Campaign Objective

The first step in creating your ad campaign is setting your objective. On Facebook, ad objectives are grouped into three categories based on what stage in the buyer’s journey the people you want to target are in: awareness, consideration, and conversion.

When choosing an objective, make sure it’s in line with your goal. Facebook relies on algorithmic learning, meaning it looks for patterns in peoples’ past behaviors to predict future actions. If you choose an objective such as traffic when what you’re actually looking for is store purchases, the algorithm will look for users most likely to click, not users most likely to buy.

Facebook recognizes eleven different campaign objectives.

Choose an objective from the lis for Instagram. Bear in mind that only the following objectives will allow you to create ads that will be eligible to appear on Instagram.

• Brand Awareness
• Reach
• Traffic (for clicks to your website or to the app store for your app)
• App Installs
• Engagement (for post engagement only)
• Video Views
• Conversions (for conversions on your website or app)

An update to Ads Manager objectives

Ads Manager objectives are being updated to help you choose the objective most closely aligned to your business goal. When you create a new campaign, you’ll choose from six new objectives. Campaigns that you create before the release of our new objectives will remain active and there is no need to make any changes to your existing campaigns. You’ll also be able to edit and duplicate your existing campaigns until the end of 2022.

Objectives are now grouped together based on their expected business outcome. Objective names will change but you can still perform the same functions and access the features you’re familiar with.

Here’s how previous objectives align to the new ones: