Campaign Objectives and Ad formats

Choosing a certain Campaign Objective will affect the options you have in each Ad Set and each Ad under that Campaign. This article sheds some light on the options you have down the road when you choose a certain Campaign Objective, such as which types of media you can use in your Ads.

Below here, you'll see all Campaign Objectives available in Falcon, along with the unique options each will have at the Ad Set and Ad level. Please be aware that you will still have all standard options available in addition to the Objective specific options.

Page likes

Connect more people with your Page.

Ads
Add an image or a video.
Post engagement

Get more people to see and engage with your posts. Engagement can include comments, shares, likes and offer claims.

Ads
Add an image, a video, or a link.
Reach

Show your ad to the maximum number of people.

Ads
Add an image, a video, or a link.
Brand awareness

Reach people more likely to pay attention to your ads and increase awareness for your brand.

Ads
Add an image, a video, or a link.
Traffic

Send more people to a destination on or off Facebook such as a website, app or Messenger conversation.

Ad Sets

These destination types are available:

  • Website
  • WhatsApp
  • Messenger
  • Mobile Application
  • Unspecified
Ads
Add an image, a video, or a link.
Conversions

Get people to take valuable actions on your website, app or in Messenger, such as adding payment info or making a purchase. Use the Facebook pixel to measure and optimize ads for conversions.

Ad Sets

These destination types are available:

  • Website
  • WhatsApp
  • Messenger
  • Mobile Application
  • Unspecified
Ads
Add an image, a video, or a link.
Video views

Promote videos that show behind-the-scenes footage, product launches or customer stories to raise awareness about your brand.

Ads
Add a video or a link.
App installs

Send people to the app store where they can download your app.

Ads
Add an image or a video.
Lead generation

Collect lead information from people interested in your business.

Ads
Add an image or a video, and use an already existing form.
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