Facebook Ads and Organic Content Can Help Your Business Build Brand Awareness

23 Jun, 2021 Paid Search

The customer’s awareness stage is the most important part of the buying process. Before making any purchase, customers must know they need to buy something and in order to purchase that something from a specific brand, buyers must first be aware that the brand exists. Consumers in the awareness stage are just beginning their purchasing journey and have a lot of questions. Organic content pieces, when done correctly, can help your business answer those questions and create a relationship with customers. During the awareness stage, customers aren’t seeking in-depth product details. They’re looking for high-level information, so releasing blogs that answer typical consumer questions will be beneficial to you. Consumers are increasingly turning to web video for product information and to learn about new brands.

Facebook ad campaigns are a great way to leverage organic content to build brand awareness. In the modern world, online advertising is thriving. Advertisers are committed to online platforms such as Facebook because digital media consistently generates the best ROI. Facebook advertising allows you to hyper-target audiences, carefully choosing who views your ads. Additionally, it gives businesses the opportunity to engage in remarketing. With all of this and more, your business can maximize the value of your customers and potential customers will be more inclined to buy from you again.

Key to a Successful Facebook Ad Campaign

The key to implementing a successful Facebook ad campaign is by creating multiple touchpoints for your desired audience. Consumers need about five to seven touchpoints before they are converted to paying customers. Because of this, a successful campaign utilizes both organic and paid.

The content you decide to promote to raise brand awareness must be of a high standard. This will likely be someone’s first engagement with your business. To accomplish this, your content must be aligned with the problem that your company solves. You should promote this content once a week or four times at the beginning of each month. Any more than that will be an overload, and any less will not deliver enough results through Facebook.

To find your target audience, looking through Facebook’s interested audiences can be extremely helpful. It will allow you to see what qualifies someone as an ideal customer based on their interests and engagement. You can also build custom audiences of people who watched varying percentages of your video if you run ads to it.

How To Set Up Facebook Ads Manager

To set up your Facebook ad campaign, you’ll want to use Ads Manager because you can control your campaign objective. Facebook Ads Manager allows you to have an objective of video views or landing page views for your blog. Additionally, you can test different audiences.

  1. Open Ads Manager and click the option to create a new campaign.
  2. Choose your campaign objective.
    1. Select ‘traffic’ to redirect consumers to a blog, podcast, or page on your website.
    2. Select ‘video views’ to redirect consumers to a video on your Facebook page.
    3. Choose ‘engagement’ to promote a post on your Facebook or Instagram.
  3. Name Your Campaign.
  4. Set a Budget.
  5. Define Your Audience.
    1. Ad Set Level is how you begin targeting your audience.
    2. You can choose age ranges, genders, and more.
    3. Under ‘detailed targeting’ you can use keywords to target your ideal audience.
  6. Keep ‘audience expansion’ unchecked.
  7. Go to ‘placements’ and keep ‘automatic placements’.
  8. Under ‘ad level’ is where you can upload new content or pull existing content from your Facebook page
  9. Once you have selected your content a preview will be available. Click ‘publish’ and your ad is now live!

After a Successful Launch

This brand awareness strategy can help you get in front of new audiences on Facebook. Once your ads are live you should start building specific audiences to retarget. It is suggested that your ad campaign is up and running for at least one week before you begin creating specific audiences in Ads Manager. All of this can happen at a very low cost. Running these ads should not cost more than 5% of your monthly ad budget. Lastly, a very critical component of this brand awareness strategy is to run these campaigns concurrently with your other advertising campaigns.