Facebook Brand Awareness Ads: Step-by-Step Instructions

April 12th, 2018

Go to Ads Manager

Under the Campaigns Tab, click +Create

in the left corner.

Choose your marketing objective,

which will be Brand Awareness then

name your Campaign.

Create Ad Set name and choose your

Facebook Page.

In the Audience section, this is where you

can choose which location to target to. For

this example we are advertising a winery

near West Linn. Consequently, for our geo-

targeting, we chose a radius around West

Linn to reach nearby wine drinkers.

Facebook Ad Creation

Next, you will be able to narrow your

targeting down even more. You will be able

to choose age, gender, languages, interests,

behaviors, demographics, and connections

that you want to target.

Placements is next and we recommend

clicking edit placement. Choose All

Devices and Facebook Feeds. This is

where you would include Instagram or

Audience Network if desired.

Next, specify which mobile devices &

operating systems you want your ad to

appear on. We typically select All Mobile

Devices

You can choose to set a lifetime budget or

daily budget. We typically use lifetime

budget for easy management and

optimization. Under schedule, set a start

and end date.

You can leave the rest of this page alone, or

you can choose to run your ads all the time

or run them on a schedule. This means you

can choose which time of day you want to

run them. Please note: If your CTA is

"Send Messge", only allow the ads to run

while you're able to respond during the day.

Now that you have created your Ad Set, you

can create your first Ad. First, you will name

your Ad.

Make sure your Identity is correct and

your Facebook page is linked.

Choose which ad format you want from

Carousel, Image, Video, or Slideshow.

Upload image, video, carousel or slideshow

images.

Choose your text for your ad. Text body

will appear above image. Make sure to

check the "Add a Website URL" so that

you can add additional information to your

ad.

Headline will be the big statement below

the photo, with the link description

below that.

Website URL/Display Link will appear

below text, headlines and photo.

Choose a CTA. If you choose "Get

Directions," it will ask for an address. If you

choose "Call Now," it will ask for a phone

number. If you choose "Learn More," it will

click through to the URL provided.

This is a brand awareness ad for Oswego

Hills Winery.

Click continue at the bottom and then your

ad will be in review. Press continue again.

You have the option to create more ads,

otherwise your brand awareness campaign

is all set!

Facebook Best Practices

5 Design Tips for Better Facebook Ads:

• Start with a goal: Start by choosing an objective for your ads, then tailor their style and format

around what you hope to achieve.

• Show people using your product: Facebook ads often run in someone's news feed, right

next to posts from their family and friends. To create attention-grabbing ads that feel like a

familiar part of someone's social fabric, show images of people benefiting from your product,

instead of just the product itself.

• Less (text) is more: Too much text is distracting and can lead to your ad being show to fewer

people. Images that are uncluttered by text have greater impact. All ads must have no more

than 20% text on the image or thumbnail.

• Focus your message: Crop tightly around the important part of the image. If you’re trying to fit

too much information into a single piece of media, consider using the carousel format to show

off multiple images within a single ad.

• Use high resolution images: Pay attention to the size and quality of the media files you are

working with.

Writing better copy for Facebook ads

• Create a brand tone of voice and be consistent

• Stick to what’s important: Remember that people scroll through Facebook quickly, so lead

with your most important message. There are also a variety of different ad formats, with

different specifications for each. Stick to the important information and pay attention to the

character count limit. Get the good stuff in before the text is truncated and if you have a

specific action you want, be sure to make that part of the ad.

• Write with the customer in mind

• Write compelling headlines that drive awareness: Figure out the value proposition for your

message. This is the statement that often tells people exactly what you do for them. Here are

ways to ensure that your message gets through:

• If your copy is too long, make it shorter

• If it’s all about you as a business, make it about your customer

• If it’s generic, customize it to speak to your different audiences

• Come right out and say it. Be overt. Don’t make people have to work to figure out what

you do.

• Write with the goal in mind. If you want the consumers to click, tell them why they should

click.

Choosing Great Images:

• Single Focal Point: Ensure that you’re only asking people to look at one thing. If you’re trying

to include too many things in one image, consider carousel or video ads. Also, once you take

your photo, consider cropping it so it’s framed nicely.

• Visual Consistency: Make sure all of your ads within a campaign tie together visually. Then

people will more easily recognize your ad and stop to see what else you have to say.

• Build for Mobile: Design your ad assuming it will be viewed on a mobile phone. Think about

the size of each element in your image or video and take a look at it on your phone before

running the ad.

• Use an eye-catching image: Choose an interesting subject and shoot for quality. Go for high

resolution and crisp images, paying attention to angle and lighting. Don’t be afraid to use

smartphones with apps and filters for great images.

• Connect with them when they look: Once you have their attention, reward them for

stopping. This is your chance to communicate your key message in an inspiring way that will

make them glad that they stopped as well as remembering what you said.

• Integrate your Brand: We’ve learned that branding is really important to connect with people

and help them remember your ad. However, we don’t recommend just pasting your logo on top

of your image. Instead, have elements of your brand, such as your logo, your location or your

products, in the image in a natural and authentic way.

• Inspire them to act: Once you’ve caught their attention, it’s your chance to close the deal. Tell

them what’s in it for them and what the benefit is, so they’ll take the desired action.

• Use your copy or a call-to-action button to motivate them to act

• Leverage the ad unit’s full creative canvas to get them to engage

For More Information:

Blueprint Facebook Courses: https://www.facebook.com/blueprint#

Take the “Building Brand Awareness with Ads” Course on Facebook Blueprint:

https://www.facebook.com/blueprint/courses/category/build-awareness/

Beginner’s Guide to advertising on Facebook:

https://www.facebook.com/business/help/337584869654348?helpref=page_content#

About Brand Awareness Ads: https://www.facebook.com/business/goals/build-awareness

About Estimated Ad Recall Lift: https://www.facebook.com/business/help/1029827880390718#

Troubleshooting: understanding your estimated ad recall lift reporting:

https://www.facebook.com/business/help/2027181027523482#

Facebook Specs: https://www.facebook.com/business/ads-guide/image/facebook-feed/brand-

awareness