How often do you click that inviting ‘boost post’ button on Facebook? Are you happy with the results? Could you do more to target these simple Facebook Ads better?
Boost post ads get a lot of stick from marketers like me. We’ll tell you that you should avoid them, spend the extra time and effort creating your ads in ads manager. We’re not always right, I believe boost posts can be a really effective advertising tool.
What are boosted posts good for?
Boost post ads are good at one thing and one thing only. Getting interaction on your Facebook posts. They are designed this way. Facebook knows who is most likely to interact with your content and prioritises those members of your audience when you select this option.
This is great as if people in your existing audience (your likers) interact with a post, whether it’s organic or paid, Facebook is more likely to show your organic posts to these people in the future. More interaction, however you get it means more organic reach.
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Why do marketers prefer other ad options?
There are so many creative options on offer when you set up Facebook ads in ads manager. You can set your objective to get more website clicks, get more conversions and sales on your website, promote an event. There’s even a cool ‘Lead Gen’ ad type that collects email addresses and other information for you.
If you aren’t dabbling here you probably aren’t’ getting the results and sales you are hoping for.
However, I’ve seen that my own boosted posts can be effective, I draw new people into my business page, get likes comments and shares and get a good few website click throughs too. I have created an audience that I use specifically for my boost posts.
You will also get far more from your boost posts if you target them.
Watch below to find out how to target your boosted posts
Here’s another trick
The best audience to boost your post to is usually a selection of the people who already like your page. But what if your business is reasonably new to Facebook? You could choose the targeting option in boost post as illustrated in the video or you could delve deeper and create an audience from scratch using Audience insights.
Here’s a tutorial from Facebook that shows you how they work.
Now that you have created an audience you can easily target it with your Facebook boosted posts. See below:
When Targeting Goes Wrong
Don’t let your boosted posts get limited reach
Remember that if you are boosting a post on Facebook and it contains a lot of text overlay Facebook will restrict the reach. To avoid this you can check your images before you post.
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