Me a comment 20 minutes ago asking about a article that I cut a while back on running an engagement ad on how to run a Facebook engagement ad and sometimes people get it right away. Sometimes people don’t and that’s why I love your comments. Man, if you have any questions whatsoever drop me. A comment below question me on my articles.
Question me on strategies. Ask questions, that’s how you get answers to what the thoughts that are going on in your mind. You know all that stuff that you’re thinking of or assuming or trying to try to figure out, I’m telling you man most likely. Your answer is a question away. So if you can, if you can drop comments below man, I promise you. I would do my best to get to every single one of them and drop a new article to really kind of bring you up to par on where, where you know you should be and where your ads could be in this particular case.
So this one had to do with an engagement ad article that I made and, for some reason, Miriam is not really having success with it, and so what I’m going to do is I’m going to kind of just add my two cents and and just kind of Walk you through another engagement, ad and and kind of just share some more information on on making you understand it and just making it more clear and in making sure that you guys really understand the differences between all these different ads.
The pros and the cons and just the advantages and the disadvantages of running an engagement ad or a article view ad or lead capture, ad, really understanding the differences between all the different ads that you can possibly possibly be running through Facebook, because that’s where it truly Starts man, it truly starts when you come over here to your Facebook page, you click on create and you click on add it all starts there when you click on that ad.
It’s going to bring you to this section right here, and this is what you want to bookmark so bookmark. This page right here come up here, hit the star and just bookmark this tab, because this is where all the magic is going to happen. Okay, now um, this is where it starts. An engagement is right here, but I want to really kind of edge, Kate, you and kind of share. What’s the purpose of an engagement like why an engagement ad right, it all comes down to your goal.
You guys it all comes down to your objective, like what the heck are you trying to do on my blog. I talk a lot about online marketing and when it comes to online marketing, there’s many aspects to it, but I truly believe at the end of the day, it’s all about capturing a lead. It’s all about making a sell, and/or capturing a lead, and so with that being said, coming in here to the Facebook platform, whether I’m running a Facebook ad or whether I’m running an Instagram ad or whether even running a YouTube ad 99 % of people.
That are that are running ads are doing it for those two main reasons to either make a sell or to capture a lead. Okay. Now those are the two top reasons. The third reason is for some type of brand awareness or some type of exposure. Okay, that’s the third reason, so so to tell you the truth. The third reason when you, when you go for for in this case, engagement, which I call exposure brand awareness, it’s it fits number three.
It fits that category of the third, the third reason, but mainly people that are that are going for for for that type of an ad are mainly people that are that are that, are how can I say this that are that are just trying to get some Type of exposure: okay, they’re, not driving the click to a landing page they’re, not driving the click to a checkout on your website, whether it’s a Shopify or an Amazon or your own e-commerce website.
So your objective isn’t to drive a click to buy something. So, therefore, you are most likely just looking for exposure you’re, looking for just brand awareness, you’re looking for exposure, you’re looking to just get your name out right, and so those are the people s the third reason and and the third types of people you know that Run ads, it’s it’s it’s if that time, a person that is not necessarily looking for lead or a cell right away.
So, to tell you the truth, the way I look at that is that if you have extra budget, if you have extra money to throw at Facebook ads, then you can start running engagement. You can run maybe brand awareness and reach you can maybe go for. Go for go for article views, go for article views right if you’re just looking to spend some money and get and get your feet wet if you’re, just learning and you’re trying to really explore and really understand the differences between all these ads, because at the other Day, it’s going to be your analytics.
It’s going to be your reporting. It’s going to be your numbers that determine the differences between all this stuff right, you’re going to have to look at your report, but what I’m going to do is really give you give you give you a heads up and give you a cheat sheet on how To really approach it, engagement in this particular case, shout-out to Miriam Miriam, is, is trying to run an engagement ad okay.
So what I’m, assuming? What I’m, assuming is that Miriam is not looking to drive a click to a landing page, because if we, if we were, then our objective would be to capture a lead right, we’re driving it to a landing page in order for them to put their name and Email, that’s going to be a traffic type of ad or it’s going to be a conversions. It’s definitely not engagement. Okay now can people see the engagement ad click on it and then go to your website yeah.
That can happen for sure, but you’re telling Facebook, hey man, that’s not really my objective. If it happens, it happens great, but my objective is to get article views or my objective is to get just brand awareness or reach or engagement, which all kind of cover. What those are exactly in more detail, but if you’re, if you’re, not driving a click to a landing page, where you’re going to be capturing a name and number or if you’re not driving a click to a website where you’re looking to make a sell.
Okay, then agent is something you can run and again. I just truly believe it’s only if you have more budget, because because at the end of the day, I’m willing to bet the majority of you guys that are reading this article right now are looking to do number one or two number one you’re looking to make A sell online number two you’re looking to capture lead, so really engagement wouldn’t be your type of Facebook ad.
Now again, if you have an extra budget, if you have more money to spend engagement, I’m going to tell you why people run engagement, I’m going to tell you the benefits of an engagement ad, but an engagement ad, wouldn’t be something really for you right now. If you’re, if you’re really trying to turn it trying to accomplish step one or two, you know reason one or reason 2. So if you’re, if you’re not doing that, then an engagement ad would be something you can run.
Okay, so an engagement ad. Let’s take a look at, let me, let me see if I can find. Actually I for sure would be able to find. Let me see if I can just go through my newsfeed and let’s see if we can find an engagement ad okay. Now again, as I mentioned, the objective with an engagement ad is to not necessarily get that person to click. Okay, they’re not we’re not looking to get them to a website to buy something; we’re not looking to get them to a landing page, to give up a name and number okay: we’re not giving away anything for free, there’s, no free download, there’s no free training article! There’s no name and email: that’s not the objective, we’re not taking them there! Okay! So with that being said, our whole thing would be to keep them on Facebook, keep them on Facebook and get them to engage in the post aka, the ad okay.
So as you scroll through Facebook, let’s see if we can find an engagement, ad, okay and and – and I could just I can just look at it in and 99 % of the time I can know exactly what type of ad it is just by looking at It so, let’s see if I can find an engagement ad, this could be an engagement ad. Okay, now I’ve seen way way, bigger numbers, but bestseller publishing this a article of Russell Brunson.
Obviously this is not coming from clickfunnels. This is not Russell running this ad. It’s someone else: it’s bestseller publishing now this right here could possibly be an engagement at for sure. I’m 99.9 % sure that this is an engagement ad. So anytime, you see the word sponsored and you’re scrolling through and you see a ton of engagements you’ve seen a ton of people like it. You see a ton of people share it, which is not exactly a lot, but the ad could have just started today for all we know, and that could be a ton of engagement just for today alone, and then they run it for another five days and before You know it, the 15 comments are going to be a hundred and fifty comments and the thirty shares are going to be.
Ninety shares right, so this ad could have just started today for all we know, but what I do know what I’m. What I’m willing to bet is that it’s an engagement ad, because you see the engagement anytime. You see a ton of shares, a ton of comments and a ton of likes. That is an engagement ad. Now, there’s a learn more button, so I can click on it and I can go off of Facebook and I can go to a landing page and there’s my name and number.
But the objective was not that the objective was to keep these people on the platform and get them to comment, get them to share, get them to like okay. Now, what are some reasons why people would do that right if they’re not looking to capture a lead or, if they’re not looking to make a sell, necessarily at the end of the day they are, but not in this particular case, not with this specific ad objective.
It’s an engagement ad, what’s the purpose of it, and why would someone even run it? Why would bestseller publishing run this engagement ad? A couple reasons is because of the social proof when you’re scrolling through and you see different posts and there’s a ton of people liking. It a ton of people sharing it. It gives off social proof that a bunch of people are liking. This post, which is true little, do we know that it’s coming from an ad right, because once once they stop it, that engagement stays and this post could be a post on their business page and it’s no longer running as an ad.
But the social proof remains, so it was worth it to spend the 20 bucks to get a ton of people to share it, a ton of people to like it. So when we turn the ad off, those numbers remain in it, and now our looks like an authority, it looks like it’s been seen by a ton of people which it has and and little do people know that it was an actual ad that made all that Happen so number reason reason number one why this person would run.
It is for the social proof to get the numbers up high and it really build that credibility. Okay, what could another reason? Another reason be. Another reason could be that this person didn’t have a landing page which they probably do. I don’t even want to click on, learn more because I know where this is going. I seen this ad before, but this and there’s a link right there in the actual and the actual coming in the in the copy up here in the text, so that there’s the link, so this learn more, is definitely taking me to this link right here, but Reason number two could have been that they didn’t have a link.
You know a lot of people can run. You can run an engagement ad, someone that doesn’t have a landing page. You don’t have to have a website, you don’t even have to have any URL at all and you can run this engagement ad and just get a bunch of people to comment. That’s reason. Number two, so reason number two a lot of people. I don’t even have a landing page, don’t even have a website, but they want to run Facebook ads and keep everything on.
Facebook they’ll run an engagement ad and just get a ton of people to comment a ton of people to comment now, one one downfall about that is that you obviously have to keep looking at your Facebook all damn day, because if you have ads running – and you Have people commenting it’s your job to make sure that you’re replying it’s your job to be stuck to your phone like frickin flies on, and you have to be commenting and replying to all these comments, because you’re paying for those comments right.
Those aren’t just random comments. Coming because you put up something organically, those are paid engagements, so you want to make sure that you’re, actually replying and staying engaged with the post. That’s the whole purpose of an engagement ad, so you can get up the the you can get the Facebook algorithm working in your favor, because a ton of people are commenting and Facebook keeps showing it to more people.
Okay, that’s number two reason: number three is to get a shitload of people to share it: okay, depending on your budget, if you had 50 bucks like let’s say, for example, we put 50 bucks at this engagement ad this 3. This 30 would most likely end up at 300 within a few days. We’d have hundreds of people share it. That’s a huge huge benefit. Huge benefit. Is that worth the 50 bucks hell yeah to get a bunch of people to comment to keep them on Facebook? Remember we don’t have a landing page, let’s just say we don’t have a website, we’re just running ads and keep it keeping the traffic on Facebook.
It was worth it for all those people to comment, and it was for sure worth it for all those people to share it. They all shared it to all their friends and tens of thousands of people most likely saw this article which which, which was super powerful. So the fourth reason: here’s here’s the fourth reason and that’s kind of all. I got for you. The fourth reason why someone would run an engagement ad is to build custom audiences of the people who are actually engaging in it.
Okay and the only reason why you would do that is to retarget those people in the future. So, for example, I run this engagement ad. I run it for 5 days at $ 10 a day I put $ 50 into it. What I’m going to be able to do now is I’m going to be able to go into Facebook and create a custom audience of everyone who engaged in this post? So all the people who shared it all the people who commented all the people who liked it all the people who clicked on it Facebook is going to allow me to categorize all those people create a custom audience and then therefore, I can retarget that audience in The future with ad number two that’s powerful, so as people start to start to click and comment and share Facebook’s going to collect all that data for you and that’s now considered a warm market.
Now you can go out there and run the next ad or in the next ad, run multiple ads thereafter and retarget. Those people who engaged in your previous ads, that’s powerful. That’s the name of the game, no matter what objective you’re running is retargeting you’re, going to be retargeting people who are engaging you’re going to be retargeting people who are landing on your pages, because you’re pixel in them you’re going to be retargeting.
People who are reading your articles, because Facebook’s tracking, all the article views right so creating custom audiences are what you actually have to do in fact, stay to the end of this article stay to the end of the article and at the end, you’re going to see Me do another article on how to create a custom audience and why you need to be creating custom audiences. All this engagement needs to be in a custom audience that you’re going to be able to retarget with future ads in in the future.
Okay with ads in the future, so stay to the end, you’ll see that article come up, that’s how to create custom audiences with with Facebook. So that’s super super powerful, but mainly those are the top 4 reasons. Men why you would run an engagement ad so so, and you know what let me let me let me let me add, number 5. Here’s number. 5. Here’s number 5. Okay, here’s the top! Here’s a fifth reason: it’s because of the engagement because of the numbers because of the social proof, so let’s say, for example, I have $ 100 to spend on a Facebook on Facebook which ain’t, so you want to step your game up in 2020.
You got to be coming with a little bit more budget than that, but let’s say, for example, just for the numbers sake. Let’s say we have a hundred bucks and, let’s say 50 bucks we’re going to spend on this engagement ad and the whole purpose is to get a shitload of people to comment like and share okay after the $ 50 budget, that ad is turned off. We then go run a second ad, using in the same exact post using the same exact ad, but rather than engage, or I should say post but but rather than running an engagement ad.
Let’s say we run it again for conversions, but we only run it to the people who engaged that’s retargeting, but then also we take it again and we run it under article views now whenever we want to grab this contest. This is what we, what we call an asset whenever we want to run this asset again. Let’s say this is a high converting ad. A lot of people engaged a lot of people, viewed it and it’s a good article and we shut it off now and we want to rerun it again when we rerun it again.
This is number five when, whenever we rerun this this ad again, these numbers stay. So one reason to run a article I mean excuse me to run an engagement is to get all these numbers up and then we shut it off and run it again under, let’s say conversions, and by the time we run it under conversions. All these numbers are super high. That’s the reason. That’s the fifth reason. It’s a social proof, and I don’t know if that would reason number one chime at the rewind this article and read I myself, but it’s a social proof.
Okay, it’s a social proof, whether I said that as number one or not it’s it’s social proof when you have big numbers like that, and people are scrolling through, let’s see if we can find find one, that’s actually even bigger than that. As far as the numbers, let’s see look at this perfect example. Perfect, perfect example. This is a 30-second article man. This is rant from spark a our creators. Look at the engagement 8,000 people liked it.
Four hundred and five comments, 548 shares. That is the definition of an engagement ad okay. Now they ran it under that they ran the engagement at first under engagements right. They ran the ad under engagements. First, let’s say they put a couple hundred bucks to get these big big numbers. This is the very very first time that I’m seeing this ad I’ve never seen this ad. I don’t know who spark a our craters are, but hey Tripp, Tripp out on this look at it.
This way, let’s say, for example, they spent the last month targeting a completely different audience: okay and they ran it under engagement. They got all this engagement and they did it last month. Okay, now we’re in a new month and now they’re running it again, but under let’s say conversions and by the time they run it again. It’s coming to people like me and by the time I’m seen this ad for the very first time.
The numbers are absolutely ridiculous, so I’m looking at this and I’m saying holy, these people must be crushing. It 548 shares 405 comments. Are you kidding me who the hell are these people? They must be doing extraordinary right, that’s the assumption and that’s the perception and that’s what people think and that’s how that that’s social proof, and so it was worth the hundred bucks on the engagement.
They turn it off and then now they’re running it running it again, because it was a great article, so now they’re running it again under conversions over here under conversions, because they’re a whole objective now is to get people to download download, learn more which, when you Click on learn more: you can go to a page, a landing page and enter your name and email or or or yeah to download something.
That’s conversion, that’s akin version. An action is a conversion. An action is a cell or a or a lead capture. Okay, that’s conversion! That’s the conversion objective over here; okay, so if you’re looking to do any of that make a cell online or capture an actual name and number aka elite, it’s conversions! But if again, if you had extra budget, is it worth it to run? Engagement? First, to get a shitload of people to comment like and share and then take the same piece to come over here and run conversions.
Was it worth it hell? Yeah was worth it these people to have these big numbers like that? All that shows man has credibility. All that does is show social proof. It’s it’s it’s it’s it’s it’s it’s! It’s letting people like like me, think and assume that they’re the big swinging. You know what of the industry and they’re killing it. That’s all! I’m thinking big numbers. You know freaking crushing it.
That’s what I’m thinking and so that’s the whole purpose of an engagement man is to is to get people to stay on the platform, crank up the numbers and engage in your post and those are all the different ways they that are reasons why you would do It and in and if anything, in my opinion, the biggest reasons, why is to create the custom, audience and retarget those who engage and that’s exactly what you do with a article view ad.
So when you come in here and you run article views, the whole objective with article views is to not get people to click on it and go to a landing page or to get people to click on it and go buy, buy your product. That’s not article views. The whole objective with article views is to capture an audience is to create a custom audience of all the people who are actually viewing it. So then, therefore, you can go out there ad number 2, ad number, 3, ad number, 4 and retarget.
All the people who readed your article, that’s how you continue to stay top of mind and you continue to get in front of a warm market and that’s how your actual cost would remain super low, because all you’re doing is retargeting an existing warm market of people Who are already reading your stuff or engaging in your post? Ok, so I know that was a ton right there. You guys reread this article, if you and in in in in in and learn from it man, because those right there are all the reasons why an engagement ad is is, is worth it just depending on your budget and in depending on on your overall objective.
Okay, so what I’m going to do here? Man is all run. A quick engagement, ad I’ll put together something super random, real, quick and and just run it run it through. So you guys can know how I set it up and depending on what industry you’re in, if you’re, in housing or, if you’re in employment or, if you’re in credit. Okay, if you’re in insurance mortgage loans, make sure you click on one of these okay.
Because if you don’t, if you don’t check this box and in and in check – and you know, freaking mark the correct one – your ad will not be approved. Okay for sure, so I’m going to go with this one homeowners insurance, I’m going to run it on it. On a on a sample page right here, shot up to my boy, Robert, and we’re going to just set up a quick engagement ad under his his his recent post, and what I do also is I post every ad that I do 9 out of 10 ads That I do, I put it on the page first, okay now this right here is what he put up on the page on the fifth, and this is what he wrote being selfish, isn’t always bad, and what I’m going to do is I’m going to actually add To it, because this is going to be an engagement ad, so I want to see how how it, actually, you know, turns out.
So what I want to do is I want to. I want to simply ask a few questions in here up at the top, so I’m going to put I’m going to add to this being selfish, isn’t always bad? What are your thoughts drop? A comment below okay, so now we’re getting people to comment, we’re getting people to drop a comment. What are your thoughts? We’re asking them a question being selfish? Isn’t always bad? What are your thoughts drop? A comment below I’m going to save that and and and now we’re going to go in as an engagement ad, so whatever your engagement, that is ask a question, because the whole thing is is to get people to comment.
That’s the whole purpose of an engagement ad is to get people to comment, get people to share you. People like it. So let’s ask him: let’s hey what are your thoughts and let’s just get a shitload of people to comment below with their thoughts? Okay, so that this will be fun and we don’t have to put a huge budget towards it. So, let’s go with uhm: let’s go with we’re, going to go with and we’re not even going to go at CBO right now, because it’s going to be a one-time one-off ad.
So I’m not going to even do worry about the the campaign budget. Optimization. Let’s just run through this part here and set it up so custom audiences. We don’t have any custom audiences just yet so we’re going to come down here and we’re going to simply target his local area. People who live in the city of Norman okay actually know what we’re going to go with everyone in his state. Let’s go with everyone in the state Oklahoma.
How do you even spell Oklahoma, dude? Okay? So, let’s go with Oklahoma, we’re going to just target everyone in the actual state people who live in this state, okay and then and then, when you actually go with when you check that box and you go with housing or credit or or anything like that, like I did on the first page, you can no longer chew or change the actual age or the gender okay, so that remains the same and that’s totally fine and we’re not even going to we’re not even going to focus on on any of the detailed targeting we’re Going to leave it very very broad – and this is another another another key key strategy and a Golden Nugget tip running on an engagement ad a lot of times.
People will come in here and put in the actual demographics, the interests and the behaviors right. The detail targeting, but in this case I’m not I’m going to leave it straight bullying, I’m going to I’m going to leave it wide open, I’m going to leave it wide open, because my whole thing is: I want to grab an audience um um. This is a cold. Add I’m going out to a cold market. These are people that don’t know him.
Yet it’s an engagement ad okay. So what we’re going to do at the end of this at the end of this campaign, we’ll put five dollars a day for five days and at the end of the campaign, we’re going to get a bunch of people who engage and what? What I’m going to do is then be able to create a custom audience of everyone who engaged with this post and then and then retarget them in the future. Okay, so is that worth the 25 bucks heck yeah, it’s worth the 25 bucks, so we’re going to leave this part blank.
When I’m going to worry about that now, what we’re going to also do is we’re going to exclude people who, like his page, we don’t need to target those folks who, like the page, I’m going to leave it at automatic placements. That’s fine, post engagement is what we’re going for and then we’re going to go daily budget of $ 5 and we’re going to set a start and end date. So today is the 27th and I’m going to go with I’m going to go with 5 p.
M. We’re going to start it today and we’re going to go till the end of the month. Okay, so we’re going to go we’re going to go twenty seven! Five! Ten fifteen twenty we’ll put twenty dollars towards this ad and run it for the next four days. Okay, so this is how I normally set up my ads. You guys, because I don’t like to even though I do check my ads all damn all day. I mean I’m in the damn ads manager all day and I’m to tell you truth.
I am micromanaging it to a certain extent because I get high off the numbers. I get freaking high off the numbers, I love looking at the damn numbers and and and making sure that the ads performing you know right so, but if I happen to forget about it or if I happen to and and that’s what allows my mind to do, My mind allows me to forget about it, although I come in here and and read the numbers, like a hawk, my mind, is at ease, because I know that my mind.
I know in my mind that I have an end date already set up where I know that I’m not going to go over budget, that’s the biggest thing I don’t want to do. I don’t want to go over budget. I don’t want to forget about an ad that is still turned on and it’s been 70 days later and the damn ad is still turned on and it’s like dude. You don’t want that so so I always make sure that there’s an end date, but I still micromanage the ads and I’m looking at the ads all day and because it’s why I do full-time – and this would I do full-time so I’m always up in here.
But I still set a a start and end date for sure: okay, so I’ll go $ 5 a day run it for the next four days and then what I’m going to do is I’m going to hit continue and now we’re in the third step. So, as I mentioned, I post it on the page first, okay, so it goes on the business page first and then I come in here and run the ad. So what I’m going to do is I’m going to make sure that I have the correct page.
So I’m going to scroll down scroll down, get the right page, there’s the right page and then I’m going to use existing post. So you selected page we’ll just leave that as that and then we’re going to use existing post. And it’s going to be that last one that you just seen being selfish, it being selfish, isn’t always bad! You choose that post right. There you hit continue and now we have it there.
So we don’t have to write anything. We don’t have to upload a article or an image everything it’s already there, because it’s on the page, okay, so down here, and so oh say right here. This post can’t be used for for ads on Instagram, which is fine, okay, so, and then, if I want, I can add a call to action button. So again, even though it’s an engagement ad and people are going to be engaging with it.
Liking comment share. There’s a chance that someone can click, learn more and go to an actual landing page or go to a website right. There’s always that chance so right here, just to kind of back yourself up, you can always put some type of call to action. Button get quote: learn more, send message shop now, I’ll just put send message for now, since we’re not taking them off of Facebook, we’re going to leave them on Facebook and if they want, they can for sure always send a message, but we just want it.
We want it, we want to see the numbers we want to just kind of get some engagement going and again. The whole purpose of this is so I can create an audience, create a custom audience of people who engage in it and then I can retarget them in the future. Okay, so um preview not available unable to display a preview. Okay, it’s fine! It will refresh once and then right here I can create new or I can use existing.
So this is on just on the messaging which we don’t have an existing. So we’re going to just leave that, as is and then verify your changes, you hit confirm and you’re done you guys that is it! That’s how you set up an engagement ad and so hopefully that kind of answered some questions to Miriam. What you want to do is, if you have, if you know your interest, and you know your target audience then for sure put that in the detail targeting, but what a lot of times when it comes to the engagement, it’s good to leave it wide open as Well, because, at the end of it all I’m going to be doing is grabbing all the people who engaged with it as long as it’s within my city are within my state and or within my country on where I’m doing business like, I don’t want to send An ad worldwide and and and and and create a custom audience of all the people that who engage with it, because when I go and try to sell something to them in the future, they’re, not even my audience, I don’t want to do it that way.
So when you’re doing an engagement ad always make sure it’s within the same location within the locations that you’re able to do business. Okay, in this case the guys doing business in Oklahoma. So I’m not going to run this ad all across the country or in multiple countries, because if I get all that engagement and create a custom audience around, all those people who engaged when we go run. Facebook ad number two three and four we’re going to have an audience of a bunch of people that are out of our out of our demographics and that’s not what we want.
So in this case, we’re going straight for his state and we’re going to just find everyone who engages with the post and then retarget to retarget them in the future, with our custom audience and with feature Facebook and Instagram advertising. Okay. So hopefully that made sense. You guys shout to Miriam. Thank you so much for dropping a comment and asking a question. If you guys are new to the blog man, I’m dropping weekly content on social media, marketing, affiliate marketing and making money online.
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