Seed Engagement Metrics on Facebook Ads to Drive Down CPC

Objective: Reduce the amount that you're paying per click across your paid Facebook ads while maintaining the same quality of visitors.

How: After running a whole host of different Facebook advertising campaigns over the past few years, one of the overwhelming factors that I've observed for increasing ad engagement has been social proof.

Ads with lots of engagement on them (e.g., likes, comments, reactions, shares, etc.) are typically clicked on a whole bunch more than those with either a small amount or none at all.

So, how do you get a bunch of engagement on your ads? Well, there are three different ways that you can explore:

Option 1: Run your ad only to your Facebook page fans initially and include a CTA within the copy to comment.
Option 2: Do the same as above except run it to your website visitors using a custom audience.
Option 3: Target ads to countries with super low CPC (e.g. Philippines, Brazil, etc.) to seed initial engagement.

If you're using option 3, make sure you filter out any obvious spam. To be honest though, people rarely read the comments on an ad; it's more about there being "X comments" on your ad than having nothing at all.

Once you've seeded initial engagement, which should all come at a much lower cost to you due to the finer targeting, tweak the copy of the ad and change up all of the targeting, and I guarantee that you'll see a much higher CTR and lower CPC.

Here's a useful resource that's related to this around creating Dark Posts for your ads, which is basically a way to lock in and consolidate trust signals even during split testing.




Source
6.8
Implementation: 9 hours
Effectiveness: 4/5
Difficulty: 5/10
TAGS
#facebook #paid #ads