Why You Shouldn't Do Brand Awareness on Facebook Ads! 

Appreciate the comment Eldon; thank you! I would try to aim for profit on cash collected day 1 - but your mindset is still good - you're thinking about lifetime value etc. You just have to make sure you're incentivising people coming back to you, and reminding them- and also make sure to have some good products suitable for their next purchase :)

Yeah there's a place for it. My advice to people is not to use it as a core part of their sales strategy, especially when you're new.

Great points. I think you need to get back to the first principles here. You're looking at a crowded market, and changing your ad strategy at a 'technical' level i.e. doing brand awareness, retargeting on video views maybe, etc. This isn't wrong- but you need to re-look at your market and re-think your offer. Can you re-package it and target a different section of the market? Can you even create a brand new market? Join our group if you like and we can brainstorm on this and help you out ecommerceprogroup.com/

Not with a great ad and good targeting (and of course a good offer/landing page!). You would find the other route longer and a lot more expensive.

I think conversion objective should be used more for expensive items because u are telling Facebook to help u find people that are most likely to but from u. Why do u need Facebook to help u find people that are most likely to buy from u when u are selling a cheap item that u can easily get someone to buy compared to an expensive item?

Appreciate your input here :)

Thanks for the comment. I would look at the other side of the coin and ask, would an engagement/brand awareness campaign work for you, then? And how would you measure that? The reasons conversion didn't work could be almost anything. I would suggest going for a lower-friction conversion, like an email address. Is there a quiz funnel you could send people to? A download? eBook, etc? It's not so much that people don't need to build awareness, and see you often before buying- that's still true. It's more than you want those people that you attract to be the highest 'quality' and so going for conversions can often produce that. We sell products in a $300-1000 price range on FB and still shoot straight for purchase.

That would not give you results because your ads would be delivered to people when they are not ready to buy yet or not in a buying behavior. Facebook knows when their users are not willing to take specific actions, so the campaign objective is really important to get the results you want and that’s why it’s more expensive to get sales than impressions. To get high performing campaigns, you need to combine campaigns with different objectives taking into consideration customer’s journey: awareness, consideration, decision, and loyalty.

You're right but I am finding more and more that multiple campaigns don't make much sense. For ex, we often run just a conversions campaign then remarketing with a MoF ad, and a BoF ad. That's it. Doing WAY better than the previous complex structures.

@@viniciusbarroco ok think now I'm talking from the perspective of a offline brand who produces FMCG goods , so earlier when there used to be television or billboards , there is no campaign objective choosing , simply go wild and make the best ads possible and show them the ads as much as possible humanly and u will sell products , why would u need a conversion campaign, u would only require a conversion campaign if u r selling a. Course of high amount

@@releasethebrakes Do you also do this if you are launching a new brand? For example, a supplement brand where there is a lot of competition, how would you create brand awareness? Would you start immediately with a conversion objective?

Thanks for your input !

In my experience it raises CAC as well as complexity. With the added complexity you're then not able to focus on other areas of the business like the back end or product development.

@@releasethebrakes so why would companies advertise on super bowl for example? The fundamentals of marketing also apply to the digital landscape. Maybe you looked to the short term only?

Have you tried using a landing page with a built-in lead form? Those tend to work well with actually getting real conversions

They really need a way of capturing leads otherwise they're putting you in a really difficult position. Facebook is usually used as 'performance marketing' i.e. you need something to measure performance by. You could say 'bums on seats increased 50%' and cite Facebook ads as the reason, but your client could turn around and say they just spent $1m on buying every billboard within a 20 mi radius... you'd have no way of proving it was the FB ads that did it.

All brands are omnichannel. You're seeing things as singulars, and/or extremes and making judgements: "one trick", "online only", "zero understanding"... Everything is interconnected - that's my whole philosophy. If you want, re-watch the video as you may have missed the point. You're doing what you've accused me of in order to make your argument. Maybe let's turn this into a more constructive dialogue and I can make a follow-up video to this one if you feel I missed something out.