From the various objectives offered by the Facebook, there are two objectives offered in the upper funnel that is in awareness stage and the objectives are 1. Brand Awareness and 2. Reach. The brand awareness objective is one of the important objective when it comes to improving the brand identity. This objective helps in identifying the ad recall lift observed through the campaign.
Moving further in details with the campaign setup which will include the buy types available, targeting, when you are charged on, etc. Brand awareness objective is available in Auction as well as in Reach & Frequency buy type.
How to create a Brand Awareness Campaign on Facebook
Brand Awareness Campaign Selection:
In this step you can identify the buy type which you want to proceed with. Detailed explanation on each buy type is mentioned here. After selecting the buy type, you can proceed with the objective selection in which you will select Brand Awareness.
Basis the buy type selected, you will see different options at campaign level. If you have selected the Reach & Frequency buy type, you will only be able to mention the campaign name. While in the case of Auction buy type, you have the option to keep the campaign level budget, A/B test, Campaign Budget Optimization (CBO), campaign bid strategy and ad scheduling. If the CBO is not enabled, we can only able to keep the campaign level budget and select A/B test (if required). The campaign budget optimization or CBO is helpful in distributing the budget across the ad sets to achieve maximum results depending on your delivery optimization choices and bid strategy. The bid strategy applied at campaign level with CBO is applicable for all the ad sets within the campaign.
Note: You can have minimum and maximum budget limit to select at ad sets level.
Setting up the Ad Set with Brand Awareness Objective:
Once the campaign details are filled and as we progresses towards the targeting section that is at ad set level. Ad set allow us to set name of the ad set followed by the duration of the ad set, ad set budget, targeting, placements, device & operating system, optimization and ad delivery and when you get charged can be selected.
The duration of the ad set can be selected. If multiple ad sets are added in the campaign, you can have different duration for each ad sets.
Along with the duration of the ad set, you can select the budget to utilize on individual ad sets. You can add the ad set budget if you want minimum or maximum budget to be spent on each ad set with the CBO. The budget setting at ad set level can be ignored, if you want to optimize the ad sets basis the performance and do not want to restrict the budget with the CBO.
Once the duration of the ad set is defined, you can proceed with the targeting selection where you have the selection of locations, age, gender, detailed targeting such as demographics, interests and behaviors and language.
As we progresses, you can select the placements on which you want to run an ad. Facebook provides two options to select the placements and those are Automatic Placements and Manual Placements. Automatic placements is where, Facebook automatically selects the placements and serves accordingly. Overall placements are broadly categorized into four platforms to choose from such as Facebook, Instagram, Audience Network and Messenger.
Within each platform, you can pick and choose selected placements.
- Facebook Placements: Facebook News Feed, Facebook Marketplace, Facebook Video Feeds, Facebook Right Column, Facebook Stories, Facebook In-Stream Videos, Facebook Search Result, Facebook Instant Article
- Instagram Placements: Instagram Feed, Instagram Explore, Instagram Stories, Instagram IGTV
- Audience Network: Audience Network Native, Banner and Interstitial, Audience Network Rewarded Videos, Audience Network In-Stream Videos
- Messenger: Messenger Inbox, Messenger Stories, Messenger Sponsored Messages
Note: Among all of the above placements offered by Facebook ads, few placements are unavailable with Brand Awareness objective. The unavailable placements are Facebook Right Column, Messenger Inbox, Messenger Sponsored Messages, Audience Network Native, Banner and Interstitial, Audience Network Rewarded Videos.
Additionally you get an option to select or remove certain devices and operating system. By default, all the devices and operating systems are enabled.
Moving ahead with Optimization and Delivery option available with Brand Awareness objective. The campaign can only be optimized for Ad Recall Lift. The estimated ad recall lift is an estimate of the number of people remember seeing your ads, if asked within two days. The ad recall lift is estimated and it is not imprecise. Furthermore, you are only charged on impressions and there is no other option available with this objective.
Setting up the Ad with Brand Awareness Objective
At the ad level, there are limited but various options are available to select. The details that can be filled at ad level are, ad name, identity, ad setup type, ad creative, languages and tracking (website event or app events, if you want to track website or app metrics. Also it includes offline events and view tags).
The very first stage in ad creation process is to select the identity. The identity is nothing but the selection of the page through which you want to run the ad. The three things mentioned under the identity section and those are Facebook Page, Instagram Account and Branded Content. If the Facebook page is linked with Instagram account, the Instagram account will be automatically available to select. However, the process is not done and still you want to proceed, the ads will run with Facebook page on Instagram (the page will not be clickable). If the brand collaboration with the third-party brand or product then you can tag that particular business partner’s page. To do so you will require the partner Facebook page or Instagram account to be added in the box.
The ad setup can be done in three ways, 1. That is creating the ad from scratch where we need to upload the creative and other required details. 2. We can select the existing post which is already posted on the Facebook page or on Instagram account. 3. The last way is to select the mockup from the Creative Hub.
The creative formats available with the Brand Awareness objectives are Single Image or video, carousels (collection of image and video in rotational format) and Instant Experience (experience of the product or brand within the Facebook, it is similar to mico website).
The ad creative with single image or video can have primary text. If you add the website URL, you will require additional details such as headline, description website URL and Call to Action (CTA). The CTA option available with Brand Awareness objectives are Listen Now, Apply Now, Book Now, Contact Us, Download, Get Quote, Get Showtimes, Learn More, Show Message, Request Time, See Menu, Shop Now, Sign Up, Subscribe, Watch More and Send WhatsApp Message.
If you opt to choose the carousel format, you will require the primary text. You add up to 10 cards that is 10 creatives in combination of image and video. Each card should can have headline, description and website URL.
To create an instant experience, there are various predefined templates which are provided by Facebook. You can customize the existing templates or create of your own.
In the last section of ad creation, the tracking details has to be filled. The tracking can be vistis on the website through the campaign or any app events, offline events, additional parameters to the URL, third party view tags to track impressions via third party (DCM tags, etc.). Enabling tracking is completely optional and depends on the requirement.
Tried to explain most of the points covered under the Brand Awareness objective along with the type of ads. Share your views in the comment and will try to improve in the coming articles.
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