Should You Run Engagement Ads First on Facebook?

TL;DR

Consider budget and industry before running engagement ads first.

Transcript

hi guys it's ben heath from lead guru and in this video i'm going to answer the facebook ads question of should you run engagement campaigns first on facebook before then using those ads in conversion campaigns or traffic campaigns or whatever or should you just go straight for the conversion campaign start with that and go with that option from da... Read More

Key Insights

• Engagement campaigns on Facebook are used to generate social proof like likes, comments, and shares, which can enhance conversion rates when used in subsequent campaigns.
• Running engagement campaigns first is more beneficial for businesses with smaller budgets, as it helps build credibility and trust before launching conversion campaigns.
• For businesses with larger budgets, it is often more efficient to go directly to conversion campaigns, as these still generate social proof over time.
• The importance of social proof varies by industry; industries with high market skepticism benefit more from engagement campaigns to build trust.
• While social proof can provide a boost, it is not a guaranteed solution for underperforming conversion campaigns and should be used strategically.
• Engagement campaigns place ads in front of users most likely to interact, maximizing social proof potential with minimal expenditure.
• The decision to use engagement campaigns should consider both budget constraints and the competitive landscape of the industry.
• Ben Heath offers a free Facebook Ads Mastermind Group, a community of advertisers sharing insights and strategies, enhancing learning and collaboration.

Questions & Answers

Q: Why might a business choose to run engagement ads first?

Businesses might run engagement ads first to generate social proof, such as likes and comments, which can enhance the perceived credibility and trustworthiness of their ads. This is particularly useful for businesses with smaller budgets or those operating in industries where trust is crucial.

Q: What is the main benefit of starting with conversion campaigns for larger budgets?

For larger budgets, starting with conversion campaigns is beneficial because these campaigns inherently generate social proof over time. The higher budget allows for quicker accumulation of social proof, making the initial engagement campaign unnecessary and streamlining the advertising process.

Q: How does industry type affect the decision to run engagement ads?

Industry type affects the decision because some industries, especially those with high market skepticism or a history of untrustworthy competitors, benefit more from social proof. In such cases, engagement ads can significantly improve ad credibility and conversion rates, making them more valuable.

Q: Can social proof alone improve a poorly performing conversion campaign?

Social proof alone is not a guaranteed solution for improving a poorly performing conversion campaign. While it can provide a credibility boost, other factors such as ad content, targeting, and offer relevance also play crucial roles in campaign success. Strategic use of social proof is important.

Q: What role does budget play in the decision to run engagement campaigns?

Budget plays a significant role in the decision to run engagement campaigns. Smaller budgets benefit from the initial social proof boost to build credibility, while larger budgets can afford to skip this step and directly run conversion campaigns, achieving social proof through volume and reach.

Q: How do engagement campaigns optimize social proof generation?

Engagement campaigns optimize social proof generation by targeting users most likely to interact with ads, such as liking, commenting, or sharing. This targeted approach maximizes the efficiency of social proof accumulation, making it a cost-effective strategy for building ad credibility.

Q: What is the Facebook Ads Mastermind Group offered by Ben Heath?

The Facebook Ads Mastermind Group offered by Ben Heath is a free community of over 85,000 Facebook advertisers. It provides a platform for sharing insights, strategies, and learning through free live trainings. The group is closely moderated to ensure quality content and collaboration.

Q: What are some misconceptions about the impact of social proof?

A common misconception is that social proof alone can turn around a failing conversion campaign. While it can enhance credibility, it is not a standalone solution. Successful campaigns require a combination of effective targeting, compelling content, and relevant offers, alongside social proof.

Summary & Key Takeaways

• Ben Heath discusses whether to run engagement ads before conversion ads on Facebook, weighing the pros and cons of each approach. Engagement ads generate social proof, potentially boosting conversion rates, but the decision depends on budget and industry factors.

• For smaller budgets, engagement campaigns can help build credibility and trust, while larger budgets might benefit from directly running conversion campaigns due to faster social proof accumulation. The industry type also influences the necessity of social proof in ad strategy.

• Heath emphasizes that while social proof can enhance ad performance, it is not a guaranteed fix for struggling conversion campaigns. He also invites viewers to join his Facebook Ads Mastermind Group for further learning and collaboration.