Facebook Engagement Ads Campaigns

As a platform with strong viral effects, exceptional connectivity, and high interactivity, Facebook offers businesses the ability to increase their reach to target customers, enhance engagement, and boost sales when running Facebook Ads campaigns. A Facebook engagement ads campaign is ideal for expanding the reach and strengthening the connection between businesses and customers. If you want to understand this type of advertisement better and learn how to implement a campaign effectively, check out the detailed guide by Ad Support below!

Introduction to Facebook engagement ads

Businesses aim to showcase their products or services to those most likely interested. Whether you want to promote an event, or a Facebook Page, boost a post, share videos with a larger audience, or receive messages on Messenger, Instagram, or WhatsApp, engagement advertising is the best choice.

This type of advertising allows your business to connect and engage with a broader audience on Facebook, Instagram, and Messenger. Facebook interactive ads help you increase the number of messages, video views, post interactions, or event responses. Facebook’s intelligent algorithm ensures that ads with higher engagement rates are prioritized for display to a wider audience. This not only drives interaction but also enhances the potential for ad conversions.

Strategies for Facebook engagement ads

For Facebook ad campaigns targeting engagement, you have two key advertising strategies:

Click-to-Message Ads

This campaign strategy enables businesses to attract individuals to engage with their brand via Messenger, WhatsApp, or Instagram. With messaging ads, you can initiate numerous conversations with customers by displaying ads to users who have already visited your page. This strengthens the connection between your business and customers, increases conversion rates, and shortens the purchasing journey.

Implementing click-to-message ads to boost engagement can help your business gain new customers. By inviting people to message your business, you also increase page views, likes, and comments on your Facebook Page.

This type of advertising builds trust with customers by providing a personalized experience. By answering customer questions, you can foster meaningful relationships and boost sales potential.

Moreover, interactive ads on Facebook allow you to reach people where they prefer to connect. By choosing multiple messaging destinations, you make it easier for conversations to happen on platforms like Messenger, WhatsApp, or Instagram.

Increase Video Views

With Facebook engagement ads, the goal is to increase the number of people who watch your videos. You can combine the power of compelling video content with Facebook’s targeting capabilities. Aim to maximize the number of times your video ads are played and reduce your cost per lead.

You can increase brand awareness by running campaigns with the video views objective. This helps you reach people who are likely to watch your videos for 2 seconds, 15 seconds, or longer.

Introduce your brand early and consistently in your video ads to grab the attention of your target audience. You can try unique animations and engaging elements and use eye-catching thumbnails for your video ads.

Make sure your video ad copy is short, simple, and effective. Highlight your logo and key message in the first 3 seconds. Make your video messaging consistent, simple, and aligned with your advertising goals. The ideal video length is between 6 seconds and 15 seconds.

How to set up Facebook engagement ads with the click-to-message objective

Create and set up a new engagement ad campaign

To create an ad, go to Ads Manager and click the blue Create button to create a new campaign. Next, select the campaign objective as Interactions and the screen will display the creation method, then click Create Manual Campaign and click Continue.

Next, name the campaign and select the advertising category if the product or service running the ad is in a special category. Then, complete the campaign details including Purchase Type, Advantage campaign budget, Campaign spending limit, and A/B test, and click Next.

Set up an engagement ad group on Facebook

Select conversion location and performance goal

On the next screen, name the ad group and select Conversion Location in the Conversion section. For an ad campaign with an Engagement goal, you can only select conversion locations including Message destinations, On your ad, Calls, Website, and Facebook Page.

For click-to-message ads, select Message destinations or Facebook Page as the conversion location. However, if you select Facebook Page as the conversion location, you will not be able to select the Performance Goal and measure the effectiveness. Instead, you should prioritize selecting Message destinations as the conversion location.

Next, select a Facebook Page to represent your business in chatting with customers. For Message destinations, select Messenger, Instagram (need to connect to Instagram account), and WhatsApp (Enter phone number). Next, select the appropriate Performance Objective. There are 2 options including a Maximum number of conversations and a Maximum number of clicks on links. Since this is a click-to-message ad, select the performance objective as Maximize the number of conversations.

Set up budget and schedule

Here, set the budget and schedule for running the ad. You can choose a daily budget or a lifetime budget. If you choose a lifetime budget, you will need to fill in the start and end dates. The ad budget you set will determine when the ad will be displayed. Based on the campaign goal you have selected, you need to set the appropriate budget.

Targeting

Now you choose the target audience that you want your ad to be shown to through factors such as Age, Geographic location, and gender, … Then you choose the Language for the advertising campaign. On the other hand, you can choose an Advantage+ audience so that the ad can be shown to people who are most likely to be interested in the ad.

Select display locations

You can choose Advantage+ Locations or Manual Locations to display your ads. Advantage+ Locations are recommended to optimize your budget and increase the likelihood of your ads being shown to the most targeted audience. Or you can choose Manual Locations to customize the locations your ads will appear to as desired. In addition, complete the details in the sections: Specific mobile devices & operating systems and Brand safety and suitability (if desired) and then click Continue to move to the next step.

Create Facebook engagement ads to increase the number of messages

In the next interface, name the ad template and select Facebook Page or connect to Instagram account in the Identity section. In the ad settings section, select Create an ad and select the desired ad format including Single photo or video, Carousel. Here we select a Single photo/video format and then Upload an image ad or Upload a video ad in the Ad Creative section.

At this time, the dialog box to create an image or video ad template will appear. Now you complete the details of the ad including Text, Media, … After creating the ad, in the Message Template section, you can Create a New or Available Template. You can refer to the available Conversation template that Facebook suggests when Creating New by editing the components in the message template. In addition to Creating a question message template, you can add a response template for customers to click to quickly reply.

Then complete the Tracking section by selecting Website events or App events and then proceed to set up and enter the URL parameters. Now, check all parts of the interactive advertising campaign on Facebook by clicking the Review button to check for errors and edit if necessary. When ready, click Publish to post the interactive advertising campaign on Facebook to increase the number of messages.

Once your ad is approved and running, you should monitor, measure its effectiveness, and optimize your campaign. How to measure the effectiveness of your Facebook click-to-message ad campaign is by the number of times a conversation with the business has started after at least 7 days of inactivity recorded for the ad. Or accounts that have messaged the business, with WhatsApp Business, it includes conversations that started from a click on the ad.

How to create effective Facebook click-to-message ads

If you want to create interactive ads on Facebook to increase the number of messages to achieve the highest efficiency, keep the following tips in mind:

Set an appropriate ad budget that is enough to run the ad for at least 7 days.

Start with a target audience size of 2 – 10 million people. Then, refine the audience with categories such as interests or demographic information.

Make your ads more engaging by using square or vertical images and videos. Also create a clear, specific call to action with text that urges customers to take action like Chat Now or Send Message.

How to create an ad to increase video views on Facebook

How to create an engagement ad campaign on Facebook to increase video views

For how to set up interactive ads on Facebook to increase video views, you should create and set up a campaign similar to ads to click to message. However, in the Ad Group settings section, in the Conversion Location section in the Conversion section, select On your ad. Then the Interaction type will be displayed as Video Views, Post Interactions, Event Responses, and Reminders set.

Here, select Video Views and then select Performance Objectives including: Maximize ThruPlay Views and Maximize 2-Second Continuous Video Playback. Here, select Maximize ThruPlay Views and then select the appropriate Cost Per Result Objective. Then complete the details of your ad setup: Budget & Schedule, Targeting, Placement Selection, and click Next.

In the next screen, set up the ad template by naming the ad and selecting Fanpage in the Identity section. In the Ad Setup section, you will need to upload the ad video. When the video ad creation dialog box appears, enter Text and Upload the media file.

For the Destination section, you need to tell Facebook what landing page people will be directed to after they click on the ad. You have 3 options: Instant Experience, Website, and Messaging apps (Messenger, Instagram, and WhatsApp). Then you complete the Tracking section and check the entire ad campaign again to see if any errors need to be fixed in time. You can click Review to see how the ad campaign is displayed on Facebook. If you are ready, click Publish to post the ad.

Optimize for Video Views

To optimize for video views, select ThruPlay (15-second video views) under Optimize for ad delivery when creating an ad set in Ads Manager.

The objective you choose at the campaign level determines which optimization events you can choose to measure. Based on the campaign objective you choose, Facebook will decide who to serve and show your ads to.

Set the right bid strategy

You can achieve the measurable business results you want based on Facebook’s bid strategy. Choose the bid strategy that best fits how you measure success. With the lowest-cost bid strategy, you can reach all opportunities at the lowest cost for your budget.

Targeting Audiences

When creating your target audience, use tools to track and measure the size of your audience to see if it is too specific or too broad.

Start with a broad audience by analyzing the location, age, and gender of the people you want to see your ads. You can refer to information collected from existing customers.

If you choose the Expanded Targeting feature, Meta’s system will help you reach a broader audience than the criteria in the targeting section to improve campaign effectiveness.

You should only target by interest when your audience size is 2 million or more. Find interests by using the search bar or select Browse to explore categories. You can then select Suggestions to see more related interests.

Use lookalike audiences to expand your reach. They are created from source audiences made up of people who follow your Page or from information provided by your Pixel.

Facebook will identify people with similar interests and prioritize your ad delivery to them. You can choose the size of your lookalike audience. Prepare your lookalike audience before creating your campaign by going to Audiences.

Create a video with the video creation kit

The Video Creation Kit allows you to create mobile-friendly video ads. By using your existing images to create a video and then adding text and logo overlays. The Video Creation Kit also provides a variety of templates that you can customize in Ads Manager with your desired background, logo, and text.

When creating a video ad, you need to pay attention to the format of your image in the standard square size for feed (1:1 aspect ratio) and vertical size for Stories (9:16 aspect ratio). The video should include your logo or brand elements to help customers recognize and increase trust in you.

In addition, you should introduce images of your products in use or the benefits of your services so that your target audience can clearly understand the products and services you provide and why they need to buy or use them.

In the first 3 seconds of your video, you should display elements of your brand: your name, logo, or username to attract attention and help people recognize you. Create short videos (up to 15 seconds) with a single, focused message that fits your advertising goals.

Add sound to your videos to convey your message and increase engagement. Use animated text to highlight important ideas or annotations.

Contact Facebook ads experts for advice

Setting up Facebook engagement ads campaigns is not too complicated, but to achieve the best results, you need to know how to optimize ads according to the goals of the number of messages and video views. At the same time, understand the standards in designing ads that are suitable for Facebook’s requirements and policies. If you are having difficulty creating quality ads, targeting audiences, and optimizing advertising bids. Don’t worry, contact our Facebook Ads experts immediately. With more than 10 years of experience in the profession and a deep understanding of Facebook algorithms, our team of experts has helped many businesses have advertising campaigns that explode sales and achieve the highest level of interaction. For more information or to answer any questions, contact the hotline: +84868133882!

Facebook engagement ads campaigns are a useful solution to help businesses reach many target customers, increase brand awareness, and increase sales. Hopefully, with the useful content we have shared above, you will know how to successfully deploy a campaign to achieve the best results at optimal costs!

Frequently Asked Questions