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Advertising Objective

Des: How to Choose the Right Objective Your advertising objectives are goals that you want to set and meet so you can help grow your business and engage your audience.

In your Ads Manager account you can select objectives: Traffic, Web Conversion, Video View.

A. Traffic Objective​

Business Goal: Drive apeople to any URL, such as your website's landing page, a blog post, an app, etc.

The Traffic objective is suitable for businesses seeking to increase the number of visitors to their website or app.

Unlike Reach, the Traffic objective shows your ad to a broader range of audiences and directs them to your website or landing page. Then, on your landing page/website, you should include business information, descriptions of the products, social proof, and contacts for viewers to reach you. In some cases, business owners may be uncertain about which objective to choose between Reach and Traffic, given that both serve a similar purpose. However, the best way to determine which objective to use is by split- testing them.

Here are some key considerations for brands setting up a campaign using the Traffic objective:

  • Determine where the traffic should go. You can direct viewers to their website or app.
  • Would you like to target people who have already downloaded your app?

By selecting this option in the Audience Section of your ad group creation, you can target people (Custom Audience) who have previously installed your app.

B. Web Conversion Objective​

Business Goal: Encourage people to take specific actions on your website, such as having them add items to a cart, download your app, register for your site, or make a purchase.

The Website conversions objective directs visitors to your website to complete a specific action, such as making a purchase or adding an item to their shopping cart.

The Website conversions advertising objective allows you to:

  • Force traffic to your website. Optimize ad delivery against conversion events on your website
  • Utilize web measurement solutions such as Pixel, Events Web API, and Advanced Matching to optimize ad delivery and track performance. Optimize ad delivery against Clicks, Conversion, and Value. There are numerous scenarios in which you can use Website conversions to achieve your business objectives, such as: Driving sales on e-commerce website.

C. Video View Objective​

Business Goal: Maximize the plays of your video ads from audiences most likely to engage with them.

How much are you willing to pay for a video view?

When running campaigns with the Video Views objective, the bidding method is CPV, which is the price you are willing to pay for one 6-second Focused view

The Focused View objective will deliver ads to users who are most likely to actively engage with an ad — by viewing it for at least 6 seconds OR by interacting with the video within the first 6 seconds (whichever comes first). This allows us to optimize for two different kinds of engagement:

  • Views: We target users who are most likely to view your ad for at least six seconds.
  • Engagements: We target users who are more likely to actively engage with an ad.

Interactions to be considered: Share, Click, Hashtag Clicks, Music clicks, Anchor Clicks, and Interactive Add-on Activity Clicks.