What goes into a successful brand awareness campaign?
Many factors determine the success in a brand campaign — some you can control and some you can't. Here are some of the most important:
Impact: You need to deliver the right ad to the right person at the right time
Reach: You need to convey your message to a significant amount of your target audience
Creative: You're more likely to get better results the better your creative resonates with your target audience
Connection: There are some considerations about why the results of a brand campaign will vary with the existing strength of your product and brand's equity
The Brand Awareness objective is designed to generate a lift in ad recall using many of these factors (and more). You set your target audience (connection) as well as your placements, budget, and schedule (reach), and then build your ad (creative). Next, the system will work within these parameters to optimize for ad recall lift automatically (impact).