Taking a different direction from the more common direct response campaigns such as page likes, website traffic and conversion ads, Facebook recently introduced a new ad objective to aid in building and optimizing your brand image within your target market.
Here’s what the developers have to say about it:
Brand awareness optimization is designed to help advertisers find the audiences most likely to recall their ads. It takes two primary factors into account; attention and reach. We’ve found that when it comes to brand awareness, it’s not just how many people you reach that matters – it’s also crucial to break through and earn people’s attention. By analyzing hundreds of brand campaigns, we found that the longer someone spends with an ad, the more likely they are to remember what they’ve seen.
With this new advertising option, you can choose whether you want your message to reach users who are most likely to pay attention to your ad, or if you want to go for as many unique users as possible.
It also comes with a new feature known as Frequency Control Specs which enables you to predetermine the duration and number of times that each targeted user will be shown your ad message.
Although this ad objective is not aimed at making instantaneous conversions, it plays a very important role in introducing your brand to new prospects and helping to create recognition and possible interest where there was none before.
It focuses more on the soft sell strategy that attracts and nurtures new leads until that point when they are finally willing to engage and identify with your brand.
Instead of using these ads as calls to action, focus on capturing the most important aspects of your brand offering and share them in captivating visuals.
The brand awareness advertising option can be found within your ad manager. Simply click Create Campaign and choose Brand Awareness as the objective.
Good luck experimenting with this new opportunity. We would love to hear all about your results!