If you want to grow your business, you have to reach new customers. Facebook ads put your business in front of those new customers. You can bet that a large cross-section of your customer base is using Facebook and Instagram every day. But you need to set the right objectives to be effective. Facebook ad objectives let you set up campaigns that let you reach a highly targeted audience with ads that get the results you want. Facebook Advertising Objectives PDF: --> What Facebook ad objectives are --> The most effective ad formats for each objective --> The best placement for your ads

1. FACEBOOK ADVERTISING OBJECTIVES ● Page 1 ● ReputationLoop.com
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2. FACEBOOK ADVERTISING OBJECTIVES ● Page 2 ● ReputationLoop.com
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3. FACEBOOK ADVERTISING OBJECTIVES ● Page 3 ● ReputationLoop.com
Facebook Advertising allows a business to
create ads that help them connect with the
people that matter most.
With specific advertising objectives, you can
create ads that help you reach your
marketing goals.

4. FACEBOOK ADVERTISING OBJECTIVES ● Page 4 ● ReputationLoop.com
What is Your Facebook Ad Objective?
What do you want people to do when they see your ad?
That action is your ADVERTISING OBJECTIVE.
Before you create your ad, first choose an objective that
aligns with your business and marketing goals.
Do you want to…
Generate interest in your products or services?
That’s an AWARENESS objective.
Get people to think about your business and look for more information?
That’s CONSIDERATION.
Encourage people who already know your business to make a purchase?
That’s CONVERSIONS.

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FACEBOOK
ADVERTISING
OBJECTIVES
Including…
The Best Platforms
and Ad Formats to
Reach Your Goals

6. FACEBOOK ADVERTISING OBJECTIVES ● Page 6 ● ReputationLoop.com
● AWARENESS Objectives ●
Increase brand awareness by reaching people who are more
likely to pay attention to your ads.
PLATFORMS THAT SUPPORT AWARENESS OBJECTIVES
• Facebook
• Instagram
BEST AD FORMATS FOR AWARENESS OBJECTIVES
• Single Image
• Single Video
• Carousel
• Slideshow
The REACH objective ensures your ad shows to the maximum number of
people in your audience over the full length of your campaign. You can also
maximize the number of impressions that your audience sees.
REACH is the Awareness Objective most useful for local
businesses looking to bring customers in their area into their
stores. Location Targeting allows you to reach people within
a radius of your business locations.

7. FACEBOOK ADVERTISING OBJECTIVES ● Page 7 ● ReputationLoop.com
Local Awareness is now REACH
You will no longer see the local awareness objective in Ads Manager because
it has been replaced by the REACH objective which gives you the exact same
functionality.
It’s now called REACH because it targets your ads to reach as many people as
possible. With more advanced budgeting and scheduling, more ad formats
and more CTA buttons, REACH also gives you:
▪ Targeting around multiple addresses; useful if you operate more than
one business location
▪ Power to include/exclude people who don't live in your target area
▪ Targeting by Languages and Connections
▪ Power to include/exclude people by Demographics, interests or
behaviors
CLICK AND LEARN: Creating a Local Awareness
Campaign Using the REACH Objective

8. FACEBOOK ADVERTISING OBJECTIVES ● Page 8 ● ReputationLoop.com
● CONSIDERATION Objectives ●
When people are thinking of making their next purchase you
want them to think of your business. Build AWARENESS
then CONSIDERATION encourages customers to get more
information. You are one step closer to the sale!
CONSIDERATION Objectives Include:
Traffic
Traffic involves increasing the number
of website visits or the number of
people using your apps.
PLATFORMS THAT SUPPORT
TRAFFIC/CONSIDERATION OBJECTIVES
• Facebook
• Instagram
• Audience Network
• Messenger
BEST AD FORMATS FOR
TRAFFIC/CONSIDERATION OBJECTIVES
• Single Image
• Single Video
• Carousel
• Slideshow
• Canvas
• Collection

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Lead Generation
Generate leads with your Facebook ads by collecting information such as
email addresses from people interested in your business.
PLATFORMS THAT SUPPORT LEAD GENERATION/CONSIDERATION
OBJECTIVES
• Facebook
• Instagram
BEST AD FORMATS FOR LEAD GENERATION/CONSIDERATION OBJECTIVES
• Single Image
• Single Video
• Carousel
• Slideshow

10. FACEBOOK ADVERTISING OBJECTIVES ● Page 10 ● ReputationLoop.com
Lead Ads
Lead ads let you run lead
generation campaigns on
Facebook and Instagram.
Unlike other ad types, lead
ads include a contact form
interested people can fill
out with their details so
you can follow up with
them.
▪ Contact forms are included in your ad: When people
click on your lead ad, they'll be prompted to fill out a
short form.
▪ Choose which questions to ask in your form: Customize
questions in your lead ad form, so it's tailored to your
business.
▪ Easily download your leads: You can download your
leads directly from Facebook, or connect your leads to
a CRM like MailChimp or Salesforce.
CLICK AND LEARN: How to Create Lead Ads

11. FACEBOOK ADVERTISING OBJECTIVES ● Page 11 ● ReputationLoop.com
Engagement
Engagement is getting your business seen and having people engage
with your Facebook posts or Pages. If engagement is your objective
you can use ads to:
✓ Boost Your Posts – to increase post engagement
✓ Promote Your Page – to earn page Likes
✓ Get People to Claim Offers on Your Page
✓ Get People to Attend Events on Your Page – by increasing Event
responses
PLATFORMS THAT SUPPORT ENGAGEMENT/CONSIDERATION OBJECTIVES
• Facebook
• Instagram
BEST AD FORMATS FOR ENGAGEMENT/CONSIDERATION OBJECTIVES
• Single Image
• Single Video
• Slideshow
• Canvas

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Video Views
If your business has videos of product launches, testimonials, and
“What We Do” that will raise the awareness of your brand and
separate your business from the rest then video views could be a
top objective with Facebook video ads.
PLATFORMS THAT SUPPORT VIDEO VIEWS/CONSIDERATION OBJECTIVES
• Facebook
• Instagram
• Audience Network
BEST AD FORMATS FOR VIDEO VIEWS/CONSIDERATION OBJECTIVES
• Single Video
• Slideshow
• Carousel
CLICK AND LEARN: Creating a Campaign for a Video
View Objective

13. FACEBOOK ADVERTISING OBJECTIVES ● Page 13 ● ReputationLoop.com
App Installs
App Installs involves getting people to the app stores to download
your apps.
PLATFORMS THAT SUPPORT APP INSTALL/CONSIDERATION OBJECTIVES
• Facebook
• Instagram
• Audience Network
BEST AD FORMATS FOR APP INSTALL/CONSIDERATION OBJECTIVES
• Single Image
• Single Video
• Carousel
• Slideshow
• Canvas
• Collection

14. FACEBOOK ADVERTISING OBJECTIVES ● Page 14 ● ReputationLoop.com
● CONVERSION Objectives ●
A conversion objective focuses on making people in your audience
take action. Getting an online sale or having a new customer visit
your store online or in person are the conversions that count. Track
and measure conversions with the Facebook Pixel or App Events.
PLATFORMS THAT SUPPORT STORE VISIT CONVERSION OBJECTIVES
• Facebook
BEST AD FORMATS FOR STORE VISIT CONVERSION OBJECTIVES
• Image
• Video
• Carousel
• Slideshow
Using Dynamic Ads for Product Catalog Sales
Dynamic ads are just like other single image or carousel ads created for Facebook, Instagram or the
Audience Network except they work off an ad template you create. With dynamic ads, instead of
creating an ad for each product, the template automatically uses images and details from your product
feed of things you advertise.
PLATFORMS THAT SUPPORT PRODUCT CATALOG SALES CONVERSIONS OBJECTIVES
• Facebook • Instagram • Audience Network
BEST AD FORMATS FOR PRODUCT CATALOG SALES CONVERSIONS OBJECTIVES
• Single Image • Carousel • Slideshow

15. FACEBOOK ADVERTISING OBJECTIVES ● Page 15 ● ReputationLoop.com
Why Your Business Should Be
Using Facebook Ads
Why You Need Facebook Advertising?
• Two billion people use Facebook each month.
• Half a billion people use Instagram each month.
• 1 out of every 5 minutes people in the US spend on mobile devices is on Facebook or Instagram.
You can bet that a large cross-section of your customer base is using Facebook and Instagram every day. To
effectively market your business and grow awareness among the audience that matters to the growth of your
business better Facebook Advertising needs to be a priority.
Benefits of Facebook Advertising
Highly Targeted Audience Selection with Facebook
Advertising
Facebook Advertising makes it easy to target very specific audiences with targeting features built into the
Facebook Ad Manager and Power Editor. This means more effective marketing and a higher return on your
investment. You can choose who sees your ad by demographics, contact information, location, behaviors, or
interests.
There are three audiences you can choose from with Facebook Advertising:
• Core Audiences where you select your audience manually based on characteristics, like age and
location.
• Custom Audiences where you upload your contact list to connect with your customers who use
Facebook.
• Lookalike Audiences where you use the information you have about your current customers to find
similar people on Facebook.
Easy and Affordable Facebook Advertising Budgeting
With the ability to drill down to a highly targeted audience you get more for your buck with Facebook
Advertising. You create your ad, set your budget and then bid it in the ad auction. You can start low, and set or
edit your ad budget at any time. Your ad budget will be the total amount you want to spend daily or over the
course of the ad campaign. You also set a bid—the maximum amount you’re willing to pay when someone sees
your ad or takes your desired action.

16. FACEBOOK ADVERTISING OBJECTIVES ● Page 16 ● ReputationLoop.com
There are two specialty buying options with Facebook Advertising for advertisers used to purchasing brand
awareness and television ads:
Reach & Frequency
• When you want your advertising campaign to reach more than 200,000 people, reach, and frequency
buying gives you predictable, controlled ad delivery at a locked price.
Target Rating Points
• If you’re used to purchasing TV ads through Target Rating Points, you may be interested in purchasing
video ads for Facebook, Instagram or the Audience Network in the same way.
The ad auction determines which ads should be shown to which people. Base on the information used creating
your ad, the auction shows your ad to the people most likely to be interested in it.
Extend Your Reach Running Ads on
Facebook, Instagram and Audience Network
One of the best things about Facebook Advertising is that you can create your ad once and with a few clicks run
it across Facebook, Instagram or Audience Network. One ad can reach your selected audience where they hang
out on their favorite apps and websites, on mobile and desktop devices, with no resizing or reformatting is
required.
Supported Facebook Advertising formats include:
• Video
• Photo
• Carousel
• Slideshow
• Canvas (mobile only)
Available Placements are:
Facebook
▪ Feeds
▪ Instant Articles
▪ In-stream videos
▪ Right column
Instagram
▪ Feed
▪ Stories

17. FACEBOOK ADVERTISING OBJECTIVES ● Page 17 ● ReputationLoop.com
Audience Network - Audience Network lets you extend your ad campaigns beyond Facebook to reach your
audiences on websites and apps across devices such as computers, mobile devices and connected TVs (this
feature may not be available to everyone yet.) It uses the same Facebook targeting, measurement and
delivery to make sure each ad on Audience Network helps you reach your campaign goals at the most cost-
effective price.
Messenger
▪ Home
▪ Sponsored messages
Reach Your Marketing Goals with Facebook
Advertising
With Facebook Advertising, businesses just like yours are capturing the attention of interested customers. They
are showing off their products, highlighting their services and collecting leads right where people are spending
their time online.
Find your next customer easily with a simple 3-Step Facebook Advertising
plan:
1. Choose your audience based on demographics, contact information, and behaviors.
2. Create eye-catching ads that automatically resize and reformat to work on different platforms and every
device.
3. Use ad reporting tools and study ad channel behavior to see how your ads impacted your business and
pinpoint when, where, and how to connect to your audience.
Extending the advertising reach for your business can be as simple as adding Facebook Advertising to your
marketing plan. Build your presence and create awareness for your business while driving discovery and
generating leads. With deeper engagement and a higher return on investment than less targeted digital
marketing, Facebook Advertising can be the key to increasing customer loyalty and boosting sales.

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