How to set up a Brand Awareness Campaign on Facebook for real results.

How to set up a Brand Awareness Campaign on Facebook for real results.

Are you launching a local business or a new product? You’re going to want to run some ads on Facebook! The next question then becomes, what objective should you select for your ad campaign?

What does the campaign objective Brand Awareness mean? Facebook will show your ad to people who will remember your ad.  How do they measure this? Linger time. Linger time is when people hang around an ad longer and read it. For example, if someone lingers on your ad for let’s say, ten seconds, they’re more likely to remember your brand and product. This is different than those who might quickly click from your ad to your site. Brand recall is the most important objective here because we want the potential customers to remember your brand and come back in the future. 

The brand awareness campaign is fantastic for a local business. This is because it will increase your presence and top-of-mind awareness. If you have an upcoming event, you might want to run some brand awareness for that to get more people to remember it and come. Restaurants commonly use brand awareness to spread the word about their establishments and specials.

If you have a customer list, email list, or website traffic from a certain area and want to advertise in another area, create a lookalike audience. This will target people who are similar to the people on your list but live in that other area. 

You can do brand awareness for national and international audiences, but this takes a very large budget. Brand awareness campaigns work best in a local area. 

How do we set this up?

Campaign

At the campaign level, you will be setting your objective. In this case, we will select Brand Awareness. Remember, this works best at a local level based on how Facebook’s algorithm and budgeting works. We don’t need to set the budget here because we will set the budget on the ad set level. 

Ad Set

This is the level where we will set our ad set budget and choose our audience and location. 

Since Brand Awareness works better locally, this is important. If you have a list of customers or some sort of email list, you can upload that and use it for the audience as a lookalike. Your customer lists or website traffic lists from a certain area are perfect for audiences and lookalikes because Facebook can find people who are super similar to them. If you do not have a list, you should use a demographic interest closely related to your target. 

Choose automatic placements in most cases. If you choose not to, then select the feeds for Facebook and Instagram.

Ad Level

If you want your ad to be remembered, the best way to do so is by using video. Video is eye-catching and holds attention very well for brand awareness. If you do not have a video, you can use a single image and make sure you optimize it to be attractive and stop people from scrolling. Regardless, for the Brand Awareness objective, video works best. 

For the ad, you should make a post on your Facebook page of the ad, then choose “use existing post”. This will allow the social proof that appears on the post to accumulate and “stack” over time, showing that people have engaged with it and found it interesting. 

For the call to action, you actually can omit using one. This will reduce the number of people that scroll past thinking it is an advertisement and focus on the video or image. You want them to remember your brand and not be turned off because they think you are simply trying to sell them something.