top of page
  • Writer's pictureClickInsights

5 Facebook Ads Objectives: A Pocket Guide

You're scrolling through your news feed and an ad pops up. Ever wondered how companies choose what ads to show you? Turns out, there's a whole strategy behind it. When setting up a Facebook ad campaign, advertisers select one of several key objectives that shape who sees their ads and why.

Understanding these objectives can help you make sense of the ads you see. In this article, we'll break down the five main Facebook campaign objectives. So, let's look into them individually.

1) Awareness: Build Brand Recognition

When starting with Facebook ads, one of the most useful objectives is Awareness. This focuses on getting your brand, product, or service in front of people.

  • Use Awareness campaigns to increase visibility and reach new audiences. These ads don't aim for conversions right away but instead focus on recognition.

  • Great for elevating a new brand, promoting a launch, or spreading the word about your business.

  • Measure success by the number of people you've exposed your ads to, not sales. Reach large groups of people and get them acquainted with what you offer.

  • Drive traffic to your website or Facebook page. The goal is to get clicks and increase familiarity. If you're advertising on Facebook in 2024, you've got a potential ad reach of 1.98 billion people.

  • Brand lift surveys allow you to see how awareness changes the perception of your brand over time.

2) Consideration: Drive Traffic to Your Website

  • Use eye-catching images and compelling ad copy to pique interest. Spark curiosity about what you offer or provide exclusive deals only available on your site.

  • Retarget people who have already engaged with your brand by creating custom audiences. Remind them why they liked you in the first place and pull them back in.

  • Promote your latest blog posts or newly added inventory. Inform followers of recent developments they can dive deeper into on your site.

Drive traffic to strategically important pages such as:

  • Your home page to introduce overall offerings

  • Product or service pages to boost specific areas

  • Contact or appointment booking pages to facilitate sales

  • Free trial or estimate request pages to capture leads

To increase steady traffic to your website with Facebook advertisements, concentrate on developing pertinent and worthwhile ad content, refining message and targeting, and testing campaigns.

3) Conversion: Increase Conversions on Your Website

  • Define your goal - Be very clear about what you want visitors to do. Is it buying a product? Downloading an ebook? Signing up for a webinar? Pick one clear call-to-action per ad.

  • Send traffic to relevant pages - Make sure your ads link directly to the page with the conversion action, whether that's a checkout page, email sign-up form, etc. Don't make people hunt around to find it.

  • Track conversions - Use Facebook pixel or conversion tracking to monitor how many people complete your desired action. This lets you calculate the ROI for your ads.

  • Optimize for conversions - Facebook will automatically show your ads to people more likely to convert, based on its tracking data. You can also A/B test ad creative and landing pages to improve performance.

Conversion efforts, which are sometimes paired with traffic marketing, seek to encourage desired activities on a website. Across Meta's family of apps (Facebook, Instagram, WhatsApp, and Messenger), ad impressions went up by more than a third, all while the average price per ad dropped by 6%. Crucial tactics include goal-setting, landing page and ad optimisation, and conversion tracking.

4) Video Views: Promote Your Video Content

  • Use Video Views when your primary goal is to get more eyeballs on your videos. This tells Facebook you want to optimize for video views instead of actions like website clicks.

  • You only pay when someone watches your video for at least 10 seconds or watches it to 95% completion — whichever happens first. So you aren't charged for scroll-bys.

  • Target core audiences who are most likely to have an interest in your video content based on demographic and interest targeting options. Get your videos in front of the right people.

  • Test different thumbnail images, captions, and short video clips to see which ones generate the most interest in your longer videos.

  • Analyze the average percentage watched and total watch time metrics in Ads Manager to see how engaging your videos are to viewers. This can help you refine your targeting and creativity.

  • Consider using Automatic Placements so your ads can appear both in feeds and on the right column. This increases potential visibility.

  • Create companion carousel or collection ads that feature short clips of your videos to entice people to click over.

5) Messages: Engage Messenger Users

  • Messenger Ads lets you reach new potential customers and re-engage existing ones with targeted messaging campaigns on Facebook Messenger. Create ads that take people directly into a Messenger conversation with your Page.

  • Click-to-Messenger Ads drive traffic to your Facebook Page and prompt users to start conversations via Messenger. These ads appear in the Facebook News Feed and grab attention with eye-catching images, videos, or carousels.

  • Lead Generation Campaigns allow people to sign up for what you offer directly within a Messenger conversation, capturing contact information you can then export. Offer discounts, content downloads, or other incentives in exchange for subscriptions.

Make advantage of rich message formats and personalised information in your advertisements to provide Messenger users with tailored, engaging experiences that will lead to conversions and lasting relationships.

Final Words

Being aware of your goals and the options Facebook provides is crucial to developing an effective strategy. But ultimately, testing different objectives to see what delivers the best results for your business is key. With a little trial and error, you'll be well on your way to Facebook ad success.


For anyone that wants any further guidance, Clickacademy Asia is here to help. Join our class in Singapore and enjoy up to 70% government funding. Our courses are also Skills Future Credit Claimable and UTAP, PSEA and SFEC approved. Find out more information and sign up here (


bottom of page