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Facebook Advertising Guide – Chapter II: Campaigns

This chapter covers the highest organizational level of Facebook Ads. We will briefly touch the campaign types – teach you the main distinction between cold and remarketing (warm) campaigns. Since this Guide mostly covers the basics, we are starting fresh; we will be focusing here on cold campaigns.  Remarketing will be covered in later chapters. After that,  we will guide you through the stages of customer awareness and teach you how each of the provided objectives corresponds to your desired outcome from the ad. So let’s dig in!

Chapter Overview


Ad creation and delivery are made simple with Facebook. As discussed in the previous Chapter, Facebook Ads are structured into three layers:  at the highest level is campaign; which then contains ad sets, and ad sets contain ads.

Basics of Facebook Ads; three layers of structure of facebook Ads: Campaigns, which consist of Ad Sets, which consist of Ads

At the campaign level, we determine ad objectives at the campaign level. Selecting an objective sets the business goal you want the ads within this campaign to accomplish. This helps Facebook determine the best ad placements, formats, and calls to action — and deliver your messages to the right people.


Campaign types

There are two basic types of Campaigns: Cold Traffic Campaigns and Warm (Remarketing) Campaigns.

Cold campaigns are used to target prospective customers or people who have never heard of you before. The idea behind a prospecting campaign is to build the audience, gain interest in products and services and/or raise brand awareness. In these campaigns, you are targeting so-called cold traffic – people who are not aware of your product or brand and have never been to your site. Thanks to Facebook’s extensive targeting options, you will reach new audiences and increase your brand awareness and recognition. Later you can use the same audiences in Remarketing campaigns.

Remarketing campaigns allow you to show your ads to the users who have already visited your website or clicked one of their products/services or shared with you their phone number or email. These campaigns are targeted to people who are aware of your brand and your products because you’ve introduced yourself during your cold traffic campaigns. The goal of remarketing campaigns is to make sales and build a loyal following of happy customers.


The Three Stages of Customer Awareness

Your prospective customers go through 3 stages of acquisition, which are equivalent to conversion funnel (see image).

An illustration of a funnel showing three stages of customer awareness; 1, awareness 2, consideration 3, conversion


  1. Awareness – This is when your clients are just learning about your brand and products. The goal here is engagement with new audiences and making them aware of what you have to offer. These objectives are perfect for prospecting campaigns.
  2. Consideration – This is the middle stage of the consumer journey- when people are aware of your brand but not yet ready to make a purchase. It is an important stage to start building a relationship with your potential clients. These objectives can be used for both prospecting and remarketing campaigns.
  3. Conversion objectives drive action — such as a purchase or donation.



Facebook breaks each of the three stages of customer awareness into campaign objectives within the Ads Manager. When you choose an objective, it optimizes your campaign for a certain result or goal and determines how your ads are delivered to your audience.

An illustration of a funnel showing three stages of customer awareness with its belonging campaign objectives; 1, awareness - brand awareness and reach; 2, consideration: traffic, engagement, app installs, video views, lead generation and messages 3, conversion; conversion, catalog sales and store visits

Icon megaphone brand awareness Brand Awareness

Brand Awareness displays your ad to people most likely to be interested in your product or service. A nice perk can be found in the metrics for this objective. The brand awareness objective gives you the estimated ad recall lift (people) metric, which shows an estimate of people who would remember your ad if asked about it within two days. For the most accurate measurement of ad recall, you should submit a brand-lift study, but it is optional.

brand awareness objective supported placement and formats

icon reach - network Reach

The Reach objective shows your ad to the maximum number of people, at a maximum number of times.  Choose this objective if you want to build brand awareness, change a brand perception or show your ad to as many people in your audience as possible. With this objective, you can choose to maximize your reach or impressions for the entire duration of your campaign. You can set frequency controls for how many times a person sees your ad and the minimum number of days between each time they see it. You can also tailor your reach with location targeting to reach people within a certain radius of your business location. You can choose the Reach objective to show ads to a larger portion of your audience.

reach objective supported placement and formats

Consideration Objectives

icon traffic cursor Traffic

Traffic objective drives people to a website, app or Messenger. Ads with the Traffic objective allow you to select where you want to drive traffic. You can send people to a destination on or off Facebook (Website Clicks) or increase the number of people going to your mobile or desktop app (App Engagement). Traffic ads also allow you to target people who have previously installed your ap when picking your Audience.
traffic objective supported placement and formats

icon engagement - users  Engagement

Engagement ads are intended to increase the number of people who see and engage with your Facebook post or Page. With Engagement as your objective, you can create ads that:

engagement objective supported placement and formats

icon app installs - cube App installs

If you’d like people to install your mobile or desktop app, try the App installs objective. With this objective, you can not only get more people to install your app but also optimize for app events or attract your highest-value customers with value optimization. To be able to use this objective you will need:

  • An app registered on Facebook for Developers.  You can register your app here. If your app is not registered with Facebook, you will be able to run ads through the App Installs objective but your ads will automatically optimize for link clicks (people clicking on your ad) instead of App Installs (people installing your app).
  • An ad account linked to the app you want to promote. To link ad accounts to your registered Facebook app, go to „Settings > Advanced“ in the app dashboard. Just like with registering your app as a Facebook app, linking your account is optional – with the same limitations, You’ll still be able to run your campaign with the App Installs objective, But your ads will automatically optimize for link clicks instead of App Installs.
  • Finally, you will need to integrate the Facebook SDK and app events if you want to optimize for installs, app events or value. You’ll also need the SDK if you want to measure and track installs, app events or value.

app installs objective supported placement and formats

icon video views - camera Video views

Video views objective shows your content to people who are most likely to watch it. You can show your ads to the audience who are most likely to watch your ad for at least two continuous seconds, ten seconds or 15 seconds. There are three different types of video views:

  • 2-second continuous video views is an optimization and billing option for video ad buying available for video ads at least three seconds in length. It can be used with an auction or reach and frequency campaigns. It ensures that your video ads get the most video plays of two continuous seconds or more. Most 2-second continuous video views will have at least 50% of the video pixels on screen, though in some cases, such as when part of the screen is obscured by a system or app overlay (due to user behavior such as sharing, saving or receiving a notification), less than 50% of a video’s pixels may be in view.
  • 10-second video views – The number of times that the video was played for at least 10 seconds, or for nearly its total length if it’s shorter than 10 seconds. For each impression of a video, video views are counted separately and any time spent replaying the video is excluded.
  • ThruPlay is another optimization and billing option for video ads which allows advertisers to optimize and choose to only pay for ads that are played to completion, or for at least 15 seconds. This optimization is available with Auction or Reach and Frequency campaigns. 

Note, while other objectives don’t optimize for video views, they are available to support video.

video views objective supported placement and formats

icon lead generation - funnel Lead generation

Lead generation ads encourage people to share their contact details via a mobile-friendly form on Facebook and Instagram.  In this form, users can edit and confirm their pre-populated information before clicking the „submit“ button. The information you can collect includes, but isn’t limited to, names, email addresses, phone numbers and more. In addition, you can ask people custom questions which are relevant to you. Those ads can be used to collect sign-ups for newsletters, price estimates, and business information, which is a great way to identify potential customers and share relevant information with them in the future. With Facebook’s lead ads, the contact form – or „Instant Form“ – that you ask people to fill in, will appear natively on Facebook and Instagram. You can customize the questions in your Instant Form and ask your prospects only relevant questions. You can download your leads directly from Facebook and connect them to your CRM. Connecting to a CRM can help you download your leads faster and take real-time action on new leads. Lead ads can help you meet your business goals if you want to:

  • Find new customers for your business
  • Find out more about people’s interests
  • Get people to sign up or register for your service
  • Get people to enroll in your program
  • Get people to download a brochure or manual

lead generation objective supported placement and formats

icon messages - speech bubbles Messages

Messages objectives encourage people to have interaction with your business in Messenger to generate leads, complete purchases, answer questions, or offer support. With messages as your objective, you can start messaging conversations with ads that click to Messenger and re-engage existing conversations with sponsored messages. Ads that click to Messenger will be delivered to people more likely to have a conversation with your business in Messenger, helping move customers from consideration to action.

For example, a customer might be interested in an ad they see for your business on Facebook. When they click on the ad, it will open a conversation directly with you in Messenger and you can use this opportunity to offer more information about your products or services.

messages objective supported placement and formats

Conversion Objectives

icon conversion - network Conversions

Conversions objective ads ask people to do something on a website or in an app.  The Conversions objective is designed to drive valuable actions on your website or app. With Conversions as your objective, you can create ads that increase conversions on your website (Website Conversions) or increase conversions in your app (App Engagement), The Conversions objective requires you to implement the Facebook pixel for websites or App Events for apps.

When you create an ad with the Conversions objective, you can select where conversions take place – either Website or App, and then select the Facebook pixel or app event that you want to use. You can also target people who have previously installed your app by picking them within your Audience section of ad creation.

conversion objective supported placement and formats

icon catalog sales shopping cart  Catalog sales

The Catalog sales objective allows you to show products from your catalog across Facebook, Instagram and Audience Network.  You can link to images of every item you sell, and Facebook will display items based on your targeting criteria.

catalog sales objective supported placement and formats

icon store visits - brick and mortar store  Store traffic

The Store traffic objective is available to any business with multiple brick-and-mortar business locations. You can use this objective to reach people within a set distance of each of your locations, and help them find or contact the location closest to them. Before you begin creating your ad, make sure that you’ve added businesses locations and opening hours to your Facebook Page, because Facebook won’t show ads for shops that are permanently closed (default status). You can use the Store Traffic objective to:

  • Create customized ads for each of your locations and deliver them to people nearby.
  • Increase the visits to your brick-and-mortar stores and boost sales.

For example, let’s say you have a few different physical shops and want to reach people who live or work near each shop. You can use the Store Traffic objective to create ads with localized content for each of your locations, designed to encourage local visits through shop locators and call-to-action buttons such as Get Directions or Call Now. You can also use a flexible location targeting to determine the area around each of the shops that you want to reach.

Note, if you only want to increase foot traffic to a single physical location, use the Reach objective instead.

To see real-time reports of visits to your business, you can use Facebook store visits reporting. It shows the visits that happen within 1 day, 7 days and 28 days after a person clicks an ad, and 1 day, 7 days and 28 days after your ad has been viewed.

store traffic objective supported placement and formats


Icon for tip - light bulb stylizedQuick Creation

It’s worth to note that creating campaigns doesn’t need to be done manually every time. The Quick Creation workflow quickly generates placeholders for campaigns, ad sets, and ads. After you create your template, fill in the details the same way you do when generating complete campaigns or by bulk importing information. Caution, though, because it requires certain experience with completing campaign steps out of order, so it is not recommended for beginners. But as you gain more experience, this might be a valuable tool.


Practical Guide Step 2: Create a campaign and set your objective

In this step, you will determine which kind of campaign you wish to run: cold or remarketing. If it is your first time creating Facebook Ad, odds are you are going with a cold campaign.

The second thing you wish to determine if the objective of your campaign, i.e. business goal you wish to achieve with it. Facebook ads are extremely versatile – but they work best when you’re focused on what you want to achieve. Ad objectives are a way to identify your marketing goals for campaigns or even individual ads.

How do you know when to use which objective?

As a newbie, you might have difficulty to make a distinction between some similar objectives. Not to mention, as your business progresses through stages of customer awareness, your business goals are going to change. Inevitably, you’ll have to adjust your campaigns too. At first, your campaigns will probably be focused on building awareness and expanding the brand’s reach. After that, you will likely want your leads to make a purchase or sign up for an event. Below is a simplified list of most likely scenarios (brought to you by Facebook) of the advertising objectives which align with your business goals.

Goal: make people aware of your business

Increasing brand awareness is about telling people what makes your business valuable. You should use one of the following objectives:

  • Reach (Reach people near your business): Show your ad to people who live nearby or in the general area of your local business
  • Engagement (Boost your posts): Reach as many people as possible and drive engagement with your ad.

Goal: find potential customers

Look for ways to get people interested in your product or service, such as sign-ups for your newsletters or local events for your business. Use:

  • Conversions (Increase conversions on your website): Create ads that encourage people to visit your business website.
  • Lead generation (Collect leads for your business): Create ads that collect info from people, including sign-ups for newsletters.
  • Engagement (Raise attendance at your event): Create ads that promote your events.
  • Messages (Communicate with potential customers): Create ads that start conversations with customers.

Goal: drive sales for your products or services

Tracking how many people saw your ad, and then actually went and purchased the product you were advertising is an important way to measure campaign success. Depending on your exact goal, go with one of the following objectives;

  • Engagement (Get people to claim your offer): Create ads with a coupon, discount or other special deals.
  • App installs (Get installs of your app): Get people to install your mobile app.
  • Conversions (Increase engagement in your app): Encourage existing app users to interact with your app.
  • Messages (Qualify customers and drive transactions): Create ads that enable you to connect with customers and drive them from interest to purchase.

Once you have a clear idea which goal(s) you want to achieve with your ad, pick the corresponding objective.

To create a new campaign, select your ad objective and give the campaign a meaningful name. That's it! Your campaign has been created.

We have compiled all the relevant data from this article to an infographic which you can download below.

Download Facebook Ads Campaigns & Objectives Infographic here.

Now that you understand the different campaign types, the process your customer needs to go through to convert and where is each campaign objective in the conversion funnel, we will discuss the next step: understanding and creating Ad Sets.


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