[FAQ]

Hello!

I’m trying to make a Facebook ad for our small cafe here in Manila City for the first time. I’m already confused with the first step which is choosing the ‘objective’. I see ‘Reach’ and ‘Engagement’ and they both sound good, but what is the real difference for a business like mine?

For example, if I have a post about our new frappe, should I use Reach to show it to many people, or Engagement to get more likes and comments? My goal is to get more people to visit the cafe, so I’m not sure which one is more effective. Hope someone can explain it in a simple way. Thanks!

[Jeff Bullas]

This is a smart question, as choosing the right objective is the difference between a good and a bad ad campaign.

The Simple Answer: Use the Reach objective to show your ad to the most people possible for general awareness, and use the Engagement objective when you want to encourage likes, comments, and shares.

The objective you choose tells Facebook’s algorithm how to handle your specific content format, whether it’s an image, a video, or a simple text post.

Think of the Reach objective as a digital flyer. When you have a simple image or video announcement, like ‘New Frappe Now Available’ or ‘We’re Open on Holidays’, you should use Reach. The algorithm will focus on showing that visual content to the maximum number of unique people in your local area. The Engagement objective is for starting a conversation. Use it for a text post that asks a question or an image that’s part of a competition, as the algorithm will find people who are most likely to comment and share that piece of content. So for your new frappe post, if the content is a simple announcement, Reach is your best bet; if the text asks a question, Engagement is the better choice.

Cheers,

Jeff

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