You probably have a great product or service to offer to your target audience. And you’re thinking of creating a Facebook advert to sell it to people you think might be interested in what you have to offer. What kind of campaign objective should you choose? Should you use Traffic, Store Visits or Conversions objective?
Depending on the nature of your product, and it’s pricing structure, you may get some people to buy from you immediately. However, a great majority of your target audience don’t know who you are. So why should they buy from you?
The right way to convert a cold audience, or people who are strangers to your brand or business, is to target them with Awareness ads. As the name suggests, these types of ads will make people aware of what you have to offer. It’s like an introduction advert, if you will.
On Facebook Ads, you can choose between Brand Awareness and Reach campaign objectives. While both are quite similar in nature, Brand Awareness ads are shown to people who might be interested in your business and Reach ads are shown to the maximum number of people in your target audience.
In order to make your brand memorable to people, you have to make your advert stand out. Remember, you are competing with a lot of other competitors for your target audience’s attention, so you have to think of a way to grab their attention right off the bat.
Facebook lets you choose from 4 different formats to try and hook your audience in: carousel, single image, single video, and slideshow. Use the best format you think may work best with your audience.
The best thing about Reach campaigns is that you can split test your advert (Brand Awareness ads don’t have the split test option available). This helps you narrow down the best ad creative, placement, ad delivery and audience to get higher conversions. Once you know the best converting Reach ad, you can then create a Brand Awareness campaign and use the winning advert from your Reach campaign.
Make sure to offer your cold audience something of value so they’ll remember you when you target them later on in the next stage of your Facebook Ads campaign.
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