How to Create a Brand Awareness Facebook Ad in Less Than 10 Minutes.
As a Business Owner, or Entrepreneur I know your time is probably spread thin and you protect your schedule so that you’re not bogged down with time wasting activities.
I mention that because typically when I bring up brand awareness its not a topic that everyone has time for. But when I bring up this one point it typically gets Business Owner or Entrepreneurs attention.
Before a person can become your customer, they first have to be aware of your brand and trust that you’re going to follow through on whatever you’re selling.
So by adding a brand awareness ad to your marketing mix you are giving your business an opportunity to share its backstory, and unique positioning with potential customers.
And you can feel more confident that your message is being seen by your brands potential customers and not just the general public, because you also have the capability to set up audiences where you can choose interests, demographics and location areas.
For example …
Let’s say your company is expanding to a new region, and you want to introduce your brand before opening day, you can select city and radius while you segment your audience based on interests and hobbies.
This is where you knowing your customer market and developing your brand positioning becomes very useful. Which ill explain more in depth later on, but essentially you are going to serve an ad to a specific market. In the ad you will use an image, video, and copywriting. By knowing your marketing and solidifying your brand messaging, it helps you set up the ads quickly and efficiently.
In this article, I am going to walk through how to set up your on brand awareness ad.
So first, you’re going to need a Facebook Business Page, the Ads Manager and I recommend setting up the Business Portfolio so you can have one place for all of your assets associated with Meta.
And to clarify, this article is not going over boosting posts, its going over how to run brand awareness ads from the ads manager in the business portfolio.
Once you have the Business Portfolio set up, with the ads manager and the Facebook page you will be running ads to follow these steps:
On the left hand side of the screen, click the three bars, then click audiences.
Create a Saved Audience
Click create audience, then choose Saved Audience.
Name the audience, set your locations, state, city or by zip code you have the ability to reach people living in or recently in the location you set.
After you set the age range ( again the more you know about your customer market, the easier this is scroll to the bottom of that screen and click in detailed targeting.) You can choose customer segments based on some demographic details, and their hobbies and interests. If you know education, financial or life events; then you can set up a custom saved audience tailored for your brand.
Example:
Household income 10% – 25%, hobbies – home & garden DIY, with dogs that are interested in upcoming events.
Once you save your audience, go back to the three little bars, click all tools and then ads manager.
Click Create Ad – Choose Awareness the Objective
Choose a campaign name, I typically will name it the topic with a date so it’s easy to refer to in the future; and for the ad set name, I name it the audience name, so again when I am looking at performance data of the campaigns I know the overall campaign and audience I used at a quick glance.
I leave advantage campaign budget and A/B test unchecked, and typically choose maximize reach of ads, or maximize number of impressions as the performance goal; although, I think ad recall is also a great objective too.
Set Up Budget & Timeline
Set at minimum $5 per day as a daily spend. I don’t think its necessary to spend more than $15 a day on this type of campaign, because there are other campaign objectives that will deliver different KPIs like leads and sales, but that conversation is for another time.
Choose Audience and choose the saved audience you created
For some reason, more times than not I have to manually click “switch to an original audience options, to use my audiences I’ve created; so although it’s an extra step, go ahead and click that and choose original audience.
Click Saved Audience, choose the name of the one you want to use.
Choose Ad Placement – manual placement.
This gives you an option to check which type of Facebook delivery type you want to run, Facebook, Instagram, Audience Network and Messenger. For this type of ad, I only run to Facebook and Instagram, which seems to deliver the best return on investment.
Once you have have these steps completed, you will come to the third and final page within the ads manager. Name the ad something specific towards the ad creative, again this will help you quickly differentiate from other ad creatives in the future.
Ad Setup
Remember earlier when I said I’d explain more on the customer market and brand positioning? Well here we are…brand positioning is extremely important at this step in the ad setup.
Defining the ideal client of a small business is an important part of the marketing plan and strategy.
It helps business owners clearly define “the who” their small business serves.
The ideal client of a small business is someone who finds the perfect solution to their problem or needs in the product and services a brand offers.
It’s important because if the brand messaging doesn’t resonate with the ideal client, a small business is going to waste its resources marketing the wrong message to the right customer.
When a business understands exactly who they are trying to serve, they can create content that addresses the pain points of their exact customer resulting in building trust and brand loyalty.
And in terms of this specific ad, the content will be a image, video, and copywriting.
If you’re going to begin building brand awareness, your brand backstory is the perfect type of content to begin with.
You will need to decide if you’re using a image or video, what the headline and primary text will be, and what is the URL destination you’re sending them to.
Every piece of content you use here, should all work together; so the copywriting should hook the reader in, while further tell the story that the image or video is focusing on while directing the reader to take action and click on the URL you’ve included in the ad.
Again, if you already have your marketing assets created, it only takes a few minutes to add all of the components in to build your ad.
If you do not already have them created, then I would recommend spending some time creating these assets, or working with a professional to create them for you.
You will Need:
- Image or Video
- Headline
- Main Copy
- Landing Page ( this is only required if you’re going to include a destination URL
Once you have added all of these marketing assets in, click advanced preview to see how your ad will look and if you like what you see… publish your brand awareness ad!
As always, thanks for reading and if you have questions reach out through our contact page!
