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Campaign Objectives | Paid Social

Paid social campaigns use six objectives: Awareness, Traffic, Engagement, Leads, App Promotion, and Sales. We typically focus on Awareness and Traffic to build recognition or drive action.

Key Takeaways

  • Awareness – Boost brand recall; measure Reach & Frequency.

  • Traffic – Drive site visits; track CTR, Link Clicks, CPM.

  • Pick objectives that align with business goals.

As an agency, we typically set up our campaigns for Awareness or Traffic, but there are 6 different objectives to set campaigns up to focus on:

  • Awareness
  • Traffic
  • Engagement
  • Leads
  • App Promotion
  • Sales



Awareness Campaigns

The goal of awareness campaigns is to show ads to people who are most likely to remember them. With awareness campaigns, it’s important to pay attention to reach and frequency as we not only want to get in front of people, but do so multiple times to increase brand awareness. 


Awareness campaigns are also great for running a video creative where the advertiser might have a more complex message to convey. Video ads typically also have higher engagement.

  • Goal: Reach users most likely to remember the ad. 
  • Focus metrics: Reach and Frequency. 
  • Strong for: Video creatives, educational content, and brand recognition. 

Traffic Campaigns

Traffic campaigns are great for enticing users to take action. Something something something something.

  • Goal: Drive users to a website or landing page. 
  • Focus metrics: CTR, Link Clicks, CPM. 
  • Strong for: Service promotions, contact forms, lead pages