Why 'Brand Awareness' Facebook Ads Are Often a Waste for Small Businesses
If you have ever watched "Mad Men" or looked at a Coca-Cola billboard, you might think advertising is just about getting your name out there. On Facebook, there is even a campaign objective called "Brand Awareness." It sounds perfect for a new business, right? Wrong. For 99% of small businesses, this button is a trap that burns money.
The "Brand Awareness" objective tells Facebook: "Show my ad to people who are likely to remember looking at it." It does not optimize for clicks, sales, or signups. It just wants eyeballs.
The Coca-Cola Strategy vs. The Small Biz Strategy
Coca-Cola has millions of dollars. They can afford to pay just to remind you they exist. You likely have a smaller budget. You need that $50 to turn into $100 today, not next year. You cannot pay your rent with "Awareness."
What to Choose Instead
If you sell products, choose "Sales." If you provide services, choose "Leads." These objectives tell Facebook to find people who take action. You will still build brand awareness while you do this, but you will also get paid.
When Awareness is Okay
The only time a small business should use Brand Awareness is if you are promoting a local event (like a Grand Opening) and you just want the whole town to know the date. Otherwise, stick to ads that pay the bills.
Making Sales Ads Look Good
Just because you are asking for a sale doesn't mean your ad has to look desperate. You can build a brand and sell at the same time with beautiful creative work. Stirling helps you design high-end ads that build your reputation and your bank account simultaneously.
