Which ad format should you use depending on the client's objective for the campaign?
|
Objectives |
KPI Metric |
Available Ad Formats |
Available Platforms |
Best For |
Not Good For |
|
ROAS |
ROAS (Return on Ad Spend) |
Instant Experience, Collection, Dynamic, Dynamic Retargeting, Slideshow, Carousel, Single Image, Video |
Facebook, Instagram, Messenger, Audience Network |
Generating Online Sales |
Reach |
|
Lead Gen |
Cost per Lead |
Dynamic, Dynamic Retargeting, Slideshow, Carousel, Single Image, Video |
Facebook, Instagram |
Collecting leads for a business from people interested in a product, such as sign-ups for newsletters. |
Garnering Highly Qualified Leads |
|
Conversions |
Cost per Conversion (total or primary) |
Instant Experience, Collection, Dynamic, Dynamic Retargeting, Slideshow, Carousel, Single Image, Video |
Facebook, Instagram, Messenger, Audience Network |
Encouraging people to take a specific action on a business' site, such as visiting key pages, completing form fill, or buying a product. |
Post Engagement |
|
Event Responses |
Cost per Event Response |
Single Image, Video |
|
Increasing the number of people attending an event |
Site traffic and conversions |
|
Traffic |
Cost per Click or Cost per Landing Page Visit |
Carousel, Single Image, Video |
Facebook, Instagram, Messenger, Audience Network |
Sending people to the website |
Conversions |
|
Video Views |
Cost per Completed Video View |
Video |
Facebook, Instagram, Messenger, Audience Network |
Increasing brand awareness and engagement, or introducing a new product or service |
Traffic and Conversions |
|
Post Engagement |
Cost per Post Engagement |
Single Image, Video |
Facebook, Instagram, Audience Network |
Reaching people most likely to like, comment, or share a post. |
Traffic and Conversions |
|
Reach |
Reach |
Carousel, Single Image, Video |
Facebook, Instagram, Messenger, Audience Network |
Brand Awareness |
Engagement and Clicks |