Yes, it might be the easiest way to "think you are advertising" but you are wasting your money! Many new Facebook advertisers begin with the infamous Boost Post due to its ease of access and simplicity right from the page interface.
Facebook Boost Posts have a specific objective and do not align with business outcomes. There are other far more effective Facebook ads to run than a Boost post.
Many successful businesses make use of the Facebook ad platform to correctly to market their products or services to their target audience. The Facebook ad platform offers more psycho-demographic information about people than any other advertising platform, including interests, behaviors, likes or dislikes, household income, age, gender, religious or political beliefs, married or single, whether they have children in the home or in college and more. The unique targeting options afforded YOU as the advertiser are almost endless.
The abundance of information and targeting options for advertisers that can be used for advertising from within Facebook can be overwhelming for anyone that doesn’t work at a digital agency. This is the reason why Facebook created the Boost Now button, making this an easy way for you to waste your marketing ad budget and not achieving the results you wanted.
Did you know that Facebook provides more than 17 different marketing objectives, none of which you will find if you are boosting posts and advertising from the page interface?
Boosted Posts are focused on engagement (these are vanity metrics) and targeted specifically to the 16% of users likely to engage with an ad (source: our company’s Facebook account manager). This is fine if that is what you are after, but engagement is not going to lead to increased sales, conversions, greater reach, or brand awareness compared with other more effective campaign objectives which are more effective marketing objectives.
When you boost a post from your page interface, the targeting options are further restricted (versus running ads from the ad manager or Power Editor) as you cannot test different styles of creative (images, copy, or video) or bidding types.
It is better to run an ad from within the Facebook Ad Manager with a campaign objective that aligns with your business goals and objectives. Boost Posts are extremely limiting in effectiveness and do not align with business outcomes such as increased brand awareness, conversions, and leads.
The best case for running boosted posts is to increase your visibility within the organic news feed and to communicate something to your fans. The people who see your boosted posts are most likely going to be your most engaging fans – the social butterflies – those people that are always “liking” and engaging with posts regardless.
However, remember that growing your fans is not a worthy investment either.
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