Dennis Yu

What does a good Facebook engagement campaign look like?

We have covered how the always-on page post ad is the workhorse of your Facebook ad campaigns.

But it’s not enough to have just this one ad.

You want to reach the newsfeeds of folks who aren’t fans yet but should be.

So clone this ad (“create similar ad”) to target people by their job titles, their hobbies, the magazines they read, the other products they like, and even where they work.

Pop quiz– which of these ads below is performing the best?

My apologies that the numbers are small.

Well, you could say it’s the first ad since it got the most traffic— 76 clicks and 54 post engagements at 10 cents per engagement.  23 of these even went to the website. Not bad.

You could even say this audience is most relevant since we’re targeting welders, plus people who like certain welding companies. This is for a site that sells DIY Welding Kits.

But if you said it was the second to last ad, because it had the highest CTR (3.175%) and a lower cost per engagement (6 cents), you wouldn’t be wrong either.

Notice the high click-through rate results in a lower cost per click. We’re getting rewarded for good performance– to have great content and to choose the right targets.

But if we’re rating ad performance by cost per engagement, then the always-on ad targeted to fans wins at only 3 cents per interaction.

Yes, this is the lowest cost per engagement. However, do not make the mistake of comparing this ad’s performance against the other ads. People who are fans are already predisposed to engage with you, so long as your fan acquisition efforts are solid.

This is the equivalent of comparing people who search for your name on Google against people who search generically for the thing that you do. Self-selecting.

Also, note that the mix of interactions is different– the fans drove mainly photo views, which are not as strong as a website click or share. Of course, it depends on the type of post you have and the corresponding goal.

Finally, we have an industry influencer ad.

In this case, we’re targeting people who work at prominent welding companies, so that we can establish our name.

The CTR and CPC of this type of ad don’t have to be strong.  When you’re targeting the media or highly educated folks, they’re less likely to click.  In fact, the post might get almost no clicks, but still drive incredible value.

My business partner, Dennis, wrote a blog post targeting Dan Gilbert, owner of the Cleveland Cavaliers and Quicken Loans.  He got only a few visits but got a call the next day from the Chairman of Quicken Loans because of it.

So balance quality vs quantity.

Sometimes you get lucky.  Getting mentioned in insidefacebook.com because of your Facebook marketing efforts is a great thing, too.

Net-net, create multiple always-on ads to make sure fans, friends of fans who have similar interests, prospective buyers, people in your email list, and the media are all getting a steady stream of your content.

Readers, what strategies are working well for you?

Dennis Yu

Dennis Yu

Dennis Yu is co-author of the #1 best selling book on Amazon in social media, The Definitive Guide to TikTok Ads. He has spent a billion dollars on Facebook ads across his agencies and agencies he advises. Mr. Yu is the "million jobs" guy-- on a mission to create one million jobs via hands-on social media training, partnering with universities and professional organizations. You can find him quoted in major publications and on television such as CNN, the Wall Street Journal, Washington Post, NPR, and LA Times. Clients have included Nike, Red Bull, the Golden State Warriors, Ashley Furniture, Quiznos-- down to local service businesses like real estate agents and dentists. He's spoken at over 750 conferences in 20 countries, having flown over 6 million miles in the last 30 years to train up young adults and business owners. He speaks for free as long as the organization believes in the job-creation mission and covers business class travel. You can find him hiking tall mountains, eating chicken wings, and taking Kaqun oxygen baths-- likely in a city near you.
I'm a member of Blitzmetrics Academy and a friend of Dennis to boot. Not only is Dennis highly intelligent and full of great and creative ideas, he's also incredibly generous with both his knowledge and his time. Success couldn't come to a better guy. Thank you for all that you do for the world, Dennis! 🙏

Michael Pacheco

Marketer

Thanks 🙏 for being shining light in this industry. Love what your building for works overseas too network for jobs so innovative. Dennis helped me navigate having bad experiences with marketing agencies and doing dollar a day marketing which has helped my personal brand tremendously. Highly recommend.

Eric Skeldon

Founder at Kingdom Broker

Working with Dennis has been a delightful experience. After meeting him in 2015 I got to collaborate with him on countless occasions. His understanding for state-of-the-art marketing, his implementation, and his leadership put him into the top 0.01% of marketers and mentors.

Jan Koch

Ihr kompetenter Partner für innovative KI-Strategien.

I had the pleasure of interviewing Dennis for my podcast in 2021 and since then we have maintained a friendship that grows with each interaction. I have seen Dennis' devotion to his friends and clients firsthand, and our conversations often result in us talking about how we can provide more value to the people around us. He is someone whom I can ask questions on a technical level, and look to on a personal level. If you have any hesitancy about hiring him, get over yourself and do it!

Isaac Mashman

Help scaling personal brands.

Geez, where do I start recommending Dennis? First, he is an absolutely brilliant marketer who understands where marketing is today and where it's going tomorrow. He also has an incredible passion for the International Worker community. The lessons he has taught me from his almost 20 years of experience hiring International Workers have been immense. Most importantly though. Dennis Yu is someone who wants the absolute best for you and is willing to tell you the truth. Dennis sat with me at a point in my business where I was floundering but did not want to admit it. He asked some very straight forward questions to get me to admit my issues, highlighted the issues, and then helped me create a roadmap to success.

Atiba de Souza

International Keynote Speaker | Video Content Superman | Superconnector |

Dennis, which I had the pleasure of working with is one of the most giving, honest and tell you as it is person I ever know. The knowledge this man has is remarkable and he just gives it out freely. He is not pretentious and always entertain anyone big or small in the industry always willing to help. If you ever get a golden opportunity to work with him or mentored by him say YES!. You will notr regret Dennis, which I had the pleasure of working with is one of the most giving, honest and tell you as it is person I ever know. The knowledge this man has is remarkable and he just gives it out freely. He is not pretentious and always entertain anyone big or small in the industry always willing to help. If you ever get a golden opportunity to work with him or mentored by him say YES!. You will not regret

Nixon Lee

The PR Whisperer

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