# Don't Use The ENGAGEMENT Objective on Facebook! Here's Why... Channel: Ben Heath Video: https://www.youtube.com/watch?v=MIVz3Ofq3LY Duration: 11 min Language: English Words: 2285 Transcript page: https://viewrankai.com/tools/youtube-transcript/MIVz3Ofq3LY --- [0:00] hi guys it's ben heath from lead guru and in this video i'm going to explain why you should not use the engagement objective on facebook there are some real issues with using the engagement objective on facebook it can really negatively hurt your overall facebook advertising results i'm going to explain why in this video and go through what you can do instead before i get into that i want to very quickly ask you to smash that like button and of course subscribe to my channel if you are new and you haven't done so already i release facebook advertising related content like this all the time okay so [0:27] before i get into the issues with the engagement objective i just want to be very very clear and make sure we're both on the same page when we know what we're talking about when i talk about the engagement objective i've obviously got an example ad account up here i've gone into the create a campaign window and then we're presented with the different campaign objectives and you can see there's an option here called engagement and when i select engagement you'll actually see there's three different options within the engagement campaign objective there's post engagement page likes and event responses what i'm talking about in this video is the post [1:00] engagement option which is the default and the one that most people would associate with the engagement campaign objective now the reason why people would run the engagement campaign objective and use post engagement is because they want to generate comments likes social proof reactions on their ads and that sounds like a fantastic thing to go for you think okay i'll run a campaign to get lots of engagement engagement is good right or i'll run an engagement campaign to get lots of people interacting with my ad lots of engagement on it and then i'll use that ad in my conversion campaigns let's say and that social proof those comments [1:35] likes and reactions and things like that that's going to help me get better results okay but there's a real issue with using the post engagement objective and i'm going to jump over here and go to facebook's support doc on what's the engagement objective to explain it facebook could not be more clear or simple about what the engagement objective is the engagement objective is designed to get more people to see and engage with your facebook post or page with engagement as objective you can create ads that the three options but it's this line here it's designed to get more people to see and engage with your facebook post or [2:10] page facebook does not make any distinction over whether that engagement is positive or negative and actually as we know if you've seen a lot of things around social media and how the processes work it's often a lot easier to get engagement with negative uh content or or get people to react negatively to content than it is to get people to react positively and we've seen this a lot when we tested this with clients and i've certainly had this experience before basically no matter what you advertise there are people who are gonna not like what you're advertising or just not like that you're advertising full stop okay [2:45] and there are people that are gonna leave negative comments negative reactions and i would say that over the last few years we've seen more and more of this where when we test the engagement objective the post-engagement sort of subset within that a lot of the engagement you generate is negative it's people leaving negative reactions people leaving negative comments and if your objective obviously is to get engagement because that helps you sell your product services or get engagement so that you then have lots of posts with social proof that you can then use as ads to help sell your products and services negative engagement is so damaging people leaving [3:18] comments that are often completely untrue saying oh don't buy from this company and you know they've got terrible customer service or it's a scam or their products aren't real you'll see that sort of stuff on just completely you know completely uncalled for regular ads for businesses no issues whatsoever we see that stuff all the time now because the engagement objective is designed to get people engaged facebook's algorithms and machine learning process is optimizing for engagement they're not differentiating between positive and negative engagement so in facebook's mind if they get someone to comment great that's whether they're leaving a comment saying bought from this company before they're [3:53] fantastic would recommend it or whether they're leaving a comment saying never buy from them they're terrible avoid them at all costs engagement could be someone leaving a heart reaction or someone leaving an angry face reaction on on an ad and that is it was always there it's becoming more and more of an issue when you run the engaged objective now you're going to get negative feedback no matter what campaign objective you run but you certainly don't want to be specifically optimizing for engagement if a good percentage of that engagement is negative and we see this obviously a lot more with certain industries than others some are a lot more forgiving but this [4:28] is definitely something to be aware of and the impact of this is more than you might think it's not just on that post or ad itself but it also if we jump back into ads manager is going to affect your other campaigns so obviously facebook is learning at the ad account level also at the campaign level about the at the ad account level who engages with your content who clicks through to your website who's most likely to buy all that sort of stuff well if you were to then say run an engaging campaign generate social proof and you've also got conversion campaigns running for example if you've run engagement campaigns and a [5:00] lot of the engagement is negative which it is a lot now unfortunately that can negatively impact your conversion campaigns because facebook's going oh we've got a whole bunch of people we know this type of person engages with this business's ads let's run conversion campaigns to them and see how they do now they're obviously not going to do very well and facebook will learn but who wants to go through that additional learning and that waste of money because it's basically training facebook to go after people that you probably don't want to be at well you certainly don't want to be advertising to um again and didn't want to be advertising to in the first [5:31] place so that's one big negative well another big negative associated is gonna negatively impact the rest of your campaigns because you're training um facebook to put your ads in front of people that react very negatively to your content but do engage because when people don't like something they engage negatively often it also does something and that you really want to avoid now i've just got this prepared here i'm in the audiences tab now one of the custom audiences that i'm now recommending you create and you use is a custom audience based on people that have engaged with your facebook page so if we go into create audience [6:03] and custom audience and then we take a look at facebook page under facebook sources and click next you will see that we can create a custom audience everyone who engaged with your page and specifically within that that's going to be people you can see who have visited your page or taken an action on a post or an ad such as reaction shares comments link clicks carousel swipes etc now this is often a great warm audience a custom audience to retarget because if someone has engaged with your ads or they visited your facebook page like great they've demonstrated usually interest in your products and services so advertising to those people again [6:37] makes a lot of sense and i'll include a link in the video description below to another video all about custom audiences and how you create them including this one and how you use them and that sort of stuff however if you're creating a custom audience based on people who've engaged with your facebook page and that includes a lot of people that have negatively engaged your facebook page you absolutely don't want to be retargeting them and that could mess up your whole um retargeting ad set or retargeting campaign if you've got this audience included we've seen this quite a bit recently i've said comments have gotten more negative i think [7:09] facebook's um i said going gotten better at getting engagement which ironically means that a lot of that engagement is negative because that's a really effective way to get engagement so you can see how if you're hoping to re-target the people that are engaging if 40 or 30 percent of those people are engaged leaving really negative comments that also is going to mess up this custom audience and you can also create obviously lookalike audiences of that is then going to mess up that subsequent lookalike audience so for for the most part there are always going to be exceptions certain times where we don't a business where we don't [7:44] see much negative engagement or we're really wanting to promote something to a warm audience that we know is going to get lots of engagement so we will use the engagement objective but for the most part you do not want to use the engagement objective because of these issues it is just not worth it you're much better off if we jump back over here running conversion campaigns even with a new ad account or obviously if you can't run conversions maybe traffic or or if you're using a different sales funnel something like reach okay very very important so hopefully that's been useful you can now adjust your campaigns [8:12] if you are using the engagement objective or not use them going forward and it can save you some money and help make sure you don't hurt your results really and which is what the engagement objective can do quite often and before you go a couple of things i want to mention the first is a free webinar i've created called three killer facebook ad strategies to double or more your revenue in this webinar we break down different sales funnels and different sales funnels are required for different business models if you sell a product you need to sell something very different you need to sell that very differently to how you sell a high-end [8:41] service for example so we've got three different sales funnels in that webinar i break them down step by step show you exactly how to implement them could not recommend going through that more it's completely free link's in the description about 60 minutes long and i think you'd be very very happy you went through it if you did i said it's all about strategies and sales funds which is super important with facebook advertising other thing i want to mention is membership so recently i turned on youtube channel membership so you can now become a member of my youtube channel and to become a member it's a small monthly fee and in exchange [9:10] for that you get priority on me answering your comments so obviously as my channel has grown i get more and more comments it's become more and more difficult for me to respond to to a bunch of them so what i'm doing is i'm prioritizing member comments so if you go ahead and become a member um and you leave a comment my objective is to answer every single comment left by a member so obviously if you've got questions around any of the stuff i create any of my videos any of the strategies any of this stuff i think you find it really really useful to become a member and make sure [9:39] you get those answers because i know those the answers questions could be make or break for your facebook advertising could impact your business a lot you also get to er to be involved in member-only polls so you could have a say in what content i create and all that sort of stuff so um so yeah you'll see that beneath this video this little join button if you click on that that'll just bring up all the information associated with becoming a channel member and if you do and decide to support my youtube channel that would be much appreciated and um and yeah if you found this video useful remember hit that [10:06] thumbs up button that'd be much appreciated and comment below to let me know whether you become a member or not always always helpful in the comments i'd say i will still try and answer as many comments from non-members as well as members as i can and um yeah don't forget to subscribe release facebook advertising content like this all the time you do not want to miss out on this stuff because we test this as an agency all the time and you know if you're making these sorts of mistakes it can have a big negative impact on your results so subscribe you'll see this content make sure you're not making any [10:32] mistakes okay thanks out guys bye for now --- About this transcript Read from YouTube's own caption track and laid out by ViewRank AI (https://viewrankai.com). ViewRank AI finds the videos already beating a creator's own average on Instagram, TikTok and YouTube Shorts, transcribes them from the audio itself in more than 60 languages, and turns what worked into new ideas and scripts. Free transcript tools, no account needed: https://viewrankai.com/tools How to read any video this way: https://viewrankai.com/llms.txt