4 Ways To Engage With Facebook Ads

BALTIMORE -- Facebook is more than just a place to read news headlines and see photos of your friends' children. In fact, with its users visiting the site an average of eight times a day, Facebook could claim the title of America's water cooler.

That was the word from Ryan Hurley of The Archer Group at Thursday's LIMRA Marketing Conference.

As more marketers incorporate Facebook into their promotional campaigns, there are a number of things they must keep in mind to engage their audience successfully, he said.

Marketers can engage on Facebook in a range of ways, from posting updates to creating a complete advertising campaign.

But regardless of the depth of engagement, a good Facebook ad has the following components, Hurley said. They are: descriptive text, an image or video, a headline, a link description and a call to action.

Hurley gave some best practices for creating a successful Facebook ad campaign.

1. Know what you want your audience to do. Facebook advertising is not always about collecting likes and comments.
2. Always give users something to click on.
3. Photos work great; great photos work better.
4. Be succinct. Your audience will read only a sentence or two of your message.

Susan Rupe is managing editor for InsuranceNewsNet. She formerly served as communications director for an insurance agents' association and was an award-winning newspaper reporter and editor. Contact her at Susan.Rupe@innfeedback.com. Follow her on Twitter @INNsusan.

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