You want to run engagement ads (Facebook calls them “boost your posts”) as part of your overall Facebook Ads strategy. Why? After building your audience with “like” ads, you want to connect with fans to enhance your brand, showcase your expertise, and begin a relationship. (The growing your list stuff comes later…)
But maybe you’re wondering… did my engagement ad work? How do I know? Let’s examine an engagement ad that I ran recently for a client, and see how we did.
Before we get to that, let’s set our expectations. For this client, her main social media channel is LinkedIn. And yet, she’s willing to invest in other networks to increase her audience. I love that.
My Career Coach client and I came to discover that engagement on Facebook isn’t easy for her because people don’t want their friends to necessarily know that they are job-shopping, especially their co-workers. Let’s keep that in mind and consider that in addition to engagement, we’ll want people to be clicking through to the website.
Here’s how we were doing before the ad:
Page Likes: 329
Average Reach: 21
Ask yourself, how much would you be willing to spend to have 10x that reach, to be in the newsfeed of 210 people instead of 21. Would you be willing to spend $5? Let’s try that.
Here’s the ad and what I did:
- Purchased a stock photo that metaphorically related to the topic of the blog post.
- Used Canva to add text to the image to make it clear what the post is about.
- Introduced the blog post with text that made it clear that we are targeting people who are interested in job-hunting topics and might be submitting resumes and cover letters.
- Added a call-to-action (CTA): “check out my blog post.”
- Included the full link to the blog post.
- Added a couple of hashtags that relate to the article.
On my client’s website, the blog post included a small bio of my client with her picture, and below that is an image of one of her free offers. The right sidebar column has another free offer as well. For SEO purposes, we want every page to standalone. We’re ultimately trying to get email addresses for my client’s sales funnel, but with the engagement ad, we’re being indirect about it.
Here’s what I care about with an engagement ad and how we did. Let’s see what we achieved for our $5:
My expectation was that I wanted about 10 times the reach for the $5. We received more than 33 times the reach! We didn’t do so hot in the post likes & comments department, but we knew that might happen because of people wanting to be anonymous about their job search.
However, we got 2 shares (and that wasn’t us, although I should have asked my client to share the post on her personal profile), and that was an unexpected surprise that really helped the reach.
What was the real indication of success? 48 clicks resulting in a click through rate of 6.24% (anything over 2% is great). So, even though they aren’t liking and commenting, they are clicking to check things out. Nice…
But there’s more. We got 7 likes on the page from an engagement ad. I’m willing to pay around a dollar for each like in a like ad, but this was just gravy. We’ve expanded our advertising base with those new likes and are edging toward the tipping point of 500 likes, a viable, active page.
Facebook gives us a grade with a relevance score of 10 on this ad, meaning our ad was well-targeted and relevant to our audience. Facebook rewards us by lowering the cost for the ad to be delivered.
Things that I might try next time include optimizing the ad for website clicks rather than engagement and adding a pixel to track the number of free offer opt-ins associated with the ad.
It took me awhile to find just the right audience for this client, and each client is different. With Facebook ads, you have to be patient, know your goals and what you’re willing to pay for them. Then, watch those ads do their magic.
Can we make lightning strike twice, or was this post just a really popular topic? Let’s try again.
Again, this is a $5 ad spend. Here are the results:
With this second ad, our reach was a little less. We got the same number of post likes, but we got a comment this time. The stat that blew me out of the water was the number of shares: 7. We bettered our click-through rate to 7.37%. Facebook acknowledged our efforts with a relevance score of 10 again.
So, what’s the secret sauce?
- For me, it begins with an eye-catching image
- Then targeted text that attracts the right audience
- A call-to-action that leaves them hanging a bit
- Targeting the right audience (not so easy — this takes imagination and trial & error)
- A landing page that delivers what it promises
But let’s get to you. When you think of Facebook ads, do you think of boosting your blog posts, or do you focus more on conversion ads? Do you see the value of showcasing your expertise this way? Would love to know what you think…
Kristy Schnabel of It’s Virtually Done is a social media & online marketing strategist who helps entrepreneurs with quick & easy social media strategies to boost their business. She’s been profitable online for 11+ years and relishes helping others master new technologies. When she’s not online, you can find her swimming miles for her next open water swim vacation, hiking in the forest with her dog, Aubrey, or walking at the Oregon Coast with her husband Larry.