Facebook has been a popular platform for businesses to engage with their customers. Facebook continues to grow as a vast way for brands to connect with their followers. Facebook is now the most popular social media platform in the world.
While Facebook is used by so many people every day, some companies still need to exploit its powerful marketing capabilities. A brand awareness campaign on Facebook can be a great way to reach a large audience and drive traffic back to your website or landing page.
In this article, I will explain how to create a Facebook brand awareness campaign.
What is brand awareness?
Brand awareness is one of the most important goals for any business, regardless of its size. The concept behind a brand awareness campaign is to promote your brand by engaging your audience and delivering valuable content that they’ll love. When you create something great, people will want to know more about you.
There are two kinds of Facebook brand awareness campaigns, organic and dark. Organic campaigns are posts that boost your business page, and dark campaigns are for creating ads from scratch. You can create ads by providing text, images, videos, call-to-action, and a link to your website.
Several companies care about building a larger audience for the sake of it but don’t know what to do once they’ve got them. The truth is that an active following will not necessarily translate into sales unless your company is very good at acquiring customers and engaging with them in a meaningful way.
What is the recall lift metric?
Recall lift is a metric that measures the effectiveness of an advertisement. It measures how many people remember your ad as opposed to those who don’t see it. The more recall lift, the better your ad is working since you have a higher chance of being remembered by consumers who saw your ad. The higher this number, the more successful the ad was in creating brand awareness.
Below are steps on how to create a Facebook ad with a brand awareness objective step by step.
Step 1: Selecting campaign goal:
Most people choose their goals without considering what they are trying to accomplish.
If you want your Facebook campaign to be successful, you need to have a clear goal in mind before you begin. You need to know what success for this campaign looks like so that you can tell whether or not your campaign is successful when it ends. The other problem is that even if your campaign was wildly successful by some measures, it still might not be the type of success you were looking for in the campaign.
Facebook Brand Awareness (FBA) is one of the most widely used and effective ways to market on Facebook. It is one of the ways for business owners to enhance their online presence and target the right audience.
The main aim of the Facebook brand awareness campaign is to increase your company’s visibility among potential leads and customers in your niche industry by showcasing their products and services in front of targeted Facebook users. The goal of the brand awareness objective is to increase brand awareness or recognition of your brand or product.
So here, select the campaign goal as brand awareness, provide the campaign name, choose your campaign budget and buying type.
Step 2: Set date range for the campaign
Choose the duration of the campaign. Campaign length is an essential factor when you’re considering your budget and desired results.
Step 3: Defining your target audience
Defining your target audience is the key to success when it comes to business. You can’t appeal to everyone if you want to be successful, and knowing who you are trying to reach will help you greatly in achieving it. But how do you find your target audience? How do you know who they are and what they like?
When people discuss defining your target audience, they usually mean demographics: age, gender, or location (where someone lives). Demographics play a big part in determining the type of interests someone has and how likely they are to buy something.
The targeting features allow you to filter audiences based on gender, location, age, interests.
Facebook Campaign Targeting Audience Gender and Age Example:
You can target your ad by gender so that only men or only women will see it. For instance, if you sell shoes for women, you would select females as your target audience and age between 20 to 40 years. If you sell shoes for men, you can choose males as your target audience and age between 20 to 40 years.
Facebook Campaign Targeting Audience Location and Interests Example:
For example, if you have a bakery in Kansas City with a specialty in gluten-free desserts. Then, you could target people who live in Kansas City and are interested in gluten-free recipes, age between 19 to 65 plus, all genders, and languages as English.
Step 4: Choose placements for the campaign
You have two options when it comes to placing Facebook ads: manual or automatic placement. The manual platform selection gives you more control because you can select specific locations for your ad. The automatic placement allows Facebook to use its algorithm to find the best fit for your ad.
Step 5: Create an ad, including text, images, and video
You can create an ad by uploading a photo or creating a video. It offers several different ad formats, including image ads, video ads, and carousel ads. The success of your Facebook advertising depends on the copy you write for it.
When it comes to Facebook ads, there are two parts to create an ad: the headline and the description. The headline is what will grab your readers’ attention, so it needs to be eye-catching. The description and primary text need to provide more information about what you’re trying to do with that ad.
The description and headline will work together for people to click on your post and visit your website or landing page. Here are some examples of great Facebook ad copy headlines, primary text, and descriptions. Below is the sample example headline, description, and main text.
- Headline: Gluten-free food
- Description: Delicious gluten-free recipes
- Primary text: Heard of the new restaurant in town? The new gluten-free restaurant is healthy and nutritious. It has a lot of delicious options that will make you love every bite. Not only that, but it is also easy to order online and pay through your phone. Check it out today!
Step 6: Include call-to-action (CTA) and destination link on your ads
A call-to-action (CTA) is a button or text link that encourages users to take action. The CTA motivates the user to click and learn more about your brand, product, service, etc.
The destination link could be your website homepage, a specific landing page, or any other page of interest within your website.
The below is the Facebook brand awareness ad sample:
The below-mentioned campaign is about a restaurant, and the specialty of the restaurant is gluten-free recipes. The campaign goal is brand awareness. And it is a carousel campaign. The image size of the campaign is 1080*1080 pixels.
Step 7: Monitoring & optimizing performance of the ads
The final step is monitoring and optimizing the performance of ads. You can optimize the ads based on the results you have received for the campaign. For example, you are added different images, text, and headlines to each ad set. Then, in the results, you can see which ad set is performing well and which ad set is not performing well. Based on the results, you can pause the non-performing ads, and also, you can improve the ad copy to perform well.
The below is the sample Facebook brand awareness campaign results:
If you are looking for a way to increase your Facebook brand awareness, then the best thing you can do is to follow our step-by-step process. We believe that this article will help you to succeed in building a well-rounded campaign. We had love to hear what you think about it. If you want to read more articles on Facebook advertising then check here.