Social Advertising Best Practices
Objectives
An objective is the desired result of an ad campaign.
Objectives Organized by
Funnel Stage
One way Meta organizes its objectives is with three categories that mimic the key stages of a standard marketing funnel.
- Awareness
- Awareness objectives are at the top of the funnel. They are designed to increase exposure by generating broad interest in your product or service.
- Consideration
- Consideration objectives are in the middle of the funnel. They are designed to increase curiosity, getting people to think about your business and seek more information.
- Conversion
- Conversion objectives are at the bottom of the funnel. They are designed to increase action by encouraging people who are already interested in your business to buy or use your product/service.
Outcome-Driven Objectives
Another way Meta organizes its objectives is through different outcomes. This change rolled out mid-2022, reducing Meta’s previous 11 objectives to 6 outcome-based objectives.
Based on the desired outcome of your ad, Meta will optimize your campaign to boost your results. For example, traffic ads are more likely to be shown to people who click on ads.
Awareness
- Purpose: Show your ads to people who are most likely to remember them.
- Best used when: You are more concerned about visibility than action.
Traffic
- Purpose: Get more video views, post engagement, page likes, or event responses.
- Best used when: You want to get clicks, foster discussion, or amplify your visibility at the top of the funnel.
Engagement
- Purpose: Get more video views, post engagement, Page likes, or event responses.
- Best used when: You want to get clicks, foster discussion, or amplify your visibility at the top of the funnel.
Leads
- Purpose: Collect users’ information for follow-up at a later time.
- Best used when: You want interested consumers to fill out a form to learn more about your business, and to gather their contact information for future campaigns and direct outreach.
Sales
- Purpose: Make as many immediate, direct sales as possible.
- Best used when: You have a very clean and simple purchase path.
