Facebook Advertising: Clicks to Website vs. Page Post Engagement

Maybe it’s just me, but sometimes I find myself torn between choosing the Website Clicks or Post Engagement Facebook ad objectives. Even though Facebook clearly spells out which one you should use for different advertising situations, I think that there is a grey area not covered.

Which objective is right for your Facebook advertising campaign? Let’s do a little more digging to find out…

Post Engagement Facebook Ads

According to Facebook, Page Post Engagement objectives are meant to reach more people when you boost a post. Engagements on a post include Likes on your post or page, post clicks, comments, and shares. When determining overall engagement rate, you combine all points of engagement and divide by the total reach of the post. These ads can be in the form of photos, videos or text.

Facebook Advertising: Page Post Engagement
Post Engagement Ads using a Photo should be high quality and measure 1,200 x 900 pixels for a news feed image. Remember also; the graphic must be within the 20% text rule. Facebook provides this helpful grid tool to make sure your ads are within the guidelines.

Video Post Engagement Ads (different from Video Views objective) engage your audience with a video spot for up to 40 minutes (which I don’t recommend using the full time). The objective allows for 90 characters of text (body) and 25 characters in the headline. Although Video Post Engagement and Video View objectives may seem similar, I would recommend using the Video View option to get the most for your money. It will be better at measuring views and it includes a call to action button.

Text Page Post Engagement is simply boosted text. Facebook gives a maximum of 500 characters. What’s recommended for running an ad like this is to keep it to 150 characters or less for a clear and concise message. An example of a Text Page Post Engagement could be an endearing thought from your brand or a thank you note. In other words, stick to this objective when you want your audience to focus on your words at not a photo.

Clicks to Website Facebook Ads

Next up are the Website Click Ads. This objective is meant to send people to certain pages on your website. This could be a sign-up sheet, restaurant menu or really anything lead generation specific. Facebook recommends an image size of 1,200 x 628 pixels with 90 characters of text (body), 25 character headline, and 30 character link description.

More importantly, Clicks to Website Facebook Ads are meant to evoke your audience to take an action. The call to action options within this objective include:

  • Shop Now
  • Book Now
  • Learn More
  • Sign Up
  • Download

Facebook Ads: Website Clicks Ad
Recently, Facebook ads also rolled out the Clicks To Website: Multi Product option which allows you to showcase 3-5 images and links within a single ad to direct your audience to specific pages on your website. This option works best for those working with an e-commerce website.

NOTE: Clicks To Website are Dark Posts that appear nowhere on your page; unlike Page Post Engagement Ads that are posted to your Facebook page.

So which one should you choose?

When it comes to choosing which objective you should use, my major piece of advice is to hone in on what action you really want people to take when viewing your ad.

Clicking To Your Website

We would like to expect that everyone seeing a Page Post Engagement Ad would click on the link within the text, but most of the time, that isn’t the case. If your number one goal is to have people click on a link within your ad, I would strongly suggest going the Website Clicks route. This objective ensures that any action taken on the ad will track back to the link you provide. More importantly, the call to action button is the make or break feature with this objective. Here are a few examples when this ad would be best:

  • Working with an e-commerce website and promoting products on your website
  • Promoting booking reservations for a restaurant or similar establishment
  • Increasing clicks to a blog post or similar content
  • Encourage email sign-up
  • Increase e-book downloads

Use the Google URL Builder for website click Facebook ads.

Encouraging Post Engagement

When it comes down to choosing between Website Clicks and Page Post Engagement, it’s best to choose the Post Engagement engagement when you want the maximum reach and amount of engagement on a post. These ads are also ideal for getting the most shares on a post. I think using this type of objective for advertising an event works the best. Here are a few more situations in which Post Engagement Ads are the way to go:

  • Advertising a sale or special discount
  • Announcing a grand opening
  • Political campaigns
  • Special brand announcements

Use the Facebook Ads Manager as opposed to simply boosting a post.

How can we help you manage your Facebook ads?

And there’s my side to the story and I help clients drive website clicks and post engagement on a daily basis! What advice do you have for choosing between Clicks to Website and Page Post Engagement ads?

If your interested in running Facebook Ads to increase your brand awareness, increase sales or generate leads, click on the button below to set up a free Facebook Ads consultation with our expert team of social media gurus.

Click here for a free Facebook ads consultation!

Tweet Like a Pro: The different approaches to using Twitter for business

You’re composing a tweet for your brand, but you’ve only got 140 characters to work with. What are some rock-solid, best practices for crafting a Tweet that will accomplish your business objectives?

Organic Tweets

These are tweets that you don’t plan to spend ad dollars on to promote, but you’d like to be engaging all the same.

Thought Leadership

Talk about what’s going on in the business world related to your brand without talking about the brand itself. Post about relevant news and link to the news author’s Twitter handle. You want fans to view your timeline and feel like your brand or company is knowledgable about the industry, as well as fresh and relevant. Don’t copy the headline of the news you’re linking to, either. Rewrite it.


Have a Twitter content strategy that is aligned with business objectives. Decide if your goals are, say, for traffic generation, email list building, or promoting blog posts, YouTube videos, or other marketing content. More importantly, be timely and relevant.

A link helps; a link accompanied by a picture works even better. There’s a lot of content flying by in Twitter feeds, so use a photo or video to stand out.

Consider asking a question. You want to encourage fans to engage with you through replies and retweets without coming right out and asking them to do it. This will also allow you to nurture online relationships with influencers, employees, customers, and other brand advocates.

Finally, you don’t want to tweet promotional material all the time. The golden rule is 80/20: Eighty percent of your content should be interesting and engaging and informative, but not necessarily advertisement, while 20 percent should be promoting the business.


A good Twitter account retweets things from thought leaders in its field. Be sure of the following before you retweet, though:

  • Don’t retweet something that makes the company look bad by association. Read what’s in a hyperlink fully before you retweet it.
  • Don’t retweet something that looks like a story, but is really an advertisement. Thoroughly read and assess the content you are sharing before you share it.

If the retweet is short enough, you may even be able to edit that retweet and add a few words of your own. If you are going to RT a lot, consider adding a comment in front to address it somehow. Examples of this might be to offer an opinion, a short comment, or something that tells us why you feel it’s worth sharing. Even just “Useful” or “Good post” is better than just a lazy RT. In fact, it is recommended if you are looking to have your own tweets retweeted that you not to take up all 140 characters. Leave room for others to include comments.

Also, consider writing an original tweet and linking to the same piece that the retweet linked to, with a source cited at the end, like this: “via @person” or “h/t @person” Variety is key here.

The Anatomy of a Tweet: Expert Business Composition on Twitter Link to a relevant article that shows your client’s expertise.

Paid Tweets

We’ve covered Twitter Ads in the past, specifically Twitter’s new Card format. We have an updated article in the works to reflect recent changes that Twitter has made, but the important thing is that the Twitter Card format is now everywhere. Here are the different types of ad-based tweets you can do now:

Follower Campaign

Twitter recommends you don’t have a photo in this tweet, and hyperlinking is no longer allowed. A short and sweet call to action is wise here, especially if it talks about what benefit will gain from following your Twitter account.

Tweet Like a Pro: The different approaches to using Twitter for business Keep it short, and you’ll encourage many follows.

Tweet Engagement

A tweet that has one or all of the following is wise here: a call to action, a hyperlink to something that will engage the audience, and a photo that does the same. (Around 1,000 x 500 is good for a non-Card Twitter ad image.)

Use a URL shortener for these, preferably Google URL Shortener as it’s free and provides a wealth of analytics data. After you’ve composed the Tweet, your followers will see it in their feeds, and if you promote it soon after, you’ll reach an even wider audience.

The Anatomy of a Tweet: Expert Business Composition on Twitter Promote something new your brand has to offer.

Website Clicks and Other Campaigns

Using the Twitter Card format, you’ll have 70 characters to use within the card itself as a headline, and the standard 140 characters to introduce the card. Plus, the image is squatter than a standard Twitter ad image: 1,000 by 400.

For the shorter ad blurb, talk directly about what’s in the image and include your call to action.

For the longer Tweet, go into what the product or service provides in plain language. Include a call to action here as well, because third-party Twitter apps might not show you the image right away.

Tweet Like a Pro: The different approaches to using Twitter for business

Bottom Line

You’ve only got 140 characters, so make them count. The goal is to make your brand look good, so follower numbers go up and your audience engages with your content. The ultimate goal is for brand awareness to be positive, not negative. Try not to be That Person who goes viral for the wrong reasons.

Are you a business that would be thrilled with engaging tweets that reach your audience? Contact StrataBlue today.

Taming the LinkedIn Advertising Beast

LinkedIn Advertising is a tough beast. Unlike Facebook and Twitter advertising, LinkedIn seems to have fallen behind in the “ad features” race. Because you’re limited in targeting ability, and because LinkedIn has but a fraction of the audience of Facebook or Twitter, you might wonder why it’s even worth advertising on LinkedIn at all. Here’s how I solved that dilemma.

First, don’t bother with display ads. They’re microscopic and get virtually no traction. What we’re after are Sponsored Updates, the LinkedIn equivalent of Facebook Promoted Posts. By crafting well thought out posts on your LinkedIn feed and then targeting them toward a specific audience, you can gain views, click-throughs and even LinkedIn followers en masse.

Craft your Post

First, go into your LinkedIn business page and compose an update. Be sure it has got a great accompanying image and a call to action, and make certain it links to your website. Use Google URL Builder and Google URL Shortener so you can track leads coming in from this ad. Post this update.

Sponsor It

Next, go into LinkedIn Ads and click Sponsor Content.

Name the campaign, choose the correct business page, and choose the post you just made. If you’re doing this really fast, you won’t see your post here — reload until it shows up.

Taming the LinkedIn Advertising Beast
Choose one of your most compelling LinkedIn updates.

Click Next.


Choose a location. United States is a likely choice, but your client may be regional. Be as specific as you can.


Targeting by company name allows you to reach people who follow your competition. You can also target by specific industry, which is a great approach to take.

Job Title

This further segments your audience by job title, seniority, function and so on.

More Options

Target by the name of the school the person attended, the skills he or she has been tagged with, or the group the target is a member of. Segment by gender and age group.

After all these choices, be sure your target audience is large enough. Ads that reach less than 1,000 people won’t even launch. Make the target number big enough to get maximum value out of your ad. Click Next.

Cost Per Click or Cost Per Impression?

You have two choices here. For a Cost Per Click campaign, you pay when someone clicks on the ad. You want this type when website visits are crucial to the success of your campaign.

Cost per impression is a good choice for building brand awareness. You’ll pay a fixed rate for each 1,000 impressions that the ad serves. Choose this if your prime goal is having your ad seen.

Be sure your bids are above the highest bid range by 10 to 20%. You likely won’t pay this much, but you need to be able to outbid the competition if you need to. An example of a successful Cost Per Impressions ad can be seen below:

Taming the LinkedIn Advertising Beast
An example of a successful Cost Per Click ad can be seen below:

Taming the LinkedIn Advertising Beast

Finally, enter a budget and a date range, then click Launch Campaign.


You’ll be able to analyze data during the ad campaign and after it’s over. Variables of measurement such as cost per click, demographics, click through rate, and so on, are provided — and you can even adjust the ad targeting parameters as you go (although you can’t edit the post itself).

Keep in mind that you may not get the click through rate as high or the cost per click as low as you would if advertising on another social-media platform. However, those clicking through from LinkedIn are often more engaged than audiences on Twitter or Facebook, especially when it comes to a B2B focus. On LinkedIn, you’re reaching professionals, and the leads you gain from a professional platform like LinkedIn should not be underestimated.

Does all that sound too complicated? Contact StrataBlue and let us handle your social media advertising needs.

Connecting the Dots: Social Media and Television Audiences

Facebook and Twitter have both made claims about their strong connection to television audiences. Until recently however, it has been hard to verify just how accurate their assertions really are.

Data from the Council for Research Excellence helps us put things into perspective. The infographic below visually displays their findings. According to the organization, this data was gathered from more than 78,000 mobile-app diary entries submitted by nearly 1,700 study participants representative of the online population ages 15-54.

This insightful information can help us understand the overlap between traditional television and new media audiences. Additionally, clever marketers can then coordinate their social media marketing campaigns to reach their target audience at the same time they are watching related or relevant primetime television. The compounding effect can be very powerful!

Social and Tv Infographic

If you would like to brainstorm ways your company can benefit from strategically targeting social and television audiences, contact StrataBlue!