Today, we discuss a campaign objective on Facebook Ads called ‘Brand Awareness’ ads. A brand awareness ad is a new kind of ad campaign, that focuses on the time aspect apropos of your ad.
You might be aware of the volume of meta-data that Facebook and Google collect. It’s a lot of metadata, more than one could possibly imagine. The new brand awareness campaign works around the idea of the amount of time people spend looking at your ad. But first, let us give you an idea of what viewability means as per Google. This will give you a fair understanding of how viewability is measured, this is similar to how Facebook collects meta date.
It is essentially a real-time measurement of whether an ad was viewable to a user or not, based on every impression. Now, to put that into effect, let’s take the example of an ad that is run by Airtel on Facebook –
As much as everyone loves to hate the Airtel girl, she does hold our attention. This would be a great opportunity for Airtel to place their ad with the new ‘brand awareness’ campaign objective. Facebook also auto-optimises ads for people who are fixated on an ad for longer periods of time.
The ‘airtel girl’ is great to increase brand awareness by creating a recall through association.
The calculation run by Facebook is quite similar to that of Google’s, as we’ve shown you in the link above. It calculates the amount of time spent by individuals looking at the ad. This ensures that people who look at it for a longer period become the ‘seed’. Facebook will automatically find people similar to the seed and will use their native ‘Ad recall’ metric. This ensures that people who are most likely to remember your ad get it served to them.
While this is a great parameter for targeting, it shouldn’t be mixed with the other objectives that your brand has. For example, if you run this campaign and have a secondary conversion objective, the conversion objective will never be met. (Look at you, Mr Brand Manager asking “Will this lead to direct sales?”)
Here’s a small rundown on what types of business objectives will be the best for cases making use of this new campaign type:
- Specific short-term promos – Targeted towards existing customers
- Increasing top-of-mind awareness – To lookalikes of your custom audience
Get more focused on your approach with the ‘Brand Awareness’ ad campaigns and most of all, measure performance and be assured of great returns for your brand in the long run.
Have any thoughts to add? Do let us know in the comments below.