Campaign types and settings
Awareness and consideration campaigns
Campaigns set to reach people and get them interested, measured by reach, views or engagement rather than direct sales.
What it is
Awareness campaigns aim for the most people at a set frequency; consideration campaigns aim for actions such as video views, visits or engagement.
Why it matters
For lead generation and e-commerceThey create the demand that conversion campaigns later capture, especially for new categories and long sales cycles.
In practice
Judge them by reach, cost per thousand, view rate and, where possible, lift tests on later sales.
A common mistake
Expecting them to show results in last-click reports, then cutting them for looking unprofitable.
All terms