added info on Post Engagement ads

envy/_subsections/sec03/lesson-16.org

@@ -284,3 +284,94 @@
 ** Carousel Ads
 - with a carousel you can identify which ad has the most clicks
 - take that ad and use it in a new campaign
+
+** Engagement Ads
+- to engage people with facebook page or post
+  - boosting posts
+  - getting page likes
+  - event responses/attendance
+
+*** ad formats
+- single image
+- single video
+- slideshow
+
+*** best practices
+- very little organic reach
+  - less than 10% are organic
+  - you must create post engagement ads
+
+- before you do that
+  - get clients to aminimum of 1000 page likes
+    - so when a new customer sees the page they will be impressed
+
+*** Create Post Engagement Ad
+**** New Campaign
+- choose engagement objective
+   #+attr_html: :width 400
+   [[file:../../../_share/media/img/facebook/envy/section 03/lesson-16/e06a.png]]
+
+**** AD Set
+
+- Set Conversion Location to "on your ad"
+   #+attr_html: :width 400
+   [[file:../../../_share/media/img/facebook/envy/section 03/lesson-16/e06b.png]]
+
+
+- set Engagement Type to 'Post Engagement'
+
+   #+attr_html: :width 400
+   [[file:../../../_share/media/img/facebook/envy/section 03/lesson-16/e06b2.png]]
+
+- set Performance Goals to 'Maximize Engagement with Post'
+
+   #+attr_html: :width 400
+   [[file:../../../_share/media/img/facebook/envy/section 03/lesson-16/e06b3.png]]
+
+- set Performance Goals to 'Maximize Engagement with Post'
+
+- make sure to exclude people who already like your page
+   #+attr_html: :width 400
+   [[file:../../../_share/media/img/facebook/envy/section 03/lesson-16/e06c.png]]
+
+- leave placements as Advantage+
+
+**** New Ad
+- split test using a single image AND a single video
+  - you want lowest cost per page like
+
+- give users an instant reason to like your page
+
+*** best proctices for Post Engagement
+- this is meant to boost a specific post on page
+
+- facebook will target users more likely to engage
+  - like
+  - comment
+  - share post
+
+-  if you want traffic to a site, such as a link, use a Traffic of Conversion objective
+
+*** Post Engagement Split Test
+- create 3 campaign split tests
+  1. target a looklike audience of current facebook page followers
+  2. go broad and target competitors facebook page (or similar)
+     - enable "advantage detailed targeting" option
+  3. target just current facebook page followers via custom audience
+
+**** Lookalike Audience
+- in Ad Set
+- Go to Audience and select create new -> 'lookalike audience'
+  - select lookalike source
+  - choose small lookalike at 1%
+
+**** Competitor
+- good top of funnel ad
+- good for making lookalike audiences
+
+- add interests in detailed targeting
+- click on "advantage detailed targeting" option
+  - allows you ta add competitors you forgot to add
+
+**** Current
+- if you have 1000 followers its enough