How to create a brand awareness campaign on Facebook

Facebook is undoubtedly one of the biggest social media platforms out there. With over 2.96 billion monthly active users, it is the perfect place to advertise your brand.

So, if you’re wondering how to create a brand awareness campaign on Facebook, we’ve created the ultimate guide. Read on to get your business noticed…

Table of contents 

1. What is a brand awareness campaign?
2. What are the benefits of a brand awareness Facebook campaign?
3. How to create a brand awareness campaign on Facebook
4. How to measure brand awareness on Facebook
5. How much do Facebook Ads cost?

What is a brand awareness campaign?

Brand awareness campaigns are about more than just advertising your goods and services to the masses. These campaigns should specifically target people who will linger on your ad content or will click on it. This is different from a conversion campaign, which solely focuses on getting people to click on your website and use your services.

Brand awareness is great for smaller and local businesses, as it encourages people to remember your brand. The whole point of a brand awareness campaign is to make your brand stand out so that next time a potential customer needs something, they will choose your services over any other business.

What are the benefits of a Facebook brand awareness campaign?

There are many reasons why a brand awareness campaign on Facebook is a great way to advertise your brand and grow your business:

• Reach a large audience at a relatively low cost
• Create incredibly detailed and targeted ads that are guaranteed to reach your target audience
• Boost brand awareness among the younger generation who consume a lot of social media
• Turn people who see your ads into actual customers

How to create a brand awareness campaign on Facebook

Brand awareness campaigns are one of the easiest types of campaigns to set up. In every Facebook campaign, there are three levels: campaign, ad set and ad.

• Campaign Level: This is the top level of your advertising structure where you set your advertising objective. Your objective could be to increase brand awareness, generate leads, drive traffic to your website, etc.
• Ad Set Level: This is the middle level of your advertising structure where you define your target audience, budget, schedule, ad placements, and optimization settings. You can create multiple ad sets under each campaign to test different targeting options or ad placements.
• Ad Level: This is the bottom level of your advertising structure where you create and customize your ads. You can create multiple ads under each ad set to test different ad creatives or messaging.

By organising your Facebook advertising campaigns into these three levels, you can effectively optimize your ad delivery and maximise your results.

How to start a campaign on Facebook

This step-by-step guide can take you from setting up your campaign to putting it live:

1. To get started, head to the ads manager tab on your Facebook account, and then click on the green button labelled ‘create.’

2. Once you have clicked this button, it will take you to a ‘campaign level’ page. Here, you will have to label your campaign and select your main objective of brand awareness.

3. During this process, Facebook will ask you if you would like to use ‘campaign budget optimisation’, and we would advise you to keep this on so that Facebook can distribute your budget between all of the ad sets of your campaign.

Set up your budget

4. The next step in the process is to set up a budget. Your brand awareness campaign’s budget should be around 10% of your total advertising budget, although you may want to create a slightly smaller or larger budget depending on your circumstances.

Set up audience targeting

5. Once you have started your campaign setup and have decided on a budget you can begin to build your target audience. You can do this with the ‘ad set’ section of the campaign.

6. Next, you should add your location, making sure it encompasses the area you want to target and where your company operates. You will then be asked to create an age range and a gender you want to target, depending on your specific services.

7. Once you have decided on your target audience, Facebook will ask you about ‘ad placements.’ This is where you can choose whether to manually place your ads or get Facebook to do it for you. Unless you really understand how to manage Facebook adverts, it is always better to set this to ‘automatic placement.’

Upload your adverts

8. Once you have sorted your target audience and have set your budget, you can upload your ad creatives into the system. If you have a dedicated marketing team, they should have already created adverts to post on Facebook.

Alternatively, you can get another marketing agency to create specialised ads. No matter how you create your adverts, you should ensure that they meet the brief and are relevant to your target audience.

Publish your campaign and keep track of the results

9. Once you have set up your campaign, all you need to do is publish it! A common mistake that many people make is to expect immediate results. As a general rule of thumb, you should try and wait at least 48 hours before you check the campaign to see if it is delivering.

On average, you should try and run your brand awareness campaign for at least two weeks. This way you can ensure that many people will view it, even people who rarely use social media.

Visit Facebook for Business to find out more about attracting your audience and building relationships online. 

How to measure brand awareness on Facebook

Here are some of the metrics you can measure the success of your campaign:

• Reach: how many individual views did you reach?
• Frequency: how many times did people see your adverts?
• Ad recall lift: how many people are likely to remember your brand?
• Click-through rate (CTR): what percentage of people clicked on your ad after seeing it?
• Cost per click (CPC): what is the cost of each click on your ad?
• Conversion rate: what percentage of people completed a desired action, such as making a purchase or filling out a form, after clicking on your ad?
• Return on ad spend (ROAS): what is the revenue you generated for every pound spent on Facebook advertising?
• Engagement rate: what percentage of people engaged with your ad, such as liking, commenting, or sharing it?

By tracking these metrics, you can gain insights into the performance of your Facebook advertising campaign and make informed decisions about how to optimise it for better results. 

How much do Facebook Ads cost?

Thankfully, Facebook advertisement campaigns won’t break the bank! Compared to other social media sites, Facebook is actually one of the most affordable ways to boost your brand awareness. For each click and impression that is made on your advert, you will have to pay pennies.

With Facebook, you are in control of your budget and can set how much money you are willing to spend each day. Facebook will never spend any more than you allow.

A final word

If you are looking to boost your brand’s awareness, Facebook is the perfect place to start. With affordable prices, a great reach and an easy-to-use system, any business can use it to boost its awareness and grow its brand.

✏️If you need help creating your brand awareness campaign on Facebook, enquire about our content creation services today.

Header image: Solen Feyissa

Embedded image: Ion Fet, Will Francis, NeONBRAND