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Nowadays you have to pay to get your Facebook content seen by more than a tiny handful of your fans. A Locowise study found that 40% of Page post visibility was paid rather than organic and that figure is on the rise.
Page Admins generally resort to the Boost button to increase the reach of their content but there are two other methods of creating an ad using an existing post or web page and this article examines how to create each of those and the differences between them.
We’ll look at the performance differences between a boosted post, a promoted post and an ad in another article through an experiment to determine which is best.
#1: Boosting a post
Quick and simple, you click “Boost” on an existing organic post and then follow Facebook’s guidance to choose a target audience, select a budget and decide how long you would like it to run. Throughout the promotion you have the opportunity to extend it, add additional budget or even end it prematurely.
Facebook encourages you to think about who you want to see the post and what you would ideally want them to do with it do offers you a variety of objectives. as part of the process The objectives you are offered with a boost will depend on the type of post you are boosting.
In the screen grab below the post was a photo and the default objective is for engagement whereby Facebook will show your post to people most likely to engage (react, comment or share). You can alternatively choose to have Facebook prioritise showing your boosted post to people most likely to send a message instead. This is only going to be relevant for a small number of scenarios.
Most boosts, however, are generally for link posts – Pages want to drive traffic to their website and are willing to pay a little to Facebook to enable that. With link posts (as per the screen grab below) you get an additional objective choice:
- Website visits: encourage people to visit your website
Prioritize showing your boosted post to people likely to visit your website.
Other options you get with a boost over an organic piece of content include using a Call to Action (CTA) button – Facebook seems to like these and, in the advice I have seen, factors them in when awarding a relevance score. They are also shown to improve engagement rates.
It is best to choose a CTA that is in keeping with the content and what you would ultimately like people to do as a result of seeing your content:
You also get some simple targeting options which will instruct Facebook to show your content to specific audiences:
- People you choose through targeting (more on this below)
- Fans of your Page
- Fans plus their Facebook friends
- Any saved audiences you have previously created in Ads Manager
The limitations of boosting posts to fans (and friends of fans)
You typically want to boost a post to your fans – they are a warm audience who have already indicated that they want to see your content (if only the Facebook algorithm would play ball).
But you probably don’t want to boost to *all* your fans. It would be wise to be able to select those in a country or particular geographic area and, depending on your ideal customer persona, select age and gender as well.
When you choose the option to target fans or friends of fans you don’t get any demographic targeting options other than geography. That’s frustrating. You can workaround it once the boost is live by then jumping into Ads Manager and tweaking the targeting but that’s quite a hassle for something that was meant to be quick and simple.
Additional targeting options with some boosted posts audiences
Newbie advertisers often think it is good to show content to as many people as possible but that’s sloppy marketing that will cost you masses more money than you need to spend. Ultimately you want to show content to the people most likely to buy your products or services. So think about who they are. If they are men aged 35 to 45 who live in Norwich then limit your targeting to them.
With the option of ‘People you choose through targeting’ you get quite a nice selection of Ads-Manager-style targeting options:
- Detailed targeting – other demographics, interests and behaviours
- The option to exclude by demographics, interests and behaviours
Other features of boosted posts
You get to set a budget (some options will be recommended along with likely reach), set the duration of your campaign and also the option to track conversions using the Facebook Pixel.
You can cancel the boost at any point, adjust the budget and extend the duration (Facebook will encourage additional spend and duration in a series of notifications). And if you did happen to want to change any of the targeting, you can do that from within Ads Manger.
Join us tomorrow for the second part.
Source: The Digiterati