For the past ten years or so, how you report brand campaign results did not change. Campaign name, flight time, budget, fees (10-15%?), how much money you are spending per day (pacing), what’s the audience, etc.

How about the campaign goals? If you were running ads on Facebook a decade ago, the goals were likes or fans. If you were running ads on Google: impressions, clicks, o even video views. They were and still are, incorrect.

A brand campaign’s true goal is to spend all the budget.

Brand campaigns are designed to increase awareness, and the standard metrics still are impressions, clicks, and reach/frequency.

The reality is that the more you spend, the more awareness you get, as simple as that. If you get too close to the engagement optimization area, o even if you want to measure how fast the ad is spreading (i.e., shares), you are entering into the direct response reign, which is the opposite of a brand campaign.

In a brand campaign, you want to raise awareness. You want people to know your brand: the more you spend, the more people you will reach, and the more times they will see your ad.


Sign up for my newsletter and be the first to get the scoop on the coolest updates and what’s next in Advertising.

Powered by MailChimp

Leo Celis