Choosing Facebook Marketing Objectives

Using Facebook: Choosing the Right Marketing Objectives

Calling all Facebook advertisers! Facebook marketing strategist Travis Thom is here to make sure you design a unique ad campaign and select the right objective to reach your target audience every single time. In this step-by-step guide, Travis dives into what objectives are offered and how each one can help catch the right eyes on Facebook. Whether it’s your first attempt at launching a Facebook Marketing Campaign or your 50th, you’re sure to walk away with top strategies to get the most out of advertising.

To start setting up your Facebook Marketing Campaign, follow the below steps. Then watch Travis’ video to choose the right objective to reach your goal.

From your Facebook Business Account, open Manage Ads. Create a New Campaign inside the Ads Manager tab. Choose Objective.


Brand awareness or reach in this category is known as Cost Per Mille (CPM) and is very similar to blanket marketing. Your goal is to get the word out to as many people as possible. These types of campaigns are best for getting your brand name or image out there, not the best option if you’re looking for a high click-through-rate. In a nutshell, this is designed to reach a broad audience and increase awareness for your brand.


Traffic, engagement, app installs, video views, and lead generation is all considered Optimized Cost Per Mille (OCPM). OCPM is built to deliver results based on a specific action (and best prospects that will take that action) on your ad campaign. Because Facebook has such deep insight into audience data, such as knowing what you like and dislike, they aggregate that data to narrow down and target the right audience. This is where the Facebook algorithm really comes into play.

This Facebook marketing objective helps you find the best prospects to interact with your ad and directs that traffic to an existing landing page or website. It helps you optimize your ad to capture your audience and encourage more likes, shares, and comments. If you’re an app developer, you can select this objective to help you boost your number of app installs. Or, if your goal is to gain impressions for a video campaign and then retarget those people, you can do so with this option. Finally, select this objective if you are focused on lead generation. Create a lead ad or mini landing page to direct traffic to right inside Facebook.


Conversions allow you to tap into your audience and encourage them to take specific action by using a standard or custom event you may have created on a website. This is a very robust marketing objective and it’s typically used for an audience of over 150,000. There has to be enough data and a pixel to feed that information from the website back to Facebook.

The product catalog sales category is generally used for dynamic ads and works well if you target customers who have browsed through your catalog before, but have not purchased an item.

Finally, the store visits objective is used to retarget people to physically visit a certain area or business, such as a brick-and-mortar brokerage or title company.

Breakthrough Broker would like to thank Travis Thom of Elevated REM for so much value and insight he brings!

If you would like to connect with Travis one-on-one click here.

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Say hello to growth, high ROI on your marketing spend, and new reach when you learn first-hand from Travis by joining his Facebook coaching program. Explore more here!

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