REPORT: Engagement Optimization ‘Isn’t The Best Bet’ For Facebook Advertisers

How important is engagement with Facebook pages when it comes to return on investment from advertising on the social network? Not very, according to a new report by social marketing solutions provider SocialCode.

SocialCodeOptimizingTowardsReach650How important is engagement with Facebook pages when it comes to return on investment from advertising on the social network? Not very, according to a new report by social marketing solutions provider SocialCode.

SocialCode described two campaigns it ran for a company it described as “a Fortune 100 health and beauty company,” saying that the advertiser wanted to lower cost per thousand impressions while at the same time slashing cost per engagement.

In the first campaign, SocialCode said it switched from optimizing for engagement to optimizing for reach, slashing CPM by more than 13 times with little effect on CPE efficiency.

And in the second campaign, SocialCode surfaced the best creative through engagement, and then switched to reach optimization to lower CPMs by 44 percent, finding that although it increased its engagement rate slightly when compared with the broad audience, it was still able to cut CPE by 44 percent.

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