Exhibit 20.7 Facebook’s campaign objectives.
As they create their campaign, first and foremost, advertisers need to have clear objectives.
For this purpose, Facebook’s ad console offers a broad range of “campaign objective” options
(refer to Exhibit 20.7) for them to choose from.
Facebook devotes considerable time and effort to optimizing their advertisers’ campaigns through rigorous performance
metrics. This is beneficial not only for the advertisers who gain superior returns, but importantly also for users, who are sheltered
from poorly targeted content that is of little relevance to them.
Advert provides a few formats for boosting posts that are grouped under the “Engagement” objective. The look and feel
of the post remains the same irrespective of whether it is boosted from the ad console or from the Page. The key difference is that
from the ad console, advertisers have more targeting and placement options, as well as additional features such as call-to-action
buttons. Also, unlike ads boosted from the Page, these ads are labelled as “Sponsored”.
