This blog is a summary of various Facebook objectives related to advertising on Facebook and focused on community pharmacy.

When creating ads in Facebook, you have the option of creating different ad types for different objectives.

Ultimately, your advertising objective is what you want people to do when they see your ad. The option chosen will align with your overall business goal.

For example, if you want to create a brand awareness strategy for your community pharmacy, you want to maximize your reach and appear in the news feeds of your target audience.

To help accomplish that, Facebook offers 11 types of ad objective in 3 main categories:

Awareness

These objectives are about generating interest in your product or service.

1. Brand awareness

The brand awareness objective is a way for advertisers to show ads to people who are more likely to pay attention to them. From analyzing hundreds of brand campaigns, Facebook found that the longer someone spends with an ad, the more likely they are to remember it.

2. Reach

This Reach objective shows your ad to the maximum number of people in your audience.

Consideration

Consideration objectives get people to start thinking about your business and look for more information about it. These people are likely already aware of your business to some degree. This is the stage at which you start to promote your business and targeted therapies that your chosen audience might be interested in.

The Facebook campaign types include:

3. Traffic

Increase the number of visits to your website or get more people to use your app.You can send more people to a destination on or off Facebook such as a website or app.

4. App installs

Get more people to install your app by sending people to the store where they can purchase your app.

5. Engagement

Get more people to see and engage with your content: post engagements, page likes, event responses or offer claims. Engagement can include comments, shares, likes, event responses and offer claims.

6. Video views

Get more people to view your video content. Promote videos that show behind-the-scenes footage, product launches or customer stories to raise awareness about your brand.

7. Lead generation

Collect lead and sales lead information from people who may be interested in your business.

8. Messages

Get more people to send messages to your business in Messenger where you can answer questions or offer support.

Conversion

The Conversion objective encourage people interested in your business to purchase or use your product or service. The Facebook campaign types include:

9. Conversions

Get people to take valuable actions on your website or app, such as adding payment info or making a purchase.

10. Catalog sales

Create ads that automatically show products from your product catalog based on your target audience – this can be tailored to the therapies you’re interested in promoting.

11. Store visits

Get more people nearby to visit your brick-and-mortar locations. Target people within a set distance of your location, driving people into your pharmacy.

Refill Assistant specializes in social advertising for community pharmacies.