Before you create an ad, you have to consider what your business goals are. It is important to know what you want to achieve in order to choose the right objective. Your ad objective is what you want people to do when they see your ads.  For example, if you want to show your website to people interested in your business, you can create ads that encourage people to visit your website.

There are three categories of objectives. As your business grows, your campaign goals will change. First, your campaigns may focus on building awareness and acquiring new customers. Later, you may encourage people to make a purchase or sign up for an event.

1. Awareness

Objectives that generate interest in your product or service. Increasing brand awareness is about telling people what makes your business valuable.

• Brand Awareness: Increase people's awareness of your business, brand or service.

• Reach: Show your ad to as many people as possible in your target audience.

2. Consideration

Objectives that get people to think about your business and seek more information.

• Traffic: Drive people from Facebook to any URL you choose, such as your website's landing page, a blog post, or app.

• Engagement: Reach people more likely to engage with your post. Engagement includes likes, comments and shares but can also include offers claimed from your Page.

• App Installs: Send people to the shop where they can download your business's app.

• Video Views: Share videos of your business with people on Facebook most likely to watch it.

• Lead Generation: Collect leads for your business. Create ads that collect info from people interested in your product, such as sign-ups for newsletters.

• Messages: Connect with people on Facebook, communicate with potential or existing customers to encourage interest in your business.

3. Conversions

Objectives that encourage people interested in your business to buy or use your product or service.

• Conversions: Encourage people to take a specific action on your business's site, such as having them to add items to a cart, download your app, register for your site, or make a purchase.

• Catalogue Sales: Show products from your e-commerce store's catalogue to generate sales.

• Store Traffic: Promote your brick-and-mortar business locations to people that are nearby.