When To Use The Facebook REACH or AWARENESS Objective
And when you shouldn't
Hi, this is Case Austin, and today I'm going to talk about when to use the Facebook reach or awareness objective for your Facebook Ads.
According to Facebook, a reach or awareness ad campaign show your ads to the maximum number of people.
We know that with other campaign objectives like conversions, traffic, etc., Facebook is going to optimize for an event. Let's take conversions, and we say I want purchases on my website. Facebook will then try and put your ads in front of people that are far more likely to purchase. Now the people that are far more likely to purchase might be way more expensive to reach because they're probably more likely to buy from other advertisers, too, and not only from your ad.
Some people buy things online a lot more than others. Some people buy things based on Facebook ads, a lot more than others, and some people have a lot more disposable income than others. Facebook can work a lot of this stuff out and put ads in front of those people, but everyone wants to reach those people, so they're more expensive to advertise to.
On the other hand, Reach gets your ads in front of as many people as possible. So you're not ranking the quality of prospects necessarily within your targeting options. You're just sort of saying I want to get the word out there. So, the time when I like to use the reach objective is when I'm advertising to a specific and usually, quite a small audience that I want to make sure I put my ads in front of repeatedly. So this would usually be advertising businesses that are expertise-based coaches and consultants. If you're selling online courses or any expertise-based items like high-end services or something that needs to be designed or creating bespoke products, and so on.
And the price point of whatever it is you're usually offering can be costly, and that's why you need to reach people again and again and again because you need to convince them that you are the best option to work with. That you are better than your competitors, you build that relationship.
That's when we tend to use Reach.
And that's about it.
The only other scenario where I think we would commonly use Reach is if you're working with a large budget brand that isn't worried about conversions or sending website traffic and just wants to get the word out there. They want to make their brand synonymous with the product that's being offered.
Coca-Cola will be the classic example where they're running like brand campaigns on TV and other places, all the time, they want you to think of Coke and not Pepsi. That is the other time when we typically use Reach.
When you should not use Reach or Awareness
There are many other scenarios where people use it when they shouldn't. The classic case is retargeting.
Many advertisers will say, let's have a conversion campaign for a cold audience to visit my website, and then they will think, well, I'm retargeting only people who have visited my website.
Therefore, why don't I just use Reach? Because I want to reach as many of them as possible with my retargeting campaign.
In my suggestion, you'd be better off using conversions in your retargeting.
I also wouldn't use the reach campaign objective when you are a new business. Many small businesses think, okay, I'm new; I just want to get the word out. If you ask me, I don't understand this business. For larger businesses going after 50 million impressions over the next couple of months, that's getting the word out, but if you're a small business, it's just a drop in the ocean.
You're better off running a conversion or lead generation campaign and generating customer leads. That's going to make your campaigns much more affordable, much more profitable, and much more scalable.
Hopefully, these are somewhat helpful scenarios where you should and shouldn't use the reach objective.
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About Chase Austin
I have spent 10+ years writing stories and marketing them. I’ve failed and succeeded over the years, and these are some of my tidbits on how I started my author business, perfected marketing, and more.
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I'm finding that my FB ads are getting less conversions which is where I want it to go. Getting a lot of reach but I tried to optimize for conversions.