Differentiating Between Facebook Campaign Objectives

Differentiating Between Facebook Campaign Objectives

Have you started creating ad campaigns on Facebook?

If you have, you are probably familiar with Facebook asking you what your campaign objective is. There are different ones to choose from and your choice is important.

First of all, this is because once you create a campaign, you can no longer change the campaign objective.

But more importantly, the objective you choose will affect the audience your ads will be shown too. This is because each campaign objective has different optimization options. But we’re getting ahead of ourselves. We’ll break this down for you in another post.

If you’re confused about what objectives to choose when creating your campaign or just want to learn about how they differ from each other, then this post is for you.

In this article, we’ll share you the most common campaign objectives you will encounter in Facebook advertising and in what scenarios you should use them.

Website Conversions

This is the best objective to choose when you want users to take specific actions on your website such as sign up for a newsletter, view a specific page or buy from your website.

If you are not yet familiar with the term, conversions refer to those specific actions taken by your customers.

To create a conversion campaign, select ‘Conversion’ when picking your marketing objective.

To successfully run a conversion campaign, you should also be familiar with Pixels and Custom Conversions which you can read about in other posts we’ll have for you.

Having the correct pixels in place can help you track whether your campaign is working or not. This is possible because pixels are able to track the actions of your customers on your website.

Pixels also collects data from your customers allowing Facebook to find more people like your current customers and get your ads in front of them.

If you do not have conversion campaigns set up, then you might as well run Website Clicks Campaign.

Website Clicks

Website Clicks campaigns are probably the best when your main intention is to just get people into your website. If you’re not looking to get people to take specific actions like to purchase, then this objective is ideal.

A great example of when a website click campaign would be better to create than a conversion campaign is when you’re trying to gain awareness.

If you have a blog post or an article you want people to read, use this campaign objective. Or if you have a specific offer or promotion, use this campaign to get people into your promo page. Or if you just want people to know that your website exists and you want to invite them to come and look around, use this.

To create a website clicks campaign, simply select ‘Traffic’ when picking your marketing objective.

Post Engagement

The previous 2 campaigns we discussed involved taking your potential customers out of Facebook into your website.

But what if you want to talk with your customers on Facebook? For these instances, it’s best to use Post Engagement campaigns.

Post engagement campaigns promote your ads to people who are highly engaged on Facebook. If you are unfamiliar with the term, engagement means any actions taken on a post such as liking, sharing or commenting.

This campaign helps you build social proof and extend your reach since people tend to interact with your post and share them with their friends.

There are two ways to create post engagement campaigns. The first way is by selecting “engagement” when picking your marketing objective.

The other way is by boosting a post you already have.

Have you ever noticed Facebook telling you that one of your posts in your page is doing really well? It then tells you that you can reach more people by clicking on the “Boost Post” button beside your post.

When you click this button, a pop-up appears which lets you choose who to target and how much you want to boost it for. This process turns your organic post into an ad and it will still continue to gather all the likes and comments from that post.

This campaign objective is usually done with an attention-grabbing image. You can also use video for a post engagement ad but depending on what you want to achieve, you may just want to run your video ads with a video views campaign.

Video Views

Pretty simply, this is the objective to use when you want to get many users to view your video ad.

To create a video views campaign, select ‘Video Views’ as your marketing objective.

This is recommended for businesses who create infomercials and instructional videos.

But if you’re going to create a video views campaign, my recommendation is to come up with a good combination of entertaining, informing and relevant. Video Views campaign is a great way to create virality and branding for your business.

Here’s an example of a video ad which ran on Facebook and was very successful.

One other important function of the video views campaign is to help you grow an audience through video views custom audiences.


There are quite a few more campaign objectives you can choose from but they aren’t as used as the ones we just discussed. So we’ll list them down below and let you know when it best to use them.

  • Brand Awareness

Brand awareness is mainly used for when you want to reach as many people as many times as possible. This would be like the businesses you see many times a day every day but you don’t interact with. But the moment you need the product provided for by those businesses, you remember them immediately and become their customer. Familiar?

  • Local Awareness

Local awareness campaigns are perfect for physical stores and businesses serving a specific location or community. These campaigns allow you to run ads with actionable steps your customers can take such as calling you, sending you a message or getting directions to your shop.

  • Reach

Simply, the reach campaign is similar to the brand awareness campaign but you have more control of how often your ad appears to your customers.

  • App Installs

App install campaigns are used for when you are promoting an app and when you want people to download them or purchase them.

  • Lead Generation

Lead generation campaigns are for when you are looking to get people to sign up for something without having to leave Facebook. Clicking on Lead Ads will open a pop-up form which already has pre-filled information of the customer taken from their Facebook Profile.

Lead generation ads can be very effective and you can learn more about how to create and use them in a separate post.

  • Product Catalog Sales

A product catalog sales campaign is ideal for when you are running an eCommerce website. It’s too detailed to discuss here so it’s best to have them all down in a separate post.

But in a nutshell, a product catalog sales campaign allows you to promote individual products from your online store on Facebook. It can even run ads to shopping cart abandoners with the specific products they added to their cart.

  • Store Visits

Store Visit Campaigns are for Businesses with multiple locations and it helps your customers find your nearest location from where they are. Before you can set this up, your business would need to have at least 2 registered locations.


One final note when it comes to choosing campaign objectives. Always remember what your goal is for running your campaign.

Just because you have a video shouldn’t automatically mean that you will be running a video views campaign. Base your choice on your actual objective.

I believe that Facebook is much smarter than we think so I, personally, don’t try to outsmart the platform.

If you really can’t decide, the best option is to test out different objectives.


Did I miss anything? Got any questions? Let me know! 🙂

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