Awareness, consideration or action: how do you choose the right campaign goal?
You’re ready to put your ads live, but you’re unsure about the campaign goal. Sound familiar? Then you’re not alone. Choosing the wrong goal often means wasting valuable euros on content that doesn’t speak to your audience. With a smart approach, you prevent your campaign from drowning among all the other ads.
“Doubting your campaign goal is perfectly normal. But if you choose the wrong one, you quickly waste budget on content that doesn’t match your audience.”
When do you choose an awareness campaign?
Choose awareness when you want to grow brand awareness. This is especially relevant when people don’t know your brand yet, but also to create awareness, launch a product or new service, or when you have changed or sharpened your proposition.
The awareness stage is all about reach, eye-catching visuals and simple messages. Here you introduce your audience to your brand through short videos, interactive ads or banners. Key metrics are reach, CPM and brand recall. Awareness keeps your brand top of mind.
A good example is the Samsung Galazy Z Flip campaign. To make the Gen-Z audience aware of this phone, we ran an awareness campaign on TikTok. That is how we built brand awareness, right under the audience’s nose.
When do you deploy a consideration campaign?
Deploy a consideration campaign when your audience knows your brand but isn’t convinced yet. The goal is to take away doubts.
Consideration campaigns revolve around content that helps people make choices, such as carousel ads, polls or short explainer videos. This gives your audience reasons to choose you over competitors. Here, measure engagement above all: clicks, time on your website or downloads.
Once again, the Samsung Galaxy Z Flip campaign on TikTok is a good example, where short videos helped potential customers experience how this device fit their lifestyle, taking away doubt.
When do you focus on action?
Go for action when your audience is ready to buy or get in touch. They are already showing concrete interest, such as viewing products or prices.
In this stage you use ads with sharp calls-to-action and concrete product information, such as prices or stock status. The metrics to monitor here are mainly conversions, CPA (cost per action) and ROAS (Return on Ad Spend).
JD Sports, for example, ran a back-to-school campaign with clear promotions and urgency, which led to a significant increase in direct sales.
What often goes wrong when choosing a goal?
Many campaigns use content that doesn’t match their funnel stage. This leads to inefficient campaigns and higher costs.
Awareness content in conversion-focused campaigns often leads to high CPA. There is also often a lack of variation, which makes algorithms perform worse. A workflow slowed down by external agencies delays campaigns and reduces effectiveness.
At Albert Heijn, we keep learning how essential speed and sufficient variation are. By quickly producing multiple banners every week, content stays relevant and effective.
How do you fix this quickly?
Use automation to produce a large volume of content fast and without delay. That makes sure algorithms perform at their best.
At Banny, we make your campaigns instantly executable with ready-made ads, fast and hassle-free. Within a few hours you have multiple ad variants, ready to use.
Quick checklist for your next campaign:
Do you know exactly which stage your audience is in?
Do you have at least five ad variants per format?
Are your KPIs clear and measurable?
Is your workflow automated for fast delivery?
