Sometimes, the most effective goals are also the highest-level ones. You won’t get many users to buy your products if they don’t know about you enough to trust your product and brands.
That’s why running Meta ad campaigns specifically to increase brand awarness can be so powerful. Use these 8 tips to build campaigns specifically designed to increase visibility, setting the stage for conversions down the road.
FREE GUIDE
How to Drive Omnichannel Sales on Meta
11 Steps + 4 Advanced Tactics to Take Your Marketing for Omnichannel Sales to the Next Level.
1. Set Your Optimization Objective to Brand Awareness
The Brand Awareness optimization objective within Meta optimizes your ad delivery for the best possible visibility and reach. It dynamically optimizes your campaign’s frequency, targeting, and buying objectives. The result can be campaign performance that, for advertisers looking to increase their brand awareness, lifts as much as 44%.
2. Optimize Your Weekly Frequency Around 2X
The ideal frequency for brand awareness is all about balance. Too little, and your audience won’t remember you. Too much, and your budget is spent on a small segment. When tracking our campaigns, campaigns with a weekly frequency between 1.3 and 1.9 ads per week recorded a 2.9x hgiher effectiveness than those with lower frequencies. A 2x or greater weekly frequency still drove an ROI increase of 1.2x compared to low and mid-frequency ranges.
3. Leverage Automatic Placements
Don’t limit yourself with the spots in which your ads could appear. Instead, take full advantage of Meta’s automation capabilities. We’ve found that advertisers who leveraged 6+ placement types for their ads saw a median 5% lower cost per conversion compared to those who placed fewer.
4. Broaden Your Audience
According to a Nielsen analysis of Meta campaigns optimizing for offline performance, campaigns that reach more than 5 million unique users see a 64% ROI and 30% effectiveness compared to lower reach ranges. If you aim for targeting broad enough for a 20 million or above reachable audience, you’ll perform even better. By contrast, narrow audiences targeted by interests see a 9% lower ROAS and 22% lower sales impact.
5. Set Your Campaign Length at or Above 6 Weeks
You can’t build consistent and convincing exposure to your campaigns if they’re over before the message has a chance to resonate and sink in. Our research shows that campaigns lasting for six or more weeks have a 16% higher ROI, along with a 98% higher effectiveness, to their shorter counterparts.
6. Get Your Ad Formatting Right
Your ads will perform best when the creative optimization matches Meta formats and audience expectations. Use both 1:1 and 9:16 photos, as well as 4:5, 1:1, and 9:16 videos. This type of creative optimization, especially when combined with the next step, can lead to a 13% lower cost per ad recall.
7. Hook Your Audience Immediately
We know from research that only ads able to hook your audience in the first three seconds are successful. Build a strong video hook, and make sure your brand and product offer is clear in either static creative or those same first three video seconds. You’ll also need to make sure that your video ads are designed to be equally effective with and without sound.
FREE GUIDE
How to Drive Omnichannel Sales on Meta
11 Steps + 4 Advanced Tactics to Take Your Marketing for Omnichannel Sales to the Next Level.
8. Prioritize Your Brand Awareness Tracking
The more you can track your brand awareness impact, the more you can optimize over time. At its core, that means running brand lift studies to understand if your ads are incremental to your brand’s growth. Depending on your business, you might also benefit from offline sales studies and media mix modeling to analyze your ads’ impact on multiple sales channels and offline sales with third parties.
Ready to Optimize Your Ads for Brand Awareness?
Brand awareness optimization can be difficult, because measuring it may not always be intuitive. These tips can help you work toward that optimization, ultimately enabling you to run Meta campaigns that drastically raise your visibility among key audiences.
