The Ultimate Facebook Brand Awareness Guide


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Brand awareness campaigns using social media can help millions recognize your brand.

Large and small brands need to run campaigns that include brand awareness ads.

These brand awareness ads were displayed on TV and billboards. 

Today, online advertising is very popular. Why? Digital media offers the highest return on investment.

It’s no surprise that online advertising is so popular. Advertisers also use Facebook and YouTube for brand advertising.

If you are not yet familiar with Facebook brand awareness ads, it is worth a try. You can test it for as little as $1,000.

Let’s dig a little deeper.

Facebook awareness marketing has many benefits

  • Reach large audiences for a low price.
  • Target hyper-targeted audiences to choose the people you want to see your ads.
  • Increase brand awareness among tech-savvy youth.
  • Remarketing is a way to convert people who have seen your ads into customers.
  • Maximize customer values. Customers who have seen your ads are more likely to purchase again.

This guide will answer a number of questions that advertisers often have. How can you measure success? 

If brand awareness advertising is something you already know and understand, skip to the section showing 15 Facebook brand ads examples. Here we will discuss best practices, hacks and examples.

What’s the purpose of Facebook brand awareness?

Mixing brand awareness ads with other forms of advertising is a good idea. This is the first rule when it comes to brand awareness ads.

Advertisers frequently launch a brand awareness campaign in order to increase sales.

They’re in for a rude surprise. 

Brand campaigns do not increase sales.

Make sure that your company is known first by offering a service. Prospecting and remarketing are a great way to get new customers.

A marketing funnel can be used for contextualizing where brand awareness ads are located in your marketing strategy.

Most marketing funnels consist of five to six stages.

  1. Awareness
  2. Interest
  3. Take into consideration
  4. Intent
  5. Buy

Awareness ads can be used to attract people to your marketing funnel.

Follow up with a solid Facebook marketing strategy regardless of where awareness ads are placed in your marketing funnel. This strategy allows your leads to reach the Buy/Sell stage.

Kobe Digital assists customers in setting up Facebook ads that increase their sales. This is the ultimate goal for most advertising strategies.

This is an example list of Facebook advertising campaigns that an advertiser might have.

  • Campaign to Increase Brand Awareness
  • Prospecting for an Campaign
  • Remarketing campaign
  • Re-engagement campaign

Each one of these advertising campaigns has its own place and time. You can use brand awareness ads to promote your products in a range of advertising campaigns with different goals.

Example of brand awareness objectives

The goal of most brand awareness ads is to spread the word about your product. However, this goal requires more effort.

Additional brand advertising goals:

  • Increase brand awareness by reaching new audiences
  • Remind customers about your brand
  • Improve your brand messaging
  • Create a new perception for your brand.

Let’s look at some brand campaigns that caught our eye.

How can you increase brand awareness?

Despite the fact that these examples are from well-known brands, remember that they all started small.

Their brand building was key to their success against larger competitors such as McDonald’s vs. Burger King and Nike vs. Adidas. Spotify vs. iTunes.

Brand awareness campaigns used to be expensive in the past. It was expensive to produce a TV advertisement (which could have been over $100k), and $500k for TV placements.

Outdoor advertising such as banners at bus stops and billboards can still be costly, especially in densely populated areas.

However, things are changing. Mobile devices consume more content than TV.

Online brand awareness ads can reach large audiences

Video ads on Facebook, such as the brand awareness ads on Facebook, offer many advantages over traditional media advertising.

  • Video content online is often cheaper.
  • These online advertising channels are not expensive. They can be used by all kinds of brands, as they have a lower threshold.
  • You can buy online advertising placements on-the-go, instead of spending 1-2 months planning.
  • Measurement of online ads is possible using simple and easy methods.

Benchmarks to Increase Brand Awareness Advertising

These steps will get you started with brand advertising

  1. Define your target audience. Who are you trying reach? This guide will show you how to target people on Facebook.
  2. Define your brand message. What is your most important message?
  3. Choose the best storytelling angle. What is the best way to communicate your message?
  4. Use video format to create brand awareness ads. This format is ideal for online advertising channels.
  5. Select your advertising channels and budget. You will decide how much money you will spend on channels such as YouTube, Facebook and Snapchat.
  6. We can help you create your brand awareness campaign in just a few minutes!

Advertising awareness: Best practices

We have compiled the best practices for brands to help with their Facebook brand awareness campaigns.

  1. Define your brand’s values.
  2. Addressing specific consumer needs.
  3. Be memorable and authentic
  4. Know your target audience.
  5. Create engaging ads.
  6. There are many ad formats that you can choose from.
  7. Be consistent and keep your eye on the prize.
  8. Deliver on your promises.

Let’s look at each of these best practices to help you build a brand that is remembered and loved.

1. Define your brand’s purpose

Understand your brand story before you can create any Facebook brand awareness ads. 

Every brand is successful because they have a strong purpose. 

This is what you should keep in mind when you are defining your brand purpose.

  • What’s the purpose of your business?
  • What sets you apart from your competitors?
  • What problem are you trying to solve?
  • Why should people be concerned about this?

Be authentic and craft a message for your company that is relevant and unique

2. Specific consumer needs addressed

Consider how your product could improve the lives of others.

The Unique Selling Proposition (USP), is a great way for you to explain the “why” behind your product.

According to the advertising legend RosserReeves, your USP should have three parts.

  1. Each ad must make a compelling pitch to the customer. What is the benefit of your product for them? 
  2. Your proposition must offer something your competitors can’t or won’t. What is your advantage over them?
  3. Your proposition must be compelling enough to motivate people. What product benefits can you offer that are applicable to large numbers of people and why?

3. Be unique and memorable

It can be difficult to find a unique value proposition.

Find a unique or innovative value proposition with Source

It is important to remember that awareness campaigns communicate messages that can be shared by other brands. 

4. Know your target audience

Branding is essential.

This information can be used to help you select the right visual language for your brand based upon who you are targeting.

Get the best advice on how to define your target audience. Read our guide for customer persons.

Select from a range of ad formats

Once you identify your key messages, it will be easier to develop a winning advertising strategy.

Target audiences should be reached through targeted advertising channels 

  • Reach young people with ads on Facebook, YouTube, Snapchat and TikTok.
  • You can reach most consumers aged between 30-50 years via YouTube and Facebook ads. You might also consider TV ads.
  • For people over 60, online media is not recommended. Traditional mail advertising is a better option.

Facebook advertising allows you to create a targeted audience by defining a range of parameters such as gender, age and location.

6. Create engaging ads

Different advertising channels require different approaches and creative formats.

Bolt was a ride-hailing company that ran an advertisement campaign in London. It featured both offline and online placements.

While their billboard and Facebook ads may look identical, they can be optimized to work on different advertising platforms.

Once you’ve decided on the marketing channels you want to use, you need to make a list of all required ad formats. 

No matter the format of your ad, there are some tips you can use.

These hacks can make your brand awareness ads memorable

  1. Find a compelling angle to grab people’s attention
  2. Use bright colors and high-quality images or video.
  3. Make sure the ad style matches your brand.
  4. Create video creatives that grab attention in the first three seconds.
  5. Make sure to clearly communicate the nature and purpose of your product or services if your brand is well-known.

7. Keep the image in your head

The most expensive brand-building mistakes made by advertising agencies are those that run a one-off campaign without following up.

Think of top brands like Nike and Disney. 

You should also have a long-term strategy in place for your brand.

Your strategy should include a mix of offline and online marketing activities as well as product updates and enhancements to your brand promise.

Now, let’s get to the next point…

8. Deliver on your promises

Your brand message should be reinforced by every action you take

Your brand marketing campaigns must keep their promises.

Volvo does not claim to be safe. 

Volvo’s latest innovations include pedestrian detection with autobrake and head-on collision detection.

It is impossible to guarantee the highest quality and lowest prices. However, you need to be able support your claims.

Customer loyalty is key to building long-term relationships.

How can you create a Facebook brand awareness campaign?

Let’s suppose you have a brand awareness plan in place. Now you need to design your campaign.

How do you create awareness campaigns? We can help answer that question and give you top tips.

Step 1 – Create a Facebook ad campaign with brand awareness goals

Select the objective “Brand awareness”

Facebook Ads will ask if Campaign Budget Optimization interests you during the process. Facebook can allocate your budget among all ad set within your campaign.

Step 2: Target your audience

Next you need to identify your target audience.

If you wish to reach large audiences, we recommend that your target audience is not more than 1,000,000 people.

It may be necessary to determine where, when, and what gender your target audience is based on the customer personas.

Define your target audience

Tip – To reach new users, it is important to exclude existing users from brand awareness campaigns.

Step 3: Choose ad placements     

The best way to target is with automated placements. Facebook’s algorithms can do this.

Use automatic ad placements

Only one optimization option for brand awareness campaigns is available: Ad delivery optimization. Ad Recall Lift is the only ad delivery optimization option for brand awareness campaigns. It allows Facebook to show your ads to only those who are most likely to be interested in your brand (and most likely to remember it).

Brand awareness campaigns must include a component called “ad recall”.

Step 4: Upload your creatives

Now it’s time to add your creatives. A campaign should have between 3 and 6 ads.

Tip – You can create multiple video ads with different messaging. This will help you determine which one is the most remembered and cost-effective per 1,000 views (CPM).

Make sure you include all the major Facebook ad formats including Instagram Story ads, 1:1 format, and Instagram Story ads.

These 15 Facebook brand awareness ads will inspire and motivate you to create your next campaign.

Step 5 – Monitor the results and then publish your campaign

Allow your Facebook ads campaign to run for at least 48 hours after you publish it. Don’t rush to draw any conclusions.

We recommend that brand awareness campaigns last at least two weeks. Large brands may use Facebook brand ads on a continuous basis with very few interruptions, but they might occasionally change the creatives.

It is important to remember that brand awareness campaigns do not guarantee sales growth.

You should also run additional Facebook Remarketing campaigns to convert people who saw your advertisement into customers.

This brings us to the next question. How can you determine if brand awareness campaigns are successful in direct sales if you don’t have a method?

How can you measure the effectiveness and brand awareness on Facebook

Advertising to increase brand awareness uses different metrics than prospecting and remarketing ads.

Instead measuring sales, cost per leads, and return on ad spending (ROAS), use the following metrics:

  • Reach – how many unique viewers did you reach?
  • CPM- What did you pay for 1000 impressions?
  • Frequency: How often did your ads appear on the internet?
  • Views % How many people viewed your brand awareness videos more than 50%, 75% or 100%?
  • Ad recall Lift – How many people will remember your brand’s name the most?

Measurement and analysis of brand awareness campaign results

Campaign reports may show a wide variety of numbers. Variation could be due to campaign duration and budget, creatives, and seasonality.

Once you have run 1-2 brand awareness campaigns, it is possible to benchmark your campaigns and learn about your metrics.

Keep a spreadsheet of brand awareness campaign results. This will allow you to compare past campaigns and future ones.

Test Facebook Brand Lift

Facebook launched Brand Lift Test to assist advertisers in evaluating the effectiveness of online brand awareness campaigns.

Brand survey and other brand awareness measures can be used to evaluate the true value of your Facebook brand ads. 

A brand lift study can be performed on any of your Facebook advertising or just a few ads.

Similar results will be obtained after running a Brand Lift Test.

Results from the Facebook Brand Lift Study

How to set up a Facebook Brand Lift Test.

The best way to measure brand awareness is with a brand survey.

How it works:

  1. You have the option to choose which ads you want to compare to a holding audience This will help you understand the incremental effect of your ads on brand recognition.
  2. A brand survey can be done on a campaign, or in any advertising account. You must meet a minimum price depending upon the location of your audience.
  3. Conduct a brand survey to ask questions. Learn more about the questions you can ask in order to gauge brand recall, favorability and brand awareness.
  4. You have the option to choose how long you would like to run the test.
  5. You can view your Brand Lift Test results after they are collected automatically.

How do you Create a brand lift Test Step by step in experiments

To set up a Brand Lift Test, go to the Experiments section of your Facebook Ads Manager.

See the Experiments section

To start your test, click on the Brand Survey button.

Select the Brand Survey option

Next you’ll need to decide whether the Brand Lift Test should run for all your ads accounts or just certain campaigns.

You can only select those campaigns if you want to measure the performance of specific Facebook brand awareness ads.

A Brand Lift Study can be used to help you choose the new campaigns that you want to launch.

Select campaigns to be included on the Brand Lift Test

Ask brand surveys questions

Now, it’s your turn to create your poll questions.

Your survey can contain up to three questions about your brand.

  • Standard ad recall: “Remember when you saw an advertisement for [Pagename] online? Or on your mobile phone in the last two days?”
  • Standard brand awareness – e.g. “Have you heard of [page name]?”
  • Abstract favorability – e.g. “How would you rate [Page Name] overall?
  • Familiarity – e.g. Familiarity – e.g.
  • Recommendation: e.g. “Will you recommend [Page Name]?”
  • Action intent – e.g. “How likely are you to consider [Page]?”

You can choose up to three questions

Conversion lift measurement

You also have the option to measure conversion boost (does marketing drive sales) during your test.

Conversion lift measurement won’t affect brand lift tests. However, you will need to send conversion events to Facebook Pixel to make use of this feature.

Once you are satisfied with your Brand Lift Study, click on Create Test to submit it.

Smaller brands might not be able to afford the minimum ad spend. Instead, use the metrics above to evaluate your brand campaigns (Reach CPM Frequency and Frequency) to see if they are performing well.

Quick Review on Facebook Brand Awareness

Here are the top ten most important things about Facebook brand awareness advertising campaigns.

  1. Brand ads can raise awareness for your company but they won’t always result in more sales.
  2. Brand awareness ads can be a great addition to any advertising strategy.
  3. Create a brand awareness strategy to get the best results.
  4. Brand awareness ads can be placed online and offline.
  5. Make your brand message unique and authentic
  6. The best brand ads are those that surprise and engage the audience.
  7. When creating brand awareness on Facebook, make sure that your product is clearly visible.
  8. To run Facebook brand awareness ads, use the “Brand Awareness” campaign objective.
  9. Measure the effectiveness of your Facebook brand advertisements by using metrics like Reach, Frequency, and Frequency.
  10. Facebook’s brand lift test tool allows you to measure the impact advertising has on brand recognition.

About the author

Kobe Digital is a unified team of performance marketing, design, and video production experts. Our mastery of these disciplines is what makes us effective. Our ability to integrate them seamlessly is what makes us unique.