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Maximizing Brand Impact in 2024: A 2-Part Guide to Strategic Facebook and Instagram Awareness Ad Campaigns

awareness campaign brand awareness facebook ad spend facebook ads facebook ads strategy Jan 12, 2024

Maximizing Brand Impact in 2024: A 2-Part Guide to Strategic Facebook and Instagram Awareness Ad Campaigns

At the most recent Meta Brand Summit held in October 2023, Meta shared with their users that one of the best ways for small businesses to amplify their ROI in 2024 is to run an awareness ad campaign on Facebook and Instagram.



I know many people are skeptical of information coming from our favorite social media company,  however, having personally implemented this strategy for many of my clients since the inception of my boutique digital advertising agency, the results speak for themselves. The awareness ad campaign on Facebook and Instagram, as advocated by Meta, has consistently proven to be a game-changer, significantly improving ROI and establishing a robust online presence for businesses of all sizes. 

t I like to call the awareness campaigns I run for my clients their  “Everywhere Campaigns” because they ensure my clients are seen "everywhere" their ideal clients go on Instagram and Facebook

Let me explain with:

Part 1: The Benefits of Integrating a Facebook and Instagram Ad Awareness Campaign in Your Marketing Strategy

1. Top of Funnel Touchpoints

In the fast-paced world of digital marketing, we often hear about the importance of multiple touchpoints. The Everywhere Campaign aligns with this philosophy, serving as a top-of-funnel touchpoint. Just like traditional billboards capture attention on the streets, our digital ads aim to be omnipresent, creating brand recall that sticks in the minds of our target audience.

2. Building Know, Like, and Trust

Consistency is key when it comes to building trust. The Everywhere Campaign ensures that your brand's messaging, values, and products are consistently showcased, fostering a sense of familiarity and trust among potential customers. By providing value through engaging content, whether it's a podcast snippet or a captivating video, you lay the foundation for a genuine connection.

3. Practical Testing of Audiences and Messaging

A fantastic advantage of the Everywhere Campaign is its cost-effective nature, allowing you to test audiences and messaging without breaking the bank. Allocating a modest budget of $5 per day per ad set lets you analyze audience reactions, watch times, and engagement levels. This valuable data guides you in refining your approach, ensuring that your message resonates effectively with your target demographic.

4. Building On-Platform Audiences

In the era of data privacy concerns, building on-platform activities becomes crucial. The Everywhere Campaign contributes to this by keeping users engaged within the Facebook and Instagram ecosystems. This on-platform interaction not only aids in retargeting and creating lookalike audiences but also enhances your ad account's seasoning, making it more adept at finding the right audience for your brand.

5. Lowering Ad Costs and Seasoning Your Account

While short-term gains are enticing, the Everywhere Campaign focuses on long-term growth. By consistently running ads throughout the year, you not only maintain stability but also lower overall ad costs. Seasoning your account through sustained brand awareness efforts ensures that your brand remains resilient, even in turbulent markets or during significant events like elections.


In conclusion, the Everywhere Campaign is not just a strategy; it's a commitment to building a brand that stands the test of time. As you embark on this journey, remember that the goal is not instantaneous success but a gradual, enduring impact on your audience. 

Stay tuned for more marketing wisdom, including PART 2 of this article which will walk you through the mechanics of setting up my "Everywhere Campaign" in your own business!  If you decide to embrace the Everywhere Campaign, please share your experiences with me on Instagram. Let's continue the conversation and help each other thrive in the dynamic world of digital marketing!

Meredith Kallaher helps small business owners Expand Their Reach and Explode Their Sales with

Facebook and Instagram Advertising Strategy and Management.

Learn How Meredith Can Help You Build Your Business and Exceed Your Sales Goals. Book a FREE DISCOVERY CALL Today.

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