Boosting your advertising burn rate
Back when Facebook added the “Boost Post” for Page Managers and Advertisers, it rapidly and easily helped small businesses and page owners show their posts to more people by paid advertising on Facebook’s Ad Network.
For those unfamiliar, here’s a what Facebook says about the Boost Post button:
Boosting posts is an effective and inexpensive way to get more exposure for your content. It’s a simple and easy process – posts are boosted right from your Facebook Page – and you can boost a post for any amount you want. It’s a great way to get more people to see your posts, promote special events, offers and news, and to reach new audiences through targeting. [Learn more]
Here is why we think you should really think twice before smashing that boost post button to share pictures and posts about your delicious organic lemon muffins.
In simpler terms, Facebook’s boost post button has two default Facebook Ad Objectives – Post Engagement (Likes, shares, comments, video views etc.) and website traffic. If your Ad objective is to acquire more leads, calls or boost sales, you’re probably not going to get the results your wanting because Facebook will work towards spending your budget on the Ad Objective you’ve chosen. (Either of the two is not that great.)
Throughout Facebook’s Advertising platform evolution, the Boost Post button has expanded its targeting super powers due to advertiser demand (Just look at Facebook’s stock). You can now target your ideal customer by tapping into Facebook’s extensive and mind-boggling data mine in Facebook Ads Manager or Facebook Power Editor and target men ages 18-24 that drive ford explorers, like hiking, and are passionate about puppies. That being said, if you truly want to fully use the power of Ad Targeting, We encourage you to learn about the Power Editor because you will have so much more autonomy and options such as the ability to quickly duplicate advertisements for split testing, and reach another audience through Messenger Ads or Facebook’s Mobile Audience Network. Sorry Boost Post Button, you need to stay in the kiddie pool.
You’re forced and encouraged to boost the post you’ve posted/scheduled. While you may be posting quality content, running ads with good creative input and content is a bit different. You want to make sure you have the right dimensions, the right image, and the right look that reflects your brand guidelines. Unfortunately, the “boost post” button doesn’t incentivize that and only pushes for users to get those quick results – even if they come at a cost mentioned above.
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