Do you remember seeing brand awareness ads ran on TV and giant billboards? I hope, everyone remembers those ads in the billboards and gets a sneak peak of childhood. But in this age of digital marketing, online advertising thrives and a prevailing number of advertisers are loyal to online platforms like Facebook and YouTube. Keeping this in mind, Facebook first introduced Brand Awareness ads as a feature in September, 2015. Brand Awareness campaigns are the most recent addition to Facebook’s ad platform.
So, what is actually Brand awareness ads?
Brand awareness ads are designed to show your ads to people who are more likely to pay attention to them. By evaluating how much time people spend looking at different ads, Facebook tell which people are more likely to watch and recall your ad and optimize the campaign accordingly. Using this algorithm Facebook ensures your ad to reach the targeted customers for your business.
With these ads, you can leverage your existing content and get it in front of new audiences.
The goal of Brand Awareness ads is to increase the recall of your ads among your target audience. So, it’s not about generating immediate sales. Instead, the aim is to ensure your company is the first people think about when they need a service you offer. As a result, people who have seen your brand awareness ads are more likely to convert into customers later when they see your prospecting or remarketing ads.
The result of Brand Awareness ads is the Estimated Ad Recall Lift. That’s the additional number of people who will remember your ads if asked within two days. Now, you can have even more control over the frequency of your ads. You can choose not to display the ads to the same person for anything from 1 to 90 days! Because of that, you can run Brand Awareness campaigns for a much longer time without overwhelming the audience. And you can use it as an addition to your direct response campaigns (ex., website clicks, website conversions, mobile app installs, etc.)
How to create them:
First, open the Power Editor tool. Click on the dropdown menu at the top of the page. Select the ad account you want to work in. (Note: Power Editor only works with a Google Chrome browser.)
Then click “Create Campaign” in the top left corner. Then enter the campaign name, and click on the button to select the campaign’s objective. You should see the “Brand Awareness” option at the very top of it.
Now, select the objective. Then choose to create a new Ad Set and Ad, and hit create.
If it’s not there, try resetting the Power Editor by clicking on the gear icon in the top right corner of the page. If that doesn’t help, you will need to wait until it’s released to all advertisers.
The next part of creating a Brand Awareness campaign is very similar to any other campaign. You will begin by choosing your budget, schedule, and target audience.
Cost:
For the same audience, Facebook suggested a bid of $2.37 for Instagram, $4.13 for Mobile News Feed, and $7.96 for Desktop News Feed.
Things to keep in mind:
To help you succeed with your Facebook brand awareness campaigns, we’ve jotted down some of the best practices that work for most brands.
- Define what your brand stands for.
- Address specific consumer needs.
- Aim to be authentic and memorable.
- Know your target audience.
- Create engaging ads.
- Use a mix of various ad formats and placements.
- Be consistent and stay in the picture.
- Deliver on your promises
Examples:
Here’s some common brands to use this tool:
Example 1: The Whopper Detour by Burger King
The Whopper Detour was one of the most celebrated ad campaigns of 2019 and earned Burger King a lot of buzz, new customers, and advertising awards.
Burger King came up with the idea to give out its signature Whoppers for just $0.01 – the only catch was that customers must order from a McDonald’s location via Burger King’s app. 
Example 2: Nike: Just Do It
Nike’s “Just Do It” brand slogan is a landmark example of years-long brand building. They have used the tagline as long as we can remember: throughout offline and online brand awareness campaigns.
Here’s an interesting overview of Nike’s brand marketing initiatives to boost its brand awareness: from collaborations to TV ads to Facebook advertising.
These were some quick insights on Brand Awareness ads. Using these tools one can get organic reach and get a good customer base.
Nuzhat Shababa Tias
Intern, YSSE
