Choosing the Right Objective For Your Social Marketing Campaign

If you’ve ever launched an ad through Ads manager, then you’ve been met with the multitude of options to choose from when building out your campaign. With so many social marketing objectives, how do you choose the one that is going to fuel your goal? We’ve got a full breakdown to guide you and your business toward success!

What objectives should you use?

Facebook/Instagram advertisements are perfect for those looking to gain exposure toward people primarily in the Awareness and Consideration stages of their Buyer’s Journey. Please note that this is also dependent on the industry that you are advertising for; i.e. if it is a clothing brand, this is great for people also in their Decision Stage of the Buyer’s Journey.

When creating an advertisement through Facebook Ads Manager, you need to keep in mind what your objective of the advertisement is. Are you trying to gain more engagement on a specific post? Do you want to gain more Facebook likes? Do you want to drive people to your website? You also need to keep in mind the budget that you are given. Lower budgets perform better with certain objectives than others.

Depending on your goal and budget, there are different objectives that you should consider using. Here is a breakdown of what is available, broken down by the Buyer’s Journey:


When should you use these?

Typically, these ads are great for more established brands looking to build brand retention and gain more touchpoints with those that they’ve targeted or retargeted. Being that the objective is simply exposure, it is not optimized for engagement or conversions, but it is good for those looking to establish a brand further.

Brand Awareness

Use this objective when you are trying to reach the most people who are likely to remember your ad.


This objective is perfect for those looking to reach the most people possible at the lowest cost.

Brand Awareness vs. Reach

Brand Awareness campaigns have a heavier focus on frequency and building ad retention. This means they will show your ad to the same person multiple times throughout the campaign’s lifetime. Reach, on the other hand, may only show the ad once to a consumer.


When to use Consideration Objectives

The objectives in this section are some of the most widely used and effective for clients. This is, once again, also dependent on your industry. Some objectives, such as Engagement and Traffic, require a medium-lower budget while others, such as App Installs and Lead Generation, recommend larger budgets.


These objectives send people to a destination, like a website, app, Facebook event, or Messenger conversation.

Traffic campaigns are one of the most widely used objectives for Facebook/Instagram. Your budget is optimized to get people off of Facebook or Instagram. This is extremely effective across all industries.


Engagement Campaigns are perfect for those looking to gain more activity on their social media profiles. This objective is split into three (3) different categories: Post Engagement, Page Likes, Event Responses.

Post Engagement – If you’re looking to gain more engagement on an existing post or you can have a completely new one.

Page Likes – This only applies to Facebook. This optimizes your budget to show your ad to those more likely to “Like” your Page.

Event Responses – This applies only to Facebook. This lets you “boost” your Event to more people.

App Installs

If your client has an App that they would like to promote, this is the objective for you. This would bring the consumer directly to the App Store or Google Play Store.

Video Views

Use this if your client is very heavy on video content. This will help show your videos to more people, hopefully leading them back to your page where they can then watch even more videos!

Lead Generation

This objective allows you to collect lead forms directly from the app. When someone clicks on the ad, a form would appear and they can fill it out conveniently. This objective is perfect for some industries, such as Real Estate, where a potential buyer may inquire more about a listing. This ad objective is typically more expensive than others, as it is targeting people later in the Consideration Stage and directly gaining their info.


For businesses who communicate heavily on social media and their DMs, this is a great objective to further bolster that!


When to use Decision Objectives

These objectives are perfect for business with an online or physical store. These objectives are typically recommended to clients with larger budgets. For these objectives, Facebook Pixel and Event Tracking will need to be set up properly.


Show your ads to people most likely to take valuable actions, like making a purchase or adding payment info, on your website, app, or in Messenger.

Catalog Sales

Use your target audience to show people ads with items from your catalog.

Store Visits

Show your ad to people most likely to visit your physical stores when they’re near them. These are harder to track the success of ads and are recommended for businesses that are relatively established already

And, that’s your Social Marketing Campaign Breakdown! 👏 Now that you have your objectives planned out, prepare your team for incoming leads by ensuring these 5 Customer Service Techniques that Impact Marketing are deployed.

Adapting Social

Read Post

Maybe You'll Like