When setting up a new advertising campaign on Facebook, the first step you need to take is to choose the campaign´s objective. This is very important, as depending on your choice you will have a completely different set of options and settings available for your campaign.
But there are two objectives that usually confuse advertisers – Reach and Brand Awareness. Let's try to figure out what is the difference and which one suits you best.
Both objectives are designed to spread the word about your brand, product or service. You would use these campaigns to target people who are not potential customers just yet, but might become once they discover your brand. So, it’s not likely that you will get sales from this kind of campaign. If that is your goal, we recommend that you consider other objectives that Facebook has available. If you’re sure that it is awareness that you need, let's take a more detail look into these two types of campaigns.
The difference between them will be in the end result that we want to achieve, as Facebook will optimise ads for different things and we will analyse different metrics on the campaign’s results.
The Brand Awareness objective is created to show your ads to people that are most likely to remember your brand afterwards. Using its smart algorithms, Facebook will determine the best users and the best moment for showing your ad. Also, as the goal is for users to remember your company, Facebook might show your ad to the same person several times. Once the campaign is over, the main metric that you will have to analyse will be ad recall.
The Reach objective is designed to show your ad to the biggest number of people possible and, contrary to the Brand Awareness objective, Facebook will keep the frequency (the number of times the same user sees the same ad) low. While analysing the results of these campaigns, you will need to pay attention to the reach metric (the number people that saw the ad at least once) and to its CPM (cost per 1000 impressions).
So tell us, which one will you choose for your next campaign?
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