The Four Primary Facebook Advertising Objectives

Facebook traffic is a fantastic way to grow your business, and there are plenty of tricks you can use to get more leads, more sales, cheaper likes, and cheaper clicks.

But to develop a solid foundation for building and advertising your business, you need to first understand the basic building blocks of Facebook ads.

Today’s topic is the four primary objectives (or types) of Facebook ads—how you can use them, how they are measured, and what kinds of content they’ll work best for.

A Clicks to Website ad is the simplest ad type.

You’re essentially running an ad with the objective of having the person scrolling through their News Feed (or looking at the right side on their mobile or desktop) see your ad and click to your website.

The goal is essentially to get eyeballs to your offer.

It’s not always the cheapest ad to run, but it’s the most straightforward way to get someone from Facebook to your website.

So if you’re trying to take Facebook traffic to get a website click and hopefully a conversion, these ads are the best type for you.

They are designed to generate interest in your post and then click through to your website, and they are measured by the number of visits from the ad to your website.

The cost per click or cost per click link is the cost it takes for one person to click through to your website, and it’s typically run through on the Clicks to Website Ad.

When to use a Clicks to Website ad…

  • Free Report or Video – When you’ve got a straight up capture page giving away a free report, free videos, or something like that doesn’t require much thought when the person clicks through.
  • News Article to Share – When you’ve got a piece of information, like a news article that you want to promote on Facebook, and you want a group to read it so you can pixel that audience.
  • White Papers – When you’re in a B2B and you’ve got a white paper or an industry report.

The reason this ad works best for these types of posts is that all you’re really worried about is raw numbers:

  • How many people you can get to your capture page so you can develop them into leads
  • How many people you can educate
  • How many people you can get to download your information

There are various call-to-action options on a Clicks to Website Ad:

  • Shop Now – for an eCommerce store.
  • Book Now – if you’re offering consultations.
  • Learn More – is great for blog posts to educate people so they will eventually become leads.
  • Sign Up – works well for webinars and other events
  • Download – is best for other services or apps that your audience can download.


The next type of ad is a Page Post Engagement Ad, where the goal is to get likes, shares, and comments.

This is often called “Boost Post” or “Post engagement” on the Facebook ad manager objective screen.

The ad encourages interactions with your particular post, not necessarily to click through to something else.

It differs from a Clicks to Website ad, where you just want the eyeballs to your landing page.

For a Page Post Engagement ad, you really want to get more exposure to the post itself.

And as a byproduct of that engagement, you will also get people to whatever Page you’re promoting as well.

You measure success on a Page Post Engagement ad by measuring likes and engagements on your post, meaning comments and shares.

When somebody identifies with what you say, or maybe just agrees with what you say, they’ll share your post on their Facebook page as well so you get additional exposure by their friends and people in their network.

If the post goes viral, it can sometimes do better as a Clicks to Website Ads if it’s engaging and has a call to action in the copy (remember: you can always create another ad to test the different objectives).

When to use a Page Post Engagement ad…


A Page Post Engagement ad really works best for branding, so advertise pages about your company and your personal story.

Let’s say you’re a solo-preneur…

You talk about your time in network marketing, and how you had a horrible experience.

When you were younger, you got rejected by friends and family, but you finally got over that and found success.

Those are stories that visitors will really start to agree with.

They’ll get interested and they’ll like and comment things like, “Oh yeah, me too. I experienced that as well.”

Then they even share your story with other people as inspiration.

Viral Posts

At Elite Marketing Pro, we’ve found that what has really worked well in the network marketing industry is a blog post with viral potential.

First of all, it’s very hard to predict viral potential, and you need to test it.

But it will be a blog post that says something controversial or causes people to take a stand.

Maybe it’s an A or B type of thing: should you recruit online or not?

The topic will be something that makes people want to share the post on their own Page and comment and engage with it.

What if you have an informative blog post?

You might wonder, should I run this as a Clicks to Website Ad?

Clicks to Website vs. Page Post Engagement ads

Well, in some cases, if you can get your post going viral, you are going to get a lot better return and a lot cheaper cost per click using a Page Post Engagement ad.

Because once your audience likes and shares, your ad will go out to way more people than it would if you were using a Clicks to Website objective.

Now that doesn’t necessarily mean that every Clicks to Website ad or every blog post should be run as a Page Post Engagement ad instead, of course.

Again, you can’t predict with any certainty if something is going to go viral or not, especially if there is something controversial to your ad or something that you really know your audience is really going to react well to and want to like, or share, or identify with as well.

So make sure you test both to see what works best.

The goal of a Likes ad is to build the number of fans on your Fan Page.

If you go to the Facebook ad objective screen, it’s also called “Promote your Page” in the ads manager.

This is the ad type that’s designed to have your audience like your Page so that they’ll see and engage with your posts in the future.

Now, there is a lot of chatter out there in the network marketing and Internet marketing spheres that “like posts are useless,” because you can’t sell anything to your customers.

And the organic engagement is not what it used to be.

And likes are getting more expensive.

That is all true, but…

Engaging content creates better organic reach

How do you create engaging content?

By putting out value in the form of posts you know they’ll agree with.

When you decide to advertise to your fans that you’ve built up through likes, you not only get a cheaper cost per click, you get a better CTR…

…and better quality customers that already know you, trust you, and are much more willing to jump on a webinar with you, or buy your products.

You get more shares for your videos and blog posts.

Likes: a necessary investment

It may be helpful to remember that a likes campaign is not a direct response type of advertising.

With direct response, we send out a message like a capture page and measure how many leads we get.

A likes campaign is much more on the branding side, and you’re not going to see the benefits right up front.

Instead, it’s building your fan base in a solid, targeted way that snowballs over time, so that when you do decide you want to put out some quality content, it can get take off much faster.

To be crystal clear, a likes campaign is an investment you have to make.

It’s an investment of time and money you have to make as a leap of faith before you’re going to see a return.

It’s measured by the number of people that see your ad and like your Page as a result.

It works best for branding and building a fanbase of loyal customers.

If you’ve got a long-term business plan and you want to be in this for a while, it’s great.

What it doesn’t work for is that short-term cash grab where you want to make a profit right away.

The goal of Video Ads is to drive more traffic to a video to build a customer audience, which you can later use to drive Clicks to Website or Page Post Engagement ads.

It’s pretty self-explanatory, but it allows you to tell a story about your business through Facebook ads, essentially in people’s News Feeds on their mobile or desktop.

I’m grouping Facebook Live into this category because you can promote those like a video ad.

Views for video ads are very cheap, and as you know, videos are very engaging.

Facebook is awarding videos with much cheaper views than a cost per click because they are competing with YouTube right now.

They want videos on Facebook’s platform instead of YouTube links on their platform, so when you post native videos, you get more reach for less money.

How to use Video Views ads…

Video Ads work best when they are promoted with the right audience.

Let’s say, for example, you do an interview with Ray Higdon, so you advertise that, maybe boost that post to Higdon fans.

You would probably get a really good cost per view because they’ll be familiar with the guest and it’s interactive content that doesn’t come off as an ad right away.

It’s someone they are familiar with, and the audience will know they can learn from it.

This works best for branding when you want to build an online presence, build a relationship with your customers, and earn trust.

Just like a likes campaign, this is another long-term business strategy rather than a short-term cash grab.

Also as a side note, you can double the exposure you get from your Facebook videos by uploading them to YouTube as well, which gives you another traffic source.

Miscellaneous ad types

Finally, last but not least, there are a couple of miscellaneous ads you can still do.

  • Store visits, which drive people to your online store.
  • Offer claims for businesses that offer freebies, like restaurants that offer free appetizers.
  • App engagements, if you have a Facebook app.
  • Local awareness ads, which are for local businesses.
  • Event response ads, which advertise Facebook events.

Putting it all together

To create an effective advertising strategy, you’ll be using multiple ad types simultaneously to compound your results and create a self-perpetuating traffic ecosystem.

Here’s what the process looks like…

  1. Continuously run a Likes campaign to build your Fan Page and consistently grow your audience
  2. Regularly engage your audience by doing Facebook Lives and sharing videos, boosting for maximum reach
  3. Provide value by promoting conversion-optimized blog posts using Clicks to Website and Page Post Engagement ads
  4. “Retarget” everyone who watches your videos or clicks on your posts with a congruent offer to build your list and make sales

Now, I can understand if that seems a bit complex, but here’s the good news…

You can actually get started in just 10 minutes and day with a budget of a whopping $10.

Sound like something you’d like to know more about?

Well, you’re in luck…

Because if you’d like a step-by-step, point-for-point tutorial…

Check out this 100% FREE traffic workshop, hosted by none other than my good friend Tim Erway, CEO and co-founder of Elite Marketing Pro.

Tim reveals the exact formula that’s responsible for turning a single $10 test campaign into $141,246.30 in sales.

All using a blog post, Facebook ads, and a little dash of psychology.

Ready to get started?

Pick a time to attend Tim’s traffic workshop right here.

Oh, and leave a comment telling us which ad type you are going to use next!

Until next time,

Cecelia Morris
CEO Taking Charge Inc.

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