The reach campaign objective is designed to maximise the number of people who see your ad and the frequency at which they see the ad. In this post we explore whether Reach campaigns are the correct choice for your business.
Reach campaign objectives are typically used to build brand awareness, getting maximum exposure and eyeballs onto your content as possible. We’ll explore below why you should run a Reach ad and what the benefit of doing so is through Facebook and Instagram ads.
The Differences between Reach and Brand Awareness Ads
The objective is very similar to the Brand Awareness ads in as much as the key thing here is getting your ad in front of as many people as possible. Sounds great in theory but this might attract quantity rather than quality.
The main difference between reach and brand awareness ads is the ability to set frequency caps on your social ads. This allows you to determine how many times your ad should be shown to one person before they never see it again.
This is a very useful feature as it allows us to limit the number and frequency of the times our ad is shown. This can be useful to avoid issues of spamming someone’s Facebook feed which can be a turn off for some consumers.
It’s a great way of driving towards ad recall and improved recognition of your ads. With the age old, advertising rule of thumb being that an ad needs to be seen 7 times before people act upon it, ask yourself – how many times are your audience seeing your ads?
Ads optimised for reach – so don’t expect much more than this
Facebook’s ad objectives can provide double-edged sword solutions.
On the one hand, they are great for using all of the data they have at their disposal to optimise your ads towards the end goal you want to achieve. So if you want to achieve reach, engagement, video views etc. they will optimise your ads to achieve as many of these as possible.
The issue is that this can come at the expense of all other metrics. This is particularly noticeable with Reach – as your ads will be shown to as many unique people as possible, without really trying to get them to do more than look at your ad.
This is of course important – if no one looks at your ad, nothing can happen as a result. But when there are so many options available for how people can engage with an ad, restricting this ability for the sake of a few more eyeballs seems like a massive opportunity lost.
If these reach and impression figures are important to you and your business, more power to you. But don’t expect that there’s a direct correlation between the amount of people who see an ad and actions that they then take.
Pros and Cons of Reach Ad campaigns
PROS: frequency caps can be a great way of ensuring your ads are seen more than once with this number being something you can control quite closely. This allows you to increase potential conversion rates and use data driven analysis to determine the optimum number of times to show your ads to drive conversion actions.
CONS: Reach campaigns can lead to spamming audience feeds if targeting is not right, which can breed ill feeling towards your brand.
This risk can be mitigated by ensuring correct audience targeting and ensuring full analysis has been done on the optimum conversion rates for your brand. Reach campaigns can also lead to reach for reach’s sake and to quantity not quality. This should be carefully monitored and demographic and interaction data used extensively to limit wasted reach.