How to Choose a Facebook Ad Objective

When you’re first setting up a new FB Ad campaign, you’re asked what kind of ad objective you’d like to use. There are so many choices, it’s easy to see how some people get confused really fast.

Should I use…
– Video View?
– Engagement?
– Traffic?
– Conversion?
– Something else?

In this episode, I explain the types of objectives I use over and over again, and how I decide which one to use in different situations.



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Video Transcript:

Hey, this is Julie today I want to talk about what kind of ad objective do I use.

Now I know when you go to set up ads, Facebook asks you what kind of objective do you want and there’s a lot of confusion around which ones you should use.

Now full disclaimer I don’t use them all, therefore I don’t really know them all very well but there are some that I use over and over and over again. And I want to explain what those are and how I use them.

So the first is the video view. Now I like to use the video view when I’m running ads to Facebook Lives or videos and I really just want people to start to get to know me. Increase visibility. Feel like they’re getting to know my brand. And this is really good for people who are newer to Facebook ads because the ad cost tends to be a little bit less.

Facebook typically likes it when you run ads where you’re not asking people to go off the platform so they can consume the content right on the platform.

So video views is really powerful also because you can use it once you’ve run a video view ad. You can use the audience who viewed the video, you can use them as a custom audience.

And the reason why that’s so cool is that then this custom audience can be an audience that you can use to show them a different ad. An ad that requires a little bit more commitment.

Maybe they have to put their email address in. Maybe they’re making a sale. So the video view is great for custom audiences.

Number two is the engagement. The engagement objective I love to use when I’m doing a messenger bot ad campaign. So most of you know that when you comment on an ad if you have a messenger bot, what’s going to happen is the bots going to fire and send a

private message and then it will start a sequence.

When you do an ad for engagement you’re asking Facebook to show the ad to people who like to like share and comment. One of the best things I’ve ever done with engagement was when I created this cool little grammar quiz for one of my clients and basically, we put a paragraph of text. And we asked people to guess how many grammar mistakes there were in the comments below.

And when they did, messenger bot fired and invited them to a workshop on how to become a proofreader. That ad campaign made a lot of money and the ad spread rapidly because people love to do guessing games.

So when you’re doing an engagement ad, think about creating an ad that really encourages them to comment.

The good news is that you can also create a custom audience based on people who engage on your page. So this is for BOTS campaigns and custom audiences.

I’m almost running off the page… Okay, so those two the next one that I use all the time is traffic.

This is the first objective where you’re actually encouraging people to go off of Facebook and onto a different platform. Usually to your landing page or website… something like that.

So the traffic objective can be used for all types of ads this is probably I would say the most popular one. It’s really just getting people to click and go off so if you have a video ad carousel at any kind of ad, traffic is just going off of Facebook and landing somewhere else.

So it’s great for local ads but really all kinds of ads. So this is like the really popular one but this is the first time that you’re sending people off of Facebook.

The next type of ad that I use a lot is the conversion ad. Now the conversion ad is often the most expensive. It’s not just asking people to go off of Facebook, you’re usually also asking them to do something: Put their email address in or buy something.

Okay so this is really the most expensive it’s also the most trackable. So like what I mean by that is you can really see exactly how much you’re spending and then how much you’re making.

So the conversion ad uses the Facebook pixel and you install the pixel on your site and you install it on certain pages and your funnel or on your website and when people land on those pages, the pixel sends the information back to Facebook and says they made a sale.

So a really good example of this is if you’re sending people to a checkout page and then they order it. On the confirmation page is the pixel and that information goes back and says hey you just made a sale. So you can see very easily ooh I spent $10 and I made a $20 sale.

So conversion ads are the most traffic trackable. They use the Facebook pixel. And these are also very popular for lead generation and for sales. The reason why is because when you do a conversion, this is the next thing I wanted to explain, what kind of ad objective do I use when you choose the conversion.

When you go to set up the ad, Facebook is going to ask you what kind of conversion, okay, because there’s lots of different kinds.

So it’s gonna ask you what kind of conversion.

So oftentimes you’re gonna choose something like “Lead” “Add to Cart” or “Purchase” so that’s you know that this one is a little bit more complicated. So in terms of expense, it tends to be cheapest to most expensive in this order.

And the final thing that I want to say about this which is really powerful is if you have a particular ad campaign, if you set up that on your page as a post… so you create a Facebook live or a video or some sort of post, you can actually go into the ads manager and you can set up a video view version and engagement version a traffic and a conversion.

You can set up four different ads and use the same post for all four different ads and that creates this like cumulative effect on the ad so that you’re getting the most bang for your buck.