Brand Awareness objective allows you to optimize delivery towards Ad recall lift. This goal aims to maximize the number of people who are likely to remember seeing your ads.
Before January 2018 Brand Awareness objective had two different optimization goals: Reach and Brand awareness. Reach goal is no longer available—if you want to optimize for reach, please select Reach as campaign objective.
Brand awareness goal— not to be confused with the campaign objective that is also called Brand Awareness—has been replaced by the new Ad recall lift goal. However, the two goals are not identical, which is why results obtained with the old Brand awareness goal are not directly comparable to results obtained with the new Ad recall lift goal.
With this update it is also possible to use both video and non-video creatives in the same Ad set. Learn more
How to use this in Smartly.io?
Optimizing for brand awareness
- Create a campaign with Brand Awareness as Facebook objective.
- Optimize bidding (Optimization goal) towards Ad recall lift. Use Impressions as your Billing event.
Two additional metrics are available for campaigns using Brand Awareness objective:
Estimated Ad Recall Lift (People): Estimate for the number of people how would remember seeing your ad if we asked them within 2 days. Note that this number is an approximation produced by machine learning models used to predict ad recall lift. If you want to measure ad recall lift accurately, you should run a brand lift study.
Cost per estimated ad recall lift (people): Average cost for each Estimated Ad Recall Lift.