Mastering Facebook Engagement Ads: Drive Interaction & Maximize Results

Since 2022, Facebook has simplified its advertising objectives, reducing them from 11 to 6 main objectives. Among them, Facebook Engagement Ads play an important role in attracting attention, increasing engagement rates, and driving user actions. So what are Facebook Engagement Ads? How can you deploy and optimize them for maximum impact? Let’s find out with NEMI Ads!

What is Engagement Facebook Ads?

Facebook engagement ads are an ad format that helps deliver content to users who are most likely to engage—by liking, commenting, sharing, or engaging in other ways. By leveraging Facebook Engagement Ads, brands can increase visibility, build credibility, and build a loyal customer base/foster a loyal customer community.

Facebook Engagement Ads vs. Other Ad Objectives

How do Facebook Ads Engagement differ from other campaign objectives, and when should you use them? Here’s a quick comparison:

3. How to run Engagement Facebook Ads

To launch an Engagement Facebook Ads campaign, follow these steps:

Step 1: Create a Campaign

Access Facebook Ads Manager and click the “+” icon to create a new campaign.

Step 2: Choose Buying Type & Campaign Objective

Facebook offers two main buying types: Auction and Reach & Frequency. Select the most suitable option based on your needs. Then, choose Engagement as the campaign objective and click “Continue” to proceed.

Step 3: Select Campaign Setup Method

Choose “Manual Engagement Campaign” and click “Continue”.

Step 4: Configure the Campaign

• Name your campaign.
• In the Special Ad Categories dropdown, select the appropriate option if your ad relates to credit, politics, elections, or social issues.
• Under Budget, choose either Daily Budget or Lifetime Budget and enter the desired amount.
• Enable A/B Testing if you wish to test different ad variations.
• Click “Next” to proceed.

Step 5: Set Up an Ad Set

• Name your ad set.
• Choose Conversion Location and the Facebook Page representing your business/brand.
• Configure budget and schedule settings.
• Targeting:
  • Use Advantage+ Placements to let Facebook automatically optimize ad delivery.
  • If you prefer manual placement, customize it under “Manual Placements”.
• Click “Next” to move to the ad creation step.

Step 6: Create an Ad

• Name your ad.
• Choose from the following options:
  • “Create Ad” (build a new ad from scratch).
  • “Use Existing Post” (boost an existing post).
  • Use a mockup template from Creative Hub.
• Follow the on-screen instructions to complete the setup

Step 7: Publish the Ad

• Preview your ad to ensure it meets Facebook’s ad policies.
• Once everything looks good, click “Publish” to launch the campaign.

You’re all set! Your Facebook Engagement Ad is now live and ready to generate interactions.

Engagement Ads Facebook Examples

Increasing Message Volume with Ads

To boost sales for its new promotional campaign, Business Bookstore leveraged Engagement Facebook Ads. By combining a detailed video review with a clear message highlighting a 50% discount on four books, the campaign successfully increased user engagement and drove a higher number of orders.

Optimizing Video Views

At NEMI Ads, we utilized Facebook Engagement Ads to expand the reach of our service promotion video. Thanks to compelling content and effective audience targeting, the campaign significantly enhanced brand recognition and reinforced NEMI Ads’ position in the advertising account rental industry.

What is a good Facebook Ads Engagement rate?

Facebook Ads engagement rate is calculated using the formula:

Here, Total Engagements includes all user actions on your ad, such as likes, comments, clicks, and shares.

In reality, engagement rates vary based on campaign objectives, business type, and audience behavior. There is no single “ideal” engagement rate, but you can use industry benchmarks to gauge your campaign’s effectiveness.

According to Rival IQ, here are the average engagement rates by industry:

🚀Takeaway: If your engagement rate aligns with or exceeds the industry average, your campaign is performing well. Otherwise, you may need to refine targeting, adjust creatives, or optimize ad copy for better results. 

How to optimize Engagement Ads on Facebook

Identify the Right Target Audience

Accurately defining your target audience is the key to maximizing the effectiveness of Facebook Engagement Ads. When you reach the right people, your ads will attract more likes, comments, and shares while optimizing your budget and reducing cost per engagement.

On the other hand, if your targeting is off, your ads may be shown to uninterested users, leading to low engagement rates and higher costs.Precise targeting also helps Facebook’s algorithm optimize ad delivery, ensuring your content reaches those most likely to engage. Moreover, understanding your audience lays the foundation for creating compelling content that resonates with their interests, ultimately driving organic interactions.

Experiment with vertical videos

According to SOAX research, 98.5% of Facebook users access the platform via mobile devices. Additionally, vertical scrolling is the default behavior for most users.

To maximize screen real estate, consider using vertical videos for your ads. This small adjustment significantly enhances user experience, making your content more immersive and engaging, which in turn improves interaction rates.

Avoid Using Too Much Text on Images

While text overlays on images and videos can help convey marketing messages, Facebook prioritizes visually appealing ads. In some cases, excessive text can negatively impact ad performance.

• Too much text can make an ad look cluttered and less visually appealing.
• Overcrowded text may dilute your core message, making it harder for users to focus.
• Large amounts of text increase bounce rates and reduce engagement.

Best Practice: Use minimal text in images and videos. If text is necessary, ensure it is readable, visually balanced, and concise.

Keep text to a minimum

In today’s digital era, users’ attention spans have declined from 12 seconds to 8.25 seconds over the past two decades (The Treetop). With the overwhelming amount of content online, people tend to skim through information rather than read every word.

Ads with too much text can overwhelm users, leading to higher bounce rates and lower engagement. To optimize your ads:

• Use short, clear sentences to deliver your message effectively.
• Minimize unnecessary details and focus on the core value proposition.

Diversify Content Formats

Humans are visual creatures, and the way content is presented significantly impacts engagement. Studies show that images are processed much faster than text, and Facebook users watch over 100 million hours of video daily.

To boost engagement, diversify your content with a mix of:

• Eye-catching images
• Engaging videos
• Trending or interactive content related to your brand

The more visually appealing and creative your ads are, the higher the engagement they will generate.

Use Clear Call-to-Actions (CTAs)

A strong CTA is essential for guiding users toward the next step. Like a signpost, a well-placed CTA encourages engagement and drives conversions.

If an ad lacks a clear CTA, users may lose interest quickly and leave without taking any action.

Tips for Effective CTAs:

• Keep them clear and action-oriented (e.g., “Shop Now,” “Learn More,” “Send a Message”)
• Align them with your campaign goals
•  Make them visually distinct

Success in Facebook Engagement Ads goes beyond attractive visuals and catchy headlines. It’s about strategically aligning business goals with audience preferences, leveraging platform insights, and continuously experimenting and optimizing.

By implementing these strategies, you can enhance engagement, maximize ad performance, and create deeper connections with your audience. Need expert guidance? Contact NEMI Ads for in-depth consultation and customized ad solutions!