Brand Awareness

Brand Awareness campaigns identify the right audience, launch cross-channel campaigns to Google, Facebook, Instagram and more, and measure your results from a full-funnel perspective. Unlike Retargeting campaigns, these users have not been to your site before, but they have been identified as high-potential prospects for your business. 

Setting Up a Campaign

Creative Guidance

Just like retargeting campaigns, we recommend that you have all of the recommended creative sizes.

Native ads appear natively on a site or in a feed, can be particularly effective for driving new traffic to your site.

Video ads are also a great way to familiarize new customers with your brand.

For Brand Awareness campaigns, it's a good idea to use high-level branding and lifestyle imagery to entice new customers who may not be familiar with your brand yet. Keep in mind, these ads are meant to introduce customers to your brand and encourage them to learn more, whereas Retargeting campaigns encourage conversions. 


We never transfer cookies from one advertiser to another. Additionally, we do not allow other advertisers to explicitly target your audience.

Unlike in Retargeting campaigns, a positive location target is required when setting up the campaign. This can be a country, state, city, or zip code (US only). You can include up to 10,000 included or excluded locations. 


AdRoll Brand Awareness campaigns target people who haven’t been to your site and likely are unfamiliar with your brand.

These campaigns typically drive fewer direct (last-touch) conversions than retargeting campaigns. Their main goal is to bring high quality new customers to the site, who can then be reached by your retargeting campaigns.

We’ve introduced some new metrics into our reporting to help you evaluate the value of your Brand Awareness campaigns.

  • New Visitors: Number of new users people who came to your site after clicking or viewing an ad, who had never been to your site before.

  • Engaged Visitors: Number of visitors who viewed at least 3 pages after clicking or viewing an ad.

  • Daily Frequency (Web Campaigns): Number of ads seen per day (impressions) by reached users. 

  • Impressions: When an ad is served.

  • Reached Users: Unique users reached.

For smaller websites

If you have low site traffic, you can still run AdRoll Brand Awareness campaigns. What's important is that we have enough information about your high-intent visitors. Your AdRoll Retargeting campaign provides the insight we need to build a strong AdRoll Brand Awareness audience.

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