A major reason behind establishing an online presence for your business is brand awareness, and to help business owners build their brand awareness Facebook has began rolling out a brand new advertising objective specifically for brand awareness. The new objective automatically optimizes your campaign towards reach and attention – focusing on reaching the largest number of people who spend a longer time looking at your advertisement.
The new brand awareness objective can be accessed via Ad Manager and Power Editor, and includes two new optimizations along with it: brand awareness and reach.
- Brand Awareness Optimization: This optimization consists of a combination of reach and attention
and helps advertisers increase brand awareness. People who are likely to pay more attention to an advertiser’s ads will be more likely to remember them.
- Reach Optimization: This is an additional optimization option within the Brand Awareness Objective.
The new Reach optimization allows advertisers to maximize the number of people who see their ads given a speci?ed time period. Optimizing for Reach through the auction will typically provide an advertiser with more ?exibility. For instance, when the target audience is smaller than the minimum required for using Reach and Frequency, the Reach optimization provides a suitable alternative.
- Estimated Ad Recall Lift (People): This is the primary reporting metric for brand awareness. It’s the best prediction that we can currently make about how many people are likely to remember seeing an ad if they were asked.
To learn more about building your brand awareness with Facebook, go here – or start making your own ads via Facebook’s Ad Manager or Power Editor.