To get started, you will want to set advertising goals that are tailored to your desired outcomes.
Awareness goals focus on expanding your audience so more people discover your brand and products. You want to help customers learn your brand story and keep your brand top-of-mind while they shop.
For consideration, you want to engage shoppers as they research during the decision-making process before they buy. Help customers understand what sets your brand or products apart from other options, and why they should choose you when they make their purchase.
Purchase or conversion goals focus on driving sales. Help potential customers make the decision to buy your product.
If loyalty is your focus, then your goal is to engage your existing audience to help them become repeat customers. You're showing them why they want to return to your brand and buy from you again.