How to Choose the Right Facebook Ad Objective for Your Goals

Facebook Ad objectives are the backbone of any Facebook campaign: the objective controls your bidding options, your ad unit options, and, the way your campaigns are optimized.

There are 13 campaign objectives to choose from but not much supporting content to help make that selection.

Because of this, getting started with Facebook can be a little bit overwhelming.

I remember back when I was setting up my first Facebook Ads account – I searched for tips or guides that would help me to determine which objective was the best fit for my use-case.

Unfortunately, I came up empty-handed. What I found was:

  • Facebook’s own guide leaves a lot to be desired. It gives a short overview of each objective and loosely groups each objective into a single area of the funnel. If you’re a glutton for the type of punishment that requires you to try to extrapolate next steps from next-to-no-information, you can find their guide here. Suffice to say, it hasn’t been updated in a long time – at least not in a meaningful way.
  • Any other guide that I found was just a repurposed version of Facebook’s guide. Sometimes with better graphic design but still not helpful.

Click here to read the original webpage at

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About The Author

Elton Mayfield

Elton's career spans media, production, digital and building industry expertise. His diverse experience makes him nimble, innovative, and curious – always pushing the envelope to create extraordinary work that delivers real results for our clients.

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