by Rianna Hill | Rianna@PancakeDigitalSolutions.com | TW: @PancakeDigS
Brand Awareness Facebook Ads: What are they what do they measure and how to you decide if you want to use them? There are many objectives for Facebook ads that you are starting to become familiar with as you are digging into the Ads manager. Brand awarenss is one of the first objectives that is part of the awarenss level.
Brand Awareness Facebook Ads – A Definition
Brand awarenss ads are just that, an advertisment which helps the audience become aware of your brand. As a part of the first step in the advertising, awareness is how the sales process gets started. This is ads to the cold audience, getting them to know your brand or your new offer.
Brand Awareness Facebook Ads – A step up from Reach
In this same level of awareness are also reach ads. This is also what happens when you boost a post. Where the brand awarness ad is a little more involve is the objective of the ad is not just to show it to as many people as possible, but to show the ads to as many people who are liekly to remember the ad or brand. This is the step between getting people to know your brand then to like it, sometimes called brand recognition.
How is this measured? According to Facebook:
The brand awareness objective gives you the estimated ad recall lift (people) metric, which shows how many people we estimate would remember your ad if we asked them within two days.
When to use it
The best time to use Brand Awareness Facebook Ads objective is when you are first getting started with ads, getting started in a new area, or launching a new product. For example, a local resturant may pay for some Brand Awareness Facebook Ads to reach people in the local area with directions to their location and some key menu options (food porn anyone?). Additional, the resturant may continue to run the ads each week, letting people in the area know the weekly or daily specials.
On the Table
The best time to use Brand Awareness Facebook Ads is when you want to create more awareness around your brand. These ads will get a little bit more recognition in the sales process the reach, but are not quite the level of making sales. This is a good way to start building and engaged audience online as a local business breaking into the digital space.
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