Optimizing your Facebook advertisements for conversion is the most important factor when it comes to designing campaigns. However, Facebook will only show users your ads if people are finding them useful. How their algorithm measures that usefulness is through user engagement, and it plays a big factor in how Facebook determines the cost of reaching your audience.
Ad engagements are worth improving because of the direct impact they have in leveling up your overall campaigns. More engagements on your ads will typically lower your CPCs (cost per click), therefore improving your brand’s return-on-ad-spend for digital advertising.
It’s important to keep in mind that the effort to increase engagement with Facebook ads should never come at the expense of trying to get users to convert. The good news is, there are ways you can generate engagements that draw users further into the conversion funnel rather than away from it. The benefits are not only increased leads and revenue, but lower CPCs in the long-term.
The role of engagements in Facebook advertising
The most common Facebook engagements are likes and comments, but Facebook counts an engagement as any of the following:
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You can change your campaign objective to “Ad Engagement,” but again, conversion should still be your ultimate goal. The average engagement rate for a Facebook post is 0.18%, so you can use that as a benchmark for your own campaigns. If you’re not quite sure whether users are finding your advertisements useful enough to engage with, look to your “quality ranking.”
Quality ranking doesn’t have as big of an impact on your CPCs as “quality score” does with Google Ads campaigns, but best practice is to have above average rankings. I have seen ads that Facebook rated as “Below Average” that outperform others in terms of conversions. This highlights that high engagement doesn’t always correlate to higher conversions.
Tips to increase engagement with Facebook ads
Here are a few easy tricks for increasing engagements on your ads. I’ve found these strategies tend to work well to drive engagements for both desktop and mobile users.
- Ask questions of your audience
Comments are by far the best form of engagement, and using ad copy to prompt your audience with a specific question can help improve the overall number of engagements your ad receives. More thoughtful questions will be enticing to users, making them more inclined to take the time to participate in the comment thread.