So you're filling out a creative brief and are wondering which objective is the right choice for your ad. You're in the right place! Let's break down the options so you can choose the one that's right for you.

Option 1: Conversion
If your goal is for the reader to LEAVE the ad and GO to your landing page (website, or messaging service) then Conversion is the objective for you!

Popular call-to-action options for Conversion ads include: Buy Now, Learn More, Send Message, & Book Now.

Option 2: Engagement
If your goal is for readers to interact with your ad (LIKE, SHARE, or COMMENT) choose Engagement for your objective. 

Engagement ads generally don’t contain a call-to-action. They are designed to encourage engagement and build your brand presence.

Option 3: Awareness
If your goal is to plant a seed in your audience’s mind…get your brand name out there, share a core idea or value, maybe even point out a problem with the status quo…then Awareness is the objective for you! 

Awareness ads do NOT ask for action to be taken, but may contain a link for interested readers to learn more.

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