One of the vital underrated points of social media advertising and marketing is our channel’s means to make a distinction in any a part of the funnel.

As an entire, social media is so much like a advertising and marketing multi-tool.

Give it some thought. We will 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 and marketing job accomplished, 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 may be a complete world exterior of lead era and conventional “CPC,” and it’s a world that may considerably affect the underside funnel and the underside line.

I’m speaking in regards to the prime of the funnel.

“Model consciousness” campaigns, the place the impression numbers are large, however measurable attribution may be small.

And it’s a world the place efficiency entrepreneurs could really feel somewhat 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 straight doesn’t imply they aren’t a significant a part of any balanced digital advertising and marketing technique.

On this article, we’ll go “up-funnel” and speak about 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 know the position of consciousness in an general advertising and marketing technique.

For “full-funnel” entrepreneurs, this could be a little bit of evaluation, nevertheless it’s crucial to know the best way to take advantage of these marketing campaign sorts.

First, let’s nail the nomenclature.

These campaigns have totally different names and phrases that I’ll use interchangeably on this article.

Model consciousness, model, consciousness, top-funnel, upper-funnel, and TOFU are just some methods entrepreneurs refer to those campaigns.

marketing funnelPicture created by creator, April 2022

Within the best strategic phrases, model consciousness campaigns purpose to introduce your audience to your model.

That is achieved by working introductory and memorable artistic to a broad viewers.

Consider the funnel phases the way in which you’d relationship.

You possibly can run conversion campaigns completely.

But it surely’s the advertising and marketing equal of strolling as much as somebody and asking them to exit with you – no introduction, no dialogue, excellent in for the sale.

Certain, that may work if in case you have “high-intent” prospects/singles.

However your possibilities of efficiently closing the deal are larger if you happen to introduce your self and break down a few of these preliminary obstacles.

The place conversion or lead era 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 prospects.

Appears fairly easy, proper?

It’s, however the measurement is much less definitive than campaigns on the backside of the funnel.

Measuring Model Consciousness Campaigns The Proper Manner

Measuring a sale or lead in digital advertising and marketing is fairly easy.

Model consciousness success lies in additional “squishy” and fewer concrete KPIs.

Listed below are a couple of that it’s best to keep watch over as you’re evaluating success:

Impressions and Attain

This one is easy. We need to function many impressions and attain as many individuals as attainable.

Frequency (Impressions/Attain)

We will’t at all times count on our viewers to see or take in our advert’s content material on the primary impression.

Generally it takes two, three, or 10.

Frequency refers back to the common variety of instances an individual in your viewers has seen an advert over a given interval. The upper, the higher.

Nevertheless, excessive frequencies may sign over-delivery and potential put on out.

CPM (Value Per 1,000 Impressions)

If the aim of name consciousness is to get in entrance of your viewers and keep there, we’d like to do that for essentially the most environment friendly value attainable.

A low CPM is important to take care of effectivity and maximize your advert’s “endurance.”

Video Engagement

If the artistic you’re working in your upper-funnel marketing campaign is video, you’ll have entry to a bunch of specialty metrics that may enable you higher perceive how your message is consumed.

We’ll cowl these particularly for Fb under.

Fb & Higher Funnel Campaigns: Which Goal To Select?

Fb offers advertisers a number of choices when executing consciousness or upper-funnel campaigns on the platform. In reality, it may be somewhat complicated.

Not solely are there a couple of marketing campaign sorts that apply to what we’re attempting to perform, however they could seem in a special “Consideration” part.

With out getting right into a advertising and marketing philosophical debate, there may be typically some gray between consciousness and consideration.

For our functions, “Video Views” are included as an upper-funnel goal.

campaign objectives on facebook ads

Usually talking, you’ll be able to’t go fallacious with choosing both Model Consciousness, Attain, or Video Views as an goal for an upper-funnel marketing campaign.

However there will likely be refined 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 below are the variations:

GoalDescription/OptimizationKPI
AttainProven to as many individuals inside the viewers as attainableCPM / Attain Quantity
Model ConsciousnessProven to individuals inside the viewers most definitely to recall the advertAdvert Recall Carry
Video ViewsProven to individuals most definitely to look at/full the videoValue per View

Attain

  • Run this to point out your adverts to the widest viewers, as cheaply as attainable, as typically as attainable.
  • Measure this by CPM and Impression, Attain Quantity.
  • Superpower: Not like the opposite two upper-funnel aims, you’ll be able to set the typical frequency aim 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 if you happen to selected one other goal.

Model Consciousness

  • Run this to point out your adverts 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 singular metric known as “Estimated advert recall carry (individuals).” It exhibits how many individuals Fb estimates would bear 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 totally different channels. It is a Fb-specific metric and should not imply a lot exterior the platform.

Along with the specialised “Estimated advert recall carry (individuals)” metric, any Fb marketing campaign spending not less than $30,000 or extra over its length is eligible for a Model Survey Take a look at.

This Model Survey Take a look at is accessible within the “Experiments” part of your advert account’s adverts supervisor and permits you to ask as much as two preset questions to assist decide the model carry of your advert marketing campaign.

  • Commonplace 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, Elective Questions

brand survey test second optional question

Video Views

  • 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, exhibiting the adverts to individuals extra prone to watch them longer and extra typically.
  • Be careful for CPMs. Video views are typically costlier to run (comparatively) than Attain or Model Consciousness. And if video completion or view counts are usually not as vital to you as Impressions or Attain, you might need 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. Fb has plenty of them, however listed below are a couple of it’s best to concentrate on.

ThruPlays

The variety of instances your video performs to completion, or for not less than 15 seconds.

That is additionally the closest comparable metric to these utilized by different advert platforms like Google.

Value Per ThruPlay

The common value for every ThruPlay.

This metric is calculated as the whole quantity spent divided by the variety of ThruPlays.

Video Performs at 100% (Completions)

The variety of instances your video performed at 100% of its size, together with performs that skipped thus far.

Video Common Play Time

The common 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’s best to enhance their probability of changing additional down the funnel.

That’s why identification of individuals inside your viewers influenced by your model consciousness marketing campaign is vital.

These potential hand raisers may be retargeted campaigns to maneuver additional down the conversion funnel.

Fortunately, Fb’s wealth of behavioral retargeting choices offers you loads of methods to phase potential would-be prospects.

You possibly can be taught extra about these retargeting choices on this article by Tim Jensen, however listed below are a couple of it’s best to concentrate on.

Video Views

Create an viewers of people that have watched a share of your marketing campaign’s video. The longer they’ve considered, the upper their intent could possibly be.

Advert/Put up Engagers

Create an viewers of people that have interacted along with your adverts or posts inside a given interval. This engagement may sign their curiosity in studying extra and shifting 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.

Conclusion

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 and marketing campaigns.

Attain, model consciousness, and video views are the primary marketing campaign aims you’ll need to use, however they optimize to various things.

At all times bear in mind:

  • If you’d like low-cost impressions and the flexibility to regulate frequency, go for attain.
  • If you wish to ship to audiences Fb believes extra prone to bear in mind you, select model consciousness.
  • If you wish to maximize the quantity and high quality of your video engagement, choose video views.

Extra assets:


Featured Picture: kenary820/Shutterstock



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