facebook consideration and engagement


With the incredible rise of e-commerce in general and dropshipping more specifically, it’s never been more important to make sure you’re using Facebook ADs effectively. One type of these Facebook ads are engagement ads, and in this article we’ll go over how Facebook engagement ads work, and how you can make the most of them to ultimately increase your Facebook advertising campaign’s effectiveness. So how do Facebook engagement Ads work?


Facebook engagement ads work by showing your ads to the people most likely to interact with your brand. Facebook will show your engagement ads to people more likely to like your page, engage with your posts, claim an offer on your page, or respond to an event on your page. The engagement objective can be one of the most effective ways to promote brand awareness with Facebook Ads.


How Does Facebook Define Engagement?


Facebook has a daily specific definition of engagement, and it’s important to know what’s included when it comes to Facebook Ads:


Facebook’s engagement objectives are:


  • Boost your Posts- Post Engagement, like comments.


  • Promote your Page- Page Likes


  • Offer Claims- People claiming an offer on your page.


  • Event Responses- People responding to an event posted on your page.


Engagement Objectives are supported on each of Facebook’s platforms, and you can run engagement ads with photo, video, and carousel ads. This makes the engagement objective a great way to get started with Facebook Ads, simply because of the versatility it offers when just starting out.


What’s the Difference Between Clicks and Engagement on Facebook?


Clicks are simply a larger part of the overall engagement metric for Facebook ads. What this means is that clicks are just one of the many things Facebook looks at when measuring Post or Ad engagement. In general, engagement represents the user becoming interested in your post, and clicks are just one of the ways to measure that interest.


What’s a good Facebook Ads engagement rate? 


In general, a good Facebook ads engagement rate is anything above 1%, and an abnormally low engagement rate is anything lower than 0.5%. Anything between these values is totally normal. However, these are not hard and fast numbers, and you may seem better or worse figures based on your niche.


Facebook Ads Engagement Metrics


Facebook uses a few different specific measurements to come up with an overall engagement rate for your posts or ads, which we’ll go over here:


  • Likes- Page likes or Post likes resulting from your post or advertisement.


  • Comments- People who responded with a comment to your post.


  • Shares- People who shared your post beyond their feed.


  • Clicks- Whenever someone actually clicks on your ad and is taken to another page.


  • Reach- The total amount of people that have seen your post.


These five metrics help Facebook come up with the overall engagement rate for your ads or posts on Facebook.


What are Facebook Consideration ads?


When you select the consideration adjective in your Facebook advertising campaign, Facebook will show your ads to the people most likely to start thinking about your business and search out more information about it.


Engagement ads are simply a smaller part of the overall consideration objective in Facebook advertising, wherein engagement ads work to increase specific interaction, consideration ads work to increase overall brand awareness. Because of this, consideration ads are slightly harder to measure in terms of results. 


It may be worth it to run two campaigns, one with consideration and one with engagement, to see which one gets the most results for you.


Facebook Consideration Ads can be broken down into a few different specific objectives you can choose from:


  • Traffic- When you select the traffic objective under consideration in your ad campaign, Facebook will show your ads to the people most likely to click on your ad and go to a URL of your choice, usually a store, catalog, or product page. Traffic can be a great way to start out your Facebook ad campaign and get your Pixel some preliminary data.


  • Engagement- When you select the engagement objective, Facebook will show your ads to people most likely to interact with your page or post. This can be a useful way to gather data for Facebook insights about your page’s audience, which you can view in the business center on Facebook. To Facebook, engagement includes likes, comments, shares, and claimed offers on your page.


  • App installs- One of the more costly consideration objectives by result, the App Installs objective will show your ad to the people most likely to download your app. If your business is app reliant, this could be a worthwhile advertising objective. However, you’ll probably want some sort of preliminary data from another objective, such as traffic or engagement.


  • Video Views- When you create a video ad or post on Facebook, Facebook keeps track of which users view how much of a video. If you select his objective, Facebook will show your ads to the people most likely to watch the greatest amount of your video. If your ads are very video reliant, this could be a worthwhile advertising objective, and you can start out with it right away, without needing any Pixel Data to get started. This is because the most important data for this objective- how long someone will watch a video- is already stored by Facebook, which means you can start leveraging this data right away.


  • Lead Generation- For some businesses, lead generation can be the most effective way of acquiring new clients. If you select this objective for your Facebook ads, Facebook will show your ads to the people most likely to fill out a lead generation form on your website, like an email or address. If your business depends on leads, this could be a worthwhile objective for your Facebook Ad campaigns.


  • Messages- If you’re trying to connect on a more personal level with your customers, or get a more in-depth interaction with them, you might consider optimizing for messages on Facebook. When you select this objective, Facebook will show your ads to the people most likely to reach out to you via message. This can be a great way to build a social media audience which you can later leverage with insights.


Facebook Ads- Consideration and Engagement


There are plenty of things to understand when it comes to facebook ads, as they’re not always easy to understand or intuitive. As a quick breakdown, clicks are part of traffic and traffic is part of consideration. Hopefully this article helped to understand how Facebook consideration and Engagement ads work.


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