Tips For Top-Performing Brand Awareness Campaigns On Facebook Ads


One of the most underrated aspects of social media marketing is our channel’s ability to make a difference in any part of the funnel.

Overall, social media is like a marketing multi-tool.

Think about it. We may not be the fastest conversion “knife” in the drawer, especially compared to brand search.

But what we may lack in performance superiority, we more than make up for in our versatility.

Regardless of the purpose, we can offer a variety of tools to accomplish a marketing job.

Now, I’ve spent the better part of my career as a social media performance marketer, and I’ll admit it’s still my default mode of operation.

But there’s a whole world outside of lead generation and traditional “CPC,” and it’s a world that can significantly impact the bottom funnel and bottom line.

i am talking about over the funnel,

“Brand awareness” campaigns, where the number of impressions is large, but the measurable attribution may be small.

And this is a world where performance marketers can feel a little uncomfortable due to the lack of tangible results.

But just because top-of-funnel campaigns don’t always drive leads and sales efficiently or directly, doesn’t mean they aren’t an important part of any balanced digital marketing strategy.

In this article, we’ll go over the “up-funnel” and talk about how brand awareness campaigns work on Facebook, and how you can set them up for optimal results.

The strategic role of brand awareness

Before getting into the details of the campaign, it is essential to understand the role of awareness in the overall marketing strategy.

For “full-funnel” marketers, this may be a small part of the review, but it’s important to understand how to make the most of these campaign types.

First, let’s nail down the nomenclature.

These campaigns have different names and terms that I may use interchangeably throughout this article.

Brand awareness, brand awareness, top-of-funnel, upper-funnel, and TOFU are just a few of the ways marketers refer to these campaigns.

marketing funnelImage created by author, April 2022

In the simplest strategic terms, brand awareness campaigns aim to introduce your target audience to your brand.

This is accomplished by running introductory and memorable creatives to a wider audience.

Think of the funnel stages as the way you would be dating.

You can run conversion campaigns exclusively.

But it’s the marketing equivalent of going up to someone and asking them to go out with you – no introduction, no discussion, just the right one for sale.

Sure, it can work if you have “high-intent” clients/singles.

But if you introduce yourself and break some of those initial barriers, your chances of successfully closing the deal are higher.

Where conversions or lead generation campaigns at the bottom of the funnel drive people to action, brand awareness campaigns are meant to introduce you, introduce you, and keep you in the minds of your customers.

Seems pretty straightforward, doesn’t it?

It is, but the measurement is less certain than the campaigns at the bottom of the funnel.

The right way to measure brand awareness campaigns

Measuring sales or leads in digital marketing is pretty straightforward.

Brand awareness success lies in more “squishy” and less concrete KPIs.

Here are some you should keep an eye on as you evaluate success:

impressions and reach

This is simple. We want to give maximum impressions and reach as many people as possible.

Frequency (Impressions/Reach)

We cannot always expect our audience to see or receive the content of our advertising at first impression.

Sometimes it takes two, three or 10.

Frequency refers to the average number of times a person in your audience has viewed an ad over a given period of time. The higher, the better.

However, higher frequencies may indicate over-distribution and potential wear.

CPM (cost per 1,000 impressions)

If the goal of brand awareness is to get in front of our audience and stay there, we want to do it for the most cost efficient possible.

A low CPM is critical to maintaining efficiency and maximizing the “staying power” of your ad.

video engagement

If the creative you’re driving in your upper-funnel campaign is video, you’ll have access to a number of special metrics that will help you understand how your message is consumed.

We’ll cover these exclusively for Facebook below.

Facebook and Upper Funnel Campaigns: Which Objective to Choose?

Facebook gives advertisers a number of options when executing awareness or upper-funnel campaigns on the platform. In fact, it can be a little confusing.

Not only do certain campaign types apply to what we’re trying to achieve, but they can also appear in a separate “views” section.

Without engaging in a marketing philosophical debate, there is often something gray between awareness and thought.

For our purposes, “video view” is included as an upper-funnel objective.

Campaign objectives on Facebook ads

In general, you can’t go wrong choosing brand awareness, reach, or video views as the objective of an upper-funnel campaign.

But there will be subtle differences between the three with respect to which KPIs are preferred.

As Facebook marketers know, the platform is great at optimizing campaigns to get the desired results.

Here are the differences:

Objective Description/Customization KPI
reach Shown as many people as possible in the audience CPM / Reach Volume
brand awareness Audiences shown to people most likely to remember the ad ad recall lift
video view Shown to the people most likely to watch/complete the video cost per view

reach

  • drive it To show your ads to as many viewers as possible, as cheaply as possible, as often as possible.
  • measure it CPM and Impressions by Reach Vol.
  • Super strength: Unlike the other two upper-funnel objectives, you can set an average frequency target for reach campaigns
  • watch out for Poor engagement and click metrics. These campaigns are designed to be cheap and comprehensive, and if you choose another objective you won’t see as many clicks or video views/completion as you would like.

brand awareness

  • drive it To effectively show your ads to the people who are more likely to remember them.
  • measure it By CPM and ad recall growth.
  • Super strengthBrand awareness is the only campaign objective that gives advertisers access to a unique metric called “estimated ad recall lift (people)”. It shows how many people Facebook estimates will remember your ad when asked within two days.
  • watch out for Estimated ad recall lift metric and its translatability to other brand awareness metrics across different channels. This is a Facebook-specific metric and may not mean much outside the platform.

In addition to the specific “Estimated ad recall lift (people)” metric, any Facebook campaign is eligible to spend at least $30,000 or more over its duration brand survey test,

This brand survey test is available in the “Experiments” section of Ads Manager of your ad account and allows you to ask two preset questions to help determine the brand lift of your ad campaign.

  • Standard Ad Recall (Required) – Do you remember seeing an ad for [page] Online or on a mobile device in the last two days?
  • Another optional question

Brand Survey Test Second Optional Question

video view

  • drive it To maximize video engagement and achieve minimum cost per 3-second video view.
  • measure it by CPM and CPV.
  • Super strength: Video views campaigns will be optimized for video performance metrics, showing ads that are likely to be shown to people longer and more frequently.
  • watch out for CPM. Video views are (comparatively) more expensive to drive than reach or brand awareness. And if video completions or views aren’t as important to you as impressions or reach, you might want to choose another option.

facebook video performance metrics

Regardless of whether you’ve selected a video view optimization, all campaigns with videos have access to specific video metrics. Facebook has a lot of themBut here are some you should pay attention to.

throughplay

The number of times your video has finished playing, or at least 15 seconds.

It is also the closest comparison metric to the comparison metrics used by other advertising platforms such as Google.

cost per throughplay

Average cost for each ThruPlay.

This metric is calculated by dividing the total amount spent by the number of throughplays.

Video plays at 100% (end)

The number of times your video has been played at 100% of its length, including plays that have been skipped so far.

Video Average Play Time

Average time taken to play a video, including time spent replaying a video for a single impression.

Retargeting: Adding Value to Brand Awareness Campaigns

By increasing your target audience’s awareness of your brand, you should improve their chances of converting further down the funnel.

That’s why it’s important to identify the people within your audience that are affected by your brand awareness campaign.

Campaigns can be retargeted to move these potential hand risers further down the conversion funnel.

Thankfully, Facebook’s wealth of behavioral retargeting options gives you several ways to segment potential customers.

You can learn more about these retargeting options In this article by Tim JensenBut here are some that you should pay attention to.

video view

Build an audience of people who have seen a percentage of your campaign’s videos. The longer they have watched, the higher their intention may be.

Advertisement/Post Engagers

Build an audience of people who interact with your ads or posts over a given period of time. This association may indicate their interest in learning more and moving down the funnel.

Website Visitors (With a Twist)

Build an audience of people visiting your website in a given period of time.

More specifically, use accurate landing page URLs with UTM to ensure that you are matching 1:1 with the target audience with your brand awareness campaign.

conclusion

Brand awareness campaigns are vital to introducing your brand to your target audience.

Facebook offers many options for executing upper-funnel goals and delivering value for full-funnel marketing campaigns.

Reach, brand awareness, and video views are the main campaign objectives you want to use, but they optimize for different things.

Always remember:

  • If you want cheap impressions and the ability to control the frequency, go for it reach,
  • If you want to deliver to the audience Facebook believes you are more likely to remember, select brand awareness,
  • If you want to maximize the quantity and quality of your video engagement, choose video views,

more resources:


featured image: kenary820/shutterstock





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