by Rianna M. Hill | rianna@pancakedigitalsolutions.com
When digging into the Facebook ads manager, there are several objectives one can use to advertise with. Effectively, these objectives are the purpose of your ad or the action you want people to take when they see your ad. According to Facebook, the Brand Awareness objective is an objective designed to generate interest in your product or service by making people aware of what is valuable about your brand.
But what does that mean? Let’s dive into this series with Facebook Ads Objectives Part 1: Brand Awareness-
Brand Awareness Facebook Ads
Brand awareness ads are similar to a traditional billboard or TV ad, yet have an added feature designed to focus on audience members that are most likely to remember your brand, product, or service. They are the part of the first step in Facebook advertising where people are getting to know the brand or offer.
Ad Recall Lift
The results brand awareness Facebook ads measure are called the Ad Recall Lift. This measurement is from a combination of factors the user performs such as clicking, time on screen, frequency of views, etc. that indicates they will be likely to recall your ad if asked about it days later. The idea here is that the platform will show the ads to people most likely to remember them.
How to Use This Objective
The Brand Awareness Objective is best used to build awareness about your brand, a specific offer, or event.
For a new store opening or if a business has not run ads before, this objective is a good starting point to begin growing an audience. For commercials, videos, or well-branded posts, this ads objective is the perfect way to get more eyes on that content.
Ideally, you will want to use posts that are already posted or scheduled to your Facebook and Instagram pages. This allows you to benefit both from organic reach as well as the paid reach. This can help increase engagement on your pages as well.
When to Use the Brand Awareness Facebook Ads Objective for Your Business
The brand awareness objective is a good part of any Facebook Advertising campaign, or even to have as a small ongoing campaign to reach more people who are in your audience or to grow a new audience. For your marketing strategy, these ads would fit in the top of the funnel, reaching people who have not heard of your brand. This includes the content you are introducing to cold audiences.
For example, you start your campaign with 5-10 posts in a brand awareness ad set. As the get more reach, these are duplicated into an engagement ad set. Next step is to take those same ads and duplicate them into a traffic campaign, then a conversion campaign. This is a proven strategy to increase the effectiveness of an ad beyond just boosting a post and hoping for sales.
For a new offer or a change in hours, it is a great way to help ensure more people will see the new information. For example, a great post for a restaurant brand awareness will be to let people know they are opening soon. Additionally, posts about specials, changes, and menu updates make great brand awareness ads. For a restaurant, this is similar to the servers telling everyone the special when they say hello. Or even more similar to the specials information posted in the front window.
On the Table…
There are 11 difference objectives for Facebook ads that take you through a three part sales process. This Facebook Ads Objectives Part 1: Brand Awareness takes a look at this top of funnel ad strategy that is ideal for exactly what it sounds like, to help increase awareness about a brand. For commercials and announcements, I highly recommend using even a small budget of $5 to $10 for a brand awareness ad. However, these ads work best when put in a strategy with several other ads objectives.
Check out the upcoming 12 part series about Facebook Advertising Objectives.
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