The REAL Problem with Awareness Facebook Ads

0:00if you've made it here I'm guessing you've run awareness ads on Facebook before or are at least thinking about them if that's the case you need to watch this video because awareness Facebook ads are a different beast and need to be treated very differently okay so let's quickly start by going through what awareness ads actually are what are they designed to get you and I've got the uh meta support doc up about this uh just to give a little bit of information a little bit of context around what meta is telling us awareness ads actually are and what they're designed to get us as advertisers okay the awareness objective

0:30is for campaigns where you want to show ads to people who are most likely to remember them now remember that point remember them that's what they're they're going after so it says here choose the awareness objective if you want increase brand awareness or change brand perception um show your ads to as many people as possible in your audience and then they give some some other information there as well so what they're really aiming for is what they used to refer to as ad recall lift how many people who see your ads are most likely to remember them now I don't know about you but I've always felt like that

0:59is a very fuzzy metric how is meta going to accurately work out if someone remembers one of our ads if they've seen it or not it seems to be one of those metrics that very fuzzy very difficult to track very difficult to work out accurately and if something is very difficult to track if something is difficult to work out accurately how well are meta machine learning processes their AI going to be able to optimize our campaigns if they don't really know can't super accurately track what they're actually optimizing for in the first place now to try and work this out and get at least somewhat accurate data

1:32meta users surveys so they put surveys in front in front of Facebook and Instagram users that have been served ads and they ask him a number of questions do did you remember seeing this ad all that sort of stuff right you may have seen these pop up um if you're using Facebook and Instagram I I certainly have now the problem with that approach is that the vast majority of people ignore surveys the ones that do respond to surveys are usually the extremes they're usually people that really like that business that brand are going to say really positive things or they're the opposite end and they really

1:59don't like it they don't like what's being offered and when you're running an awareness campaign often what you're after are those people in the middle your super fans that have already bought from your number of times and love your products and servic love your brand well you kind of already got those an awareness campaign wouldn't be the best approach with those people you'd be better off going with a a sales campaign leads campaign something to get them to take action directly and the people that really don't like you well they're kind of lost anyway you very unlikely to turn them around even though it meta talks

2:25about using the awareness objective to change brand perception very very difficult to do if people have had a previous negative experience so what you're mainly looking to do with awareness campaigns is take all those people the vast majority of people in the middle that don't really know anything about your business about your brand what it stands for the products and services that you offer and you're hoping to take those people from not knowing to knowing well if those people are just never going to respond to surveys anyway again how is meta going to be able to track this information I'm very skeptical around this metric around

2:54this ad recall um lift metric and therefore how are they going to accurately optimize your campaigns and get you the results that you want and we know from other campaign types lead campaigns sales campaigns Etc that meta needs accurate data they need to be optimizing for the right thing in order to be able to go out and get you more of that and improve your results over time so in general very skeptical and I think a lot of advertisers should be very careful with the awareness objective I've have seen a lot of advertisers spend quite a lot of money on awareness campaigns on awareness Facebook ads

3:24without really getting anything tangible from it in return with that said there are scenarios where I would actually recommend you do use the awareness objective I'll explain what those are in just a second come SEC take a look at this so this is in my MIP program right and the results on WIS Channel and Tara said this in 2 weeks of joining my Ros went from 0.7 to 8.03 and I've only implemented maybe 30% of the feedback that's G me so far which is that's just incredible that's awesome so Zoe up here she joined the men program with 35,000 raffle tickets was thinking she wasn't going to sell them and she ended

3:58up selling out complet completely with 2 days to spare and we've got loads of others in here we've got tons of people just sharing information around how they've done well great results they've got if you're interested you can click on the button beneath this video that'll go through to a page and our website you can book in a free no obligation call with one of my team members to find out more information hopefully we get to work together hopefully you join and you'll be sharing fantastic results like Tara and Zoe of done just here so when do you want to use the awareness objective or when should you at least

4:26consider using the awareness objective firstly if you're a big brand a big business with a large budget awareness ads become much more effective a because there's already some level of audience recognition so you're putting ads in front of people that are already familiar with your product services and you're looking to remind them it's very different from taking someone who's completely unaware to aware in the first place if you think about all the big Brands they run TV style ads and they do similar things on on social and it is for that awareness um angle they want the brand awareness they want to be to of mind they want to

5:00remind in those scenarios it can be much more effective um also when it comes to Big brands with really large budgets talking multi figure a month budgets awareness is kind of sometimes the only way you can go depending on the size of the population you're targeting if it's a really large area like the whole of the US then you can still with those sorts of budgets be more specific around sales campaigns leads campaigns but in smaller markets if you've got a really really big budget it's like we just need to advertise to everyone and get this in front of everyone we can't uh there's not the population size in compar to

5:30this budget for me to go out and work out who exactly to put ads in front of from a specific uh sales or lead standpoint we just need to Target everyone so that's one um use case where we will use awareness if you got a a particularly Big Brand that's well-known large budget it works really well but I know that's not the majority of people watching my videos the majority people watching my videos are smaller businesses and for those if you really want lead sales from your Facebook ad campaigns you should directly go for those for the most part when using the direct office strategy even a lead

5:57magnet strategy as an example however for those smaller businesses most of the people watching my videos there is one big exception where we will still use awareness campaigns awareness ads and that's if you're using the omnipresent content strategy now the omnipresent content strategy is a very different campaign type it works really really well for expertise based service providers any business where you need to position yourself as an authority you want to develop either a personal brand or or a brand within that space you want to demonstrate expertise you want to deliver value to your prospects you want to change the relationship so they start to like and trust you and then want to

6:31work with you pay higher fees all that sort of stuff we've implemented omnipresent content campaigns for a number of clients over the years they can work incredibly well they're a big part of me building my own personal brand and if you want to know how to run the omnipresent content strategy which is one of my absolute favorites then check out this video right here in it I walk you through exactly how to set up an omnipresent content campaign and how you can use it to supercharge your Facebook ad results