Awareness

Awareness Objectives

The two campaign objectives in the Awareness category—Brand Awareness and Reach—are designed to show your ad to the largest number of people in your target audience within your budget constraints. The primary aim of these objectives is to build people’s interest in your business by showing your ad to more people.

Awareness objectives optimize for impressions so your ads can be shown to the largest number of people within your target audience. Therefore, clicks and engagement on an ad using this objective will typically be low.

If your goal is to drive website traffic or make sales, don’t choose one of these objectives because you want to ensure your advertising budget is spent showing your ads to the people who are most likely to visit your website or make a purchase.

Awareness advertising on Facebook has several benefits:

• Reach a broad target audience at a fairly low cost.
• Create hyper-targeted audiences and select who sees your ads.
• Boost brand awareness among tech-savvy younger audiences.
• Turn people who saw your ads into customers, with remarketing.
• Maximize customer value. For example, existing customers are more likely to purchase again after seeing your brand ads.

 Brand Awareness

The Brand Awareness campaign objective optimizes for impressions. This means Facebook will show your ads to the people who are most likely to remember your brand. Ads Manager will show you “estimated ad recall lift” data, which is the number of people Facebook estimates would remember your ad if they were asked within 2 days of seeing it.

To get the most accurate ad recall data, though, you’d need to carry out a brand-lift study. For this reason, brand awareness campaigns are mainly used by larger brands with bigger budgets and the ability to measure these results. Small businesses that want to increase awareness can typically get more tangible results with other campaign objectives.

When to Use It: The Brand Awareness objective is a good option if you want to build a memorable brand and have the means to measure ad recall lift.

Reach

The Reach objective also optimizes your ads for impressions. Facebook will show your ads to as many people as possible in your target audience within your budget constraints. You might choose this objective if your goal is to get as many eyes on your ads as possible without expecting people to take immediate action after seeing them.

When to Use It: The Reach objective is a good choice if you’re organizing a local event and the goal is to tell as many people as possible about that event. However, if people need to book tickets in advance, this wouldn’t be the most suitable objective.

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