WikiHow many types of Campaign available On Facebook Ads

How many types of Campaign available On Facebook Ads

Mar 13, 2023

Making an impression on a platform as incredible as Facebook ads is crucial to marketing success. And why not? Your company is as unique as you and your team members are. You must target and modify your ads if you want them to stand out from the competition.

Fortunately, Facebook’s marketing team has created different Facebook ad campaigns to support your plan.

Before running a successful ad campaign, it is essential to understand the different types of advertising supported by Facebook. There are various types of campaigns available in Facebook Ads, each designed to achieve specific advertising goals. 

Here are the main types of campaigns available:

I. Awareness Campaigns:

  • Brand Awareness: The main goal of this campaign is to get your business name seen by more and more people. It’s ideal for launching new products, introducing your brand to a new market, or increasing brand recognition. Facebook will show your ads to people who are likely to be interested in your brand, even if they haven’t heard of you before.
  • Reach: This objective prioritizes maximizing the number of people who see your ad. It’s suitable for spreading brand awareness or promoting general announcements to a large audience. Facebook aims to deliver your ad to the maximum number of viewers within your target audience parameters.

II. Consideration Campaigns:

Once you’ve generated awareness, these Facebook ads campaigns aim to get people interested in your product or service:

  • Traffic: This objective drives website traffic to your landing page, product page, or any other web destination you specify. It’s useful for directing potential customers to learn more about your offerings.
  • App Installs: This objective focuses on getting people to install your mobile app. It’s ideal for promoting new apps or encouraging existing app users to download the latest updates.
  • Lead Generation: This objective gathers potential customer information like email addresses or phone numbers through lead forms directly within Facebook. It’s a valuable tool for building your contact list and nurturing leads.
  • Engagement: This objective increases engagement with your Facebook Page. It can involve encouraging people to like or follow your page, comment on your posts, or participate in Facebook events.
  • Video Views: This objective prioritizes getting people to watch your video ads. It’s useful for promoting video content, raising brand awareness, and driving engagement with video-centric campaigns.
  • Messages: This objective aims to encourage people to start conversations with your business through Facebook Messenger. It’s valuable for customer service interactions, appointment bookings, or providing personalized support directly within the Messenger platform.

III. Conversion Campaigns:

These campaigns target people who are already considering your product or service and nudge them toward making a purchase:

  • Conversions: This objective focuses on driving specific actions on your website, such as online purchases, product downloads, or online course sign-ups. It’s ideal for maximizing sales and conversions through your website.
  • Catalog Sales: This objective focuses on driving sales of products listed in your Facebook Catalog. It’s ideal for e-commerce businesses promoting specific products or showcasing your entire product range directly on Facebook.
  • Store Visits: This objective aims to drive foot traffic to your physical store location. It’s beneficial for brick-and-mortar businesses looking to attract in-store customers.

What should you consider when crafting a Facebook ad strategy?

Campaign Objective

The first step is defining your marketing objectives. Do you want to generate leads, brand awareness, drive website traffic, or increase sales? Facebook Ads offers various campaign objectives like Brand Awareness, Reach, Traffic, Conversions, and more. Choosing the right objective ensures your paid promotion campaign is optimized to achieve the desired outcome.

Target Audience

Who do you want to reach? Understanding your target audience is crucial. Facebook’s powerful targeting options allow you to define demographics, interests, behaviors, and even purchase history to reach the people most likely to be interested in your offerings. Consider factors like age, location, interests, and online behavior to create a targeted audience that aligns with your ideal customer profile.

Budget & Bidding

Determine your budget for the campaign and select a bidding strategy that aligns with your goals. Facebook offers various bidding options, like cost-per-click (CPC) or cost-per-thousand impressions (CPM). CPC focuses on paying for each click on your ad, while CPM prioritizes maximizing impressions within your budget. For this, you can get help from PPC management services to determine the right budget for your campaign.

Creative & Ad Format

Craft compelling ad creatives that grab attention and resonate with your target audience. Consider using high-quality images, engaging videos, or carousels showcasing multiple products. Facebook offers various ad formats like images, videos, stories, collections, and more to tailor your message effectively.

Landing Page

Ensure your landing page provides a smooth user experience that is aligned with your ad’s message. You should optimize the landing page for conversions, whether it’s capturing leads, driving sales, or encouraging a specific action.

Campaign Monitoring & Optimization

Once your campaign is live, monitor its performance closely. Analyze metrics of Facebook ads marketing like impressions, clicks, conversions, and cost-per-acquisition (CPA). Use insights gained to optimize your campaign by adjusting targeting parameters, refining ad creatives, or testing different budgeting strategies.

Considerations for each type of Facebook Ads campaign

Brand Awareness & Reach Campaigns

Focus on budget allocation, eye-catching visuals, and a broad target audience to maximize impressions.


  • Goal: Increase brand awareness for a new line of athletic apparel.
  • Budget: $5,000 per month.
  • Target Audience: Broad targeting based on demographics (18–35 year olds) and interests (fitness, running, sports).
  • Ad Creative: Eye-catching video ad showcasing the new clothing line in action, with high-energy music and captivating visuals.
  • Focus: Memorable visuals, broad reach, and sparking initial brand recognition.

Consideration Campaigns

Craft compelling ad copy that piques interest, utilize relevant ad formats like videos or carousels, and target audiences with purchase intent or those showing interest in similar products/services.


  • Goal: Generate leads for a travel agency specializing in eco-tours.
  • Target Audience: People interested in travel (indicated by travel-related browsing behavior) and those who have shown interest in eco-friendly products or sustainable living.
  • Ad Format: Carousel ad showcasing stunning destinations with captivating images and descriptions of eco-tour packages.
  • Ad Copy: Compelling message highlighting the beauty of nature, unique travel experiences, and the responsible tourism aspect.
  • Call to Action: “Download our free eco-travel guide!” linked to a landing page capturing lead information.
  • Focus: Piquing interest in eco-tours, generating leads for further nurturing.

Conversion Campaigns

Prioritize clear calls to action (CTAs), optimize landing pages for conversions, and target audiences who are already familiar with your brand or actively considering a purchase.


  • Goal: Drive sales for an online electronics store offering a discount on laptops.
  • Target Audience: People who have previously visited the store’s website or shown interest in electronics (based on browsing behavior).
  • Ad Creative: Clear image of a discounted laptop with a bold red “Sale!” banner.
  • Landing Page: Product page specifically highlighting the discounted laptop with clear purchase options and an easy checkout process.
  • Call to Action: Strong CTA button like “Buy Now & Save!”
  • Focus: Clear value proposition (discount), familiar brand (assuming previous website visits), and conversion optimization for immediate sales.

By choosing the right Facebook PPC campaign type and objective, businesses can effectively reach their target audience and achieve their advertising goals on Facebook. Deciding the foundation of the advertising efforts will help you accomplish your targets seamlessly. Facebook ensures that brand awareness, reach, traffic, engagement, and installation are boosted as per your business goals.

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