How to Build a Facebook Brand Awareness Campaign?

It’s hard to make sales if people don’t know your brand exists. In fact, most of us would prefer to buy from a brand that we’ve heard of before than take a chance on an unknown name.

But how do you increase people’s familiarity with your brand? And how do you create a positive brand reputation? Running brand awareness ads is one of the most effective ways – if you do it right.

Check out the tips below for building a successful Facebook brand awareness campaign.

What is Brand Awareness?

Brand awareness is how familiar people are with your brand and how easily they can recognize your brand.

Even though brand awareness isn’t super easy to measure in exact figures (like sales or email sign-ups are), it’s a really important part of marketing your business successfully.

When faced with a range of products to choose from, people tend to go with a brand they’ve heard of before. In other words, the more familiar your target audience is with your brand, the more likely they are to choose you in the future.

Building a positive brand reputation can give you an edge over competitors and increase customer loyalty. It can also increase brand equity and set you up for greater sales.

Why you should be Running Brand Awareness Campaigns?

Most marketing funnels start at their widest point with awareness, followed by interest then consideration. At the narrow end is evaluation and finally sale.

Successful marketing looks to capture audiences at every stage of the funnel. When you run brand awareness campaigns in conjunction with retargeting and sales campaigns, you can capture a wider audience and lead those who are interested further along the sales funnel.

Brand awareness ads can help you:

  • Widen your audience
  • Increase lead generation
  • Build a positive reputation

Keep in mind that running brand awareness ads alone isn’t enough to hit your sales goals. You should also run other campaigns that target people further along the sales funnel.

How do you create a Brand Awareness Campaign on Facebook?

Ready to get started creating a brand awareness campaign on Facebook? Follow the steps below.

Step 1: Create a new Campaign and Set the objective to Brand Awareness

Log into your Facebook Ads Manager and create a new campaign. For the objective, select “Brand Awareness”.

Step 2: Select Audience Targeting Options

Generally speaking, for brand awareness ads you want to reach a wide audience. However, it’s a good idea to narrow down the audience slightly as appropriate for your brand.

For example, if you sell women’s clothing, you can set the audience to women only. You can also narrow the audience down by age, location, and broad interests if appropriate.

Step 3: Choose where your ad will Show up (Ad Placements)

If you’re new to Facebook Ads, choose automatic ad placements and Facebook’s algorithm will decide the best locations to show your ads.

Ads may show up in a range of different locations, including:

  • Facebook feed
  • Instagram feed
  • Facebook marketplace
  • Instagram explore
  • Facebook right column
  • Messenger inbox

Step 4: Create a Range of Different Ads

When starting out, it’s a good idea to aim for 3-6 different ads in your campaign. You’ll need to format your ads appropriately. For example, 1080×1080 px for Facebook posts and 1080×1920 px for stories.

You can create ads that are similar but with slightly different messaging to see which one performs better. This can help you better optimize your ads and make your ad spend more cost-effective in the future.

Remember to keep your brand messaging consistent. Your ads should be more about your “brand story” or who you are as a brand rather than about your specific products or services. Brand awareness ads should connect emotionally with your audience.

Step 5: Publish your Campaign

Once you publish your campaign, keep an eye on the results and make adjustments as necessary. Try not to jump to any conclusions too quickly. Brand awareness campaigns can take time to get results.

It’s a good idea to run remarketing and sales ads at the same time to help convert people who showed interest in your brand.

How do you know if your Brand Awareness Campaign is Successful?

You might be used to looking at metrics like cost-per-lead, return on ad spend (ROAS) and sales, but for brand awareness ad there are other metrics that are more appropriate.

These include:

  • Reach – how many people saw the ad?
  • CPM – how much did it cost to get 1000 impressions?
  • Video view % – how much of your videos did people watch?
  • Estimated ad recall lift – how many people are likely to remember your brand after seeing your ad?

It’s a good idea to keep a spreadsheet of your brand awareness ad results so that you can compare different ads and find what works.

You can also try Facebook’s Brand Lift Test in the Experiments section of your Facebook Ads manager. This tool lets you run a survey to measure how well your ads are impacting your overall brand awareness.

Spread that Brand Awareness!

Done well, Facebook brand awareness ads can be really successful. The best results usually come when you’ve also optimized other ad campaigns for different points on the sales funnel.

It can be tricky to know how to optimize Facebook ads when you’re starting out, especially if you’re not sure what results you should be getting. Consider working with an agency that specializes in Facebook advertising services to take out the guesswork and get a better return on your investment.