⚒ Branding Campaigns
Branding is the construction process of a brand, with which the objective of this kind of campaign is to grow your brand recognition. This means that users will get to know your products, your online store, but above all, when they hear your brand name, they will recognize it because of having seen an ad online.
👉The idea is to build values, ideas, and concepts that you want users to relate to your brand, and thus achieve making your potential customers feel identified with it.
In that sense, the focus of these campaigns is not placed on obtaining sales, but rather on other metrics, such as:
Engagement: a connection created with customers.
Reach: the coverage that a specific ad obtained.
Impressions: the number of times the ad was shown.
Clicks: the number of clicks the ad received.
These campaigns tend to target broad audiences, using different combinations of demographic segmentations or by interests.
💰 Performance Campaigns
These campaigns are also denominated results marketing, since the objective is to cause the user to complete an action, in this case, a purchase. This means that the potential customer needs to be shown a product in which they will be interested and by which they will feel attracted, in order to take them on to converting.
👉The focus of these campaigns will be placed on obtaining sales and a better return on investment (ROAS). This means improving results. That’s why defining a ROAS objective is especially important to understanding if the performance strategy is right, in order to optimize the campaigns and to reach the objective itself. The ROAS is calculated as income/investment x 100.
Therefore, the success of a performance campaign will be measured according to:
Return on investment
Performance campaigns are usually aimed at a more segmented audience, through knowing on a deeper level what products might be of true interest to them so that they end up purchasing.
💡 Branding and Performance Campaigns are complementary!
Both objectives must be invested in, because if the brand is known by a user, it’s much easier for them to then click on your product ad and then purchase.
It’s the same the other way around. If your brand is well-known, but you don’t invest in performance campaigns, you are missing out on taking advantage of the potential that your business has for achieving the most possible sales.
Does Adtomic only do performance? 🤨
At Adtomic, our focus is on performance, but it isn’t the only thing we do.
Besides the 100% result-focused ads, we run campaigns that have strong brand content, but that don’t have a branch aimed at product sales.
👉Purely performance-based ads are those that we use to target a segmented audience based on their behavior on your website, showing them dynamically the products they looked at and added to cart.
👉Besides these ads, we also have brandformance ads with which we try to display a concept and reach users with creatives that make the brand’s voice heard, but without stopping to show products of interest in order to foster sales.
Thus, the branding-related formats that we run are:
Dynamic carousels with covers.
Stories and collections with suggested products.
Canvas, video, and image ads in different sizes and for different devices.
In this sense, with a fixed video or image sent by the brand, we catch the audience’s attention, who will also receive a product suggestion for them to visit the website and purchase.
Unlike what tends to be done, we do smart branding based on seeds. What does that mean? It means that our campaigns are never aimed at a very broad audience, but rather the audience is selected through more precise segmentations.
We use lookalike audiences and Broad Audiences.
👉 The former are audiences similar to others, meaning based on the audience’s behavior on your website, Facebook will create an audience of people with similar interests to the ones we want to encompass (those who visited our website’s homepage, the ones that added a product to their cart, or those that ended up making a purchase).
👉 Broad Audiences are those that Facebook creates according to the behavior of the users that visit the websites and social media of other brands that sell products that are similar to your business.
We hope that you understand more clearly the panorama as it relates to the difference between the Branding and Performance type campaigns. Since we know that they are complementary, within our tool, we offer formats that mix up objectives in order to achieve good performance but without neglecting the brand’s message.
Would you like to learn more about this kind of ad? Check out this article!