Why All Businesses Should be Running Awareness Ads
Okay, I’m going to keep this super simple. Before buyers can purchase from you, they have to know you. Awareness ads are an affordable and highly effective way to get in front of your target market.
Let’s take a look at the buyer’s journey here.
Step 1: be seen.
Step 2: be known.
Step 3: be trusted.
Step 4: earn a customer.
Step 5: earn customer loyalty.
Business owners are often most focused on the bottom two steps. Why? Because that’s where revenue comes in. I get it; I’m a business owner too. Revenue is the thing we’re here for! However, what they too often miss is this: by focusing on steps one, two, and three, you can drive much higher results ( for a lower cost!) in steps four and five. Aka, more money!
When launching a new brand or ad campaign, we recommend spending approximately 80% of your budget in the first one to three months driving awareness.
As you build up eyeballs and/or website traffic from this campaign, you can then hit them with additional ad campaigns that drive higher intent actions such as collecting emails, booking demos or selling directly through e-commerce.
When you hit that stage, we recommend you shift your budget to look something like this:
Within each of these categories, you should be running multiple ad campaigns, targeting various segments of your audience, testing versions of creative, and offering up insight and value in exchange for information, discounts, etc.
Our advice: when you’re building out ad campaigns, consider each of the five steps and ensure you are addressing each in some way or another.
If you do this right, your revenue (yes, the number you really care about) will grow.
Not convinced? Here are some of the common questions I get asked when speaking to clients. Maybe they’re something you’ve been wondering about as well.
What’s the minimum I could spend on brand awareness?
We recommend that every brand be spending a minimum of $250/month on brand awareness at all times. This ensures you are consistently getting your brand in front of your target market, both cold and warm leads. Never turn that funnel off if you want your business to continue to grow!
What if I don’t have the ability to sell through e-commerce, aka run conversion ads?
Even more reason you should be running awareness ads! If you can’t close deals via social media advertising, focus your dollars on the top of your funnel and find ways to get information from your leads as they warm up so you can continue the conversation offline and close them there. You can do this by running gated content ads, offering giveaways in exchange for emails, and offering demo requests or form fills to get more information. Either way, start with the awareness ads. No one is going to hand over their email if they have no idea who you are.
Finally convinced? Great! I knew you would be.
And, if you’re unsure of how to kick off these ads yourselves, we’ve got one of two options for you.