Should you optimize Facebook ad campaigns for reach or engagement?

One of the biggest debates in Facebook ad circles is whether advertisers should go for reach or engagement. A new study by Facebook Strategic Preferred Marketing Developer SocialCode shows that many advertisers can get more results by optimizing for reach.

Right now, many advertisers are calibrating their campaigns to get more engagement, but SocialCode Senior Vice President of Marketing Max Kalehoff feels that marketers should optimize for both. He advocated for using quality creative to surface the most engaging post, then advertising those posts for optimal reach.

The study cites a 2011 Nielsen report that shows no positive correlation between clickthrough rate and sales life.

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