Used to get more people to see and engage with your post or Page. Engagement can include comments, shares, likes, event responses and offer claims.
Rationale behind Engagement Campaigns:
This type of ad is helpful when you are trying to persuade people to engage with your page. Engagement increases a sense of ownership and involvement, and will move a ‘cold’ audience to a warmer one. Facebook Page Post Engagement adverts help you share information about your business and can be used to extend your Page posts beyond your Page, inspiring people to take action. And with insights such as how many people liked, shared or commented on your advert, Page Post Engagement adverts help you understand the kinds of stories and content your audience likes -so that you can create more of it.
A secondary effect of Engagement Ads is that they create a certain amount of virality – when the likes, shares etc of the people who engage with your ad are show in turn to their friends.
How Facebook chooses the people it shows your Campaigns to:
Facebook will show this kind of ad to the people that it considers most likely to engage (comment, like, share etc) with it. Page engagement counts interactions with your Facebook Page and its posts attributed to your ads. Page engagement can include actions such as liking your Page, loving a post, checking in to your location, clicking a link and more. Facebook will optimize to feed your budget to the people who are the most likely to engage with your ad, and will show your ad to as many suitable people as possible for your Ad Set budget.
Download our full Facebook Ads Cheat Sheet here. Includes complete list of the Campaigns and Audiences.