Understanding and using Facebook Campaign Objectives

Written by Charles Ngo
Written by Charles Ngo

I consider Facebook to be the best traffic source in the world.

Besides the massive volume, no other place offers the massive amount of targeting options that they do.

The problem?

If you’re learning it from scratch then it can be information overload.

(The other problem is they tend to hate affiliates, but that’s a story for a different day)

When you’re first launching a campaign you get welcomed into this screen.

It’s asking you to choose your objective.
It’s not just for labeling and organization purposes. The objective you choose can affect the type of traffic, prices, and overall profits of your campaign.
You can have the same exact campaign with different objectives and get different results.
An intern at Coca Cola advertising on Facebook has a different goal than you do as an affiliate.
A guy who runs a plumbing business wants a different outcome to an ecommerce store owner.
Facebook will use their algorithms to try to deliver the best outcome to you based on your objective.
The more they can help you reach your goals then hopefully you’ll spend more money with them.

Some of these campaign objectives are completely useless to affiliates and some are pure gold.
If another affiliate is using the Facebook pixel and Lookalike Audiences and you aren’t, it’s like showing up to a gunfight with a pencil.
The Facebook pixel does almost everything now – but you have to tell it WHAT you want it to do.
I’ll show you the most relevant ones to affiliates, the ones that can help, and the ones that are completely useless.

How the Facebook Funnel Works

Look at the image above.
Notice anything?
The way the arrows point shows the way a “normal” sales funnel works.

Awareness, Consideration, Conversion.
Same kinda thing.
First, you get people aware of your product, then you get them interesting and considering taking action, then you convert them.
I’ll go over the different objectives the same way a normal sales funnel works.
This is how Facebook assumes most sales funnels work:

  1. People see an ad for the first time
  2. Maybe they like the page, watch a video, or click through to the site
  3. After some thought, they make a purchase

This is exactly how our funnels work as affiliates.
If someone sees your ad and clicks but doesn’t buy, we can retarget them later.
Let’s start at the left and work our way along.

Awareness Campaign Objectives

Available objectives:

  • Brand awareness: Increase awareness for your brand by reaching people who are more likely to be interested in it.
  • Reach: Show your ad to the maximum number of people.

These are useless objectives for 95% of people reading this blog.
Affiliates don’t care how many people see their ads, they only care how much money they make aka conversion rates.
These objectives aren’t even good for building up your pixel as the data is useless.
If you’re just starting out, avoid these campaigns completely. If you want to get awareness, go with an engagement campaign instead so you at least get some likes / shares / comments on your ads and page.

Consideration Campaign Objectives

Available objectives:

  • Traffic: Send more people to a destination on or off Facebook such as a website, app or Messenger conversation.
  • Engagement: Get more post engagements, Page likes, event responses or offer claims.
  • App installs: Get more people to install your app.
  • Video views: Get more people to view your video content.
  • Lead generation: Drive more sales leads, such as email addresses, from people interested in your brand or business.
  • Messages: Get more people to send messages to your business in Messenger.

Here are my thoughts on these campaigns:
I’ve used the app installs objective in the past, but I don’t do as much of those anymore.
The last thing in the world I want is to optimize for messages for my Shopify ecommerce campaigns (customer service nightmare).
I’ve tested the lead generation objective but I found the other ones give me better results.
Out of all of these campaign objectives, I only really use 3 of them.

  1. Traffic
  2. Engagement
  3. VIdeo views

Here’s why I use each one, and why they might be helpful for you.

Optimizing for Traffic

When you’ve just launched a brand new store you might wanna send some clicks to it and see what happens. Maybe you’re using something like Hotjar and you want to get some recordings so you can see how people interact with your store.
A lot of people used to use the Traffic Objective to build up the pixel, and then switch to conversions once the pixel has some data. But now Facebook can do this automatically for you.

You just set up a Conversions campaign and click the button below before you set it live:

Optimizing for Engagement

There are a few reasons why you might wanna do this. It sounds counterintuitive – we only care about profit right?
Yea… but who’s gonna buy something from a Facebook page with 4 likes?
For CPA & Shopify ecommerce campaigns you need to have some social proof. People are more likely to buy from a more popular page than a least popular page.
I’m not saying you need 100k page likes, but at least get a few hundred, plus Page likes are super cheap to buy, and you’re building up an asset.
You can optimize for page likes to get things rolling and spend a few dollars per day.

Tip: Give people a reason to like your page. Think of this just like any other ad but the “conversion” is getting them to like your page

Optimizing for Video Views

You guys know I love Facebook video ads.
The competition is still so low and engagement is sky high. People love videos and actually stop scrolling to watch them a lot more than image ads.
This objective is really good for testing products. Create a video ad using my infomercial video tips, ask people to tag their friends and share it, and you’ll see some interesting results.
Remember to follow the Zuck’s policy for ads so you don’t get your Facebook account banned 🙂

Conversion Campaign Objectives

Available objectives:

  • Conversions: Drive valuable actions on your website or app.
  • Product catalog sales: Create ads that automatically show products from your product catalog based on your target audience.
  • Store visits: Get more people nearby to visit your brick-and-mortar locations.

Out of these I only use the Conversions objective (unless I start a dim sum restaurant I don’t think I’ll ever use a Store visits campaign).

Optimizing for Conversions

This makes the most sense to people.
“Charles, why the hell else would I advertise on Facebook except to get conversions???”
The thing about optimizing for conversions is that it can take a while to get data, especially if you’re just getting started.
If Facebook needs 25 conversions for each ad set and you’re struggling to even get one sale, it’s gonna be a difficult path for you.
That’s why some people use that trick I mentioned above to optimize for traffic first, and then Facebook switches over to conversions once it has enough data.
The “Store visits” objective is only for physical stores. Facebook uses GPS to track your location and then can give you directions to the store, or display a number to call the store.

Not exactly something affiliates need 🤔

Use the Correct Facebook Ad Objective…

…Or your campaigns will fail every time.
Brand new store? Maybe you should run a Page Like engagement campaign so your Facebook Page isn’t a ghost town.
Wanna test out a new product but you’re on a limited budget? Maybe you should optimize for link clicks first, then let Facebook optimize for conversions when it gets enough data.
You can see there are a ton of things to consider when you’re picking a campaign objective.
Featured Image by Paisan191

Want More Facebook Ngo Bombs (for free)?

Grab my cheat guide to Facebook for affiliate marketers and drop shippers.

  • Advanced data analysis tips
  • How to make easy money with Lookalike Audiences
  • How to use Audience Insights to hyper-target your ads
  • + a ton more


You may also like

                The posts published by Charles are prepared and analyzed, including the author’s own experience…

The posts published by Charles are prepared and analyzed, including the author’s own experience…

I Send
My Best Stuff
Through Email

                 I’m obsessed with everything marketing, business, and productivity.

Whenever I come across a knowledge bomb, I’ll share it with you in email? Interested? Sign up below.

You're 1-step away from exclusive content and cheat sheets

By clicking 'Free Instant Access', you agree to our Terms and Privacy Policy.

Share on facebook
Share on twitter
Share on linkedin