Theeee most awkward (and irritating) thing EVER = launching Facebook ads, only to realize that they’re getting pretty much zero engagement. Basically, it’s like that fear of standing up for a speech, clinking your glass, getting all eyes on you, and forgetting every single word you had planned to say. 

Been there. And so have my clients.

Here’s the thing, though: there’s a fix for this. (Really, there are a LOT of fixes for this.) 

If you can target the right people, utilize the right frameworks within your ads, and create the right kind of content, you’re solid. Promise. And, as usj, I’ve got you covered with exactly what you need to know to get there.

But, first, lemme answer one question for ya:

Why aren’t my FB ads getting any engagement?

Diagnosing a non-engaging Facebook ads campaign can be tricky since there are a lot of reasons why a lack of engagement could occur. However, I can pretty much guarantee you that it’s one of a few things: incorrect targeting, weak creative/copy, or a not-so-great offer. And if you feel like you USED to get engagement on a set of ads (but no longer), then it’s very likely ad fatigue.

Are these the ONLY problems? No. But are these the most likely ones? YES. So let’s fix ‘em.

Your Guide to Boosting FB Engagement

I’m all about proven strategies for boosting FB ad engagement, and my clients are living proof of it. (Like, hellllooOOOO, six-figure launches! Hi!) While there are a lot of things we utilize over here (I talk about testing constantly, as y’all know), here are the engagement strategies I swear by for boosting your Facebook ads.

• Go back to your targeting: To put it bluntly, people don’t engage with the people they aren’t connected with. There’s just TOO MUCH on the internet for that. It’s why you need to make sure you’re targeting the right audiences, which is why it’s so important to get detailed, get nitty-gritty, and get, well, targeted. Build custom and lookalike audiences, take the time to warm up your people, and make sure that your targeting is correct and up to date within your Ads Manager.
• Invite conversation with your creative: If you want people to engage with your Facebook ads, they need to be encouraged to do so. Make sure that your graphics or videos are aesthetically pleasing, conversational, and vibrant — and then integrate in questioning, direct speak, and clear calls to action within your copy. If you want people to respond, click, and comment, be sure you’re telling them exactly what to do.
• Integrate limited-time offers and scarcity: An easy way to encourage engagement is by making it almost an emotional requirement to purchase at the lowest price/get in at the best time. To do this, build limited-time cart opens, discount codes, and incentives (like bonuses) into your ad campaign plan. 

Examples of highly-engaging ads

I’m always the luckiest to have suchhhh incredible clients, and they make my job EASY. Here are some tidbits that can help you guide your strategy to get the MOST engagement…

Let your videos end on a cliffhanger. Kind of like cable TV (okay, not really). Instead of giving away EVERYTHING in a video ad, try testing a video format that needs a click to get the full answer. This format works especially well for something like a podcast ad. Instead of giving away the entire conversation, preview just the question and a snippet of the answer to make your audience seek more.

Try long-form copy. Conversational-style copy in a long story format can connect you to your audience. Make sure to sprinkle in your clearly defined call-to-action, but test telling a personal story! This makes your ads relatable, where people are bound to either like it, or best case, click to read MORE of your story on the landing page!

Get clear on the pain points of your offer, and list them. You KNOW you’ll relate to your audience if your offer can fix even ONE pain point they are facing right now. Brainstorm a BIG list of what your offer can fix, and then test out shorter copy on images or in your copy directly to shout out those issues and highlight yourSELF as the fix!

Your next steps

Now that you have a better idea of how to boost Facebook ads engagement, it’s time to start going for it! Here’s your homework: create a new ads campaign utilizing a WARM audience (don’t have one yet? Start working on warming up an audience before you do this), and then test with a few different versions of creative. 

I want you to test one version with a video (I love a talking head video), one with a carousel ad that asks a question, and one with a typical graphic-on-image. Then, I want you to ASK for engagement in each version of that ad. You can ask people to “press play,” “take a click,” “leave a comment,” or something else entirely — but ask for engagement.

Then, take a look at your results. What encouraged the most engagement? What worked the best? Take that, learn from it, and run with it.

You’ve got this.