How to Use Facebook Ad Objectives Like A Sales Funnel

There are 11 Facebook ad objectives that fall under three categories; awareness, consideration and conversion. These objectives work in descending order to push an audience through the funnel, with the ultimate goal being the purchase of a product or services.

Awareness Ads

These ads generate awareness in your brand, product or service. This is crucial for filling the top of your funnel, since it takes an average of 6 – 8 customers touchpoints to make a sale. These ads can be run for as little as $1 per day ad spend, and require nothing of your audience except to see it.

Brand Awareness

This ad objective combines reach and awareness to measure estimated ad lift recall. Basically, out of everyone who has seen your ad (reach), these are the people most likely to remember it two days later.

Best for: Warming up a new audience, brand, or product.

Reach

This ad prioritizes quantity of views over everything and will show your ad to as many people as possible within your target audience as many times as possible.

Best for: Getting your brand in front of a large quantity of eyeballs.

Consideration Ads

Ads at this level make people think about your business and take an action or seek more information. The ask of these ads is small, but a step up from awareness; watch a video, like a post, download an app, or send a message.

Traffic

Traffic ads track the link clicks of people leaving Facebook to a page of your choosing. Within this objective, you can also measure landing page views. The difference is, link clicks track all clicks and landing page views track the people who wait for the page to load. There’s usually a small gap between the two; your landing page views will almost always be lower than your total link clicks.

Best for: Increasing visitation to a specific page on your website.

Engagement

Engagement ads cover page likes, post engagement, and event responses. Engagement metrics include likes, reactions, comments, shares, views and clicks.

Best for: Increasing visibility of and engagement on a post, page or event.

App Install

Pretty self-explanatory! The ad objective sends your audience off of Facebook to the store where they can download or purchase your app.

Best for: Increasing app downloads.

Video Views

You can run a video ad under any objective, but this objective prioritizes views over engagement or clicks. You’ll be able to see the cost per view, video play-thru percentages, and where most of your audience stopped watching. The major benefit of this objective is your audience only needs to see two seconds of the video for Facebook to count it as an engagement That makes this objective ideal for warming up a cold audience- but more on that in another blog.

Best for: Increasing views on your video.

Lead Generation

This ad objective is to generate leads for your business by voluntarily collecting information from your audience. Think emails for a newsletter or discount code. You can have your audience click through to your site to give this information, or have them fill out a form right on Facebook.

Best for: Getting voluntary marketing opt-ins.

Messages

Messages ads drive your audience to reach out to you on Facebook Messenger, Instagram Direct Message or WhatsApp. You can monitor your inbox or preload the ad with FAQs and answers. You’ll still get notifications when people message your page either way.

Best for: FAQs about your business, service, or product.

Conversions Ads

At the bottom of the funnel, conversion ads encourage people who have shown an interest in your business to purchase or use your product or service.

Pro tip: These ads work and deliver best when used in conjunction with the Facebook Pixel, a small piece of code you place on one or more pages of your website.

Conversions

Aptly named, conversions ads encourage your audience to do a specific action that you determine during ad set up. Options include add to cart, download app, buy now, or register.

Note: This ad objective needs at least 10 conversions per day to deliver to your audience. It may not run with less, so make sure your audience is adequately warmed up.

Best for: Tracking purchases or downloads from Facebook ads.

Catalog Sales

Typically displayed as a carousel ad, this ad objective is to showcase products from your e-commerce site or store to encourage your audience to purchase.

Best for: New product arrivals, sale items, or reminding people of the products they looked at and didn’t buy.

Store Traffic

The store traffic ad objective asks your nearby audience to visit your brick and mortar location.

Best for: promoting foot traffic to your physical store.

Curious to know how Facebook ads could help your business? Drop me a line and let’s set up a FREE consultation call.