The Most Important Decision in Your Facebook Ads Set Up

Spoiler it’s the campaign objective.

Choosing your campaign objective will be the very first thing you do when you hit Create in Facebook Ads Manager and this is potentially the most important decision you’ll make when setting up your campaigns. This will determine if your campaigns will meet your goals of getting website traffic, sales, likes or leads.

Meta's algorithms are highly effective, ensuring precise ad targeting and delivery if you select the appropriate campaign objective.

There are six campaign objectives, each determining how Meta delivers and optimises your ads, as well as the ad type available for creation. Remember, you can only select one objective per campaign.

These are the 6 campaign objectives in Facebook Ads Manager

⚡️ ENGAGEMENT: select if you want likes, comments and shares. Potentially good for a competition or awareness.

⚡️ TRAFFIC: This will deliver you website traffic, perfect if you want to take people from Facebook or Instagram and take actions on your site.

⚡️ SALES: Most popular with e-commerce – choose this is you want sales. Facebook will serve these ads to people who will purchase not just click or like.

⚡️ LEADS: Great for collecting email addresses as Facebook prompts you to set up your own lead form.

⚡️ AWARENESS: Use if you’re after brand awareness through reach. There are not too many circumstances where I’d recommend this over traffic, sales or engagement.

⚡️ APP PROMOTION: This campaign is pretty self-explanatory and is used to promote app installs.

Selecting the campaign objective that aligns with your Facebook & Instagram Ads goals is now more crucial than ever. Making the wrong choice significantly increases the likelihood that your ads won't achieve the desired results.