(Originally posted on LinkedIn)

With multiple campaign objectives to choose from, translating your business goals into corresponding campaign objectives is key in achieving success with Facebook Ads. 

Not all objectives are equally relevant to different businesses. 

For example, automotive dealers will find ‘Messages’ or ‘Lead Generation’ campaigns to be most relevant. On the other hand, e-commerce businesses will likely often use ‘Conversions’ and ‘Catalog Sales’.

I recommend thinking top-down when planning out your Facebook Ads. It is easy to obsess over which images to use, or how your captions should be - decisions which belong to the bottommost level of the ad campaign structure. 

However, starting by singling out relevant campaign objectives and working your way from there ensures that your ad budget is spent towards achieving campaign objectives that are relevant to your business goals.