CREATING A SUCCESSFUL FACEBOOK BRAND AWARENESS CAMPAIGN

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The Brand Awareness objective includes two optimizations: brand awareness and reach. Metrically, we can also use an Estimated Ad Recall Lift (people), to show you real-time data in the absence of running brand polling.
  1. Brand Awareness optimization: Combination of reach and attention to help you increase brand awareness.
  2. Reach optimization: Allows you to maximize the number of people who see your ads given a specified time period.
  3. Estimated Ad Recall Lift (people): Takes into account the number of people that we estimate would recall seeing your ad if asked. The estimate is based on historical data and relative campaign metrics. This metric is the best prediction we can currently make about how many people are likely to remember seeing your ad if they were asked.

Ad recall is useful because it is less sensitive to brand attributes, one of the most common poll questions in brand measurement, and a common measure of cut-through used across many media types. The brand awareness optimization can be found in Power Editor and the Ads Create Tool, and is now the default optimization in both the reach and frequency tool and the Brand Awareness objective. It is also available via the Ads API. Continue to run brand resonance studies with measurement solutions like Facebook Brand Lift, Nielsen Brand Effect, or Millward Brown Digital: Brand Lift Insights.

Estimated Ad Recall Lift (people) is calculated by looking at:

  • Reach: The number of people you reached with your ads
  • Relative attention: How much time people spent looking at your ads compared to other content in their News Feed
  • Historical data: Data from more than 300 Nielsen Brand studies that show the correlation of attention and reach to ad recall

By looking at this historical ad recall lift and real-time information on the reach and attention of the campaign, we’re able to extrapolate how much lift in ad recall your campaign is able to drive.

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In today’s Facebook driven social media management you need ways to build your brand.
To measure reach, you can use Nielsen Digital Ad Ratings (DAR) and Nielsen Total Ad Ratings (TAR).

Nielsen Digital Ad Ratings (DAR)
Nielsen Digital Ad Ratings uses a combination of census data and Nielsen panel data to provide advertisers with an independent read on their reach by age and gender, by channel, and their on-target percentage.Also, DAR is the only digital measurement solution available that provides a campaign’s full digital audience across desktop and mobile devices.

Nielsen Total Ad Ratings (TAR)
Nielsen Total Ad Ratings uses single-source panel data to measure the reach of a campaign across TV and digital, revealing who saw your ad online, who saw it on TV, and who saw it in both places.

The more you can understand the reach and frequency that your campaigns can achieve via different media, the smarter you can optimize your marketing budgets. TAR can help you invest in ways to maximize gross product ratings (GRP) and manage costs across cross-platform buys.

There are three solutions for measuring resonance:

  • Facebook Brand Lift
  • Nielsen Brand Effect
  • Millward Brown Digital: Brand Lift Insights

The two key differences between Facebook Brand Lift and the two other measurement solutions are: 1) Facebook Brand Lift requires lower minimum campaign eligibility thresholds in most countries; and 2) Facebook Brand Lift allows for more choices of fixed questions that can be asked.

On both Facebook and Instagram, you have the opportunity to capture your audience’s attention with the use of autoplay videos. In both the Facebook and Instagram carousel ad formats, you have the opportunity to drive people to your site to learn more.

Facebook and Instagram ad campaign goals include raising brand awareness, promoting an App, and driving in-store sales (through the offer of ads or location-based targeting solutions), and driving online sales (through website clicks and conversions).

The Golden State Warriors are a great example of a brand that used link ads and video ads  in both the Desktop News Feed and Mobile News Feed for promoted season tickets, renewals and waitlists to local fans, and promoted merchandise. The team’s best-performing ads had very few words, featured close-ups of players facing opponents on an artfully styled background, utilized customized audienes and lookalike audiences with successful conversion tracking.

They results were outstanding:

  • 29X return on ad spend for ticket sales
  • 19X return on ad spend for merchandise sales
  • 53% increase in international fan base (2013–2015)
  • 55 million video views on Facebook during NBA playoffs (organic content)

 

 

One thought on “CREATING A SUCCESSFUL FACEBOOK BRAND AWARENESS CAMPAIGN

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