Reporting for Brand Awareness Campaigns

Brand Awareness campaigns help you reach new users, drive site traffic and build your marketing funnel by bringing in new audiences that Retargeting Campaigns can nurture into buyers. Our sophisticated audience targeting works together with our AI to create awareness with the right audiences, at the right time, and drive high-quality new site traffic. 

Why should you run a Brand Awareness campaign?

Brand awareness campaigns identify high-intent audiences that you may not already know on the Web and Social. Unlocking new traffic of visitors that engage with your website is the perfect way to build your customer base. Check out this article on the importance of Brand Awareness.

How to Launch Brand Awareness Campaigns

Create a Brand Awareness Campaign for the Web

Brand Awareness Targeting Types

We provide a diverse set of targeting strategies to help you find the right target audience. Our targeting capabilities fall into three main categories:

  1. Lookalike Targeting
    A Lookalike campaign will help you drive traffic to your website by targeting digital profiles similar to those of your existing customers who have already visited your site. When launching a lookalike campaign, you are reaching new people who are likely to be interested in your business because they have similar attributes to your best-performing existing customers. 

  2. Contextual Targeting
    Reach new users by showcasing your brand alongside relevant content. You can choose from a wide selection of categories to display your ads on websites relevant to your industry or target audience. Contextual targeting is also future-proofed as it does not rely on third-party cookies or user-level data.

  3. Demographics & Interest Targeting
    AdRoll’s Demographic & Interest targeting campaign type will help you bring in visitors to your website by focusing on specific attributes of your target audiences. A Demographics & Interest campaign might be useful for your business if you have an idea of what characteristics make up your ideal customer. This campaign could also help you to refine your understanding of your ideal customer by testing different attributes against each other.

Metrics to assess the performance of your campaign

It can be tempting to set your sights on conversions, revenue, and leads when assessing the impact of your campaigns. However, unlike Retargeting Campaigns, these visitors have not been to your site before, but they have been identified as high-potential prospects for your business. Because a Brand Awareness campaign lives at the top of your funnel, its performance will be reflected through different metrics than your mid and lower-funnel campaigns. 

Some metrics to consider when assessing the performance of a Brand Awareness campaign are:

  • Average Daily Reach: Average daily number of unique users who see an ad
  • New Visitors: Number of visitors who came to your site for the first time in the last 30 days after seeing an ad
  • Engaged Visitors - Number of unique visits from those who saw an ad in past 30 days and viewed 2+ pages on your site within 30 minutes
  • Cost per New Visitor - The average spend to bring a new visitor to your site
  • Cost per Engaged Visit - The average amount you spend on ads per engaged visit
  • New Visitor Bounce Rate - The percentage of visitors who navigate away from your site after viewing only one page
  • Pages Viewed - Number of pages viewed during a non-bounced visitor's first time on your site within the past 30 days
  • Time Spent During Initial Visit – Amount of time spent on your site
  • Daily Frequency (Display Ads) - Number of ads seen per day by reached users

Learn more about Ways to Measure Brand Awareness.

Where to find these metrics?

    1. Social & Display Ads tab: Using this dashboard, you can view campaign performance on its own or alongside other campaigns using the targeting type filters.

      Tip: Some of these metrics become available in the KPI modal once you create a brand awareness campaign.

    2. New Visitor Insights: To measure the new site traffic and assess if it’s high-quality and right for your store you should check out at your “New Visitors” and “Non-Bounced Visitors” metrics.

    3. Campaign Attribution: New Visitors to Conversions funnel - Use this page to understand how your users flow through your site and the influence of AdRoll activity.
    4. Audiences Website: Understand your audience using the Audiences Insights (technology and demographics). 
    5. Campaign Reports: 
      1. Benchmark Reporting - Compares your KPI performance against all other AdRoll advertisers within your selected industry. As a result , this report will let you see how your Brand Awareness campaign compares to key KPI benchmarks. 
      2. Ad Placements by Campaign Reports - Which websites are serving your ads, broken down by campaigns. 
      3. Ad Performance and Campaign Performance Reports - How does performance vary among your campaigns? You can filter by channel and campaign type, select the brand awareness campaigns and then pick the KPI metrics that you would like to use for this performance overview. You can always save this version of the report and schedule to send it on a daily, weekly or monthly basis to your email.

Optimization Tips

  1. During the first month of your brand awareness campaign, it is important to consider the learning period. The campaign begins by gathering data about the prospective audience you’re targeting and which of your ads work best across each channel. The campaign then applies those learnings to find the best prospective audiences and tunes your performance toward achieving your goal to drive new engaged users. All campaigns have up to a ramping period of 2 - 4 weeks so it is important to allow time for the campaign to learn. 
  2. Lifetime Value (LTV) is the value of a single customer over their entire lifecycle with a brand. A simple equation for lifetime value is:
    [(All purchases by a customer X gross margin) - Costs related to the Purchases = LTV]
    Once you have an idea of the overall lifetime value, you can see how telling a cohesive, memorable story increases the number. This number will also be influenced by things like Customer Experience, Ongoing Customer Communications, Re-engagement Campaigns, and more.
  3. Keep creativity high-level. This is the first time these new potential customers are being introduced to your brand - first impressions matter. Make sure the campaign creative suits the categories/subcategories chosen. 
  4. Refresh creatives regularly (every 6-8 weeks), incorporating any seasonality as appropriate. 

Check out more on Brand Awareness Performance and Optimizations.

It’s important to remember that Brand Awareness is only the beginning of your customer’s journey with your brand. Planning your marketing efforts with the entire customer journey in mind is key in planning for successful long-term strategies. 

Here are some more resources to ace your Brand Awareness activities:

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