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The Ins and Outs of Running a Facebook Brand Awareness Campaign

The Ins and Outs of Running a Facebook Brand Awareness Campaign

Want to advertise on Facebook but can’t figure out exactly how to get started? Look no further! In this blog post I’ll go over how to create a basic Brand Awareness Campaign in an easy step-by-step guide.

Facebook introduced the Brand Awareness Campaign in late 2015, and has been slowly rolling it out to advertisers in waves. Unfortunately not everyone has access to it yet, but even if you don’t, you’ll be ahead of the game when it does come out for everyone.

The first thing you’ll need to do is create a Business Manager account. If you’re completely new to Business Manager, get up to speed with our comprehensive guide. It’ll walk you through setting up an account as well as giving you a tour of the platform.

Step 1: Creating Your Campaign

After you’ve set up your Business Manager and created your Ad Account, select the “Create a Campaign” Button. Creating your Facebook Campaign

This opens up the Campaign creator.

Selecting your Facebook ad Campaign

From here you can select what type of campaign you want to run. Facebook gives you a number of different options, but for this walkthrough we’re going to select the “Increase Brand Awareness” campaign featured at the bottom of the list. By hitting the “Show Advanced Options” drop down on the right hand side, you can set a campaign spending limit. Here at Directive Consulting, we usually run our awareness ads continually so we skip this section, but if you’re on a tight budget and want to ensure you don’t go over it I would recommend setting a spending limit. The minimum limit you can set is $100 (although if you’re planning on spending less than that throughout the entire campaign, there’s no need to set a spending limit. The campaign will just stop when it reaches the lifetime budget set in the Ad Set). Go ahead and title the campaign appropriately and hit Continue.

Step 2: Setting Your Audience

Previously, the only awareness campaign option Facebook had was the Local Awareness Campaign, which was effective when it came to reaching a lot of local people, but severely lacked when it came to setting a  specific target audience. The “Increase Brand Awareness” campaign gives you the ability to create that specific audience while also targeting their geographic location.

Most of this is self-explanatory, but here’s a breakdown of what it all means:

  • Custom Audiences: This is where you can add pre-created audiences based off of website traffic or email lists. If you’re not using Custom Audiences, start now.
  • Locations: This allows your to target Facebook users based on their geographical location. If you’re a retail store, targeting people within 10 miles of your store would be a good place to start. If you’re like us at Directive Consulting, and do mostly online work, see where the majority of your website traffic is coming from and start with targeting those areas.
  • Age: Select an age range for your audience. You can target people from ages 13 to 65 and up.
  • Language: Target specific people based on the language they speak (This will automatically target English speakers if left blank).
  •  Detailed Targeting: This is where you get to really narrow down your audience. Target Facebook users based on Demographics (i.e. income, religion, relationship status, etc.), Interests (i.e. music, baseball, hiking, television, etc.), and Behaviors (i.e. online shopper, real estate investor, high-end retail buyer).
  • Connections: Target people who like your Facebook page(s), friends of people who like your Facebook page, or exclude people who like your Facebook page.

In the upper right hand of the Ad Set page you can see the potential reach of people that meets your detailed specifications as well as a spectrum showing you how specific or broad your audience is. I try and shoot for an audiences that’s in the center of the spectrum, a healthy middle between broad and specific.

For building Brand Awareness, having a larger audience is usually best, but make sure your audience is interested in your product in the first place, or else you’ll be wasting money spreading your brand to people who won’t convert.Your potential reach will differ depending on your specific goals, but the three different Brand Awareness campaigns we’re running average a potential reach of around 400,000 people.

Step 3: Budget and Schedule

Below the audience section in the Ad Set is the budget and schedule section.

Setting your Facebook ad Budget and Schedule

The first thing you’ll want to do is decide whether to have a daily budget or a lifetime budget. At Directive Consulting, we usually use the Daily Budget because our ads run continuously, and it’s a pain to keep upping our budget when the lifetime amount is reached. For both lifetime and daily budgets, the minimum spend per day is $1.00. If you don’t plan on running your awareness ads continuously, you can select a start and end date under “Schedule” (again, keep in mind the minimum spend is $1.00 a day).

On the right hand side you can see the daily estimated reach, which will change depending on the amount of money you’re willing to spend. Keep in mind this is just an estimate, so your actual reach may be lower than the estimation.

The ad optimization can be set for Brand Awareness (as shown above) or Reach (shown below).

Optimizing your Facebook ad for Reach

Optimizing for Reach requires you to select a manual frequency as well as a manual bid. Personally, I recommend the Brand Awareness optimization because Facebook will automatically set a bid amount that helps you get the most brand awareness at the best price, which usually gives you the best bang for you buck.

When you’re done with the budget and optimization settings, hit “Continue” at the bottom of the screen.

Step 4: The Ad Creative

Choosing your ad format

Here you’ll choose which format to use for your ad. As you can see above, you have the choice of a single image or video, or multiple images (which Facebook calls a carousel ad). The most common format is a single image, but if you’re a retailer you could highlight multiple products with a carousel ad. Even at Directive Consulting, we use carousel ads to highlight our work in PPC, SEO, Content Creation, and Social Advertising. Videos can also be a good option because of their auto-play feature, but for this example we’re going to select a single image ad.

Selecting your ad image

You have the option of browsing stock images, browsing your library of previously uploaded images, or uploading your own new image. If you do upload your own image, it’s important to note the recommending image size of 1200 x 628 pixels and to make sure your ad image doesn’t include more than 20% text. Facebook’s tool is a great way to double check the 20% text rule.

You can add up to 6 images for each ad at no extra cost, which is great for A/B testing, and something I definitely recommend!

When you’ve selected the appropriate ad image(s), you’ll be able to preview it depending on which placement you select (Mobile Newsfeed, Desktop Newsfeed, and Instagram).

Editing your Ad Creative

Now it’s time to start filling in your ad copy. Here’s a breakdown of what everything means.

Text: The part that goes as a “status update” above the ad design. (Recommended: 90 Characters)
Website URL: The site the ad directs to when clicked.
Display Link: How the link is shown on the ad.
Headline: The title right below the ad image. (Recommended: 25 Characters)
News Feed Link Description: The short description right below the headline. (Recommended: 30 Characters)

You can add a Cal to Action button (i.e. Learn More, Shop Now, Contact Us, etc.) to encourage even more engagement on your ad.

You’ll see below the Call to Action is Pixel Tracking. You can connect a Facebook Pixel (a snippet of code pasted on your website) in order to track conversions and website visits. This is a whole other animal, which we’ll be covering in another blog post soon!)

When you’ve completed everything and made sure your ad looks exactly the way you want it hit the “Place Order” button at the bottom of the screen. And that’s it! You’ve just created your first brand awareness campaign. If your campaign doesn’t immediately go live, don’t panic. Sometimes it takes Facebook up to 24 hours to review the ad and make sure it’s compliant to all of their ad guidelines.

Now that you’ve created your first campaign, don’t just rest on your laurels, optimize them! Split test using different ad images or ad copy, analyze for a week, then try something new!