Engagement Objective in Facebook Ads: How to Engage and Keep Users
A breakdown of the "Engagement" targeting option in Facebook Meta: who it's suitable for and who might consider other options. "Engagement" is one of the 6 objectives available in Meta Ads Manager, present in both functionalities of the platform.
Engagement Objective in Facebook Ads: How to Engage and Keep Users
A breakdown of the "Engagement" targeting option in Facebook Meta: who it's suitable for and who might consider other options. "Engagement" is one of the 6 objectives available in Meta Ads Manager, present in both functionalities of the platform.
OBJECTIVE - TO ENGAGE AND RETAIN
We aim to target an audience that (based on our forecasts and past experience) engages most with our ads—whether it's through likes, comments, or clicks on links/in Direct messages.
Often, the "Engagement" objective is used to increase brand awareness. To be more precise, it targets individuals who are most likely to click on a link in an ad, leave a like, or subscribe.
Often, the "Engagement" objective is used to increase brand awareness. To be more precise, it targets individuals who are most likely to click on a link in an ad, leave a like, or subscribe.
OPTIMIZATION OPTIONS
Here, it's straightforward:
Optimize for messages: through Direct, Messenger, or WhatsApp. This setting is also available in the "Lead" objective.
Optimize for video views or likes and comments. Here, we aim to increase the post's reach (while taking cues from the system's recommendations).
Motivate people to call the numbers provided in the ad via the "Call Now" button, then save their phone numbers for future contact lists.
Drive traffic to a website - not the most cost-effective option. Meta does not favor poorly performing websites, and according to internal specialists, this negatively impacts ad auction bids. This also applies to links leading to Telegram channels like t.me/ since they are considered competing platforms, and algorithms treat them less favorably.
Launch links to stores with mobile applications - this way, we can redirect traffic with action optimization (downloads, purchases).
Gain subscribers for your Facebook page.
Optimize for messages: through Direct, Messenger, or WhatsApp. This setting is also available in the "Lead" objective.
Optimize for video views or likes and comments. Here, we aim to increase the post's reach (while taking cues from the system's recommendations).
Motivate people to call the numbers provided in the ad via the "Call Now" button, then save their phone numbers for future contact lists.
Drive traffic to a website - not the most cost-effective option. Meta does not favor poorly performing websites, and according to internal specialists, this negatively impacts ad auction bids. This also applies to links leading to Telegram channels like t.me/ since they are considered competing platforms, and algorithms treat them less favorably.
Launch links to stores with mobile applications - this way, we can redirect traffic with action optimization (downloads, purchases).
Gain subscribers for your Facebook page.
WHO SHOULD CHOOSE THE ENGAGEMENT OBJECTIVE?
Primarily, it's suitable for anyone engaged in direct performance marketing—those who drive traffic to a website or a landing page for collecting contacts.
However, the "Engagement" objective is better suited for attracting a sympathetic audience and tends to perform better within the Instagram app (assuming, of course, that you require post promotion from there).
However, the "Engagement" objective is better suited for attracting a sympathetic audience and tends to perform better within the Instagram app (assuming, of course, that you require post promotion from there).
RECOMMENDED BUDGET
It's highly individual here. On average, you can spend as little as $10 per day for small businesses, $15 or more for medium-sized businesses, and anything higher typically pertains to large enterprises.
What's most delightful is that testing through "Engagement" can be quite budget-friendly, including A/B tests, Advantage images, and so on.
What's most delightful is that testing through "Engagement" can be quite budget-friendly, including A/B tests, Advantage images, and so on.
CONCLUSION
Using this objective is advantageous if you have Reels and organically popular posts. Meta itself helps to highlight these posts—they are featured in your profile with a note like "This post received 90% more engagement than others; let's promote it."
These are the sources of cost-effective promotion—Meta appreciates it when advertising accounts follow its recommendations.
These are the sources of cost-effective promotion—Meta appreciates it when advertising accounts follow its recommendations.