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4  min read

Facebook Survey Ads: A Game Changer for Marketers

Abhishek Agrawal
By Abhishek A Agrawal
February 25, 2022
Table of Contents

    Imagine if you could target potential customers on Facebook with survey ads specifically designed to learn more about their interests and needs. 

    Well, this could be a game-changer for marketers to strategize their campaigns. 

    Even reports suggest that survey ads have been generating significantly higher click-through rates than other types of Facebook ads. 

    So why not use it and strategize better?

    In this article, we dive into Facebook survey ads.

    It covers everything from how to create survey ads – what it costs to create survey ads – how to measure the success of survey ads

    So whether you’re just starting or looking for ways to improve your current campaign, read on for all the information you need!

    What are Facebook survey ads?

    Facebook survey ads are a great way to get feedback from your target audience. 

    They are nothing but video ads with a poll. 

    Just like your video ad, you have a video in survey ads along with a question placed below it.

    Users can select the desired option. Once clicked, it shows the popularity percentage of each answer.

    You can also add links for each option if you wish to direct the user to some URL.

    These ads are cost-effective, highly customizable, and easy to use. 

    In addition, they also help : 

    • Increase brand awareness,

    • Increase social engagement with your followers,

    • Know your audience better,

    • Reach a large number of people quickly and easily,

    • Target specific audiences,

    • Generate leads, and 

    • Collect data helpful for market research

    Now that you know what Facebook survey ads are, let us see how to publish them.

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    How do I advertise a survey on Facebook?

    Create a survey ad (poll ad) from Facebook Ads Manager to advertise a survey on Facebook.

    Once published, it appears as Facebook Newsfeed and Instagram stories on your mobile devices.

    Follow the below steps to create a survey (poll) ad:

    1. Open your Ads Manager and click on create

    2. Choose an objective from below: Brand Awareness, Reach, Traffic, App installs, and Conversions. Click Continue. Other options don’t support poll ads

    3. Add your campaign details, A/B test, and campaign budget optimization information if needed, then click Next.

    4. Choose your budget, audience, placements, and optimization. Click Next.

    5. Complete the Identity section if applicable.

    6. In the Ad Setup section, select Single Image or Video. You can’t add a poll to an ad that uses the carousel format.

    7. In the Ad Creative section, choose the video that you want to use for your ad.

    8. After your video loads, click Add Poll. If you want to add a poll to each placement, click Edit, then in the Creative Tools section, click Poll.

    To create your poll:

    1. In the Poll Settings section, add a poll question and 2 answer choices. There’s a limit of 80 characters for the question and 24 characters for each answer option.

    2. In the Facebook Feed Preferences section, add a URL for each choice if you want to link poll choices to a specific website when your ad runs.

    3. When you’re finished creating your poll, click Save.

    4. Add the headline, description, call to action button, and other text to include in your video ad.

    5. Add information in the Tracking section, if applicable.

    6. When you’re done, click Publish to run your survey ad.

    How much does a Facebook survey cost?

    The cost of a Facebook survey depends on 2 factors :

    • Budget, and 

    • Target audience

    I recommended starting with an investment range between $150 – $500 per day, as this allows you to get a good idea about how well the ad is performing.

    When it comes to measuring the success of your Facebook survey ad campaign, there are a few key metrics you should keep track of like : 

    • The number of people who click through your survey.

    • Time taken by respondents to complete the survey.

    • The number of responses you receive.

    • The type and quality of feedback you receive.

    • Social media sharing of the results

    These metrics help you align your budget and cost effectively.

    To better understand the importance of Facebook survey ads, let us go through an example:

    Facebook survey ads Case study 

    [Source: Facebook Inspirations]

    E! – a global multi-platform brand for pop culture and one of the world’s leading media and entertainment networks, opted for Facebook survey ads, and the results were amazing.

    They aimed to reach more people to increase awareness of their reality TV show, Total Bellas, and attract new viewers.

    Total Bellas is a docuseries that follows the lives of World Wrestling Entertainment (WWE) superstars Brie and Nikki Bella. 

    The show provides an inside look at what they do away from all those bright lights in competition, giving us more insight into their personality traits!

    While the show already had a good following, they still wanted to increase the number of viewers.

    To explore and compare the results, E! published 2 ads:

    • A video ad, and

    • A survey ad ( i.e video ad with a poll.)

    Both the ads used the same video that showed:

    • Brie is at home with her baby daughter, and 

    • Nikki is having drinks at the beach with friends. 

    They used a message: “Girls night, or having dinner with the fam. There are no wrong answers when choosing between these twins.”

    They targeted 8-49 years old women in the U.S. interested in entertainment, fashion, beauty, and celebrity news.

    The video ad included the rhetorical question: “Who would you rather spend Friday night with?” 

    On the other hand, the survey ad included photos of Brie and Nikki at the bottom, with a question as a poll choice.

    When viewers clicked on one of the poll answers (Brie or Nikki), a pop-up would show them the percentage of other people who also made the same selection.

    On comparing the results, E! found that the poll ad had a higher completion rate than the standard video ad.

    They witnessed

    • 51% ↓ in cost per incremental brand awareness,

    • 31% ↓ in cost per incremental watch intent, 

    • 1.6X ↑ in effectiveness in driving brand awareness

    • 37% ↑ in 10-second video views, 

    • 25% ↓ in cost per 10-second views

    More importantly, E! could compare how many viewers chose Brie vs Nikki.

    They further used this information to personalize the show’s content.

    E! also found that the poll ad led to more engagement on social media, with people sharing their results more often than those who had seen the standard video ad.

    Final thoughts

    In conclusion, Facebook survey ads are a great way to get feedback from potential customers about what they’re looking for in a product.

    They can also help you gather data about your target audience so that you can create content and products that appeal to them.

    If you haven’t tried using Facebook survey ads yet, we suggest giving them a shot – you may be surprised at how useful they can be!

    We hope this blog post has given you a better understanding of Facebook survey ads and how to make them work for your business.

    FAQs about Facebook Survey Ads

    Did Facebook remove the poll feature?

    Facebook did remove the poll feature from the regular posts and the Facebook Page posts. This option is now available only in Facebook groups.
    Abhishek Agrawal
    Author - Abhishek A Agrawal
    Abhishek is the founder of Integrately, CompanyHub, and Dreamwares. He is passionate about technology and entrepreneurship. He is always looking to leverage technology for the growth of the business. He has a deep understanding of how businesses work and uses this knowledge to build products that help entrepreneurs grow their businesses.
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