Your client is a well recognized large brand, which has been in the market for +30 years, with a solid customer base.

Your client is a well recognized large brand, which has been in the market for +30 years, with a solid customer base.

The marketing brand manager wants to run Facebook ads for their new spring campaign. He/she insists on running interaction posts as the primary objective for all of the campaigns.

You explain that as a brand, they will benefit more running reach and frequency campaigns instead of promoted posts.

Select all of the reasons you give the brand manager to use reach and frequency as the primary bidding option. Choose ALL answers that apply.

A. Branding campaigns usually have better performance by using the reach and frequency option as you can optimize for reach, frequency, and overall budget.

B. Branding campaigns usually perform better when optimized through CPM than CPA. C. Reach and frequency will ensure the lowest cost per reach and cost per person impacted.

D. For brand marketing, changing attitudes and behaviors at scale will generate better results than specific actions on posts.

View Answer

Answer: A,B,C,D

Explanation:

Research has shown the results in terms of Ad Recall, and Brand Awareness are fairly similar in a reach versus action optimized campaigns.

However, when it comes to costs, the results are quite different. Just look at the table below:

Both campaigns had a $500,000 budget. The expected lift was quite similar, but costs changed dramatically.

Reach campaigns allow brand managers to maximize more cost efficiently their marketing campaigns.