As a new home marketer you should always be testing. One of the tests Kevin & I have been running is determining which Facebook Campaign type can be used to increase ad performance and which type spends the advertising budget more efficiently. Who doesn’t like to see a lower cost per click? Traditionally – most marketers used the Link Click Campaign Objective. In fact, this is the default campaign objective that Facebook selects for you when creating a new campaign.

So why  Link Click Objective vs Engagement Objective?

The first reason is more flexibility in the size & shape of the image, the second being the social proof established on these ads has historically lead to more clicks on the Ad, but not necessarily clicks to your website.

Facebook WANTS you to create and amazing advertising experience for their users. Do this and be rewarded with lower cost per click which results in more sales opportunities from your advertising. Shares, comments & reactions on your Facebook ads is a positive Facebook experience. Imagine Facebook without these interactions on posts…that certainly would be strange.

The Engagement campaign type favors users who are more likely to engage with the ad with a share, comment or reaction. Below are screenshots of 2 ads, which would you click on & give more time to?

Which ad would you click on?

THE RESULTS

Amount Spent

Link Clicks Objective

  • $57,762.38

Engagement Objective

  • $15,201.06

All Clicks

This is the number of times the anywhere on the Ad was clicked – such as the page name, the image, the url & the “see more” text. With engagement campaigns the “default” action of the click is the enlarge the image.

Link Clicks Objective

  • 136,496 clicks
  • $0.42 per click

Engagement Objective

  • 111,217 clicks
  • $0.14 per click

Link Clicks

This is the number of times a link in the Ad text was clicked or the image/call to action button was clicked from a Link Click Ad.

Link Clicks Objective

  • 82,856 link clicks
  • $1.43 per link click

Engagement Objective

  • 18,652 link clicks
  • $1.23 per link click

Ad Post Shares

This is the number of shares directly from people who were originally displayed the ad. This does not count shares if some one is displayed the ad because one of their friend’s engaged with the ad.

Link Clicks Objective

  • 623 shares
  • $92.72 per share

Engagement Objective

  • 715 shares
  • $21.26 per share

Ad Post Comments

This is the number of comments directly from people who were originally displayed the ad. This does not count comments if some one is displayed the ad because one of their friend’s engaged with the ad.

Link Clicks Objective

  • 398 comments
  • $145.13 per comment

Engagement Objective

  • 567 comments
  • $26.81 per comment

Ad Post Reactions

This is the number of likes or reactions directly from people who were originally displayed the ad. This does not count reactions if some one is displayed the ad because one of their friend’s engaged with the ad.

Link Clicks Objective

  • 4,713 reactions
  • $12.26 per reaction

Engagement Objective

  • 10,144 reactions
  • $1.50 per reaction

What Can You Learn From This?

Keep in mind that this data is the aggregate from many different Home Builders across the entire US. All with different product types, price points & different offers. For some builders – the traditionally used “link click” campaigns had better performance, for others the “engagement” type had better. You should always test what works best for your location, product & price point.

1 – Engagement Campaigns Tend to Have Better Performance

For the majority of Home Builders that used the Engagement campaigns they had far better performance on all of the metrics that count. Better performing ads means more opportunities to convert clicks to leads.

2 – Location, Product & Price Heavily Influence Performance

While us marketers dislike seeing low-performing ads – you should always view the metrics with the understanding that certain locations, product types & prices will influence your metrics. A perfectly priced home, in a perfect location will nearly always have amazing results – even with a poorly designed ad. On the opposite end, take that some home and build it in a less than desirable location and you will see a big difference in metrics. Now its still your job to make the advertising work in both locations.👍

3 – Ad Copy, Creative & Link Placement Influence Performance

If you decide to create Engagement campaigns be sure to test the following for optimal results.

  • Ad image/creative size & shape (square, rectangle & vertical)
  • Ad Copy Length
  • Link placement within the copy
  • Emojis!

Your Next Steps

  1. Review your Facebook campaigns. Running only one campaign type? Time to setup a test of the other campaign type you are not running.
  2. How are your metrics? While the cost per clicks above were the average across many accounts – you should always strive to have better performance. Test, test, test.
  3. Ask a question! Comment on this blog post or on the Facebook Ad any questions you may have!

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