11 Types of Facebook Ad Objectives: A Guide to Choose Best One!

Last Updated on September 2, 2022

If you want more people to know about your business, art, or any service that you’re offering, Facebook Ads is your solution. There are various types of Facebook Ad objectives that you can choose from.

In case you have a Facebook page, then you would have seen a Boost Post button below almost every post on your Facebook page.

facebook boost post button

The button looks just like this. And if you have ever thought of boosting your Facebook post from this button, then you shouldn’t.

Today, we’re going to teach you how to boost a post on Facebook with all the different Facebook Ad Objectives present in the Facebook Ads Manager.

How to see different Facebook Ad objectives

There are two ways of doing that Facebook marketing strategy.

First, you can go to business.facebook.com directly. Enter your login details and you’re good to go. Otherwise, you have a different option to find your Facebook Ad Objectives.

  • Go to www.facebook.com. Log in with your Facebook ID.
  • Now go to the top right corner of your Facebook home screen and click on the drop down button.

facebook ads

  • Here, click on Manage Ads and you’ll be redirected to your Facebook Ads account.
  • After that, click on the Hamburger menu in the top left corner.

facebook ads account

  • Click on Ads Manager and you’ll visit your Facebook Ads Manager.
  • Here, you’ll see a green button in front of your screen that says: Create. Click on it.

facebook ads manager

And now you have visited your Facebook Ads Objective screen where you will see different types of Facebook Ads that you can run. From here, you can do the Facebook page promotion or just tell people what you do.

facebook ad objective

Now, let’s define Facebook Ad Objectives in detail so that you can decide what you need.

Types of Facebook Ad Objectives

The Facebook Ad objectives are divided into three broad categories: Awareness, Consideration, and Conversion. This is exactly what the customer journey is like in reality as well. People need to be aware of your product or services at first.

Then once you’ve done enough the awareness, you start to push them to “consider” your product. After that, they “convert” into a buyer. Now, let’s see the different types of Facebook Ads that we can run in these three categories.

In the Awareness category, we can run two types of Ads…

  • Brand Awareness
  • Reach

Let’s discuss both of the types in detail.

1. Brand Awareness

The Brand Awareness category is that form of advertising where Facebook will show your ad to the maximum number of people in that budget. Imagine how good it would be if your Ad has reached a lot of people. But, this is not it.

The only problem here is that you can’t retarget people who have seen your ad. Now suppose some people engaged with your Ad. But, due to this feature of not being able to target people again, you can’t retarget them. That’s the only flaw of the Brand Awareness Facebook Ad type.

create new audience in facebook ad

Although, in the Ad Set category of Brand Awareness, you can select an Audience and you can reach the maximum number of audiences in this budget.

2. Reach

The Reach Facebook Ad Objective is almost the same version of Brand Awareness Facebook Ad Type. But, here’s a small twist. Here, in the Reach Facebook Ad type, you can select how many times you want to show your Ad to your desired audience. The feature is known as Frequency Capping.

Here, you can define how many impressions you want from one person in the number of days you want.

impressions in facebook ads
For example, you can show your Ad to someone 5 times in 2 days or 2 times in 5 days. It all depends on you. The purpose is to increase the recall value of your business. Now comes the Consideration category.

In the Consideration section, you can run 6 types of Facebook Ads.

  • Traffic
  • Engagement
  • App installs
  • Video views
  • Lead generation
  • Messages

So, let’s discuss all these 6 types of Facebook Ad objectives in the Consideration category.

3. Traffic

The traffic Ad objective helps you in sending traffic to your Website, App or Messenger. Rest other features in the Ad Set panel are the same, just like the Reach Ad objective.

traffic ad objective

Now, just remember that the destination that you choose here in the Ad Set panel, i.e., Website, App, or Messenger needs to be edited in the Ad level.

facebook traffic ad objective

For example, You can select the Website option here. But the location on which you want to send the traffic shall be defined in the Ad level.

4. Engagement

The engagement Ad option optimizes your Ad in such a way that you get more likes, comments, shares, or saves on your Ad. This type of Facebook Ad objective is suitable for the kind of images that might compel people to comment or like your post.

PS: Make sure that whichever type of post you want to run an Advertisement on, has that sort of content that actually moves people to engage with your image. If this doesn’t happen with the type of content you are trying to promote, then your Engagement Rate Ranking will drop down.

5. App Installs

The App Installs Ad will run advertisements across Facebook and its partner websites to install the App you are trying to promote. The first step here is to find the app in the search bar that you are trying to promote.

app install ads

You can choose various platforms like Google Play, Windows Store, iTunes, and many more. Then, you need to find the app by entering its name in the search bar. Now, the App Installs Facebook Ad Objective will ask you to focus on which mobile devices you wish to show your Ads on.

facebook ad objectives

For example: Suppose you are running an Advertisement with the destination that leads to Google Play Store. Now, if your Ad shows on an iOS device user and they get redirected to the Google Play Store, then it would be an error on your part.

6. Video Views

The Video Views Ad objective will deliver your Video to those people who are more likely to play your video. The best part about a Video views Ad is that you can retarget that audience again who has viewed your video. This can be taken into many considerations.

Suppose if you know how to advertise on Facebook for a tutorial on your weight loss machine. So you make a video and want to show the video to the people who are interested in your product. This is where you can use Video views and Ad objectives.

In the Budget and Schedule section of Video Views ad type, you can define how do you want to optimize your Video Views Ad. You can define if you want to show your video to those people who would be interested in watching your video completely or for some dedicated time only. This optimization is also known as ThruPlay.

budget section facebook ads

Other than ThruPlay, there is one more type of Ad optimization which is 2-Second Continuous Video Views. This optimization option will include that kind of audience which would be interested in viewing your video for at least 2 seconds.

facebook ad optimization

And then after that, you can define whether you’d like to be charged per Impression or ThruPlay.

7. Lead Generation

This is one of the most popular forms of advertising on Facebook. Lead Generation is one of the most effective forms of reaching out to people.

Whether you want more applications for your company or you want people to fill out a survey form, Lead generation is meant for you. You must learn how to boost a post on Facebook with Lead Generation Ads.

Basically, in the Lead Generation Ad format, you show people a creative or a video and want them to fill out a form which opens up in the Facebook App only.

lead generation instant form

So, in the Lead Generation Ad format, you have to create an Instant Form which loads up in the Facebook App in which people Sign Up.

We’ve covered this blog in How to do lead generation on Facebook and Instagram blog.

8. Messages

The Messages option helps you in getting more inbox queries. This option is a very helpful tool in case you want people to text you and ask a question or book a seat for an event.

messages option in facebook ad

So, you can choose to run two types of Messages Ads…

  • Click to Messenger
  • Sponsored Message

Pro Tip: This Ad format would be very useful if you have an audience that already knows about you. In case you reach out to those people who don’t know about you, then it would become difficult for you to get replies to your message Ads.

In the Ad Set up screen, you can modify different parts of your message screen.

facebook ad set up screen

You can edit the predefined messages at the Ad level of this campaign.

facebook message ad

This is how a Messages Ad looks like. It is not a popular method of Advertising on Facebook. So, be sure that if you are running Messages Ads, you already know that your audience knows about you. Otherwise, this would not work as expected.

Now, in the Conversion section of the Facebook Ads Objective, we get options such as:

  • Conversion
  • Catalog Sales
  • Store Traffic

9. Conversion

The Conversion even helps you divert traffic to a website or an Event. In the Ad Set level of Conversion Facebook Ad Objective, you’ll be asked to enter a website that has a Facebook Pixel connected to it. Also, it must be noted that you should also be having access to that Facebook Pixel.

conversion section facebook ads

Other than that, in Ad level of this campaign, you’ll be asked to provide information such as.

  • Website link
  • Headline
  • Call To Action
  • Conversion Tracking (if needed)

10. Catalog Sales

The Catalog Sales help in delivering sales from your website with a carousel Ad format. You might have seen e-commerce websites doing the same thing. The e-commerce websites also show you Carousel Ads for the exact same products that you just ended up viewing on their site. All of this can be done with Catalog Sale format.

Catalog sales in facebook ads

In order to run a Catalog Ad on Facebook, then you’d have to add a Catalog on Facebook. For that, you have to create a database from your website. Connect that database with your Facebook Business Manager and you’re good to go.

In order to create a Catalog, visit the Catalog Manager in your Facebook Ads Manager. After that, name your Catalog something that you can recall later on. Then define whether you wish the Database to be updated manually or automatically. Select the day and time at which you want the Catalog to be updated.

11. Store Visits

Now, the store visits is one of those Facebook Ad Objectives that help in driving traffic to your webstore. This Ad format is an amazing technique that uses Facebook Pixel and can help you drive traffic to various locations such as the homepage, specific web pages, etc.

store visit facebook ad objective

The major objective of this type of Facebook Ad is to drive Store traffic.


So, these were the different types of Facebook Ad Objectives available to us (as of 2022).  You can choose any of these Ad types based on your requirements. Just remember that choosing the right Ad objective is as important as learning how to boost a post on Facebook entirely.

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