Objectives
| Objective | What it’s for |
|---|---|
| Awareness | Reach the largest number of people who are likely to remember your ad |
| Traffic | Send people to your website, app, or Shop |
| Engagement | Get more people to see and engage with your post or Page |
| Leads | Collect leads for your business |
| App Promotion | Find new people to install your app and keep using it |
| Sales | Find people likely to buy your product or service |
Bid strategies
| Strategy | Description |
|---|---|
| Highest Volume | Meta optimizes to get the most results; no bid cap |
| Cost Cap | You set a target cost per result |
| Bid Cap | You set a maximum bid |
| Minimum ROAS | You set a minimum return on ad spend (for sales) |
Special ad categories
If your campaign is for Credit, Employment, Housing, or Social Issues / Elections / Politics, you must say so at the campaign level. Meta will restrict some targeting options as required by their policies.| Category | When to use it |
|---|---|
| None | Most campaigns |
| Credit | Credit cards, loans, etc. |
| Employment | Job ads |
| Housing | Real estate, housing |
| Social Issues / Elections / Politics | Political or issue ads |
Budget limits
| Budget type | Minimum | Maximum |
|---|---|---|
| Daily | $1 | $1,000,000 |
| Lifetime | $1 | $1,000,000 |