Facebook ads are a great tool to get your message in front of the platform’s 2.5 billion monthly users. With such a large audience, you can understand why the platform is attractive to advertisers. Over 7 million advertisers to be exact.
To succeed and maximize your return on investment (ROI) among so many audience members and competitors, start with why you want to use Facebook ads and what you hope to achieve with them. After all, your campaign objective is the first thing Facebook will ask you about when you go to create an ad.
Your Facebook campaign objective — meaning the action you want someone to take after they see your ad — is one way the platform determines who should be shown your ad.
Within Facebook Ads Manager, there are 11 objectives spanning the three overarching categories of the buyer’s journey: awareness, consideration, and conversions.
With so many options, the thought of determining which objective is best for you may feel a bit overwhelming, but no sweat — we’ll break them down below.
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Awareness Facebook Campaign Objectives
Awareness objectives help generate interest in your product or service.
1. Brand Awareness
As you may have guessed, these ads help increase people’s awareness of your business. If you’re looking to introduce your brand to new audiences, this can be a great option. That's because Facebook will show these ads to members of your target audience who are more likely to pay attention to and recall the ads.
Facebook predicts recall ability by polling users on whether they remember seeing an ad and analyzing their past behavior and interactions with ads.
Keep in mind the sole focus of these ads is to make people aware of your brand, so you shouldn’t expect significant engagement or click-throughs. However, they will help you establish brand familiarity and pique the interest of your target audience.
Use these ads to keep consumers aware of, and able to recall, your brand as well as highlight what makes your business and product/service unique.
TLDR: Choose this ad to increase the chances of your target audience recognizing and recalling your brand, and the features that make it stand
