When business owners talk about their Facebook ad strategies, the conversation is often focused on retargeting, optimization, and scaling.
What if we told you that there was something missing from that conversation that could actually double the results of your Facebook ads?
Improving engagement on your posts and ads can have a huge impact on your ad effectiveness. Few businesses put focus here as they believe it takes too much time to engage their communities online and don’t see the value. In this post, we are going to show you the value. It’s then up to you to decide if you want to put in the work.
WHY ENGAGEMENT WORKS WITH FACEBOOK ADS
Facebook typically rewards content that is more engaging and shows it to more people. Ever notice how the posts at the top of your newsfeed are often announcements from friends and family with a lot of commments? Perhaps it was the birth of new baby? Maybe someone got a new puppy?
These posts perform well because they have lots of engagement. They have lots of likes, comments, and shares. Since the goal of Facebook is to keep users on the platform to make more money, it makes sense to show users more of these kind of posts. These rules apply with your ads as well.
WHY YOU WANT YOUR ADS TO HAVE A LOT OF ENGAGEMENT
Spending money on Facebook Ads isn’t like advertising in the local paper. In a local paper, you pay to have your ad placed and pay based on distribution numbers. It doesn’t matter how much people like or dislike your ad, it is going out to the same amount of people.
Facebook advertising is different. You pay for the ads, but you are not paying to reach a set amount of people. The same factors that influence your post reach on organic posts are in play with paid posts as well. Ads that are more engaging are going to get you better results. It’s that simple.
HOW TO ENCOURAGE DISCUSSION
Post content that actually helps your audience that they want to engage with, Don’t just post promotions.
Ask questions. Ask for insight. Get them talking.
Respond back to comments and get a conversation going. Ask them questions and make your responses valuable. Keep the conversation going.
The challenge with this strategy, is that it does take time. When someone comments on your post or ad, you need to reply fast. This early engagement shows Facebook that your content is valuable and Facebook will start to push it out to more people. The key is not to game it. These need to be genuine interactions with your fans.
Sound like too much work? It does take work, but takes time. This is often the best way to improve the results of your ad spend and the organic reach of your posts. .