How Lead Ads and Cost Per Engagement Can Lead to Higher Engagement With Your Content

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When trying to get an advertisement out to the public, there are many different ways that you can go about it. But you are just looking for one simple result: get people to interact with your ad. Today we are going to discuss two different ways you can get your ad out to the public effectively. These methods are used by some of the biggest companies in the world, like Facebook and Tik Tok. This article will help you understand the two forms of advertisement and when and where to use them. So without hesitation, let’s jump into Lead Ads and Cost per Engagement ads.

This is an overview of a Lead Ad

Lead ads are most commonly used in Facebook. You may not even realize they are lead ads. Lead ads are meant to gain a potential customer’s name, email, and phone number and sign them up for a subscription of some sort. This helps companies get their product out to the public. They also use these ads to get on different types of people’s pages and try to broaden their customers. Below is a an example of a lead ad and how it would look on Facebook.

This is what a Lead Ad would look like on Facebook on a mobile device

I am sure everybody has gotten involved with a lead ad before. If you have gotten an email about a product or service than you have signed up for a lead ad. They are one of the most popular ways to advertise a product in the new day and age with all of the technology at our fingertips. Now emerging on TikTok, these ads are just going to attract more and more people because they are starting to be used in a variety of different places. These ads are also found very often on Snapchat because of the large amount of people using the app and the amount of opportunities there are are endless.

Like I said, TikTok is currently rising in the Lead Ad game. With people getting caught in the TikTok vortex (scrolling for hours on the app) it helps people putting out these ads reach millions of people sometimes multiple times. It is all about getting your brand out to new people and Lead Ads are perfect, especially for an app like TikTok. There are so many people on TikTok now as it is the fastest growing social media platform, that it is perfect for people to put advertisements on the app because so many people have found success just from posting.

Snapchat has also adapted lead ads in their stories. When you are tapping through other people’s stories, an ad will probably come up and you will tap on it and whether you like it or not, you are interacting with an advertisement and now know something about the following good or service. Using Snapchat and TikTok helps companies connect to a younger audience since younger people are a majority population in those two social media platforms.

Now on the other side, Cost per Engagement (CPE) is a measurement of how much a company spends on ads based on how many people engage with the ad. These interactions could be liking the post, sharing the post, etc. The more people that see these type of ads, the better. The company only has to pay for the ads when people engage with them, which helps them only spend money on things that are productive and not on something that people are not even acknowledging. This is why these new ways of advertising are better than some old billboard on the side of the street.

Here is a quick overview of what Cost per Engagement is

I am sure you have been playing a game on your phone and an ad pops up. You accidentally click it and it brings you to safari and then the App Store. That just paid off for the company producing the ad because you interacted with it. It seems kind of sneaky, but it is a very good way to build awareness for your product with a lot of different people.

Cost per Engagement is an efficient way of keeping track of how you spend money on advertisements and if it is actually paying off. If you are spending a lot of money on getting these ads out to the public and you are not seeing a good return on your investment, you know you should probably change up how you do your ads. It really helps people who are first starting out not to put all of their money into their ads and find a good median on what to spend on ads and what to spend on other things for your company.

This is the Cost Per Engagement equation

There is an equation to help find the cost per engagement. You take the amount of money spent and divide it by the amount of times the content was interacted with. This helps you keep track of how much you spend on ads and lets you know if you are spending too much or too little. Generally, social networks like Facebook will also expect you to bid a CPE rate when constructing your ad however.

This is an example of what different ads can look like with Cost per Engagement

By using these two different types of advertisement, you are able to reach so many more people. Not only will you reach higher numbers, you will get a diverse group of people which gives you the opportunity to expand your customers. The more people that see an ad, the better. If your ad pops up on somebody’s phone, they might not think anything of it the first time. But if they see it a week or a month later, they may remember it.

After discussing these two different types of advertisements, you can see that these are two very different approaches but both are very useful when it comes to getting your brand name out to the public. Both can be used on social media, but Lead Ads are more of a hands on advertising while Cost per Engagement is only when customers actually interact with the ad. There is no wrong answer when trying to decide whether to use Lead Ads or Cost per Engagement ads, the only thing that really matters is having a brand people want and need and having a good advertisement to show off that product or service.

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