Patrick Biddiscombe shows why Facebook's Boost Post button wastes money and how to use Ad Manager instead for better targeting and control. Pick a campaign objective that matches your goal, narrow your audience by interests or employer, set your budget, then select an existing post. Check Page Insights first to find posts that already perform well.
Questions this video answers
Patrick Biddiscombe.
February 28, 2017.
Facebook will not allow promotion of posts whose image contains more than 20% text.
Chapters
If you have a Facebook business page, you've probably seen the little blue button suggesting you boost a post. Don't touch it. I know you're tempted with that button. Facebook allows you to advertise content with just two clicks, and considering how confusing Facebook advertising can be, it may seem like a quick win. But I promise it's not the best use of your money. Instead, promote your posts in the Ad Manager. It may take a few extra minutes, but it'll give you more control over who sees your ad and and the cost effectiveness of your spend. Go to the dropdown menu in the top right corner of your page and look for Create Ads. Pick the objective of your campaign. This should depend on the ideal action you want people to take when they see your post. If you promote a blog post, for instance, optimize for traffic. Pick the location, age group, and gender you want to advertise to. Use detailed targeting to specify pages they've liked, interests, or even what company they work for. A great idea for B2B advertisers. Then set your budget, whether that's a daily budget or the maximum spend for the ad. Finally, flip over to the Use Existing Posts tab. There you can choose a post you've already published, place your order, and you're done. Word to the wise, not every post is worth your money. Look to the Posts tab in Page Insights to see which are already receiving above average engagement from your fans. Those are great candidates to boost with your budget. As you get the hang of Facebook advertising, you'll start to understand which content works well for paid. Plan the featured images of those posts ahead of time. You won't be able to promote any that have more than 20% text. I know Facebook is making it harder and harder for pages to have their content seen in the news feed. Don't be discouraged and definitely don't let Facebook tempt you with that boost button. Promote your posts the right way and always keep your goal in mind. Sa.
