Almost 2 million daily active users worldwide spend about an hour a day using Facebook and its pilot apps — Messenger and Instagram. Marketers are giving more attention to Facebook engagement ads as it’s a powerful tool to skyrocket brand awareness.
The average Facebook user is clicking on around 11 ads in a month. However, not every advertiser sees the results right after launching the campaign, and others are ditching Facebook engagement ads as they did not deliver any groundbreaking results. The truth is that the ad campaign lies much deeper than just launching a targeted campaign. So, the question is — how to create the ad that performs and delivers?
Facebook engagement ads, also known as page post engagement (PPE) ads, allow companies to share the message with more people beyond their Facebook page and business followers’ news feeds. In general, businesses are paying for post engagement rather than the reach. When launching a PPE, Facebook will show the ad to the audience they think are most likely to engage.
However, page post engagement ads are not the same as boosted posts. Boosting a post turns an organic post into an advertisement whose task is to reach a broader audience. Advertisers use PPE ads to pay for an actual engagement with the ad rather than generated reach.
Facebook allows advertisers to choose an exact objective they want to achieve with the ad. Currently, the social media giant is offering three main objectives and various sub-objectives within:
If the business goal is to gain more brand awareness in social media, the Facebook Ad created with a Consideration objective and engagement milestone will deliver the best results. Running a targeted PPE campaign will deliver the ad to the users, who will find your content relevant.
Facebook engagement ads will also help to boost proof and reach in the social media landscape. The more people will engage with your content, the more it will encourage others to do the same. It’s pretty similar to viral posts. The wider the message is spreading around the media, the more results it is going to generate. It might deliver even deliver the results better than you’ve expected and paid for.
The study conducted by Social Insider shared insights on how Facebook users interact with the content published by businesses. Depending on the niche the company is operating in, some are having higher engagement rates than others:
The median average engagement rate through all of the industries is 0.27%. Politics average post engagement rate is skyrocketing because it provokes feelings and reactions from various audiences, sometimes even hate speeches addressed to politicians. The study also showed that politics have nearly doubled their average engagement rate compared to the 2019 period, 0.52%.
Although during the pandemic, fashion and eCommerce industries have increased their sales, the engagement rate decreased. Mostly because of the algorithms Facebook has implemented. The more traffic the businesses are getting outside of the Facebook-operated landscape, the lower the engagement rate.
Advertisers can measure their marketing efforts’ effectiveness in four ways. Each calculation presents a different metric as a success benchmark so that the numbers can be different according to the advertiser’s chosen calculation method.
For follower-based engagement calculation, the rate above 1% is considered good. However, if the posts receive less than 1% engagement continuously, the following base is likely concentrated on mostly inactive users.
For advertisement engagement calculation, a 1-2% rate is good. At most times, it should reach the benchmark because the ad is being shown to the audience, which might be interested in the product or services. However, it is important to define the business target audience correctly. If the ads receive less than a 0.7% engagement rate on average, we advise redefining the target audience.
A good engagement rate calculated by this formula is the same as a good reach-based rate.
The engagement-focused Facebook ad can be created by using a photo or video material. If the Facebook Ads are not performing well or do not draw the users’ attention, there might be a few solutions, which will help leverage the engagement rate:
Although implementing Facebook Ads might seem overwhelming initially, the return on investment (ROI) can be massive. The Facebook engagement ad might not be a success right away but it’s not recommended to throw it off the bat right away.
By running an A/B test on similar ad content, testing different CTAs or visuals and constantly monitoring the performance of the ads, marketers will find their path to success. Facebook is the leading social media platform by the daily users base and advertisers have a big opportunity to leverage the business through it.
Published on Jul 22, 2021
WRITTEN BYBenediktas Kazlauskas
Benediktas is a detail-oriented writer with a passion for marketing and technologies. Most of the time, you can find him holding a cup of coffee and crafting another data-backed, insights-packed content piece.
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