Which Facebook Ads Objectives Should You Use?

There's a lot of talk in Facebook (Meta) Ads circles about warming up the pixel.

Advice like:

– Run an Awareness campaign

– Then run a Traffic campaign

– And then, and only then, run a Sales Campaign

Whilst this approach can work, it's going to cost you a lot more money and a lot more time to get the results you're looking for.

My advice...

Even if you're starting with a brand new Ad Account, start as you mean to go on.

Tell Meta exactly what you want to achieve with your Ad.

Want Purchases? Tell them that.

Want Engagement? Tell them that.

Want Email Subscribers? Tell them that.

Don't optimize for Add To Cart, or Initiate Checkout, because if you tell Meta that's what you want, that's what they'll give you.

The Meta algorithm, machine learning and AI are more powerful than we realize and than we give them credit for.

Sure, 5-10 years ago, there was a case for warming up the pixel.

But now, in 2024, that's no longer required because of the development in technology.

So, in conclusion:

If you're sending traffic from your Facebook Ads to Amazon (or another retailer):

Use the Traffic objective,

If you're sending traffic from your Facebook Ads to your own store (direct sales):

Use the Sales objective and optimize for Purchases.

If you tell Meta you just want to get engagement on your Ads, they'll do that. They'll show your Ads to people who like, comment and share Ads/Posts.

If your ultimate goal though is to drive sales on your store, running an Engagement Ad is going to do nothing to help you achieve that goal.

Tell them you want purchases, and they'll go out and find people who make purchases of products like yours.

There's no need to beat around the bush with any of this.

Tell Meta what you want and they'll give it to you.

Meta will find the people who have a history of taking the action you want them to take.

To Your Success
– Matt