Engagement Campaigns on Facebook

There are many things to consider when running a paid marketing campaign on Facebook, and the first is your objective – what do you want to achieve from it?

If you are looking to encourage audience interaction, an engagement campaign will help to reach people who are more likely to participate.

Engagement includes likes & shares, comments, clicks to media, links or your page.

No matter what your budget is, the cost per engagement (CPE) is a good indicator of how well the audience is responding to your ad.

“But I’m only spending £20 – surely this is an economic way to reach more people?”

Yes, definitely – but you want to make sure you’re getting the best value for your money.

Look at it this way: if you’re in a supermarket and there are two baskets of apples available – all of the apples are equal size and absolutely delicious. One of the baskets is “3 apples for £1”, and the other “6 apples for £1” – which are you going to choose?

According to a survey in the United States, the average CPE from Oct 20 to Oct 21 was $0.133 (currently £0.098). The highest CPE from campaigns I have run was £0.0823, and the lowest £0.00587 – interestingly, the higher CPE was a boosted post while all the others were created ads.

What if your CPE is high, and what can you do about it?

A high CPE could be because your advert is not engaging enough, or not resonating with your target audience. Try experimenting with different ad creatives and target audiences, and keep an eye on your insights – these will become your best friend in deciding what works.