How to run engagement ads on facebook
Your brand is still quite new and you want to attract more target customers to your Fanpage, increase interaction and boost sales. Interactive advertising on Facebook is the top choice that you should not ignore when doing business on this platform. However, how can interactive advertising campaigns on Facebook attract many potential customers and have a high conversion rate? Follow the article below by Rentfb to learn how to run engagement ads on facebook effectively.
What are Facebook interactive ads?
This is a form of advertising that aims to attract attention, promote interaction (like, share, comment or click on images or videos to watch) of users. When attracting more viewers and interacting with posts or Facebook pages, it will contribute to increasing the conversion rate of orders, breaking through sales. The nature of this type of advertising is to pay for interactions on posts or Facebook Fanpages. Businesses can share information with more people and expand their target audience.
With this type of advertising, Facebook will rely on available data about user behavior. Then predict who is most likely to interact with the ad to prioritize distribution. When someone interacts, Facebook will continue to update the data on this audience file to find similar groups of people to create the appropriate audience file that you are targeting.
Businesses can run interactive ads for posts or Fanpages. If you know how to run interactive ads on Facebook, businesses can expand their new potential customer base similar to those who have interacted with the ad or Fanpage. Furthermore, businesses can increase brand recognition and enhance brand reputation in the minds of customers. Then businesses will have more loyal customers.
Criteria for evaluating the effectiveness of interactive campaigns on Facebook
You can measure the effectiveness of your Facebook engagement advertising campaign based on the following criteria:
Total Interactions/Follows
Includes actions that users show interest in advertising content including: like, comment, share,… In which followers are those who are interested in and love the topic and content on the Fanpage. Measuring campaign effectiveness according to this criterion shows the level of interaction of each follower. With this calculation, an advertising interaction rate of over 1% is considered ideal.
Total Engagement/Reach
Reach is the number of users who saw the ad on the news feed but did not click on it. The higher the reach, the more people your ad was shown to. This is an important indicator to measure the effectiveness of the advertising campaign. When calculated based on reach, an ad interaction rate of 1 – 2% is considered good. In cases where the ad content is targeted to users interested in the product or service, the rate will be high.
Total Interactions/Impressions
Impressions are the number of times your content is shown to users. This is a metric that measures how much users interact with your content after seeing it. Depending on your industry, content type, and campaign goals, the ratio of ad interactions to impressions will be completely different. However, you should keep this ratio above 1%.
Using these metrics, you can evaluate the effectiveness of your Facebook engagement campaigns and make adjustments to reach more people interested in your products and services.
Detailed instructions for running interactive ads on Facebook
Compared to other forms of advertising, creating an interactive advertising campaign on Facebook is not much different. You will need to fully prepare the materials: advertising account, Fanpage, payment card (Visa/Mastercard). Before exploring how to run interactive advertising on Facebook effectively, please refer to the following instructions:
Create new campaign
First, go to Business Manager via the link: https://business.facebook.com/ then select the advertising account and access the Ads Manager. In the main interface, click +Create to create a new advertising campaign. Next, select the target for the advertising campaign as Interactions.
Set up an advertising campaign
Once you have selected your objective, name your ad campaign for easier management. You can choose the appropriate Interaction Type to achieve your business objective including: post interactions, Page likes and event responses. If your business is in the fields of: credit, employment, housing or social issues, select Special Ad Categories.
Next, choose a bid strategy that aligns with your engagement goals, choose A/B testing, and decide whether to set your budget at the campaign or ad group level. Additionally, you need to build a target audience based on Ad Engagement, including interactions with messaging apps, websites, or on Fanpages in general.
Ad Group Settings
Here you name the Ad Group and set the budget and advertising schedule. Here you can choose the budget type as Daily Budget or Lifetime Budget. Next is to set up a specific advertising schedule, if you choose a lifetime budget, you need to choose a start date and an end date. For the daily budget, you can choose to run ads during prime time to increase reach and interaction. You can skip this step because when approved, Facebook will automatically distribute the ad.
Next, you need to choose the target audience to run ads based on the criteria: location, age, gender, … Or you can choose to create a custom audience or a similar audience. On the other hand, you need to choose the ad display location, including 2 options: automatic ad location and edit ad location.
Create an ad
At this step, you proceed to create an ad by naming the ad and making sure to link to the correct Facebook and Instagram accounts. Next, you choose the Fanpage to run interactive ads and choose to create a new ad or use an existing post. If you choose to create a new ad, you need to complete all the details: Title, description, video image, landing page URL, call to action button, … After completing the elements, click Publish to publish the ad. Immediately, the ad will enter Facebook’s review process within 24 hours.
How to run engagement ads on facebook
Understand your target audience
If you want your Facebook interactive advertising campaign to be most effective, you need to clearly define your target audience. You should spend time researching the market and competitors to choose the right audience. When you first run an ad, you should conduct A/B testing to choose the audience that best suits your content and business goals. From there, create ads relevant to this audience to help increase engagement and conversion rates.
Create compelling advertising content
In addition to targeting the right audience, advertising content is the most important factor in attracting and retaining customers to convert. Based on your goals, industry type and target audience, create appropriate advertising content. To increase the appeal of the ad, add vivid, high-quality images and videos. In addition, the title needs to arouse customers’ curiosity and the description needs to provide complete details but still needs to be concise, concise and suitable for the target audience.
Post at the right time and regularly
The time of posting is a factor that affects the reach of the ad to the target audience. To run successful interactive ads and attract the most interactions, you should post during the hours when the target audience is most active on Facebook. If you want to accurately determine the golden time to post and run ads, you need to carefully research the target audience. In addition to posting at the right time, you need to have a plan to post regularly with a specific schedule. This not only helps increase brand presence but also builds trust with customers.
Create vertical videos
With the current trend of fast information consumption, videos are increasingly viewed by more people. Most users often use mobile devices to watch news or videos. Therefore, you should consider designing vertical videos to attract viewers’ attention immediately and maximize interaction. When creating advertising content, avoid choosing images that do not contain much text and avoid using long text and rambling content.
Testing the Carousel format
The carousel ad format allows advertisers to display multiple photos and videos in one ad. Each photo and video will include its own title, description, and link. Users can swipe left or right to view different photos and videos. Using this ad format, advertisers can convey more information about their products and services while encouraging them to actively interact with the ad. You can add up to 10 photos or videos if you choose this format.
Add a compelling call to action
A call-to-action (CTA) button is an essential element of Facebook advertising. A clear and attractive CTA will motivate users to take the desired action, increasing conversion rates. Some calls to action you can add to your ad include: buy now, learn more, sign up for newsletter, download for free, contact now, etc.
Actively respond to customer comments
The most effective way to run interactive ads on Facebook to help customers remember you is to respond to customer comments regularly. Responding to customer comments or messages not only creates a good impression, builds long-term relationships, but also helps you understand their needs more deeply. On the other hand, if your ad has more interactions, it will be prioritized to be displayed to more people who need products and services and increase maximum interaction.
Interactive advertising on Facebook is an indispensable part of every business’s promotional strategy to attract interactions, increase brand awareness and expand reach. With the detailed instructions above, you have grasped how to run interactive advertising on Facebook and apply it successfully.
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Frequently Asked Questions
If the message advertising reaches the audience who already have a need to buy and promotes the buying process to take place quickly. That is, when customers click on the ad, they will be transferred to the message section, where the business can advise, chat and close the order. With this form of advertising, you need to pay attention to those who actively send messages because they are interested in the product and are likely to be potential customers.
As for interactive advertising, it will aim to increase brand recognition, stimulate demand and motivate customers to take the desired interactive and conversion actions. Each type of advertising will have its own advantages and you need to determine the campaign goals to choose the appropriate method. However, interactive advertising will be suitable when your brand is too new to attract and be known by more people. This form of advertising will expand the reach of customers.
This depends entirely on your business’s field of operation as well as the target audience. According to many studies, the interaction rate of Facebook post ads from 1 – 2% is considered the standard. This rate is useful for large businesses when customers only need to be reminded because the brand already has a certain level of recognition. Small businesses often aim for a higher rate. On average, if the interaction rate of an ad post is lower than 0.7%, the current advertising goal is not suitable.
