Create more effective ad campaigns.

Each time that you create a campaign, you'll be asked to choose an objective or goal. This is how you tell the ads delivery system what's most important to you. If you want to reach people with an intent to buy, choose the sales objective. To reach people who are most likely to like, comment on or share a post, choose the engagement objective. To get the most value out of your campaign, be sure to weigh the options and use the objective or goal that's most likely to help you reach your business goals.

As you set up your campaign, you'll have the opportunity to restrict who should see your ad (audiences) along with other constraints like where your ad will be delivered (placements). Within these restraints, your ads are delivered using machine-enabled liquidity, which means that every dollar is spent as efficiently as possible and ads are delivered to people who are most likely to engage.

To make the most of machine learning and to get the most value out of your budget, avoid applying arbitrary restrictions. For example, rather than making assumptions about the age of your customers, try setting a wide age range and using the campaign to give you insight about which age range is most likely to purchase your product.