Digital advertising is thriving lately. Platforms like Facebook and YouTube are frequently used for marketing campaigns. Why? Because the highest ROIs (returns on investment) are regularly produced through digital media.
It’s become the norm for companies to use Facebook and YouTube for brand advertising, given the overall success of digital advertising. And many of them have great success doing it.
Give Facebook brand awareness advertisements a shot if you haven’t already. There’s a lot to gain and little to lose.
In this article, we’ll go through a variety of questions that advertisers frequently encounter in regard to these ads. For instance, what’s the goal of a brand awareness ad? How can you make a strong brand awareness campaign? And would a small business need one? Let’s get started.
What is brand awareness?
Brand awareness is a marketing term that describes the degree of consumer recognition of a brand and its products. As a business owner, creating brand awareness is essential to success. Not only does it help you to properly promote a new product, but it can also be used as a way to revive an older line-up of products or your brand as a whole.
Ideally, your brand awareness should be built upon the qualities of your products and services over the competition. Indeed, the more brand awareness you and your products/services have, the more likely they are to sell.
It’s simply human nature that consumers will choose a brand and product that is familiar to them over one that isn’t. Take the phone industry, for example. Many Android phone brands offer phones that are nearly identical on paper. The only thing that pushes someone to buy a Samsung phone over a Xiaomi phone is the brand awareness campaigns of the former.
Facebook brand awareness ads
The primary rule of brand awareness ads is that they should be used together with other sorts of advertising.
Many advertisers undertake a brand awareness campaign with the expectation of seeing a significant boost in clients and sales. They have actually set themselves up for an unpleasant surprise as sometimes brand awareness campaigns do not convert viewers into buyers straight away.
Brand awareness campaigns’ primary purpose is not to increase sales. Instead, the goal should be to guarantee that your business is the first thing that comes to people’s minds when they require a service or product that you provide.
People who have seen your ads are therefore more likely to become clients when they later view your remarketing advertisements.
In light of this, a marketing funnel can assist in contextualising how brand awareness ads fit into your marketing program.
Here are the 5 different stages that marketing funnels usually consist of:
Awareness, Interest, Consideration, Intent, and Buy.
Only the first stage will get people into your marketing funnel, which is awareness. And this is where awareness ads come into play.
Below is a sample list of Facebook marketing campaigns that a company could operate:
- Brand-awareness drive
- Prospecting effort
- Remarketing effort
- Campaign for re-engagement
Each of the aforementioned advertising campaigns has a distinct objective, timing, and location. Ads promoting brand recognition should be used with a variety of strategies and goals.
Brand awareness goals
Most brand awareness advertisements aim to familiarise a large audience with your goods or service. However, that goal is more complicated to accomplish than said.
Here is a list of other brand awareness goals you must achieve as well
- Raising awareness of your brand among a new audience
- Educating current clients about your brand
- Enhancing your brand’s current messaging
- Changing the way people view your brand
Now, let’s take a look at a couple of powerful brand awareness campaigns. And we’ll go from the general (a brand awareness ad) to the specific (a Facebook brand awareness ad) in the process.
The online music streaming service Spotify has been sharing statistics regarding both average and user-specific music listening habits for several years.
Each listener of Spotify now has a unique page, which was developed in December 2019. People’s most-listened-to songs, favourite singers, and most-popular genres became visible to the public each year.
Alongside the digital campaign, Spotify ran outdoor advertisements and released a press release with some eye-catching global data.
Naturally, thousands of users posted screenshots of their customised listening reports on social media. This initiative significantly increased brand awareness for Spotify by reinforcing its reputation as a highly tailored music streaming service that anticipates your tastes.
Now, Spotify Wrapped was more of a general brand awareness ad and less of a Facebook one. We only mentioned it to show you the true potential of a properly done brand awareness ad.
Now, let’s take a look at Clinique UK. A world-leading beauty brand, Clinique launched a brand awareness campaign with the aim of attracting as many new customers as possible. And according to Facebook, the brand saw a 22% boost in online sales as well as a 7% lift in in-store sales.
Why you might not need Facebook brand awareness ads…Yet
Although Facebook brand awareness ads can be effective, many small business owners might leverage other objectives over brand awareness, and rightfully so.
As a small business, your first objective is to increase engagement, leads, and conversions. For starters, you could use video ads to increase engagement and sales rapidly. Many studies have been done in this regard, and most found that video ads lead to more purchases.
Moreover, you could rely on Lead Ads for lead generation. They allow advertisers to collect critical information about their prospects without redirecting them to an external page. They can help you get data from job titles, demographics, addresses, and more.
Lastly, most Facebook ad objectives set your own budget depending on the ad sets you’re running. And Facebook has proven to offer the best return on ad spend (ROAS) compared to other platforms.
Setting up a Facebook brand awareness campaign
If you decide to go with a Facebook brand awareness Ad regardless, here is how to do so:
Step 1: Create a new Facebook ad campaign with brand awareness as the objective
Whilst creating a campaign, Facebook will ask you about your marketing objective. You’re obviously going to go with Brand Awareness under the umbrella of Awareness.
During this process, Facebook will ask if you’d like to use Campaign Budget Optimisation. We suggest that you keep it on so that Facebook can properly distribute your budget between all of the different ad sets.
Step 2: Set up your audience targeting
In the next phase of your campaign, you can put together your target audience.
Of course, with a brand awareness ad, your goal is to reach as many people as possible. So, we recommend that you keep your audience size to larger than 1 million people.
Step 3: Choose ad placements
As with most Facebook advertising campaigns, it is best to leave the placements option on Automatic Placements. This lets Facebook’s algorithms do all the work and targeting for you.
As for the optimisation options, Facebook only allows Ad Recall Lift for brand awareness campaigns. This method enables Facebook to show your ads to people who are most likely to be interested in your brand at the time.
Step 4: Upload your creatives
Once your audience targeting and ad placements are set up, it’s now time to add your ad creatives. A decent number of ads per brand awareness campaign is anywhere between 3 and 6 ads.
In other words, you’re going to need a few different creatives to properly run a campaign. We recommend that you A/B test in this department to see which creatives get the best number. You could also try out different variations of the same creative.
Best practices for brand awareness campaigns
We’ve listed some of the best approaches that are effective for most brands to help you be successful with your Facebook brand awareness campaigns.
- Decide what your company’s brand represents
- Identify and meet particular customer needs
- Be genuine and unforgettable
- Be aware of your target market
- Create impactful advertisements
- Utilise a variety of ad placements and styles
- Maintain your consistency and remain active
- Make good on your commitments
Feeling confused? We can help
If all the technical terms we’ve used got you a bit confused, worry not, as that’s normal for beginners. Our team can take care of the heavy lifting for you when it comes to Facebook Ads, and all you have to do is book a discovery call with us today!