Purpose: Reach and Visibility

Facebook’s Awareness Objectives are designed to help your business or brand get seen by more people. This is the first stage of the marketing funnel — the “introduction” phase.

🎯 Objective 1: Brand Awareness

🧩 Goal:

Get your business or product noticed by people who are likely to remember it.

⚙️ Optimized for:

• Ad recall lift: Facebook shows your ad to people most likely to remember seeing it.

💼 Best For:

• New businesses or brands

• Product launches

• Building familiarity with your name, logo, or concept

✅ Example:

An online learning platform launching MSCE Form 4 courses can run a Brand Awareness campaign to introduce its brand to students and parents in Malawi.

🎯 Objective 2: Reach

🧩 Goal:

Show your ad to the maximum number of people in your target audience.

⚙️ Key Feature:

• Frequency control: Decide how often people see your ad (e.g. once per day).

💼 Best For:

• Promoting events (e.g. webinars, live lessons)

• Running local promotions

• Spreading information widely on a small budget

✅ Example:

If you’re offering free trial lessons for one week, a Reach campaign helps broadcast the offer to as many people as possible.

📚 End-of-Module Recap:

✅ Use Awareness Objectives to introduce your business and start building trust.
They don’t drive clicks or sales immediately — but they prepare your audience for future action.