Guide to Facebook Ads Post Engagement
Investing in Facebook Ads is one of the best ways to boost your brand’s awareness and sales conversions. However, running your ads doesn’t guarantee growth in your engagement. It takes the right strategies to nail your Facebook ads post engagement, which we’ll break down in this guide.
What is Facebook Ads Post engagement?
Facebook ads post engagement is the total number of actions made by people who came across your ad. It consists of actions like liking, reacting, commenting, sharing, clicking through, and availing offers.
People who are interested in your ads are more likely to engage with your Facebook Ads. Apart from garnering a wide reach, ads are more effective when you generate lots of engagements.
The difference between FB ad post reach and post engagement
In having your FB ads set up and all planned out, you need to distinguish these two terms that confuse some marketers.
The Facebook ad post reach refers to the total number of people who saw your ad. On the other hand, ad post engagement is the total count of all reactions garnered.
The former counts the number of views, whereas the latter only counts who initiated action upon seeing that ad. Every marketer must know the distinction between the two. While reach is significant, engagement yields more possibility of sales conversions since engagement means leads grow the interest over your ads.
The ideal Facebook ad post engagement rate
There are three ways on how to measure engagement. To be considered good, these are the three calculation methods:
Total Engagements/Followers = Engagement Rate
This is the calculation measured on a per follower basis. It doesn’t include non-follower engagement. The reasonable engagement rate for this calculation is above 1%.
Total Engagements/Reaches = Engagement Rate
This is the measurement per individual basis or the number of individuals where your ads are shown. For this calculation, 1%-2% is considered good.
Your ads only reach the unique segmentation of the audience who should be interested in your ad. If you receive less than good engagement, something must be wrong with how you targeted your audience.
Total engagements/Impressions = Engagement Rate
This is the impression based calculation measured per view basis. The ideal engagement rate is at least 1%-2%. However, this measurement can lead to inconsistent results because of the frequency variable or the reach x frequency = impression.
Ways to improve Facebook Ad Post Engagement
You might have known the best practices of making the most profitable ads, but when your ad engagement stays below ideal, you need to step up your game. Here are some secrets to sky-high Facebook ad post engagement that you should try:
1. Know your audience exactly.
To make each impression count, you need to target the right audience. Knowing precisely who gets to see your ads will help you earn more engagement since there is a high probability of interest with you. In targeting your Facebook Audience, this course might help you set up the best criteria: The Easiest Ways to Drive Highly Targeted Traffic From Facebook to Your Business.
2. Deliver ads that your target audiences want and need.
Your ads should always be relevant and relatable to your audience. The more they relate to your ad, the more likely they are to stop and engage with your Facebook ad post.
Skip boasting about you and shed light on the benefits they will reap from your services or products. Remember to focus on your target audience’s needs.
3. Set your ad objective to ‘post engagement.’
Upon completing your ad upload, set your Facebook ad objective to ‘post engagement.’ This way, Facebook will target audiences who love engaging with ads. That’s one quick way to garner more engagement since Facebook targets the right audience who are more likely to engage.
4. Craft a compelling ad copy.
Your copy is as crucial as your visual content. You must provoke the right thought and persuade the audience to initiate action. Crafting an ad copy doesn’t have to be over the top, but it needs the elements to help the audience want more of you.
Some helpful pointers in writing a compelling Facebook Ad copy include:
- Tell a story
- Inject personality
- Give the audience something to ponder on
- Talk to your audience
- Have fun with emojis
- Keep it short but sweet.
If you want more extensive guidelines on writing a compelling ad copy, here’s an in-depth ad copywriting class you must check out: Thirty Copywriting Secrets From the Best Advertisement Campaign of All Time.
5. Never leave out a CTA.
It’s a mortal sin to forget putting a call-to-action (CTA) on your copy or graphic content. After all, it helps direct your audience to do the intended action. Either by watching a video, downloading a lead magnet, commenting on their thoughts, or sharing your post—you can direct them to promote engagement.
6. Share striking visual content.
Visuals are the first thing that audiences see in an ad. If you fail to be remarkable at first glance, chances are, your post will be neglected right away. That’s how essential the visual elements are in your content.
Ensure your images, video, graphic content, gifs, and carousels are catchy, attention-grabbing, and relatable. You can even include here your CTA as there is a higher chance of getting read when texts are written on the visuals.
7. Try to engage with post commenters actively.
Getting down at your audience’s level gives you an approachable impression that’s highly essential in business marketing. Try to actively reply with people who commented on keeping the engagement flowing.
When people see that you are more than willing to spend time interacting with them, they will become motivated to engage.
8. Do A/B testing.
Before running your ad campaign fully, implement ad tests to help you find out which ad will yield more engagement. You need to prepare two sets of ads to send in a small segment of the audience. Whichever ended up more effective should be the one to utilize in your full ad campaign.
You can test two ads with different types, content, copy, and even products/services featured.
9. Consider your ad posting time and ad frequency.
These two are essential considerations that make a huge difference when done right. The optimal times to post depends on the social media behavior of your target audience. You must thoroughly research when they are mostly online and pick those times to run ads. This way, you’ll have a better chance of getting engagements.
On the other hand, the ad frequency is also crucial since too many ads may annoy the audience. The last thing you want to happen is to drive your audience away due to too many displayed ads. What you should do is focus on ad quality over quantity. But still, don’t scrimp on ads—too low ads might not give you enough exposure. Testing will help you find the best ad frequency.
Want more strategies to have profitable Facebook ads? Here is a topnotch Facebook Ad course that will ensure you hit success with your Facebook ad post engagement: The Ultimate Facebook Ads Marketing Blueprint.