As with anything in life, paid media is very unpredictable. Every person has their own strategies and tricks they believe will work better than anything else. Facebook is no different; there are so many options in the Facebook interface, sometimes it’s hard to know where to start.
In this series, we will be taking a look at Facebook Ads on a 101 level. Throughout this series, we will take a look at the different campaign types, custom audiences, and Facebook pixel/custom conversions. The most important thing to remember during this process is that Facebook is a social experience, not just a way to advertise. People want to see eye-catching images and have great text to go along with them. The more ways you can get people to interact with your ads, the more you will develop a funnel and get them to convert at the end of their journey.
When you first start to create a new campaign, you are already faced with a big choice. Which one of the campaign types should you choose?
While looking at this screen, you have to ask yourself, what is the goal of this account? If your goal is to have a steady stream of conversions, you may have to build your own funnel by using different campaign types to reach different people.
The Facebook funnel is broken down into three sections:
Awareness (top funnel)
Consideration (middle funnel)
Conversion (bottom funnel)
Brand awareness is the first option for the top funnel events. This campaign is pretty self-explanatory as the goal of this campaign is to drive brand awareness. The part about this campaign on Facebook that is different than anything else is the metric they use to measure brand awareness. Facebook uses a metric called “Estimated – Ad Recall Lift.” Ad Recall Lift is an estimated amount of how many people will remember your ad two days later. Facebook is continually running 1-question surveys that say “Do you remember seeing an ad for (enter brand name here).”
Reach is the second option for the top funnel events. This campaign is also to drive awareness, but it is different than brand awareness because it tries to get your ad out to as many people as possible. A good example of how to use a reach campaign would be if you have a city that is gaining a new supermarket and you want everyone to know about it. Another way that you would use reach over brand awareness would be for any kind of local awareness.
Please be on the lookout for the next article where we will discuss the next sections of the Facebook funnel consideration. Want to talk with an expert? Start a conversation.
Written by: James Willingham, Paid Media Analyst, Social Media planning and implementation.