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FACEBOOK & INSTAGRAM ADS:
BRAND AWARENESS VS REACH CAMPAIGN OBJECTIVE
- Written by Marcello
- 5 min read
TOPICS COVERED
- MOST IMPORTANT KPIS
- WHAT TO EXPECT AND WHAT NOT TO EXPECT FROM EACH CAMPAIGN
- PRACTICAL APPLICATIONS
- BEST CAMPAIGN COMBINATIONS
Facebook really is one of the platforms offering the most complete and easy to use online ad services out there.
From brand awareness to engagement, up to the conversion stage, it gives online marketers the chance to connect with their target group with interest based-, lookalike- and custom list audiences.
Today we are going to focus on one of Facebook’s and Instagram’s ads strong points:
the versatile, mighty and powerful campaign types.
Yes, that’s right.
Because believed it or not, Facebook and Instagram ad campaigns are powerful when used in combination with each other as they are as standalone campaigns (more on this later on).
Specifically, we will focus on which KPIs these campaigns have a impact on and which not, so to adjust expectations in case you run these ads.
So let’s dive right in the campaign objectives offered for the awareness stage:
Awareness Campaigns: Brand Awareness vs Reach Campaigns
In the awareness stage, we are given the option to choose between the Brand Awareness and Reach campaign type:
Brand Awareness Campaign
Facebook officially describes the Brand Awareness campaign as a way to “show your ads to people who are most likely to remember them” (source: Facebook).
So it does not talk about reaching a large amount of users, nor does it talk about increasing traffic to your online source. If you want to obtain these effects, you should definetly use the Reach campaign for the former and the Traffic campaign for the latter.
What Brand Awareness campaign though definitely do, is to put you in front of users who are likely to remember your brand.
Reach Campaign
On the other hand, the goal of Reach campaigns is pretty straight forward: “show your ads to the maximum amount of people” (source: Facebook, see image below).
When considering campaigns with an optimal CPM or Cost per Thousand People Reached, this is hands down one of the best online marketing campaign types out there.
Most Important KPIs
Brand Awareness
- Estimated Ad Recall Lift (“An estimate of the number of additional people who may remember seeing your ads, if asked, within 2 days.” (source : Facebook))
- Reach (although Reach campaigns offer more reach)
Reach
- Lots of ads Reach ! (it’s in the name
)
What to Expect and What NOT to Expect
Brand Awareness
What to expect:
- Increase in Ad Recall
- Increase in Reach,
- Small amount of Clicks
What NOT to expect:
- Increase in Landing Page Views
- Same amount of Reach as a Reach campaign
- Huge Engagement Rates
Reach
What to expect:
- One of the best Cost per Thousand Users Reach results available in the online advertising world
- Virtually no Landing Page Views
- CTRs below 0,5%
What NOT to expect:
- Basically don’t expect anything else but a lot of Reach
Practical Applications
The strategic implications and applications that derive from this based on your current situations are multiple:
Reaching the best potential customers
If your company or brand has already obtained a wide reach and exposure (maybe through other marketing efforts) and you really want to focus on the best fitting users for your company then choose the Brand Awareness campaign.
By going this route, you definitely choose quality over quantity users. Keep in mind though that you will reach only around one third to half the users you would reach with the same budget on a Reach campaign.
So be prepared to invest more budget in order to reach a substantial amount of users.
Reaching the most potential customers
On the other hand, if you would like to go for quantity, choose the Reach campaign.
Be warned though: a Reach campaign on its own won’t bring you much.
You will reach many users but will lack a tangible return on this marketing campaign if you don’t combine it with other campaigns since it is only optimised for reaching a lot of users and not actually pushing engagements.
Best Campaign Combinations
Combine Awareness campaigns with Consideration campaigns
For this reason it is wise to combine Awareness campaigns with Consideration campaigns.
You get the best of both worlds, by warming a lot of users up at a cheap cost with the Awareness campaigns, which will then be more inclined to engage with your content through the Consideration campaigns.
Depending on your budget you could go with the following solutions:
Skip the Awareness campaigns altogether
It is a though reality but If you are on a very tight budget and have to increase purchases with just one campaign, Awareness Campaigns just won’t help you with hard conversions. That’s because it’s just not their goal.
You would be better off to just skip them and activate a standalone Traffic, Conversion or Catalog campaign and cross your fingers for some sales.
Reach + Traffic Campaign
On the other hand, If you have some extra cash that you can invest upfront, it pays to run your audience through a Reach campaign before hitting them with the Traffic campaign.
It will show later on with better CTR and Cost per Landing Page Views metrics for your MOFU campaigns.
You basically get the best of both worlds by warming up a lot of users at a cheap cost through Reach campaigns, which will then be more inclined to land on your landing page through Traffic campaigns.
Brand Awareness + Traffic Campaign
This is the best possible combo in the Awareness stage with Facebook ads.
Not only does the B.A. campaign have the best reach output after the Reach campaign, but it also targets those users who are most likely to remember your brand.
This is a great advantage for you since, after displaying the Brand Awareness ads to your users, they will be even more inclined to click your Traffic ads than with the Reach campaign.
Obviously it will be more expensive than the previous two suggested solutions, since you will have to invest money upfront for the B.A. campaign getting less reach than the Reach campaign but it will definitely pay off in the long run.
Conclusion
So that’s already it for this episode.
In this post we covered the Awareness campaigns available on Facebook and Instagram.
Coming soon: The Consideration campaigns of Facebook and Instagram.
Are there any details we should elaborate on more?
Would you like to add your own experience?
Then let us know in the comment section below.
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