Why Are My Brand Awareness and Consideration Campaigns Yielding the Same Forecasted Deliverables?

Sometimes Brand Awareness and Consideration campaigns show the same forecasted results in programmatic advertising. This can happen and is normal.

Key Differences in Optimization Goals

The main difference is the optimization goal:

• Brand Awareness campaigns typically optimize for impressions.
• Traffic campaigns (Consideration or Conversion) use different optimization goals than awareness. Our goals are to optimize toward audiences (where applicable) and use different frequency caps.

Refine Targeting Between Campaigns

You can also refine the targeting between your Awareness and Consideration campaigns:

For the conversion campaign, we can ensure we are targeting users with a higher purchase intent or those who have previously shown interest in the product or service, for example.

Tailor Ad Creative to the Objective

Ad creative can also be tailored for each campaign objective to achieve the desired goal. Awareness campaigns should focus on building brand recognition, while conversion campaigns should emphasize the value proposition and encourage immediate action.

About Forecasted Results

All this to say, while the forecasted results may look the same, they do not show the full story of how we will optimize for each. Different optimization goals, audiences, and frequency caps will guide performance once the campaigns are live.