3 Rules for Successful Ad Engagement on Facebook
Ad engagement consists of multiple actions: website clicks, post likes, page likes, comments or shares. Increasing your ad engagement is definitely a determining factor when it comes to “making or breaking” the success of your campaign.
The type of action required from the ad would be determined by the objective of the ad campaign. If the aim is to build your Facebook page community, then a campaign with the objective to get more likes should be made. If the aim of the ad is to get as many visitors to the website as possible, then a campaign with the objective to get website clicks should be made.
Many campaigns usually lack the engagement they need or tend to decline in engagement over time due to negligence. Not monitoring and constantly optimising the ad campaign will lead to failure. In order to constantly get your ads more engaging, follow the three rules outlined below.
1. Know Your Target Audience
There really is no point in targeting males between the ages of 20 to 50 when the service provided is women’s laser hair removal. Although the example is extreme, there could be demographics that work better for the ads as compared to others. Facebook is powerful when selecting your target audience. This platform can break it down to the point where you can target women with kids between the ages of 0 to 3, who also have a past history of spending money online. This is a perfect tool for businesses to market with, especially when the product or service advertised is really niche.
An example would be a business selling Australian-made baby food online – a majority of their online customers would be new mums. This would be the perfect opportunity to create a highly targeted audience through Facebook. The potential reach would drop when targeting this specific demographic, but we know for sure the users that do see the ads are all potential customers.
Some businesses may not really know how to break it down to such a narrow audience as they believe the higher the potential reach, the better. Although this may be true in some situations, this could also be a one-way ticket to failure. Having a higher reach could lead to wasted budget, as users that may not convert will click through or like the page, not allowing the budget to show the ads to users that would possibly convert.
Finding the most appropriate target audience can be done through split testing. Multiple ads can be made using the same imagery and text but targeting various audiences. This way, with data collected over time, you will be able to determine which target audience works better and start pushing more ads using this.
2. Ad Messaging is Key
The ad text plays a huge role in ad engagements. The more clear and concise the text is, the better. Don’t write a whole story. The purpose of the ads is to entice the reader quickly and in an attractive manner. Keeping this in mind, you need to relay the offer, product or service at the same time.
Facebook is one of the ‘noisiest’ advertising platforms. There is a lot happening on news feeds – from what your friends had for dinner, down to their Candy Crush scores. In order to stand out and start getting people to engage, make sure the ad tells the user what you offer and what they will get if the click/like/share the ad. The last but most important factor would be to have a strong call to action. Tell the user exactly how to get in touch with you or obtain the product you offer. Don’t be afraid to be obvious, like “Get your free E-Book today” or “Click here to sign up”.
3. Connect Through Imagery
Like all other aspects of online marketing, the best way to determine the optimal approach would be to split test the ads. Create multiple ads that have different text as well as call-to-actions. Over time, you will be able to see significant differences and this will allow you to optimise the ad text appropriately.
Crafting impactful visual messaging is an essential element in any Facebook ad campaign. With short attention spans and crowded ad space, you need to ‘shout to be heard’, or rather ‘jump to be seen’ in order to stand-out amongst the clutter of the all too familiar Facebook news feed, during the course of people’s daily browsing habits.
Carefully consider what you want potential customers to sense and feel from your brand. What are you trying to say and why? Are you the cheapest, fastest, most expensive or… X? Determining this is paramount to solving the puzzle of how to encapsulate your company voice and effectively project it through your advertising.