Why You Shouldn't Do Brand Awareness on Facebook Ads!
ฝัง
- เผยแพร่เมื่อ 8 ก.พ. 2025
- Stop running 'brand awareness' ads on Facebook!
They don't work if you're looking to actually make sales.
Save your money and re-deploy it where it can work for you.
In this 5 min video, I show you what to do instead.
For eCommerce Q&A and free courses: Apply to Join the eCommerce Professionals Group: ecommerceprogr...
Great video. I never had luck with Brand Awareness ads, even when running it alongside a conversion ad, which I though at the time made sense. When I am not profitable running FB ads, I still feel, well atleast I am getting this exposure. Say I spend 1000 a day and get 600 in sales, I amost see it as a "win" because the brand is out there, getting new customers so that means more word of mouth, etc... With Brand Awareness, I just felt like I was waisting money with no chance at all of get a sale.
Appreciate the comment Eldon; thank you!
I would try to aim for profit on cash collected day 1 - but your mindset is still good - you're thinking about lifetime value etc.
You just have to make sure you're incentivising people coming back to you, and reminding them- and also make sure to have some good products suitable for their next purchase :)
I think that's the point of brand awareness. To have people engage or like associated with the brand so they become aware with it. If you need sales then there are different campaign for that.
Yeah there's a place for it. My advice to people is not to use it as a core part of their sales strategy, especially when you're new.
It can be actually cheaper and it can act as conversion campaign too technically
I concur. But if you're getting a great amount of sales from your Ad Campaigns, your data will show a frequency above 5 with a great reach.
Brand Awareness campaign objective is great for retargeting to make new prospects aware of your product or service.
Thanks for the comment :) 5 freq would be too high for my liking. I'd be putting new ad sets into those same, winning audiences.
i am sellling supplements in germany and there are many brands here. Performance marketing doesn't perform well. Because there are a lot of established brand which are selling the same products like we do and the customers already trust them. we're doing brand awareness campaigns to gain the trust of the customers, so the brand seems more familiar. in the same time we're doing conversion campaigns broad to target the customers with a good offer.
Great points. I think you need to get back to the first principles here. You're looking at a crowded market, and changing your ad strategy at a 'technical' level i.e. doing brand awareness, retargeting on video views maybe, etc.
This isn't wrong- but you need to re-look at your market and re-think your offer.
Can you re-package it and target a different section of the market?
Can you even create a brand new market?
Join our group if you like and we can brainstorm on this and help you out ecommerceprogroup.com/
I don't think this will work for all brands or businesses. For a music brand for example, there is 0 demand for your brand or product, so wouldn't you have to build awareness and consideration for your brand before someone would ever want to opt in or buy?
I have tried going straight for conversions with music advertising and it does not work for me.
Thanks for the comment. I would look at the other side of the coin and ask, would an engagement/brand awareness campaign work for you, then? And how would you measure that?
The reasons conversion didn't work could be almost anything.
I would suggest going for a lower-friction conversion, like an email address.
Is there a quiz funnel you could send people to? A download? eBook, etc?
It's not so much that people don't need to build awareness, and see you often before buying- that's still true. It's more than you want those people that you attract to be the highest 'quality' and so going for conversions can often produce that.
We sell products in a $300-1000 price range on FB and still shoot straight for purchase.
Going straight for the purchase is expensive advice if you follow it. FB will make sure of it.
Not with a great ad and good targeting (and of course a good offer/landing page!). You would find the other route longer and a lot more expensive.
I think conversion objective should be used more for expensive items because u are telling Facebook to help u find people that are most likely to but from u. Why do u need Facebook to help u find people that are most likely to buy from u when u are selling a cheap item that u can easily get someone to buy compared to an expensive item?
But like if I run maximum number of impression ads and certainly put a link in it and I tell them a call to action , why would that not give me results even with the brand awareness campaign and that would make it cheaper too
That would not give you results because your ads would be delivered to people when they are not ready to buy yet or not in a buying behavior. Facebook knows when their users are not willing to take specific actions, so the campaign objective is really important to get the results you want and that’s why it’s more expensive to get sales than impressions. To get high performing campaigns, you need to combine campaigns with different objectives taking into consideration customer’s journey: awareness, consideration, decision, and loyalty.
You're right but I am finding more and more that multiple campaigns don't make much sense. For ex, we often run just a conversions campaign then remarketing with a MoF ad, and a BoF ad. That's it. Doing WAY better than the previous complex structures.
@@seja-recrutado ok think now I'm talking from the perspective of a offline brand who produces FMCG goods , so earlier when there used to be television or billboards , there is no campaign objective choosing , simply go wild and make the best ads possible and show them the ads as much as possible humanly and u will sell products , why would u need a conversion campaign, u would only require a conversion campaign if u r selling a. Course of high amount
@@releasethebrakes Do you also do this if you are launching a new brand? For example, a supplement brand where there is a lot of competition, how would you create brand awareness? Would you start immediately with a conversion objective?
Not everyone that becomes aware of your brand will buy from you, but everyone that buys from you was already aware of your brand. So the same way you don’t want to spend money trying to get sales with a brand awareness campaign, you also don’t want to spend money making your target audience aware of your brand with a conversion campaign. And that’s how you get high performing campaigns, they work better together.
Appreciate your input here :)
I'm selling caregiver service in Bangladesh. Is brand awareness campaign helpful for me?
It depends what you want? If you want people to know you offer a care giving service, do brand awareness.
If you want people to book calls with you or register their interest in your services, go for leads/conversions.
i already did a awareness campaign. It's reach 80k and impression 100k.what do you think that this campaign helped me?
Of course all brands don’t wanna lose money in campaigns that don’t bring profit. The point of brand awareness campaigns is to decrease your CAC. If you only run conversion campaigns it will cost you much more to acquire new customers.
In my experience it raises CAC as well as complexity. With the added complexity you're then not able to focus on other areas of the business like the back end or product development.
@@releasethebrakes so why would companies advertise on super bowl for example? The fundamentals of marketing also apply to the digital landscape. Maybe you looked to the short term only?
What would you recommend for hospitality or bars, who have a website but you can't book through it? When clients say they want 'bums on seats' to be the aim of Facebook ads. I tend to feel like brand awareness or web visits are the only option but never see good results. Very helpful video BTW
Have you tried using a landing page with a built-in lead form? Those tend to work well with actually getting real conversions
They really need a way of capturing leads otherwise they're putting you in a really difficult position. Facebook is usually used as 'performance marketing' i.e. you need something to measure performance by. You could say 'bums on seats increased 50%' and cite Facebook ads as the reason, but your client could turn around and say they just spent $1m on buying every billboard within a 20 mi radius... you'd have no way of proving it was the FB ads that did it.
I agree
Thanks for your input !
Wow! Words from an online performance marketer that has zero understanding of omnichannel brand awareness. I was crazy enough to click, but this is a one-trick-pony approach to selling online and online only. This is bad advice for an omnichannel brand. For those brands we need less of this, and more understanding of how to constantly fill the funnel and approach it as a channel agnostic sales campaign. You aren’t a marketer, you’re an online sales advice guy. Don’t confuse the two
All brands are omnichannel. You're seeing things as singulars, and/or extremes and making judgements: "one trick", "online only", "zero understanding"... Everything is interconnected - that's my whole philosophy. If you want, re-watch the video as you may have missed the point. You're doing what you've accused me of in order to make your argument.
Maybe let's turn this into a more constructive dialogue and I can make a follow-up video to this one if you feel I missed something out.