The Lies about Facebook Awareness Campaigns that Nobody Told You

 

It all started innocently enough. Emma, a website designer, was sitting in her home, sipping on her second cup of coffee for the morning. 

 

She had a goal – to get her brand in front of more people. 

 

Just like any “digital entrepreneur”, she picked up Facebook Ads as a tool to do that. Needless to say, as many “experts” have recommended, she optimized AWARENESS for her campaign.

 

For those that have never heard about awareness campaigns, it is one of those actions you can take in your facebook ads manager to reach a broader audience.

 

But it’s like spending 10k USD to get your face on a billboard in New York City, people look, people laugh, people pass by – no one actually knows what you’re trying to say.

 

Lie #1: “More Impressions = More Success”

 

One of the first things that Emma noticed after launching her campaign was a beautiful number popping in her Facebook Ads Campaign – “50000 impressions”.

 

*For those that don’t know what impressions mean, it measures how many times your ad is shown to people, regardless of whether they engage with it or not.

 

“I did it” – She said out loud. “What am I going to do next? Would that mean more people will come to my coffee shop?”

 

She learned a hard truth that day. Without a clear Call-to-action or engagement-focus, people won’t take action – they will just ignore everything.

 

Lie #2: “Awareness Campaigns Are a Cheap Way to Get Noticed”

 

Ah, the promise of cost-effective advertising. Emma thought she could just spend a few bucks and become the talk of the town. They said it was an “affordable option” compared to traditional methods like TV or billboard.

 

Here’s why it’s so wrong: Awareness Campaigns optimize for the lowest-cost reach. That means Facebook tries to stretch your budget as far as possible by showing your ad to people who are easiest (or cheapest) to reach. Sounds good, right? Wrong.

 

The cheapest audience here is often the wrong audience. They are those that are never interested in your brand, let alone taking any action.

 

Emma found out the hard way that day. “Going for the cheapest isn’t always a good option”.

 

Lie #3: “It’s the Perfect Starting Point for Small Businesses”

 

Well, if more people know about your brand, they’ll eventually become customers, right?

 

Not necessarily.

 

Unless you’re Coca Cola or Adidas with a BILLION dollar budget to spend, it would mean nothing for your business.

 

For website designers like Emma, the ROI (return on investment) isn’t there. She should be so much better off optimizing for something else. Something like conversions or lead generation.

 

You can’t just throw money into the void.

 

What Emma should have done?

 

• Optimize for lead generation or conversion. These will help you build your email list, get inquiries, or make sales.

• Optimize for traffic or engagement. These can drive people to your website, landing page, or encourage likes, shares or comments. 

• Optimize for messages. This will encourage people to start a conversation with your business, where you can build relationships and turn them into leads.

 

How we helped people like Emma to attract more clients and gain sales

 

We have a three-step process:

1. Discovery: During our discovery call, we identify your needs and goals and suggest solutions for your business.
2. Onboarding: We present a plan to tackle your problem. We set a date, a target, a communication platform to support you from start to finish.
3. Delivery: We deliver what we promise and execute the plan.

 

Book a call now and see how we can turn your startup into a profitable business!