Building brand awareness campaigns seems like one of the simplest campaign objectives – the people who can recall your brand after seeing your ad the better.
However, there’s more to brand building than just making the maximum number of people see your ads and careful data analysis and campaign structure is needed to ensure a positive return on investment.
Here we look at the delivery of Facebook brand awareness campaigns, ad recall as a metric and the advantages and disadvantages of this campaign type.
Increasing Brand Recall
The two critical factors in a brand awareness campaign are reach and ad recall. Reach determines simply the number of people that will be exposed to your ad.
The delivery optimisation that you can create in a Facebook brand awareness campaign is for increased ad recall lift – this may involve some of your target audience being surveyed to see whether they noticed your ad or not.
The ad recall metric is important for understanding the long term effects of brand awareness campaigns. Ad recall estimates the number of people that will recall your advert two days after seeing it. This figure was always very difficult to quantify with traditional advertising media which is one of the key advantages of using the Facebook platform.
Facebook ads delivery and spend are optimised based on the ad recall rate of each creative and the cost of delivering that creative to an audience.
Why is Ad Recall Important and How Does it Work?
Ad recall estimates the number of people that will be able to recall your ad two days after seeing it. This is an important metric for establishing the effectiveness of brand building campaigns as the most important aspect of brand awareness is building long term memory of your brand that can convert into future sales/leads.
Ad recall is affected by a number of factors including ad frequency and demographic data. The more often someone is exposed to the ad the more likely they are to recall it.
However, this varies greatly by individual audience types. Facebook uses its own demographic and research data to estimate ad recall based on the amalgamation of these two factors.
Pros and cons of Facebook Brand Awareness Campaigns
Before setting up your campaigns it is worth having a full picture of the advantages and disadvantages of these types of campaigns:
PROS: Facebook is a major platform which covers every demographic range available which means that brand campaigns can you get your ad in front of as many people as possible – maximum brand exposure.
The ability to track recall through advanced features means you can carefully track the number of people that will recall your ad. This is important for businesses trying to understand the long term business impact of brand awareness campaigns.
CONS: Facebook brand awareness campaigns don’t guarantee brand awareness. It can just result in getting your ad onto people’s screens as much as possible without caring too much about the quality of this audience. This can run risks of overexposure of your brand, creating negative associations which damage conversion potential of viewers.
Additionally recall data is hard to correlate directly to sales if it is only part of your marketing mix. Unlike reach ads, you cannot set frequency caps which again increase the risk of overexposure to individual users.
Increasing the effectiveness of Facebook Brand Awareness campaigns
The key to successful brand awareness campaigns is to show your ad to as many of the right people in the right way. This is to start to build brand recognition and awareness of what it is your produc
st or services do.
Tracking reach and ad recall allows you to monitor different demographics to see how much of an impact your brand’s content is having on them. This can be achieved through Split Testing which is vital to optimise your budget and will allow you to place your campaign ads with the best possible chance of achieving the results you want.
This is where Social Acumen can help you achieve more with your brand awareness campaigns. Our careful analysis of spend, demographic and ROI data allows us to continually improve the efficacy of your campaign to increase ROI and brand recall each month, making it easier for you to achieve your social objectives.