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What objectives mean…

Objectives on Facebook relate to what your goal is with your Facebook Ad. This means, what do you want people to do when they see or watch your ad.
It’s the first step when you’re creating a campaign in the Facebook Ads Manager or Power Editor and it’s the first moment that you can trip up and set up for success or failure.

Does this include Boosted Posts?

Most people when they start running Facebook Ads will begin by hitting the boost post button.
It’s so easy, you post an image, video or link and Facebook tells you you’ll reach more people if you boost it. So you do, and sure you may get some more likes & comments on the post, your reach increases but in reality what you really wanted people to do (your objective) was to come and read your blog post, or come and check out your online store.
Unfortunately, boosted posts aren’t designed to do that.
Boosted posts have an objective of making your post appear higher in the Newsfeed, so there’s a better chance your audience will see them.
Therefore by boosting a post you’re telling Facebook I want you to show this post to people on Facebook. What you’re not doing is telling Facebook to optimise it for people to click to your website, or to take action on your website.
To start running your ads the right way, you’ll need to head into Ads Manager or Power Editor and choose the right objective for your ads and ultimately for your budget will be spent getting you closer to your goal.

How do you know which Objective to choose?

If you’ve come this far in this blog post, you’ve most likely also gotten to this point in the Ads Manager and wondered where to from now, what do these all mean?
Brand Awareness
Increase the recall of your ad. While it sounds like something you may want to do, the results are difficult to measure and compare against other ad types.
Shows your ad to the largest audience possible for your budget
Does what it says, Facebook will show your ads to more people who have a likelihood of clicking out of Facebook. Traffic is the objective you want to use if you want people to visit your website
This works in a similar way to Boosted Posts. If you want to increase the likes, comments and shares on your posts then set your ads up for engagement.