One of the underrated facets of social media advertising is our channel’s capacity to make a distinction in any a part of the funnel.
As a complete, social media is loads like a advertising multi-tool.
Give it some thought. We might not be the sharpest conversion “knife” within the drawer, particularly in comparison with model search.
However what we would lack in efficiency superiority, we greater than make up for in our versatility.
We will provide varied instruments to get the advertising job achieved, whatever the goal.
Now, I’ve spent the higher a part of my profession as a social media efficiency marketer, and I’ll admit it’s nonetheless my default means of working.
However there’s a whole world outdoors of lead technology and conventional “CPC,” and it’s a world that may considerably influence the underside funnel and the underside line.
I’m speaking concerning the top of the funnel.
“Model consciousness” campaigns, the place the impression numbers are huge, however measurable attribution will be small.
And it’s a world the place efficiency entrepreneurs might really feel a little bit uncomfortable because of the lack of tangible outcomes.
However simply because top-funnel campaigns don’t at all times drive leads and gross sales as effectively or instantly doesn’t imply they aren’t an important a part of any balanced digital advertising technique.
On this article, we are going to go “up-funnel” and discuss how model consciousness campaigns work on Fb, and how one can set them up for optimum outcomes.
The Strategic Position Of Model Consciousness
Earlier than we get into marketing campaign particulars, it’s important to grasp the position of consciousness in an total advertising technique.
For “full-funnel” entrepreneurs, this is perhaps a little bit of overview, however it’s crucial to grasp find out how to take advantage of these marketing campaign sorts.
First, let’s nail the nomenclature.
These campaigns have completely different names and phrases that I could use interchangeably on this article.
Model consciousness, model, consciousness, top-funnel, upper-funnel, and TOFU are only a few methods entrepreneurs refer to those campaigns.
Within the best strategic phrases, model consciousness campaigns purpose to introduce your audience to your model.
That is completed by working introductory and memorable inventive to a broad viewers.
Consider the funnel phases the best way you’d courting.
You possibly can run conversion campaigns solely.
But it surely’s the advertising equal of strolling as much as somebody and asking them to exit with you – no introduction, no dialogue, excellent in for the sale.
Positive, that may work you probably have “high-intent” clients/singles.
However your possibilities of efficiently closing the deal are greater in the event you introduce your self and break down a few of these preliminary boundaries.
The place conversion or lead technology campaigns on the backside of the funnel purpose to get individuals to take motion, model consciousness campaigns are supposed to introduce you, familiarize you, and get you to stay within the minds of your clients.
Appears fairly simple, proper?
It’s, however the measurement is much less definitive than campaigns on the backside of the funnel.
Measuring Model Consciousness Campaigns The Proper Means
Measuring a sale or lead in digital advertising is fairly simple.
Model consciousness success lies in additional “squishy” and fewer concrete KPIs.
Listed here are a couple of that it is best to control as you’re evaluating success:
Impressions and Attain
This one is straightforward. We wish to function many impressions and attain as many individuals as doable.
We will’t at all times anticipate our viewers to see or take up our advert’s content material on the primary impression.
Typically it takes two, three, or 10.
Frequency refers back to the common variety of occasions an individual in your viewers has seen an advert over a given interval. The upper, the higher.
Nonetheless, excessive frequencies might sign over-delivery and potential put on out.
CPM (Price Per 1,000 Impressions)
If the objective of name consciousness is to get in entrance of your viewers and keep there, we’d like to do that for probably the most environment friendly value doable.
A low CPM is important to keep up effectivity and maximize your advert’s “endurance.”
If the inventive you’re working in your upper-funnel marketing campaign is video, you’ll have entry to a bunch of specialty metrics that can show you how to higher perceive how your message is consumed.
We’ll cowl these particularly for Fb beneath.
Fb & Higher Funnel Campaigns: Which Goal To Select?
Fb provides advertisers a number of choices when executing consciousness or upper-funnel campaigns on the platform. In reality, it may be a little bit complicated.
Not solely are there a couple of marketing campaign sorts that apply to what we’re making an attempt to perform, however they could seem in a unique “Consideration” part.
With out getting right into a advertising philosophical debate, there’s typically some gray between consciousness and consideration.
For our functions, “Video Views” are included as an upper-funnel goal.
Typically talking, you may’t go mistaken with deciding on both Model Consciousness, Attain, or Video Views as an goal for an upper-funnel marketing campaign.
However there will probably be delicate variations between the three relating to which KPIs are prioritized.
As Fb entrepreneurs know, the platform is excellent at optimizing campaigns to get desired outcomes.
Listed here are the variations:
|Attain||Proven to as many individuals throughout the viewers as doable||CPM / Attain Quantity|
|Model Consciousness||Proven to individuals throughout the viewers most certainly to recall the advert||Advert Recall Carry|
|Video Views||Proven to individuals most certainly to observe/full the video||Price per View|
- Run this to point out your advertisements to the widest viewers, as cheaply as doable, as typically as doable.
- Measure this by CPM and Impression, Attain Quantity.
- Superpower: In contrast to the opposite two upper-funnel targets, you may set the typical frequency objective for Attain campaigns
- Be careful for poor engagement and click on metrics. These campaigns are designed to be low cost and broad, and you’ll not see the identical quantity of clicks or video views/completes as you’d in the event you selected one other goal.
- Run this to point out your advertisements effectively to people who find themselves extra prone to recall them.
- Measure this by CPM and Advert Recall Carry.
- Superpower: Model Consciousness is the one marketing campaign goal that offers advertisers entry to a novel metric known as “Estimated advert recall carry (individuals).” It reveals how many individuals Fb estimates would keep in mind your advert if requested inside two days.
- Be careful for the Estimated advert recall carry metric and its translatability to different model consciousness metrics throughout completely different channels. This can be a Fb-specific metric and will not imply a lot outdoors the platform.
Along with the specialised “Estimated advert recall carry (individuals)” metric, any Fb marketing campaign spending no less than $30,000 or extra over its length is eligible for a Brand Survey Test.
This Model Survey Take a look at is on the market within the “Experiments” part of your advert account’s advertisements supervisor and means that you can ask as much as two preset questions to assist decide the model carry of your advert marketing campaign.
- Normal Advert Recall (Required) – Do you recall seeing an advert for [page] on-line or on a cellular system within the final two days?
- A Second, Non-obligatory Questions
- Run this to maximise video engagement and drive the bottom value per 3-second video view.
- Measure this by CPM and CPV.
- Superpower: Video View campaigns will optimize to video efficiency metrics, displaying the advertisements to individuals extra prone to watch them longer and extra typically.
- Be careful for CPMs. Video views are typically dearer to run (comparatively) than Attain or Model Consciousness. And if video completion or view counts will not be as necessary to you as Impressions or Attain, you could wish to go for another choice.
Fb Video Efficiency Metrics
No matter whether or not you’ve chosen a Video View optimization, all campaigns with video have entry to particular video metrics. Facebook has a lot of them, however listed below are a couple of it is best to concentrate on.
The variety of occasions your video performs to completion, or for no less than 15 seconds.
That is additionally the closest comparable metric to these utilized by different advert platforms like Google.
Price Per ThruPlay
The typical value for every ThruPlay.
This metric is calculated as the full quantity spent divided by the variety of ThruPlays.
Video Performs at 100% (Completions)
The variety of occasions your video performed at 100% of its size, together with performs that skipped thus far.
Video Common Play Time
The typical period of time a video was performed, together with any time spent replaying the video for a single impression.
Retargeting: Including Worth To Model Consciousness Campaigns
By elevating your audience’s consciousness of your model, it is best to enhance their chance of changing additional down the funnel.
That’s why identification of individuals inside your viewers influenced by your model consciousness marketing campaign is necessary.
These potential hand raisers will be retargeted campaigns to maneuver additional down the conversion funnel.
Fortunately, Fb’s wealth of behavioral retargeting choices provides you loads of methods to phase potential would-be clients.
You possibly can be taught extra about these retargeting choices in this article by Tim Jensen, however listed below are a couple of it is best to concentrate on.
Create an viewers of people that have watched a share of your marketing campaign’s video. The longer they’ve seen, the upper their intent may very well be.
Advert/Put up Engagers
Create an viewers of people that have interacted along with your advertisements or posts inside a given interval. This engagement might sign their curiosity in studying extra and transferring down the funnel.
Web site Guests (With a Twist)
Create an viewers of people that have visited your web site inside a given interval.
Extra particularly, use the precise touchdown web page URL with UTMs to ensure you’re matching 1:1 with the viewers you focused along with your model consciousness marketing campaign.
Model consciousness campaigns are crucial to familiarizing your model to your audience.
Fb presents many choices for executing upper-funnel targets and offering worth for full-funnel advertising campaigns.
Attain, model consciousness, and video views are the primary marketing campaign targets you’ll wish to use, however they optimize to various things.
All the time keep in mind:
- In order for you low cost impressions and the power to regulate frequency, go for attain.
- If you wish to ship to audiences Fb believes extra prone to keep in mind you, select model consciousness.
- If you wish to maximize the quantity and high quality of your video engagement, choose video views.
Featured Picture: kenary820/Shutterstock
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