Step 1: Select your campaign objective

On Facebook, you can choose from a handful of campaign objectives that match your advertising goals. For example, if you are looking to drive traffic to a physical location, you would use Store Traffic. If you’re driving traffic to a website, you want to use Conversions.

Choosing the right objective is your first important decision when crafting your ad campaign. If you aren’t sure which objective is right for you, here is a quick breakdown of your choices:

• Brand awareness: Get your brand out in front of people’s eyes and build awareness around what you sell or do.

• Reach: Get your ad in front of as many people as you can to generate buzz.

• Traffic: Use ads to get people off of Facebook and on to your website.

• Engagement: Get people engaging with your brand online by encouraging people to comment, like or share what you have to say.

• App installs: Have your ads send people to the app store where they can download your app.

• Video views: Boost traffic to your Facebook videos, targeting people with the best odds of watching your content.

• Lead generation: Use forms to generate leads on Facebook that you can follow up on later.

• Messages: Use ads displayed on Messenger, WhatsApp or Instagram Direct to connect with new customers.

• Conversions: Push people to take that next step with your product, whether it’s starting a free trial or making a purchase.

• Catalog sales: Show off your online store’s goods with ads that encourage browsing and purchasing.

• Store traffic: Target locals and get them dropping by your actual physical store.