Using Facebook Advertising Brand Awareness Campaigns Will Make You Rich
Facebook Advertising Brand Awareness Campaigns
Facebook Campaigns are strategies that cooperate with your overall business goals. In this article, we’re going to discuss the Brand Awareness campaign and how it affects the types of results you’ll receive when running ads on Facebook.
A great brand awareness campaign captures the attention of your audience in an engaging way. This campaign is recommended for companies seeking more exposure for their brand to their target market. Not necessarily to sell them something but to make yourselves known in their mind.
This is a good way to apply the “TOP OF MIND” strategy used in psychology marketing. If you don’t know, it’s the principle that says the more attention a brand has, the more likely we are to remember them. Especially, when we’re in need of a product or service they offer.
If you live in Atlanta, an example would be that savvy law firm who blasts the local radio stations with their jingle “1–800 411-PAIN”. You hear this so often over the course of daily commutes that it’s hard not to remember these guys if you get into a serious accident. That’s brand awareness campaigning at its finest. Now this same result can be achieved using brand awareness campaigns on Facebook. Peoples attention are focused more on social media than the radio so we have a greater probability to create that same effect with the right strategy and execution.
One way to measure the success of a brand awareness campaign is to understand how many people remember your ad after seeing it. This metric is called “Brand recall” or “Ad recall”: The higher the recall rate, the greater the success of the brand awareness campaign.
For these campaign ads, you want to avoid directly selling. We recommend using a piece of content whether its a article with a cool picture(no words) or video telling the story of your brand. If you’re a new business and you’re introducing yourself to the market for the first time, this advice works as a great way to begin building a relationship with them. If you’re not, this will keep your current audience engaged and open the potential to attracting new followers and customers through engagement, the action of liking, commenting, and/or sharing.
PRICING FOR BRAND AWARENESS CAMPAIGNS
Facebook has the best pricing model compared to other social channels in terms of cost and efficiency. They charge by click or by impression. I’ll explain what click is in a relevant article. But for now, let’s talk about what an impression is. An ‘impression’ is a metric to describe how many times someone has looked at your ad or in other words, how many times it’s been served. Remember this: Facebook charges you x amount of dollars for every 1,000 impressions you accumulate. This cost is typically $4-$10 depending on how well you created your ad set. In our personal experience, we consistently pay around $5 for every 1,000 impressions. We ran this ad to give you an example of what brand awareness campaigns look like. See our personal example below:
We reached a total of 2,620 people during the 3-day campaign. Out of 2,620 people, 210 people viewed our ad much longer than most therefore they’re likely to remember it(ad recall). Our goal for this campaign was to grab the attention of local restaurant owners. This is what brand awareness success looks like. We set a budget for $5 per day to test the effectiveness of the ad. Good brand campaigns should be ran continuously on a low per day budget unlike other campaigns. We spent a total of $17.91 to reach 210 people that might be interested in what we have to offer. Gotta love the internet.
Brand awareness campaigns look for “attention signals” that identify people who are more likely to pay more attention to your ad, then finds more people who are like them. One of these signals is “relative attention” which is how long people look at your ad. It’s called relative because attention differs person to person with age. Facebook knows users 60 years and older take twice as long to consume content than someone in their 20’s so Facebook takes that into account when deciding if your ad can be recalled. All of this data gets stored into your pixel for later use. I’ll cover Facebook Pixel in another article id you aren’t familiar with it.
What influences attention?
Many factors contribute to how much attention people pay to your ads, including:
- Ad execution — how compelling is your ad? This includes the ad’s creative elements and message.
- Competing content — other posts that people see in their feed can be absorbing their attention.
- Audience — make sure you choose the audience attributes that target the right people.
Check out our new video describing Brand Awareness campaigns — - https://youtu.be/lQskcx4wzfg
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