Top 3 Facebook Ad Campaign Objectives for Insurance Agents (Hint: Boost Post Is NOT One of Them!)
Beyond Boost Post: 15 Campaign Objectives
Have you ever hit the big blue “Boost Post” button on Facebook?
For most agents this is about as far as they’ve ever gone with Facebook paid advertising. We manage Facebook ads for agencies across the country and one of the most common responses we get when we ask agents if they’ve advertised on Facebook is:
“Yeah, we’ve done the Boost Post thing. But didn’t get much out of it.”
If that’s you then read on my friend!
Because there’s so much more to Facebook advertising then simply hitting the “Easy Button” aka Boost Post Button.
In fact, the default Facebook Ad Campaign Objective for Boosted Posts is just one of 15 Objectives available to marketers in Facebook.
We’ll list all 15 below but first let’s answer two questions:
What’s a Facebook Ad Campaign Objective?
A Facebook Ad Campaign Objective is how you tell Facebook what you want to achieve with your ad.
Facebook knows a lot about their users. They know who’s more likely to watch a video. Who’s more likely to click a link. And who’s more likely to share a post.
Campaign Objectives allow you to deliver your ad to people who are more likely to take the action you’re running your campaign for.
For example, if you want more targeted traffic to your website you would select the “Clicks to Website” Objective. If you want more Video Views you would select – you guessed it – the “Video Views” Objective.
Remember, Facebook knows who tends to watch videos, so if you have a video ad they know exactly who to serve it too.
In total there are 15 Campaign Objectives in Facebook:
In a moment you’ll learn what the Top Three Objectives are if you want to get the quickest results on Facebook.
But first let’s talk about which Campaign Objective Facebook automatically uses when you Boost a post.
What happens when you hit Boost Post?
When you click Boost Post, Facebook runs the Engagement Campaign (one of the 15 Objectives listed above) for you.
The purpose of the Engagement Campaign is to produce more Likes, Shares and Comments on your post. As the name implies, it’s designed to “engage” users with your post.
While there’s nothing wrong with more Likes, Shares and Comments it’s typically not the most effective use of your ad budget.
Especially if you’re trying to drive people back to your website to get a quote!
So if Boost Post is not the best way to advertise on Facebook, what is?
Great question. Let’s look at the three most effective Campaign Objectives to get some “quick wins” with your Facebook ads.
The 3 Most Effective Facebook Ad Campaign Objectives
The reason we selected these three Objectives over the other 12 is because in our experience these are the ones that agents can get started with the fastest and start seeing real results.
There are some other Objectives that can work really well (like the Lead Generation Objective) but they are a bit more advanced. So if all you’ve ever done is fool around with Boost Post button then you’ll want to test these Objectives out as soon as possible!
1) Clicks to Website
When you select this Objective, Facebook will show your ad to people who have a history of clicking on links to websites outside of Facebook.
The goal here is to take the person outside the walls of Facebook and bring them to your website. Once they arrive on your website you can offer them a quote, a free report or simply educate them about a certain type of insurance.
Below we’ll show you how to create a “Clicks to Website” campaign in eight simple steps. But first let’s look at two other useful Campaign Objectives.
2) Page Post Engagement
The purpose of this Objective is to show your ad to people who are most likely to engage with your post. In other words, people who tend to Like, Share and Comment on posts.
You may be wondering, “But isn’t this the same type Objective used when I hit Boost Post?”
Yes. However, using the Page Post Objective in Power Editor vs just clicking Boost Post, gives you more, and better, options that are unavailable when you Boost a Post.
For example, you can:
- Create a post that won’t appear on your page (this is handy when you want to run several different versions of a post but you don’t want to publish them all on your page).
- Change the headline and link description text.
- Adjust the scheduling of your ad (i.e., you may not want to run your ad at 2:00 a.m. because you know that is not when your target market is on Facebook).
These are all things you cannot do when you simply hit Boost Post.
3) Video Views
The goal of the Video View Objective is to show your video to people who Facebook knows are likely to watch it.
We’re seeing agencies all across the country, personal and commercial lines, have great success with video ads. In fact, it’s not uncommon to see agents pay just $0.02 or $0.03 cents per video view when done right!
The great thing about video ads is that when you run a video Facebook will automatically build a list of everyone who watched that video. And if you’re only paying $0.02 per video view you could get over 6,000 people to watch your video for just $100!
Now you have a list of 6,000 people who have already seen a video of your agency, so they’re somewhat familiar. Then you could run an ad specifically to those 6,000 prospects offering them a quote.
(Side note: You don’t need to hire a video production company to do this. You can simply use your smartphone’s camera to shoot the video. It doesn’t have to be perfect. You just have to do it!)
Now let’s walk through an example of how to setup one of these campaigns.
How To Setup a ‘Clicks to Website’ Facebook Ad Campaign in 8 Simple Steps
For our example, we’ll use the Clicks to Website Campaign Objective.
(Note: We highly recommend you use the Power Editor app in Google Chrome to do this.)
Step 1: Click Create Campaign
Step 2: Name Your Campaign
Step 3: Select Your Ad Set
Step 4: Select Your Audience Options in the Ad Set
Step 5: Create Your Ad
Step 6: Add Your Website URL
Step 7: Write Your Headline, Text, Display URL and Link Description
Step 8: Change Image If Necessary
There you go. Those are the 8 steps to publish a Clicks to Website Campaign Objective.
Connect with Agency Nation on Facebook here.
If you’ve read this post you now know more than most agents when it comes to Facebook advertising! But before you get too happy remember that knowledge without action is useless.
So make sure you experiment and test this out for yourself. You don’t have to spend thousands of dollars to do it.
You can start with $100 or less.
The point is to test something other than simply clicking the Easy Button Boost Post Button.
Want To Go Deeper?
Josh is teaching a live webinar on “How Agents Can Use Facebook Ads To Target High-Net Worth Clients” on June 30, 2016. Click here to learn more and reserve your spot.
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