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An exciting journey into the world of advertising secrets

An exciting journey into the world of advertising secrets

We invite you on an exciting journey into the world of advertising secrets.

Let's play the game "Sherlock Holmes and the Secrets of Targeting," where we, as a detective, will reveal the secrets of each target of targeted advertising.

Let's figure out what is hidden behind each goal, what they mean, what they are for, and whom they can be most helpful to.

Are you ready? Then read on!

Before creating an ad, define your business goals because you need to understand what results you want to achieve.

An ad objective is the action users should take after viewing the ad. For example, if you want to show your site, you can create an ad that encourages people to visit that site.

There are six main goals of advertising: awareness, traffic, engagement, leads, app promotion, and sales.

TOP-6 main purposes of advertising

And yes, we reveal the secrets of each.


Suitable for drawing attention to your goods or services. You need to show people your company's benefits to increase brand awareness.

Let's say that the company X-Market will launch a small regional chain of grocery stores. This company can choose the “Brand Awareness” goal and launch a campaign to tell local people about their fresh products.

The goal "Awareness" includes the following subcategories:

  • Brand awareness
  • Reach
  • Video views
  • Store Traffic Objective

Awareness ad goal


Traffic direct people to a specific destination, such as your website, Instagram profile, or Facebook event.

If your online store is having a sale or you want to direct potential customers to a web page with a description of your services, then choose the "Traffic" goal. This will help you increase traffic to your landing page.

After choosing such a goal, you cdecidewhere to send users: to the site, Messenger, Instagram, and WhatsApp, an Instagram profile, a phone call, or another application.

Traffic ad goal


The main task of such a goal is to get on the Facebook page as many "Likes," as well as reactions, comments,, and reposts on the publication as possible.

Suitable for:

  • Messenger, Instagram and WhatsApp
  • Video views
  • Interaction with the post
  • Conversions

Engagement ad goal


A type of advertising that allows you to find potential customers who leave their personal data in the lead form. Thus, you can form a client base for further promotion of goods or services.

The category presents several ways of communicating with the client:

  1. Lead Generation: When people click on your ad, they'll open a lead form and be asked to enter personal details and answer questions. Download lead data directly from Facebook or integrate your CRM system.
  2. Messages: When people click on your ad, they'll go to Messenger and see an automated multiple-choice question.
  3. Conversions: Motivate people to share contact information, fill out a registration form, submit an application, and take other actions on your site or app.
  4. Calls: When people click on your ad, they can call your business. To avoid missingall, configure the display of advertising during the compcompany's business hours5

Leads ad goal

Application promotion

This goal is aimed at promoting the mobile application, which, as a result, increases the number of downloads to the gadget. Facebook also suggests registering the app on the platform and setting up an SDK that can be used to integrate events into the app.

The goal includes the following subcategories:

  1. App installs: Encourage people to install your app.
  2. In-app events: Encourage people to purchase or take other actions in your app.

App Promotion ad goal


This goal is for you if you want to attract people to purchase in an online store. You can also optimize ads for other actions, such as adding a product to the cart. The ad will be shown to users who will most likely take a targeted action after viewing.

The goal includes the following subcategories:

  1. Conversions: Encourage people to add to a cart, purchase, subscribe, or take other actions on your site or app.
  2. Catalog Sales: An ad target uses an audience to showcase products from your catalog. The catalog can be created manually or pre-loaded with a feed.
  3. Messenger, Instagram, and WhatsApp: Encourage people to buy products through Messenger, Instagram and WhatsApp.
  4. Calls: Get people to call you.

Sales ad goal


In the world of advertising, as in the work of Sherlock Holmes, every detail counts. Targeted advertising is a key tool that allows you to hit the heart of your audience. Understanding its mysteries will make you a real professional in your field.

The author of the article

Kateryna Brozhko

Kateryna Brozhko

Meta Ads Specialist

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