At Modern Marketing Partners, we love Facebook Advertising. Our Facebook Advertising series will cover a range of topics including audiences, strategies, and more. For beginners, be sure to read our Facebook Advertising 101 post first. In this post will we discuss campaign objectives.

Do you want to get more people to like your Page? Do you want people to click on a link in your post and visit your website? Facebook offers a variety of campaign objectives to help you achieve those goals. Below we will detail each of the 10 available objectives, provide tips, and specifications to ensure your ad looks good everywhere.

Facebook Ad Objectives

Send People to Your Website

The main focus of this objective is to drive traffic to your website. These ads will click directly through to your website and you can optionally ad a call to action button, like “Shop Now” to encourage people to take that action when they get to your website. This type of ad would be perfect for sending visitors to a squeeze page on your website.

Ad Specifications:

  • Image size: 1,200 x 628 px
  • Image ratio: 1.9:1
  • Text: 90 characters
  • Headline: 25 characters
  • Link description: 30 characters
  • Image may not include more than 20% text

Increase Conversions on Your Website

Before you use this objective, you will need to install the Facebook Conversion Pixel on your website. Learn more about doing that here. Then, you can use this objective to tell Facebook exactly what you want to optimize your ads for. For example, lead registrations, signing up for a newsletter, or completed checkouts on your website. There are two options available: links and multi-product.

Link Ad Specifications:

  • Image size: 1,200 x 628 px
  • Image ratio: 1.9:1
  • Text: 90 characters
  • Headline: 25 characters
  • Link description: 30 characters
  • Image may not include more than 20% text

Introduced last year, Facebook now offers an additional way to increase conversions on your website: multi-product (currently only available through the Facebook API). Multi-product ads allow you to showcase three products in a single ad unit. Each product can have its own image, description, and click target.

Facebook Multi Product Ad

Multi-Product Ad Specifications:

  • Image size: 600 x 600 px
  • Image ratio: 1:1
  • Text: 90 characters
  • Headline: 25 characters
  • Link description: 30 characters
  • Images may not include more than 20% text

Boost your posts

Boosting a post is the best way to drive engagement on your posts. This campaign objective allows you to boost a status, photo, or video you’ve already posted to increase engagement. Engagement includes likes on your post, comments, shares, and views.

Photo Ad Specifications:

  • News Feed image size: 1,200 x 900 px
  • News Feed image ratio: 4:3
  • Right column image size: 254 x 133 px
  • Right column image ratio: 1.9:1
  • Text: 90 characters
  • Images may not include more than 20% text

Video Ad Specifications:

  • Thumbnail image size: 1,200 x 675 px
  • Video: 1,080 px
  • Ratio: 16:9
  • File size: 1GB maximum
  • Length: 20 minutes maximum
  • Text: 90 characters
  • Thumbnail image may not include more than 20% text

Text Ad Specifications:

  • Text: 500 characters

Promote Your Page

Promoting your page is a great way to increase your number of Likes. Despite Facebook’s recent changes to their news feed algorithm, building Likes for your page can still be important. For example, Likes can increase your page’s credibility.

Page Likes Ad Specifications:

  • Image size: 1,200 x 444 px
  • Image ratio: 2.7:1
  • Text: 90 characters
  • Image may not include more than 20% text

Get installs of your app

If you have a mobile or desktop application, you can create ads that encourage users to download your app using this objective. Make sure to register your app with Facebook so you can set a cost per action bid. That way you will only pay when people install your app.

Note: mobile apps will show in the mobile news feed, while desktop applications will show in the desktop news feed or right column.

App Install Ad Specifications:

  • Image size: 1,200 x 628 px
  • Image ratio: 2.7:1
  • Text: 90 characters
  • Image may not include more than 20% text

Increase engagement in your app

This objective will allow you to target existing users of your mobile or desktop application to help drive engagement and conversions within your app. These ads take users to a customized location within your app. Depending on what action you want users to take, you can use call to actions like, “Use App”, “Open Link”, or “Shop Now”.

Desktop App Ad Specifications:

  • Image size: 1,200 x 628 px
  • Text: 90 characters
  • Image may not include more than 20% text

Mobile App Ad Specifications:

  • Image size: 1,200 x 628 px
  • Image ratio: 16:9
  • Text: 90 characters
  • Image may not include more than 20% text

Reach people near your business

Local awareness ads help you reach people that are near your business. Local awareness ads are optimized for reach, not clicks. This type of ad would be perfect for a local restaurant, for example, who could target those who live within ten miles of their location. You can even use a “Get Directions” call-to-action button that gives users directions to your business when they click on it.

Local Awareness Ad Specifications:

  • Image size: 1,200 x 628 px
  • Image ratio: 1.9:1
  • Text: 90 characters
  • Headline: 25 characters
  • News Feed description: 30 characters
  • Image may not include more than 20% text

Raise attendance at your event

Event responses ads help you promote your Facebook event to boost attendance. Advertisers will be able to view insights like event reach, views, the number of joins, and more directly from the event page (in the right-hand column).

Note: if you are trying to promote an event that you haven’t created a Facebook event for already, you will have to use the Clicks to Website option above and use an external link to your event. So if you’d like to use feature, make sure to create the event first!

Event Responses Ad Specifications:

  • Image size: 1,200 x 444 px
  • Image ratio: 2.7:1
  • Text: 90 characters
  • Headline: 25 characters
  • Image may not include more than 20% text

Get people to claim your offer

Offer claims help you promote discounts or deals for people to claim in your online or retail store. For example, $10 off your first order. For local businesses, consider using location targeting in combination with this type of ad to attract nearby customers.

Offer claims Ad Specifications:

  • Image size: 1,200 x 628 px
  • Image ratio: 1.9:1
  • Text: 90 characters
  • Headline: 25 characters
  • News Feed description: 30 characters
  • Image may not include more than 20% text

Get video views

This objective will optimize your ad for video views, meaning Facebook will show your ad to people most likely to view your video. Optionally, you can also add a call to action button, like “Shop Now”, “Learn More”, “Watch More”, etc., that will be embedded at the end of your video.

Note: Facebook defines a video view as a minimum of 3 seconds.

Video Views Ad Specifications:

  • Thumbnail image size: 1,200 x 675 px
  • Video: 1,080 px
  • Ratio: 16:9
  • File size: 1GB maximum
  • Length: 20 minutes maximum
  • Text: 90 characters
  • Thumbnail image may not include more than 20% text

 

Need Facebook Advertising help?

Modern Marketing Partners has helped hundreds of clients drive sales, website traffic, and engagement with Facebook Advertising. For a free Facebook advertising quote, or to learn how we can help you achieve your goals, contact us today!

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