Have you ever been tempted to boost a Facebook post? It might seem like an easy way to instantly get your business front and centre on people’s newsfeeds. However, the downfalls of clicking the little boost post button could be greater than you realise.
What does a boosted post do?
When you click boost post you are paying Facebook to supercharge your post or ad. Facebook automatically sets up an “objective” aimed at increasing engagement.
You can specify limited parameters to target people within Facebook who are most likely to react, comment, or share your post/ad. This method may be effective for you if your only aim is to promote your business. However, if you are trying to meet a more specified goal with your post/ad, this may not be the best method.
With a Facebook tool called Ads Manager, you can create specified objectives for the identified goals you are looking to achieve. Facebook Ads Manager gives you full control over how your post/ad is delivered. You can tell Facebook exactly where you want your post/ad placed, who you want to see it, and what you want to achieve from it.
Setting a campaign objective is a better way to go.
Facebook Ads Manager helps you maximise your advertising spend. It allows you to set a campaign objective to get your post/ad in front of those who are going to actually help you achieve your advertising goals.
For example, if you choose “traffic” as your objective in Facebook Ads Manager, Facebook will present your post to those who are more likely to visit your website and digest your content.
Likewise, if you choose “lead generation” as your objective, Facebook will deliver your ad to those more likely to click on it and provide their details.
If you are currently using the Facebook Pixel on your website, an ad promoted with the Ads Manager can be targeted to someone who has already taken an action on your website.
By taking a little extra time to really plan who you want to reach and what actions you want them to take, you are increasing the effectiveness of your post/ad. This means you are maximising your advertising budget by spending your money only on those people interested in your products or services.
For more information about increasing engagement on your posts, get in touch with Optimise Online.
Campaign objectives.
Within Ads Manager you can choose from a handful of campaign objectives that match your advertising goals.
The options for boosting a post are very limited, which is why I do not recommend using it.
Here is a complete list of campaign objects that you can choose from, within Ads Manager:
- Brand awareness
- Local awareness
- Reach
- Traffic
- Engagement
- App installs
- Video views
- Lead generation
- Conversions
- Product catalogue sales
- Store traffic
- Messages
Ad placement.
By default, Facebook will have automatic placements selected which includes Facebook, Instagram and Audience Network.
When boosting a post, the options for placement are very limited.
Personally, I like to edit the placements, choosing specific areas of Facebook that work best for the ad or post, and removing those that do not fit with the campaign.
- Feed
- Instant Articles
- In-stream videos
- Right column
- Marketplace
- Stories
Instagram
- Feed
- Stories
Audience Network
- Native, banner and interstitial
- In-stream videos
- Rewarded videos
Messenger
- Inbox
- Sponsored messages
Summary
Boosting a post on Facebook supercharges the post aimed at increasing the engagement.
Defining a campaign objective using Facebook Ads Manager provides a better result and return on investment for your advert spend.
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