off new product line in a stylish, well-edited video will do a lot more for a business than single-image ads ever could.  

Finding More Potential Customers With Facebook Leads Ads

One of the most important Facebook campaign objectives for businesses in the service industry is the leads campaign.  If services are largely offline and require a bit more than just a click to complete a conversion, this is the campaign to choose. 

Some industries where they are extremely prevalent are wedding venues, HVAC repair, towing companies, alternative lenders, and companies of that nature. If the final destination for conversion is either a phone call or a form fill, this is the Facebook ad to utilize. 

Leads campaigns should take prospective customer to a landing page tailored to getting them to take said action. The reason for this is that it puts the action one needs to take to collect the lead directly in front of the users. 

Promote Your App on Facebook

For app developers looking to get more installs, this is the ad to choose. Register your app on the Meta for Developers site. Whether it’s a new game you’ve developed or a food delivery app, you can advertise it on Facebook & Instagram with the explicit goal of getting more downloads. 

Getting More Online Orders With Sales Ads

 If looking to make sales on a website, try using this type of Facebook ad. Sales Ads are for e-commerce businesses to acquire a broader audience and get their catalog in front of more users. 

One can set up any myriad of ads with the conversion objective being one thing, getting users to buy. They can also set up tracking for conversion events like when a user adds something to their cart to better track the ad’s success.

setting up Facebook ads

Setting Up Facebook Ads

Now that the business goals are a bit more clear and one is aware of what Facebook campaign objectives they should be using, it’s time to get to work.  Next, we will walk users through the campaign setup process. 

Set Up Facebook Ads Manager. 

Setting An Advertising Budget

Once one knows their budget constraints, it’s important to understand how to partition their ad budget. We highly recommend setting a daily budget for an ad, so one can track exactly how much they are spending on a daily basis. Daily budgets can have no end date, meaning ad runs in perpetuity.  

Facebook Campaign Budget

Lifetime budgets, while a bit more complicated, do run for a certain period of time and allow users to select the hours at which ads are displayed. If a business is a brick-and-mortar business that operates 10AM-10PM, they will likely not want their ads displayed at the wrong time. 

Facebook Lifetime Budget

Selecting A Target Audience

This is the meat and potatoes of the Facebook ads creation process. Deciding the target audience is everything. Thanks to Ads Manager’s powerful demographic targeting options, users have a wide variety of options to work with.

  • Are they a local business looking to target within a few miles of their zip code? Are they an e-Commerce business that can ship to all of North America? That matters, and with Geographic targeting, they can make those alterations. 
  • Users can also target based on gender and age, cutting down the audience of people to a specific demographic is sure to help them get more conversions. This ensures no money is wasted on the wrong kind of people with the ad. 
  • Finally, there’s detailed targeting; this is what separates the wheat from the chaff. Facebook’s audience targeting is among the most powerful and most specific in the marketing game. Users can target people based on their interests, income, and even recent life events. Say, for example, businesses looking to specifically target newlyweds with disposable income who have dogs as pets, this is all possible with Facebook Ads Manager’s audience demographics.

Facebook Ads Target Audience

Choosing Ad Placement

Next, it’s time to decide on ad placements. Users can choose between Advantage +, which is the default setting or manually place the ads themselves.  

Advantage + is the recommended, default setting and will see the ad receive multiple placements and will be seen by a larger audience. If users only want paid Facebook ads to be seen in select places, select where with manual placements.

Facebook Ad Placement

Choosing The Ad Creative

When selecting ad creative, users have various options: single image, video ads, and carousel ads, which allow them to post several pieces of scrollable media.

Then fill in the primary text, headline, description, and call-to-action (CTA) and the ad is now ready to be displayed.


Design Recommendations

  • Image Type: JPG or PNG
  • Video File Type: MP4, MOV or GIF
  • Ratio: 1:1
  • Resolution: At least 1080 x 1080 pixels

Text Recommendations

  • Primary Text: 125 characters
  • Headline: 40 characters
  • Landing Page URL: Required

Technical Requirements

  • Instant Experience: Required
  • Image Maximum File Size: 30MB
  • Video Maximum File Size: 4GB

Once Completed The Facebook ad will be displayed across Meta’s various services and social media platforms.

  • Facebook
  • Facebook stories
  • Instagram
  • Instagram stories
  • Facebook Messenger

how to choose campaign objectives of facebook ads

Pacific54 Chooses The Right Facebook Campaign Objectives

As you now know, choosing the right Facebook campaign objectives can be a difficult task. It’s best to let the experts handle the online marketing strategy. Pacific54 specializes in Facebook ads with one thing in mind, conversion. We create dynamic ad campaigns that deliver results. From inception to delivery and beyond,  we have the experience you need. Contact us today!

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