Why Facebook’s ‘Increase Brand Awareness’ ad objective is a winner
Facebook continues to introduce novel ways to set up your Facebook ad campaigns. As of 2015, ‘increase brand awareness’ has become an additional campaign objective option, along with ‘boost your posts’, ‘promote your page’ and location-targeted campaigns (‘reach people near your business’). Here are some key benefits of using the newer brand awareness objective:
1. You can reach people who are more likely to remember you and return
In a crowded social space contested by big brands, the latest promoted posts are replaced in news feeds fast. Because social content is in front of your audience for a limited time, you need an ad campaign that makes your audience pay attention and slow down.
Facebook’s brand awareness objective gets people who were previously unfamiliar with your brand to remember you. While this objective isn’t the best aligned for generating immediate sales or leads (area-based targeting or boosting offers is better for this), increasing ad recall and viewer returns to your page is an important step, however, for increasing lead acquisition exponentially over time.
2. You can get estimates of how many people will remember your ad
‘Reach’ and ‘brand awareness’ might seem hard to quantify, but Facebook’s brand awareness advertisement objective changes that.
Facebook calculates the potential reach of your campaign (according to your chosen audience), and combines this with the number of engagements your ad has received so far. This is used to predict your audience’s future ad recall while your ad is still running. You can then use the figure given to decide how to alter your campaign in real time so that you get the best possible results.
3. You can avoid wasting money on campaigns that won’t increase brand awareness
Ads optimised for increasing brand awareness give you an estimate of viewer recall while the ad is still showing. This helps you avoid wasting advertising budget because you can pause or stop your ad at any time and use estimate insights to create a better idea.
For example, if you show two ads with one variation to two similar audiences, you can determine which ad is likely to boost brand awareness most and then air only the winner to both audiences. This way, you won’t be spending fifty percent of your ad budget on an ad set which has a more powerful alternative.
You can use Facebook’s brand awareness objective as a key learning tool, in addition to actively boosting awareness. Run campaigns indefinitely with a low budget and test different changes to ad placement, copy or images as you go. Document your testing to learn which placement, copy and design changes will bring the best ad recall and return the best brand awareness uplift.
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