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How to Choose the Right Objective
Before creating an ad, it is important to first consider what your business goals are and what you want to achieve. Your advertising objective is what you want people to do when they see your ad. 

For example, if your goal is to get more visitors to your website, you would want to choose the specific objective for traffic. If your goal was to get as many eyeballs as possible to see your new brand, you would select the reach objective. 

All objectives fall under three categories: awareness, consideration, and conversion. 

Awareness

Objective that gets people familiar with your brand or company. 

For example, Anna's company is launching a new brand and wants to get the word out to as many people as possible. Anna chooses reach as the objective so she can increase awareness and recognition, and build trust with her brand.

Objective:Business Goal:
ReachShow your ads to the maximum number of people possible.

Consideration

Objective that gets people to think about your business and seek more information.

For example, Anna has created a website to showcase her products now that more people know her brand. Anna knows how hard it is to get people to her site, so she chooses traffic as the objective to drive tons of new eyeballs to her site. Once they get to her site, they can learn more about her brand story and offering.

Objective:Business Goal:
TrafficDrive people to any URL, such as your website's landing page, a blog post, app etc.
App InstallsSend people to the app store where they can view app description and download your app.
Video ViewsMaximize plays of your video ads from audiences most likely to watch them.

Conversions

Objectives that encourage people interested in your business to buy, or use your product or service. 

For example, Anna realizes she needs to make use of this surge of traffic she recently got, so she creates a monthly newsletter and wants people to sign up for it. She now decides to use the conversion objective so her ad is shown to the people most likely willing to sign up to her awesome newsletter.
 
Objective:Business Goal:
ConversionsEncourage people to take a specific action on your business's site, such as having them to add items to a cart, download your app, register for your site, or make a purchase.

As your business grows, your campaign objectives will change as well - just like Anna's. So whether you are aiming for more eyeballs, more traffic, or more conversions, TikTok Ads Manager always provides you the options you need to help your business grow.