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Reach vs Brand Awareness Campaigns (Facebook)
Anyone has extensive experience running both reach and brand awareness campaigns for brick and mortar stores?
Which do you think is better for campaigns that are not so conversion driven in the short run, but still require a call to action (offline purchase)?
Reach campaigns metrics are great for reporting reach and that is about it, everything else is below average based on my experience.
One may argue that that is what the reach campaign objective is for and that is correct, but sometimes there are multiple benefits with running for example traffic campaigns, as we get a good mix of post engagement, likes and shares, link clicks, and even some conversion data to work with.
It just seems Reach campaigns do not “reach” quality audiences that do anything other than looking at the impression of the ad. Perhaps brand awareness campaign work better in this scenario?
Thanks!
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1 Reply
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I think it depends on the goals of your campaign. Are you trying to drive TOFU metrics like awareness or BOFU metrics like conversions? I think once you lock in a KPI you’ll know what to focus on and know what to keep as good-to-have / vanity metrics.
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