What is a Boosted Post?
Directly from Facebook “A boosted post is a post to your Page’s timeline that you can apply money to in order to boost it to an audience of your choosing.” They claim that it is the simplest way to advertise, but I say it’s the easiest way for them to take your money.
Unfortunately, this boosted post method gives you very little control, and very little to track whether it’s actually working. While they give you the illusion of control with a couple of different options that might look good – you lose a lot of the core functionality of your ads manager.
This means, it’s much harder for you to see what your money is being spent on, whether it worked, and who was seeing it – this means it’s super easy to waste lots of money.
I”ll never forget the time I spoke to a potential client, they’d been boosting ads for a while but didn’t know if they were working – once I dove in, I’d asked them what results they had, they had no idea if they were working, and were horrified to learn that they had spent over $10,000 on these boosted posts. It’s so easy to just hit that ‘boost post’ button for $100 a pop and it adds up so quickly.
If you learn anything from this blog, it’s to never use that button again – and it’s started showing up on your Instagram and Reels too so be vigilant.
What to do instead of “Boosting Posts”?
I like to call them “popular organic” – I’m sure I’ve picked this term up somewhere, I’m not that creative but essentially. In your ads manager, you’re going to create a campaign that’s optimised for conversions. At the end of the day, you want more sales or traffic right?
Pick the optimisation that’s best for your business and create a highly targeted audience, do you want this to go to your current page likes as no one see’s your content anymore, or to a lookalike of your existing audience, or to a new group of people?
Then instead of creating new ads, you’ll use the ‘use existing post’ feature and use the post you want to promote. Pick one that has the best potential, just because Facebook thinks a post is good doesn’t mean it’s the best reflection of your brand.
We all know those posts that do really well, but they’re just a funny moment in business or life, and have nothing to do with your actual product – these might not be the best to put money behind, instead focus on the ones that sell your product and brand the best.
You can then cycle in new posts and turn off posts as they stop performing or become irrelevant. It’s much easier to keep track of the data and the success, how much you’re spending, and easier to control in general.
Email dahna @ brightredmarkeitng.com.au with the headline “Waitlist” and I’ll keep you posted on the new course we’re about to launch that will teach you all this and more in far more detail!
Have a question? You can contact us here, or book in a Free Strategy Session
Photo by Robert Anasch on Unsplash
