OK, so I know what you are saying right now. “But…but….everyone says that Facebook boosting is a waste of time and money!”
I have my own views on that, and I agree….and disagree. It definitely CAN be a waste of time and money….if you don’t do it the right way! So, I’m going to let you in on my secret – 7 tricks to get the most out of your Facebook boosts. With Facebook Ads Manager becoming more and more complicated and time consuming for the average business owner to use, I reckon you will love this! It’s written with those of you in mind who already have a basic understanding of how to boost posts. If you would like to learn more about how to boost a post, there is some great information in Facebook Business.
I have been using Facebook boosting for years, basically ever since it was introduced on Facebook in June, 2012 (it was called “promoted posts” back then). It has definitely evolved over the years, but when the more detailed Ads Manager came into play, suddenly boosting became the wicked stepsister of Facebook ads. All the “experts” told everyone to not use them at all!
Not being one to listen to “experts” too often, I take what advice I need from them but prefer to do my own testing and research. I have no problem with Facebook ad boosting at all, and have consistently achieved some great results from it.
I don’t think it deserves the hate.
1. Don’t Boost As Soon As You Post to Facebook
It’s a really good idea to give your post a good chance to spread organically in newsfeeds before you even think about clicking on that little blue “BOOST” button. I have experimented with different posts over the years on the Stay At Home Mum Facebook page, and have found that the overall performance of the post works so much better if boosting starts at least 4 hours after the post goes live. The better the organic performance of the post, the better your paid performance will be!
My advice? Have great imagery or a video (I mean really schmick), and great copy in the status with a question or a call to action (to promote engagement and sharing).
Post your post in the evening – after dinner is the best time – then let that post run organically overnight. In the morning at about 8 or 9am, hit that boost button, set up your ad and let it go!
2. Boost a Post That Already Has Good Engagement
Following on from the above advice, choose a post on your page that has already had really good engagement organically to add a boost too. Facebook will probably give you a little prompt under your post to tell you that it’d be a good one to boost – they are nice like that (and also want you to spend money haha!)
My advice? Get familiar with your Insights panel so you can see which posts are performing the best. You’ll be able to choose one to boost from there!
3. Don’t Set Your Facebook Boost Spend High, And Then Stop It
I have seen many people do this (and I think I fell into the trap once as well). They boost a post for something high like $1000, then let it run for about half a day, then stop it.
The likely reasoning behind this is that they think Facebook will spend a huge amount of that spend in a short amount of time and the boost will perform better. It really doesn’t. Facebook is smarter than that (you know, AI and all that jazz). Facebook “learns” the ad first before it pushes it full pelt at your targeted audience. So, it takes some time (however much time it likes) to examine who is interacting with the post and at what time of day etc, before it decides where it will focus your post the most. By turning it off early, it pretty much screws that process up, and your ad will not perform well at all. You have wasted money already, and gotten frustrated and hate Facebook.
My advice? Boost your post for the exact amount you want to spend – it can be $10 if you like….or $100. Set the boost for at least three days, and then LEAVE IT ALONE!!! Let Facebook do its job! By all means check on it, edit the target audience if you think it needs it, but let it run and see what happens.
4. Set Your Audience Targets Correctly
There may be times when you are in a hurry, or you have your mind on other things, or you just don’t really know what you are doing. These are the times where you’ll be tempted to boost a post and just use default targets or people who like your page (and their friends). Please don’t. I mean, really…..don’t. It WILL waste your money because your post will just show in random people’s newsfeeds who quite likely won’t be interested, or even in your country!
My advice? Think about who you want to target – the ages, demographics, gender, location and their interests, and narrow your audience to them! It will make everyone happier all round, because you are reaching the right people to become potential customers, and they will be more interested and likely to engage with you and buy your stuff.
That’s a WIN/WIN right there my friends!
5. Have a Few Different Audience Set Ups
Different information will suit different people, so it’s best to have a few different audience targets set up for your ads. You can do this easily in the Facebook Boost panel (otherwise you can go into Facebook Ads Manager). You don’t want to target the same audience all the time – they’ll get sick of hearing from you and turn your ads off – this is called Ad Fatigue. Also you might want to open up your products and services to a whole new demographic, so it’s good to have some options to choose from.
My advice? Change your audiences up every couple of boosts just to keep things fresh and entice new people. Don’t always feel that you have to target only those people who like your page, but don’t forget about them either! Variety is the spice of life as they say….hang on, do they? Or did I just make that up? I’m sure I have heard that somewhere so I’ll just run with it.
6. Don’t Be Afraid To Tweak
Now I said TWEAK….not TWERK….although nobody is stopping you from twerking if that’s what floats your boat.
Once your boosted post is active, you will have an edit boost option. You can go into the boost at any time and edit the audience targets, spend amount and time schedule if you think it needs changing. You can also add boost spend really easily. For an overview of your boosts on the page, go into the “Promotions” tab at the top of your page in the admin panel.
My advice? Facebook is actually giving you quite a lot of control over your boosting, so definitely don’t be scared of editing things. Once you boost it is never set in stone, and I encourage you to check and tweak…don’t just set and forget.
7. Promote To Instagram – Do It!
You may (or may not) know that Facebook owns Instagram, so Facebook Ads and Instagram ads can be linked together. If you have your Instagram business account linked to your Facebook Business Page, then Facebook may sometimes prompt you when you are setting up a boost to also share that boost across to Instagram newsfeeds. It can be quite a handy little tool!
My advice? If you haven’t linked your Facebook Page to your Instagram account (it has to be a business one) then definitely do it. If you can boost across Facebook and Instagram at the same time, that is going to increase your reach and brand awareness, for no extra work except for ticking the little box when it appears to say yes! It’s not always an option, though, Facebook will decide and let you know if it is.
As I said earlier, don’t be put off the whole Facebook boosting thing just because others have not been able to get it to work. I can tell you from experience that it does work, and these tips will definitely help you!
If you would like to book a one on one social media education session for your business, I’d love to hear from you!
Just email me at firstname.lastname@example.org to book for a free 30-minute strategy call, so we can work out what you need help with most and we’ll go from there.