Awareness campaigns

Launching an awareness campaigns on Facebook is essential as a new business enters the market with limited brand recognition. Brand awareness ads enable companies to increase their reach and enhance their online presence. This helps improve the likelihood of customers remembering the brand and encourages purchasing decisions when there is a need for a specific product or service. To help businesses better understand brand awareness advertising on Facebook, the following article by Ad Support will provide valuable insights into effectively implementing such campaigns.

Overview of Awareness campaigns

With awareness ads, your business can reach new audiences. At the same time, customers think of your business first when they see ads for in-demand products and services that your business offers on Facebook, Instagram, and Messenger.

When creating an ad campaign on Facebook, businesses can choose the awareness objective when they want to increase brand awareness. Increase reach to the most targeted audience during the campaign or share videos about your business with the most people who are likely to see it.

If you have previously created a campaign in Ads Manager using one of the objectives: brand awareness, reach, or video views, you should choose the awareness objective.

When creating an awareness campaign, businesses can reach more customers by providing new information, and promotions. Increase brand awareness and affinity, increase loyalty, increase conversions, and drive sales. By creating ads to raise awareness, businesses can increase the number of views of their brand story videos. Videos are used to highlight product or service features or to convey emotion.

How to build brand awareness on Facebook

There are numerous ways to establish brand awareness on Facebook by utilizing advertising tools designed to keep your business at the forefront of customers’ minds.

Create posts about the business

You can introduce your business through posts and stories on Facebook. However, to enhance brand awareness, creating a dedicated Facebook page is highly recommended. Once you start posting, it’s essential to use a mix of content to maintain followers’ interest. Try creating educational or instructional posts to capture attention.

Consistently posting on your page keeps your business visible and ensures that followers remember your brand first. Moreover, regular posting enhances your business’s professionalism. Develop a content strategy to maintain a regular posting schedule and produce high-quality posts.

Deploying Facebook Ads Campaigns

On the other hand, businesses can create awareness advertising campaigns to increase their online presence and reach new audiences who may be interested in their business. It is recommended to run ads for at least 7 days to find the right audience. At the same time, use the estimated ad recall improvement index or the estimated % of people who remember the ad to measure effectiveness.

With the Automatic Ad Placement feature, Meta can distribute ads to the most audiences. At the same time, the system will optimize and display ads on the most effective advertising places such as Facebook, Instagram, or Audience Network. To improve advertising, you need to use trend research tools and analyze customer behavior to help create the most suitable content.

By creating a brand awareness campaign on Facebook and Instagram, businesses can display ads to the most suitable audiences. While reach ads help businesses reach the widest possible audience, video awareness ads help you connect with people who are more likely to see your video ads.

Use video to tell your brand story

Upgrade your Facebook Ads campaign by running visually appealing video ads to grab attention and introduce your business to the most interested customers. Use metrics like video plays or watch time to measure effectiveness.

If you want to create quality video ads, keep your videos no longer than 15 seconds. Create engaging, creative content, add captions, and grab attention in the first 3 seconds.

In addition to creating video ads, you can create video ads from existing images and use the slideshow format for a few minutes right on your Page or device. When using video ads to increase awareness, you should track effectiveness through the number of plays and the average time people watch the video.

Then, use Website Visitors to send interested customers to your website. At this point, they can learn more about the products and services you offer and use metrics like clicks and views to measure campaign effectiveness.

View brand awareness reports

Businesses can use tools like brand lift testing, ad recall metrics, and A/B testing to improve campaign performance.

How to create an awareness campaigns from Facebook Ads Manager

Create a new campaign and select a goal

Access Facebook Ads Manager, then go to the Campaigns tab in the toolbar and click +Create to start a new campaign. A new campaign setup interface will appear. From here, select the campaign objective as Awareness and click Continue.

Awareness Campaigns Settings

Then the new ad campaign setup screen will appear. Here you name the campaign and select the ad category if the business industry is in special categories such as finance, real estate, HR recruitment social issues,… Then you complete the campaign details such as choosing the campaign budget Advantage, A/B test and click Next.

Set up awareness ad groups

On the next screen is the ad group settings interface and here you should name the ad group in an easy-to-understand and convenient way for management.

Select performance goals

In the Awareness section, select performance goals including awareness goals and video view goals. The awareness goal will include the maximum number of people reaching the ad, the maximum number of impressions, and the maximum increase in the number of people remembering the ad. The Video Views goal will include the maximum number of ThruPlay views and the maximum number of continuous video plays within 2 seconds.

Reach

If you choose the maximum reach performance objective, your ad will be shown to as many people in your target audience as possible. This will help your business increase awareness with a global or local audience.

When you select this objective, the screen will display the estimated audience size that your ad will reach so you can evaluate whether it is suitable or not.

You should use a vertical screen for your ads and maintain a 9:16 aspect ratio for Reels/ Stories and a 4:5 ratio for Feed posts. Use beautiful images that show the uniqueness of your brand to increase awareness. You should prioritize choosing images that highlight the outstanding features and benefits of using products and services to help increase reach.                                                                                                                                                                                       

Brand Awareness

When you choose this performance objective for your ad group, your campaign reaches new audiences that are more likely to be interested in your business and increase brand awareness.

You should choose the right bidding strategy to measure the success of your campaign. With the Lowest Cost Bid strategy, you can reach all opportunities at the lowest cost within your budget. At the same time, define your target audience and optimize your ad content to increase brand awareness.

In this objective, you can choose the maximum number of impressions or the maximum increase in people who remember your ad. To measure effectiveness, you need to pay attention to the estimated cost per ad recall improvement (people). At the same time, compare different ad content that is relevant to the audience or how different audiences are likely to remember your ad.

Video Views Objective

This objective is used to tell your brand story and promote your business to the most interested audiences with video ads.

You can use this strategy to tell your brand story. At the same time, introduce your business to the most interested customers through video ads. Here, you can choose one of two specific objectives: maximum ThruPlay views and maximum 2-second continuous video plays.

When you want to deploy a campaign with the performance objective in the video view ad group, you need to ensure that the audience is likely to watch the video for 2 seconds, 15 seconds, or longer. Introduce the brand as soon as possible when the video plays to attract attention. At the same time, create attractive, engaging content with eye-catching thumbnails for the ad.

Introduce the brand early and often in the video to attract the attention of viewers. Use engaging elements and try fast, bold animations and eye-catching thumbnails for your ads. Keep your copy short and simple, and highlight your logo and key message.

Create a video using the Video Creation Kit to create a mobile-friendly video ad, then add text and logo overlays. The Video Creation Kit provides templates that you can customize in Ads Manager with your desired background, logo, and text.

Create a mobile frame with a standard square image format for feeds with a 1:1 aspect ratio and a vertical size for Stories with a 9:16 aspect ratio. Add audio to your video to make your ad more engaging. Use animated text to highlight key ideas or callouts.

To measure the effectiveness of your awareness campaign with the video views performance objective, you’ll want to look at how long people spent interacting with your video and what content they watched. You can see results for both duration and milestone metrics in Ads Manager and Ads Reporting.

Set Budget and Schedule

Next, you’ll need to select the Budget and Ad Schedule for your campaign. You can choose between a daily budget or a lifetime budget. If you select the lifetime budget, you’ll also need to specify the start date and end date for your campaign.

Target Audience

In the Audience controls section, define the target audience for your campaign. You can target based on several factors such as geographical location, demographics, interests, and behaviors, as well as selecting the language. In addition to manually selecting the target audience, you can use Advantage+ Audiences. In this section, fill in the Custom Audiences and Detailed targeting and click Save Audience. After defining your target audience, the screen will display the estimated audience size that your ads will reach based on the selected parameters.

Select where your ads will appear

Here you can select Advantage+ Placements and Custom Placements to have your ads appear where you want them to. Additionally, complete other settings including Specific mobile devices & operating systems and Brand safety and suitability. Then click Next.

Create awareness ads

After completing the ad group setup, click Next to move to the ad template creation interface. Here, name the ad template and fill in the information of the Fanpage you want to run the ad with the Instagram account. In the ad setup section, choose the ad format that matches the selected goal to reach the target customers to increase brand awareness.

After selecting the format, you can complete the creation of the ad template in the Ad creative section by uploading images and videos to the ad. When uploading the image or video file, you need to fill in the title, description, call-to-action button, or link for each card (carousel or collection ad format). Next, you can activate the language status bar to help more people access your ad. Then, you can set up the Tracking section and click the Publish button when ready. Before posting the ad, you should check all the campaign information and check for errors to fix immediately.

How to measure and run an effective awareness campaign

Measuring the performance of awareness ads

When you create an awareness campaign, the recommended performance objective in the Conversions section is Reach. This is because it helps you measure reach and frequency. This tells you how many people saw your ad and how often they saw it. The Reach performance objective also measures the cost per 1,000 people, so you understand the cost of showing your ad to people. To track and measure your metrics, follow these steps:

Go to Ads Manager to see your estimated ad recall lift (people) and your cost per estimated ad recall lift (people).

Here, select the Performance column and then select Customize columns… from the drop-down menu. Then use the search bar to find the metric and select Apply. Now you can see your Reach and Frequency metrics. Select Columns, then select Delivery from the drop-down menu.

Metrics like reach and frequency are metrics that measure how many people your campaign reaches and how many times they see your ad. You need to pay attention to these metrics to evaluate the success of any brand campaign.

If you want to see your Video metrics, select Columns, then select Video Engagement from the drop-down menu. To accurately measure your ad recall lift, it’s best to use a brand lift study.

Tips for creating effective awareness campaigns

If you want to improve the performance of your Facebook Ads campaign targeting awareness, extend the campaign duration or increase the frequency cap to increase the average frequency.

Actively engage with people in the community to promote your brand, increase your online presence by sharing interesting posts, and promote events to increase interactions.

Analyze people who have purchased to understand their behavior and interests to create suitable ad formats to increase reach and interaction.

To increase brand awareness, you should tell the story of your brand through the unique features of your business. Encourage people to visit your store and target customers’ locations and use call-to-action buttons to make it easy for people to connect.

When you want to increase video views, highlight the key message and brand features in the first seconds of the video. Create a clear, concise story with the right length, and don’t forget to add subtitles. Also, tailor your video content to your target audience and motivate them to take action using clear, compelling calls to action.

Contact Facebook Ads experts for advice

Setting up a Facebook advertising campaign with the goal of awareness is not too complicated. However, achieving success with a wide reach, high video views, and great brand awareness to improve conversion rates and increase sales is not simple. This is a challenge for new businesses operating in the market, brands that are not well known and have limited budgets.

Don’t worry too much, contact our team of Facebook Ads experts immediately for advice, detailed instructions, and dedicated support 24/7. In addition, we also provide many services to help businesses maximize revenue and profit. What are you waiting for? Contact us immediately via hotline: +84868133882!

Through the content shared above, you have learned a lot of useful knowledge about running Facebook ads. Also, gain a better understanding of awareness campaigns and know how to deploy effective advertising.

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