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Boost Your Facebook Engagement with 2022 Ads

Published on: November 17 2023 by David Cantero

Boost Your Facebook Engagement with 2022 Ads

Table of Contents

  1. Introduction
  2. Step 1: Posting on the Business Page
  3. Step 2: Accessing the Ads Manager
  4. Step 3: Creating the Campaign
  5. Step 4: Setting the Budget and Targeting
  6. Step 5: Choosing Placement and Call-to-Action
  7. Step 6: Integrating the Pixel with the Domain
  8. Step 7: Checking and Publishing the Ad
  9. Pros and Cons of Engagement Ads
  10. Conclusion

How to Run an Effective Engagement Ad on Facebook

Facebook advertising can be a powerful tool for businesses to connect with their target audience. One effective type of ad campaign is the engagement ad, which focuses on community engagement and keeping the brand top of mind for the audience. In this guide, we will walk you through the step-by-step process of running an engagement ad on Facebook. From posting on the business page to setting the budget and targeting, we'll cover everything you need to know to create a successful engagement ad.

Step 1: Posting on the Business Page

Before diving into the ads manager, the first step is to post the content you want to promote on your business page. This can be a text post, an image, or even a video. Make sure the post is engaging and relevant to your target audience. Avoid using the "Boost Post" button and instead proceed to the next step.

Step 2: Accessing the Ads Manager

To create an engagement ad, we need to access the Facebook Ads Manager. Open a new tab and go to the Business Manager. Make sure you are logged in and navigate to the Ads Manager section. If you have multiple accounts, make sure to select the correct one. It's always a good practice to close any unnecessary tabs to avoid confusion.

Step 3: Creating the Campaign

In the Ads Manager, click on the green "+ Create" button to start creating a new campaign. Give your campaign a descriptive and concise name that indicates the ad content and objective. For example, if you are promoting an annual meeting in Napa with an image, the campaign name could be "Mad Annual Meeting Napa - Image (Engagement)". The objective, in this case, is engagement.

Step 4: Setting the Budget and Targeting

Now, it's time to set the budget for your ad campaign. Decide on the total amount you are willing to spend and divide it evenly over a specific period. For example, if your budget is $160 for four weeks, you can spend $40 per week. Set the start and end dates of the campaign, making sure to start the day after creating the ad.

Next, choose the audience you want to target. Select the custom audiences you have previously built, such as those who engaged with your posts or watched specific videos. For local targeting, make sure to include the location, such as "Napa" with a 20-mile radius. If you have any specific interests or influencers you want to target, you can add them in the detailed targeting section.

Step 5: Choosing Placement and Call-to-Action

For placement, you can choose between automatic placement or manual placement. Automatic placement allows Facebook to decide where your ad will be shown, while manual placement lets you select specific locations. In this case, leave it on automatic placement for simplicity.

Add a call-to-action button to your ad, directing the audience to a specific webpage or a landing page. Make sure the webpage has the Facebook pixel installed for better tracking and remarketing opportunities. If you don't have access to the domain where the pixel is installed, you can coordinate with the website administrator to add it later.

Step 6: Integrating the Pixel with the Domain

For more advanced tracking and audience segmentation, it's crucial to integrate the Facebook pixel with the domain where the ad's landing page is hosted. This involves adding a piece of code obtained from Facebook to the domain's DNS records. Contact the person responsible for managing the website and provide them with the code and instructions to add it.

Step 7: Checking and Publishing the Ad

Review all the information you have entered for the campaign, budget, targeting, and creative. Make sure everything is accurate and aligned with your marketing goals. Click the "Publish" button to submit the ad for review. Sometimes, the ad may get stuck in the review process, so open the Ads Manager again from another tab and push it through by clicking the blue "Pending" button next to the ad.

Pros and Cons of Engagement Ads

Pros:

  • Keeps the brand top of mind for the audience
  • Engages the local community and encourages interactions
  • Builds familiarity and trust with potential customers

Cons:

  • Limited lead generation capabilities
  • Requires continuous monitoring and engagement

Conclusion

Running an engagement ad on Facebook can be an effective way to engage your target audience and increase brand awareness. By following the step-by-step process outlined in this guide, you can create a successful engagement ad campaign that connects with your audience and achieves your marketing objectives. Remember to leverage targeting options, integrate the Facebook pixel with your domain, and continuously monitor and optimize your campaigns for optimal results.

Highlights

  • Engagement ads on Facebook can help businesses stay top of mind with their target audience.
  • The first step is to post engaging content on the business page to promote.
  • Access the Facebook Ads Manager in the Business Manager section.
  • Create a campaign with a descriptive name indicating the ad content and objective.
  • Set a budget and target the desired audience based on custom audiences and location.
  • Choose between automatic and manual ad placement.
  • Integrate the Facebook pixel with the ad's landing page for advanced tracking and remarketing.
  • Check and publish the ad, ensuring accuracy and alignment with marketing goals.
  • Pros: Keeps the brand top of mind, engages the local community, and builds familiarity and trust.
  • Cons: Limited lead generation capabilities and requires continuous monitoring and engagement.

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