Now more than ever, the retail market landscape is noisy and crowded. So how do brands ensure they’re being heard amongst all the commotion? The answer lies in strong brand awareness activity.
Awareness activity provides retailers with the opportunity to showcase their brand at its best. To put forward their true brand tone of voice, to be creative and colourful, and to feature their newest and best products at the heart of campaigns. While there’s no doubt that conversion focused activity is vital to short term performance, brand awareness is the key to sustaining steady and long lasting recognition and growth. But how do we measure against these types of objectives?
First, let’s start with conversion focused activity…
The success or failure of conversion focused activity is usually seen as pretty black and white. Their purpose is to drive sales and revenue within certain CPA and ROI limitations. This type of measurement is very digestible for retailers given that we provide a set investment and then receive a very tangible direct return.
But what about awareness activity?
Well, when we’re used to the clear investment and return model of conversion activity, the idea of a campaign that doesn’t drive last click revenue can be nothing short of terrifying! How can we prove their worth to the relevant stakeholders? 😱
Fear not! There is a way!
There are 5 distinct ways of measuring success:
Simple, yet effective. After all, at its core, branding activity is all about pushing your core brand message out towards your targeting audience. So as long as you’ve created incredibly refined and relevant targeting pools and create ads that epitomise who you are as a brand, reach can be deemed a very real and accurate measure.
Think about your own experience with social media – how often do you like, comment, react, click, buy or take any type of action directly after seeing an ad? Likely not that often. However, it doesn’t mean you haven’t taken note of the brand or products it showcased. And it is likely that these are the brands that will be top of mind when you next come to make a purchase.
The exception to the above rule is video views. Unlike a click or a like, video views require no direct action from the user beyond pausing a little as they scroll through their feed. The growth of video within Facebook/Instagram has also been unmissable, with the rise of features such as stories and IGTV. For this reason, users are much more likely to engage in the form of a video view, making it a much more accurate measure of success.
Plus, there’s no better way to get across your brand message than in the form of a video! If a picture speaks a thousand words than a video definitely speaks a thousand more!
Okay – so the stakeholders still aren’t convinced? They still need evidence that your ads are driving sales in some way, shape or form? Then there is the option to look at attribution. There’s a couple of ways we could do this:
- UTM your ads and review attributed revenue in analytics. However, this would not be my preferred method. Again, this would require a user to click on your awareness ad and to convert later via another channel. But what about video views?
- Use the Facebook attribution tool. This new and exciting feature allows users to assess the impact of their campaigns across a number of different attribution models, and on a post impression basis. Here, the cookie window can be changed up to a 90 day post click and a 90 day post impression! (Although I maybe wouldn’t recommend always going quite that far!)
4. Conversion Lift
Another cool feature in the Facebook platform is conversion lift testing. This simple test and learn tool allows users to perform a split test amongst their target audience. Ads will be shown to 50% of the audience, but not to the other 50% as a control group. The conversion lift of the campaign can then be worked out by comparing the two groups.
5. Brand Recall
Perhaps the hardest metric to determine is brand recall and growth, but this is ultimately the true measure of brand awareness success. Fast paced and changing trade calendars bring about fluctuations in branded search, making it tricky to see a distinct impact over a short period of time.
But hold your nerve, be patient, and eventually watch as your average brand search queries begin a steady rise. 📈