{"id":3119,"date":"2020-06-17T05:42:41","date_gmt":"2020-06-16T22:42:41","guid":{"rendered":"https:\/\/thecopywriterclub.com\/?p=3119"},"modified":"2020-06-17T05:42:41","modified_gmt":"2020-06-16T22:42:41","slug":"facebook-ad-engagement","status":"publish","type":"post","link":"https:\/\/thecopywriterclub.com\/facebook-ad-engagement\/","title":{"rendered":"How a Single Facebook Ad Got 1,637 Comments, 951 Shares, and 61 Replies to One Comment"},"content":{"rendered":"

Engagement is often referred to as a \u201cvanity metric,\u201d or a secondary metric\u2014<\/span>meaning it shouldn\u2019t be your priority when creating Facebook Ads. <\/span><\/p>\n

And it goes without saying that you goal when you advertise on Facebook should be to create ads that convert into leads, new registrations, or direct sales is the best indicator of your campaign\u2019s success.<\/span><\/p>\n

Engagement… attracting comments. Those aren’t even on the list.<\/span><\/p>\n

Your priority should always be creating strong ad campaigns that achieve your specific goals and conversions. <\/span><\/p>\n

But engagement can be the icing on the cake that helps increase your relevance score. So it’s still worth thinking about.\u00a0<\/span><\/p>\n

Some businesses insist that their ads were successful because<\/em> they garnered higher-than-average engagement. Okay. But I always ask how those likes helped with their business goals. <\/span><\/p>\n

Just because an ad gets engagement doesn\u2019t mean it\u2019s converting.\u00a0<\/span><\/p>\n

That being said, relevant engagement can be incredibly useful for your campaigns, actually contributing to your success in a number of ways.\u00a0<\/span><\/p>\n

Creating content that resonates with your target audience and<\/em> gets comments and shares is a great sign. Even better, these ads are often more successful and help establish a desire for the product or service that you\u2019re promoting.<\/span><\/p>\n

In this case study, I\u2019m going to show how I got 1,636 comments, 951 shares, and 61 replies to a single comment on one Facebook Ad, and show you how you can create hyper-relevant content that your audience will respond to beyond a simple click of the like button.<\/span><\/p>\n

 <\/p>\n

Why Avoiding Non-Relevant Engagement Is Essential.<\/strong><\/h2>\n

When you\u2019re thinking about comments and shares on your ads as potential indicators of success, you’ll want to remember that this is only true when the engagement is relevant<\/em><\/strong> to your business.<\/span><\/p>\n

A marketing agency once came to me frustrated that their ads weren\u2019t driving results. When looking at their campaigns, I quickly discovered why.\u00a0<\/span><\/p>\n

They had been running posts like \u201cWhat\u2019s your favorite ice cream flavor?!\u201d and then promoting those high-engaging posts as ads.\u00a0<\/span><\/p>\n

The ads <\/span>did<\/span><\/i> get a lot of engagement. People love sharing their opinions, and who doesn\u2019t love weighing in on their go-to ice cream favorite?<\/span><\/p>\n

<Mine is s’mores for the record.><\/p>\n

That being said, this wasn\u2019t <\/span>relevant<\/i><\/strong> engagement. No one saw that post and thought \u201cFinally! An agency that cares about ice cream flavors. I should hire them.\u201d\u00a0\u00a0<\/span><\/p>\n

The ads didn\u2019t cultivate interest in or sell their products or services, or drive brand awareness. There were likes and some comments, but they did nothing for the brand\u2019s goal of attracting new leads.\u00a0<\/span><\/p>\n

Always keep in mind the objective is to sell, not attract engagement.<\/p>\n

 <\/p>\n

So Does Engagement Ever<\/em> Matter for Ads?\u00a0<\/strong><\/h2>\n

I expanded in detail on the ways in which engagement helps ads perform better, including referencing Facebook\u2019s own documentation here<\/a>.<\/span><\/p>\n

In short\u2026 yes, it matters:<\/span><\/p>\n