What's your objective?

Having the right objective in mind before you create your marketing or communication strategy is crucial to get the wanted results.

An objective could for example be, increased sales, improving brand awareness, build customer relations, announcing a new launch and more.

Before you can create an ad, you need to consider what your business goals are. It is important to know what you want to achieve in order to be able to choose the right goal. Your advertising goal is the same as what you want users to do when they see your ad. For example, if you want to show your site to people who are interested in your business, you can create ads that encourage people to visit your site. Below are three broader categories, or goals, that your goals may fall under.


Goals that create interest in your product or service. Raising brand awareness is about telling others what makes your business valuable. For example, Jasper's Market will launch a small regional chain of grocery stores. With the help of the brand awareness goal, they can create a campaign that highlights their organic products to people in the local area.


Objectives that make people think about your company and seek more information. For example, Jasper's Market has a website that tells their story and lists some of the store's unique offerings. With the help of the Traffic goal, they can create a campaign that encourages people to visit the website and find out more.


Goals that encourage users who are interested in your business to buy or use your product or service. For example, Jasper's Market has opened some new stores. With the help of the Store Visit goal, they can create a campaign to encourage potential customers to visit their nearest store.

As your business grows, your campaign goals change. First, your campaigns may focus on raising awareness and gaining new customers. Later, you might encourage users to buy something or sign up for an event.


Brand awareness: Increase people's awareness of your company, brand or service.

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


Traffic: Drive people from Facebook to a URL of your choice, such as your website landing page, blog post, app, etc.

Interactions: Reach people who are more likely to interact with your post. Interaction includes likes, comments and shares, but can also include offers that have been claimed by you.

App installations: Direct users to the store where they can download the company's app.

Video: views Share videos from your company with people on Facebook who are most likely watching them.

Lead generation: Collect leads for your company: Create ads that collect information from people who are interested in your product, such as newsletter signups.

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


Conversions: Encourage people to act in a certain way on the company's website, for example by letting them add items to a shopping cart, download your app, register on your website or make a purchase.

Catalog sales: View products from your online store to generate sales.

Store traffic: Market your physical stores to people nearby.

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