Brand exposure opportunities of Facebook Ads

Awareness ads on Facebook are a type of paid social campaign which are designed to help businesses Introduce people to your brand or product by reaching a broad audience of new potential customers and ensure that their brand begins to be recognised by these new potential customers. The primary goal is to maximise visibility rather than drive immediate sales, making awareness ads a crucial part of any long-term marketing strategy.

For advertisers looking to use Facebook Ads for brand awareness, there are specific campaign objectives within the Meta Ads platform which are tailored to awareness. The campaigns look to maximise reach to show your ad to as many people as possible within your target audience.

Facebook Ads brand awareness ad objective

When setting up a campaign in the Meta Ads Suite, advertisers can choose from several objectives, each tailored to different stages of the marketing funnel. One of these objectives is "Awareness" and this can be used to brand awareness campaigns on Facebook.

Brand Awareness Campaigns

Brand awareness campaigns are a type of paid campaign on Facebook are designed to increase recognition and familiarity with your brand among potential customers. You can use this campaign objective when you are wanting to increase recognition and reach new people who are likely to be interested in your business. The Awareness objective on Facebook will help you reach the largest number of people who are most likely to remember your ad. This objective can be used when you want to increase brand awareness and recall, reach a local audience or get more video views. This type of campaign is particularly useful for new businesses or when launching a new product, as it helps to build a strong foundation by getting your brand noticed by as many relevant people as possible.

By focusing on brand awareness, businesses can establish a presence in the minds of their target audience, which can lead to increased consideration and conversions over time as consumers become more familiar with the brand.

Setting up your brand awareness campaign.

Setting up a brand awareness campaign on Facebook involves a series of steps to ensure that your ad reaches the right audience and achieves the desired impact. Here’s a step-by-step guide on how to set up a brand awareness campaign using Facebook Ads Manager:

Step 1: Access Facebook Ads Manager

1. Log in to your Facebook account.
2. Navigate to Facebook Ads Manager by clicking on the "Ads Manager" option under the "Explore" section in the main menu, or directly visit Facebook Ads Manager.

Step 2: Create a New Campaign

1. In Ads Manager, click on the green + Create button to start a new campaign.
2. Choose your campaign objective. Since you're focusing on brand awareness, select Brand Awareness from the list of objectives.

Step 3: Set Up Your Campaign

Campaign Budget Optimisation (Optional): If you want to let Facebook distribute your budget across ad sets based on performance, toggle on the "Campaign Budget Optimisation" option. Set your total budget (daily or lifetime).

Make sure that you optimise for ad recall lift under "Optimisation for ad delivery" to maximise the number of people who will remember seeing your ads.

Name Your Campaign: Give your campaign a clear and descriptive name to easily identify it later.

Then from here you will be able to define your location targeting, audience targeting and create your ads!

Brand Awareness KPIs 

When running a campaign with the awareness objective on Facebook, it's essential to focus on the right brand awareness KPIs and Facebook awareness metrics to measure success effectively. 

The KPIs for brand awareness are different to that of other campaigns. For instance, the below table provides a concise overview of the most important KPIs to track when running a Facebook ads campaign with an awareness objective.

KPI	Description	Importance
Ad Recall Lift	This awareness KPI measures the estimated number of people likely to remember your ad within two days of seeing it.	Indicates how memorable your brand is to the audience, reflecting the success of brand awareness efforts.
Reach	This metric counts the total number of unique users who have seen your ad at least once.	Provides insight into the breadth of your campaign's exposure, crucial for brand awareness.
Impressions	The total number of times your ad was displayed, regardless of clicks.	Tells you how often your ad is being shown, contributing to increased brand familiarity.
Frequency	The average number of times each person saw your ad.	Ensures your message is reinforced without causing ad fatigue.
Engagement Rate	The percentage of people who interacted with your ad compared to the total number who saw it.	Indicates how compelling your ad is to the audience, even in awareness campaigns.
Video Views & View-Through Rate (VTR)	Measures the number of times your video ad is watched and the percentage viewed.	Provides insight into the effectiveness and engagement of your video content.
Estimated Ad Recall Lift (People)	An estimate of the number of people who would remember your brand after seeing your ad.	Assesses the long-term impact of your ad on brand recognition.
Cost Per Thousand Impressions (CPM)	The cost to reach 1,000 people with your ad.	Evaluates the cost-efficiency of your brand awareness campaign. Lower CPMs indicate broader reach at lower cost.
Click-Through Rate (CTR)	This metric is the ratio of users who clicked on your ad to the total number of users who viewed it.	Indicates interest or curiosity about your brand, even in awareness-focused campaigns.
Brand Sentiment	This is an awareness kpi that measures the tone of user interactions with your ad (positive, negative, neutral).	Helps gauge the public's perception of your brand as a result of your campaign.

Having some of the above metrics in mind when running brand awareness campaigns allows you to tailor your strategy to reach the right audience and maximise visibility.  By tracking these brand awareness metrics on Facebook, you can assess the impact of your campaigns and optimise them to enhance brand recognition and engagement.

Types of Ads 

Within the Meta suite there are a variety of ad formats designed to capture attention and foster recognition. Choosing the right Facebook ad formats for brand awareness is crucial to achieving your goals.

• Image Ads - Images are a powerful way to capture attention quickly. A well-designed image can stand out in a user's feed, making it more likely that they'll notice and remember your brand. A single image can effectively convey your brand's identity, values, and message. By using consistent colors, logos, and themes, you reinforce brand recognition over time.
• Video Ads - Video ads are a highly effective format for brand awareness campaigns, offering the ability to tell a story and engage viewers with dynamic content. Videos allow you to showcase your brand's personality, demonstrate products, or share customer testimonials in a way that static images can't match.
• Carousel Ads - You can use the carousel format to tell a story across the cards. For instance, the first card can introduce your brand, the next few can highlight different products or features, and the final card can provide a call to action. This narrative approach can make your brand more memorable.
• Stories Ads - Stories ads are full-screen, vertical ads that appear in Facebook Stories. These ads are highly engaging, appearing between organic stories shared by users, making them a great way to reach audiences in a less crowded space. Stories ads are ideal for short, impactful messages that resonate with viewers quickly.

Selecting the right Facebook ad format for brand awareness depends on your campaign goals, target audience, and the message you want to convey. By understanding the strengths of each ad format and applying best practices, you can create compelling campaigns that not only increase visibility but also leave a lasting impression on your audience and improve brand awareness. 

Brand awareness facebook ads example

Diageo UK: Promoting Inclusive and Accessible Video Content

Diageo, one of the world’s largest producers of spirits and beers, wanted to promote inclusivity and accessibility through their brand awareness efforts on Facebook. They focused on creating video content that was not only engaging but also accessible to a wider audience.

Campaign Strategy: Diageo crafted Facebook video ads that featured subtitles, sign language, and other accessible elements to ensure that everyone, regardless of their abilities, could engage with their content. This approach aligned with Diageo’s commitment to inclusivity and made their ads stand out in a meaningful way.

Results: The campaign successfully increased brand awareness by resonating with a broader audience. By making their content accessible, Diageo not only expanded their reach but also reinforced their brand values of inclusivity and diversity.

Key Takeaway: Ensuring that your brand’s content is inclusive and accessible can significantly enhance brand awareness, as it demonstrates a commitment to values that resonate with a diverse audience.

Read More About Diageo's Campaign

Conclusion

Harnessing the power of Facebook ads for brand awareness is essential for building a recognisable and trusted brand in today’s competitive market. By strategically planning your brand awareness PPC campaigns on Facebook, choosing the right ad formats, and optimising for brand recall, you can significantly enhance your brand’s exposure and lay a strong foundation for future success. Remember, building brand awareness is a long-term effort, and with Facebook’s tools and insights, you can ensure your brand stays top-of-mind for your target audience.

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