"Boost Post" = Bad, "Post Promotion" = Good

Don't fall into the same trap as many others. Although this "Boost Post" button is easy to access and appealing as it appears next to every post, taking time to do things the correct way will pay off much more in the end.

Source: Facebook

Source: Facebook

Let us examine the settings and targeting options you get with this "Boost Post" functionality.

Source: Facebook

Source: Facebook

To some new Facebook advertisers, this might seem great. You get to target specific locations, age groups, gender, and keywords!

Why are these options alone not great? The entire idea behind boosting a post is to not just get more people to see the content, but to get the right people to see the content. Therefore, the more targeting options that you have at your disposal, the better the results.

Facebook does in fact give you these targeting options. They exist in the regular ad manager that everyone has access to for creating ads.

Start by going to http://www.facebook.com/ads/create
(if you use Business Manager, go to https://business.facebook.com)

First - Select "Boost your posts"

Source: Facebook Business Manager

Source: Facebook Business Manager

Second - Select the page (if you have access to more than one, you will need to choose)

Third - Select the post to promote from the dropdown list

Source: Facebook Business Manager

Source: Facebook Business Manager

Once you have done this, you will be taken to the screen where you can set your audience targeting.

Source: Facebook Business Manager

This is a lot of settings, but do not be alarmed. Everything here works towards improving your campaign’s performance, but you can take it slow at first when implementing each option.

Similar to “Boost Post”

Age, gender, location settings are a near match to what the “Boost Post” functionality provides. However, with the ad manager you are able to be more specific with the locations by including and excluding areas, even address, zip codes, and GPS locations. You can even set a radius for the locations.

Added Settings

You are able to be more specific with not only keywords, but advanced demographics, such as marriage status, education, life events, etc…

 

You are also able to utilize the Custom Audience feature when promoting a post through the ad manager.

Source: Facebook Business Manager

Source: Facebook Business Manager

If you are unfamiliar with how to create and use custom audiences please read through this guide.

Once your post promotion begins, be sure to monitor the campaign and its results. You are promoting a post, which means that you are promoting the post for people to engage with it: comment, share, like, and like page. Perhaps you are wanting people to click a link inside the post.

Engaging with people on your page is not only one of the best ways to nourish the fan base for future targeting, but Facebook is even showing information regarding your response times for things like private messages.

For your promoted posts, make sure to do the following:

  1. Respond
  2. Thank people for sharing
  3. Privately thank people for liking your page
  4. Invite those who liked your post, to like your page

Summary

It is easy to waste ad spend with the “Boost Post” feature, but your odds of running a successful campaign go up drastically by using Facebook’s built in ad manager and by being diligent with the daily management of your campaign.