On today’s episode, we’re talking all about Facebook ad “Objectives”. Specifically… What’s the difference between each ad Objective Which one to choose How to use them What they mean in your Facebook ad campaign And, some exceptions you might want to make when it comes to choosing your ad Objective. I covered Facebook ad Objectives back on episode 110, but I still get a ton of questions every week about this topic AND the Objectives have changed and consolidated since then. So we’re gonna dive head first into it all today… New Facebook Ads Feature! Facebook is gradually rolling out brand new feature and it’s very relevant to what we’re talking about on today’s episode, with better understanding Objectives. You know how when you launch a Facebook ad campaign with the ‘Conversions’ Objective and you’ve selected the conversion you want to optimize for at the Ad Set level? Well, if your Ad Set isn’t getting many conversions right after it starts running, delivery of that ad might be limited.   The reason for that is because your pixel isn’t getting enough data to learn who is converting on your ads.  Remember, when you’re Objective is conversions, the pixel needs 15-25 conversions per week -- enough data to begin “learning” who is converting. Now, with this new feature, you’re going to have the option to improve delivery. You’ll be able to allow an Ad Set to temporarily “fall back” to optimizing for clicks (remember our Objective here is ‘Conversions’ and thus we’re optimizing for a specific conversion like opt-ins or registrations), IF Facebook doesn't have enough conversion data to optimize for the conversion on the Facebook pixel that the Ad Set is being optimized for. Delivery will then be boosted by optimizing for link clicks in the initial stages of the Ad Set IF the Ad Set is under-delivering. With this new feature, you’ll have two options to choose from: Standard: This option sets a strict end point for when Facebook will stop optimizing for link clicks -- after 15-25 conversions, 1,000 link clicks or 7 days (whichever comes first). From then on, the Facebook will only optimize for conversions - even if that means Facebook can't find enough conversions for you and the Ad Set stops delivering before the budget is spent. OR Extended: This option optimizes for link clicks and conversions until the Ad Set captures 15-25 conversions or the budget is spent. If the Ad Set doesn’t capture 15-25 conversions, the full budget may be spent on many link clicks and few conversions. Soooo, be on the lookout in your Power Editor and Ads Manager.   This is pretty cool stuff and I’m excited about this new feature! Facebook Ad Objectives As you can see from the above image, the Objectives are broken into 3 sections: Awareness: Objectives that generate interest in your product or service. Consideration: Objectives that get people to start thinking about your business and look for more information about it. Conversions: Objectives that encourage people interested in your business to purchase or use your product or service. These are the 3 phases of a sales funnel. So what is each one do?  Let’s have a look... Brand awareness: Increase awareness for your brand by reaching people who are more likely to be interested in it.  Facebook has this data from all the tons of brand campaigns that have been run, and they’ve analyzed that the longer someone spends with an ad, the more likely they are to remember it. Reach: Show your ad to the maximum number of people in your audience. Traffic: When your goal is to get people to click on your ad and go to your landing page, website, app, etc… Engagement: Get more post engagements, Page likes, event responses or offer claims. App installs: Send people to an app store where they can download your app. Video views:Get more people to view your video content.  This is like awareness but using video. Lead Generation: This is Facebook’s Lead Ad -- when you want to get leads from people interested in your br