{"id":152,"date":"2020-09-22T03:18:55","date_gmt":"2020-09-22T03:18:55","guid":{"rendered":"https:\/\/conversionchris.com\/?p=152"},"modified":"2021-10-24T21:09:15","modified_gmt":"2021-10-24T21:09:15","slug":"brand-awareness-campaigns-on-facebook","status":"publish","type":"post","link":"https:\/\/conversionchris.com\/brand-awareness-campaigns-on-facebook\/","title":{"rendered":"Brand Awareness campaigns on Facebook – 7 things you need to know"},"content":{"rendered":"\n

Building GREAT Brand Awareness campaigns is difficult. Many brands struggle with strategy, creatives and not being able to report the impact of such activities. The measurement part is particularly tricky as the effects of our marketing campaign is not easily measurable. In this article, I will help you with this. We will start with planning, then discuss targeting and creative to finish it off with great examples of ads. By the end of this article, you will understand how to build brand recognition, trust, and familiarity with Facebook. Let’s start!<\/p>\n\n\n\n\n\n\n\n\n\n

What is Brand Awareness?<\/h2>\n\n\n\n

To understand the key elements of Brand Awareness, first we need to make it clear what it is.<\/p>\n\n\n\n

Brand awareness, in short, is audience familiarity with your name, symbol, and logo. To give you an example, if I talk about Apple, do you know what company I am talking about? Could you distinguish Apple products from Samsung? Could you tell me what values are driving Apple? Making sure your audience knows the answer to these questions is the basis of Brand Awareness.<\/p>\n\n\n\n

Campaigns with the objective of increasing brand awareness are mostly optimized towards reach. This means we want to show our message to as many users as possible. A very simple way of measuring brand awareness is by doing surveys in which we ask users \u00abWhich of these brands have you heard of?\u00bb<\/em>. The answers gives a percentage of users who recognize us. With the Brand Awareness campaigns, we try to increase this number. <\/p>\n\n\n\n

However, before starting brand awareness activities you need to think about a few key points.<\/p>\n\n\n\n

Purpose:<\/strong> What does your brand stand for? What is the impact of your business?<\/p>\n\n\n\n

Personality:<\/strong> How would you define your brand using human traits?<\/p>\n\n\n\n

People: <\/strong>Who is your audience? Can you define them?<\/p>\n\n\n\n

Promise: <\/strong>What can your customers expect from doing business with you? <\/p>\n\n\n\n

After replying these four questions with clear and thought out answers you are ready to move to the next part.<\/p>\n\n\n\n

How to select the best Facebook campaign objectives for brand awareness<\/h2>\n\n\n\n

Knowing your options is the base of successful campaigns. Facebook gives you several objectives that you can use to optimize your campaign. Let\u2019s talk about all of them in terms of Brand Awareness.<\/p>\n\n\n\n

Reach objective <\/strong>– with this type of campaigns facebook will try to reach the maximum number of users in your budget. I recommend adding frequency capping to this to obtain the best results. Viewing you ads once is often not enough. I recommend setting it to 3-4 per 7 days to get best results.<\/p>\n\n\n\n

Brand awareness objective –  <\/strong>helps you reach the people that are \u00abmost likely to recall your ad\u00bb<\/em>. This is the definition straight from Facebook, however in practice can we with full confidence show our ads to people who are likely to remember it? I rarely use this objective because it lacks control over frequency.<\/p>\n\n\n\n

Video views objective <\/strong>– uses facebook machine learning to get the most views for your videos. We can select which of the two delivery options we want to use ThruPlays or  2-Second Continuous Video Views. In Brand Awareness Campaigns I recommend using ThruPlays, as they are optimized to longer interactions with your video. Machine learning will try to get the most complete views for videos shorter that 15s and at least 15s viewed for longer videos.<\/p>\n\n\n\n

Post engagement objective<\/strong> – with this objective facebook optimizes your campaign towards an audience likely to interact with your ad. The objective here is to get more Page likes, event responses, or post reactions, comments or shares.<\/p>\n\n\n\n

When planning the ad objective take into consideration the Estimated Ad Recall Lift metrics. It measures how many people would remember seeing your ad if facebook asked them within two days. It must be underlined that this is an estimated metric and not a real survey sent out to users. This metric will only appear with objectives 2), 3), 4), we cannot get the data for \u00ab<\/em>reach\u00bb<\/em> campaigns.<\/em> You can read more in Facebook support.<\/a><\/p>\n\n\n\n

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How to target your audience<\/h2>\n\n\n\n

Planning a brand awareness campaign is the easiest part of the equation. As mentioned in the user acquisition funnel guide<\/a><\/strong>, the most important thing is excluding people who already know your brand. <\/p>\n\n\n\n

For this to work properly, you need to have a few audiences set up:<\/p>\n\n\n\n

  1. User who visited your website<\/strong><\/li>
  2. Users who engaged with your page<\/strong><\/li><\/ol>\n\n\n\n
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    1. Users who engaged with your instagram profile<\/strong><\/li><\/ol>\n\n\n\n
      \"\"\/<\/figure><\/div>\n\n\n\n
      1. Customer list<\/strong><\/a><\/li><\/ol>\n\n\n\n

        When we have all these audiences created we can go ahead and plan our campaign. The ists that we just created will be used as exclusions in the targeting phase.  <\/p>\n\n\n\n

        Before you start please take a minute to think about you audience and explore their interests with Audience insights<\/strong><\/a>. Although if our list is too small, we will not get a lot of data. Event if facebook is not helpful we still can create a user persona.<\/p>\n\n\n\n

        1. Who is your audience? Demographics like age, gender.<\/li>
        2. Where are they located?<\/li>
        3. What are their interests?<\/li>
        4. What tone will they understand? Formal or informal?<\/li>
        5. What devices are they using ? Desktop or mobile and what brand?<\/li>
        6. Which type of content do they interact more with? What content is used by your competitors?<\/li><\/ol>\n\n\n\n

          When you answer these questions you already have an idea of how to approach this topic. The next step is setting this up in the Ads Manager and excluding the audiences mentioned earlier. This is what we call a Fresh Traffic \/ Prospecting \/ Cold Traffic campaign. The goal here is to reach audiences that did not have contact with your brand.<\/strong><\/p>\n\n\n\n

          Creating powerful ways to engage your audience with Creatives and ad formats<\/h2>\n\n\n\n

          To create powerful and impactful experiences for your audience you need to keep one thing in mind – Stop the scroll<\/strong>. This is a statement, I read somewhere and I completely agree. We are overwhelmed with interesting content on the internet. The algorithms of facebook and other social platforms are optimized to keep us engaged with the app. We as advertisers need to create content that will stand out and stop the scroll.<\/strong><\/p>\n\n\n\n

          Creatives can be classified as focused on product and focused on brand<\/strong>. As you have guessed, in brand awareness campaign we focus on the latter. However, you cannot just slap your logo on an aspirational image and say it is fulfilling its purpose. There additional aspects of creatives to consider.<\/p>\n\n\n\n

          Let’s start with best practices<\/a> recommended by the social platform<\/p>\n\n\n\n