FacebookAd101 – What is an Objective?

Everything starts with a “why”, deciding the objective of your ad should be the first thing to tackle when you are doing a Facebook ad. Why do you want to promote your product? What do you want people to do after seeing your ad?

Do you want them to like and share the ad with friends? Do you want them to click on the ad to visit your website? Or do you want to get more people see your ad and recognise your brand?

When you are creating ads for your business, focus on accomplishing one goal at a time.

Facebook offers 15 advertising objectives to fit different needs. In this article, we will focus on two objectives that are broadly used for various businesses.

Reach = “Show my brand/product to as many people as possible” on Clickful

This objective will get your ad in front of as many people within your target audience as possible. If you would like to spread your brand as much as possible, this objective would be an ideal option for you, as it will help maximise the number of people that will see your ad.

By choosing this objective, Facebook will focus on using your budget to reach as many people as possible, and not take in consideration clicks or engagements. Let’s say from the past experience, Facebook knows that A does not click on ads, but Facebook will still show the ad to A with this objective.

With this ad, you can ensure most people in your target audience will view your ad, but cannot ensure that they will interact with it.

Traffic = “Get more visits to my website” on the Clickful platform

This objective will help send more people to your website. With this objective, Facebook will show your ad to users that are most likely to click and react to your commercial.

For example, ABC group would like to do an ad for its ice cream line, and use “Hong Kong ice cream lovers” as the target audience. According to Facebook’s experience, it knows that B clicked on an ad before. Facebook will take the click rate and engagement rate into consideration, and show the ad to B first

If you want to increase online sales or get more people to your website, this objective allows you to get as many clicks on the ad as possible, and direct people to your site, whether it is the homepage or a specific product page.


Clickful’s AI-driven platform will help identify the best performing ad and adjust your budget automatically to power the campaign that is working the best, so you can keep showing the best ad to your target audience. Discover the 6 reasons why Clickful is an excellent Facebook advertising tool for SMEs.

Clickful, Facebook ads made easy. Start your free 30-day trial today.

Click here to read the Chinese version

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