Brand advertising: reach, frequency and awareness
Brand advertising aims to make more of the right people know and remember your brand, rather than to drive an immediate click or sale. It is usually bought on CPM and judged by reach, frequency, video views and, where possible, brand-lift studies.
Metrics that matter
- Reach: how many different people saw the ad.
- Frequency: how many times each person saw it; too many wastes budget, so cap it.
- Video completion: how many viewers watched to the end or past a set point.
- Search and direct traffic lift: more people searching your brand name during the campaign.
Brand and performance together
Awareness campaigns often make performance campaigns cheaper later, because people who already know you click and convert more readily. Run them side by side and compare periods, but be careful about calling any single change proof of cause.
Common questions
How long should a brand campaign run?
Long enough to reach your audience several times; a few weeks is common. Very short bursts are hard to measure.
Related
Try it on your own campaigns. Buy on CPC or CPM, set your goal, and see AAO recommendations from your real data.