If you have a business Facebook page, I’m sure you’ve seen the notifications saying…“This post is performing better than 90% of other posts on your Page. Boost it to get more great results.” So you must have wondered, should I boost my Facebook post?
The Boost Post option is available as you write new posts for your business page as well. It looks something like this:
If you click that tempting ‘Boost’ button, you’re led to an easy to use interface that guides you through the set up. Choose your targeting, budget, and duration, and your post will get a higher reach. As little as $3 can get you a bunch of engagement (likes, comments, shares). Nice!
…Actually, NOT so nice, Facebook.
Before you boost your next post, I want you to think about this: What is your intention and strategy behind this boosted post? Is it general brand awareness? More leads? Sales? And does this boosted post make sense for your goal?
If your boosted post doesn’t coincide with your goal, I would save your money and put it elsewhere. It might seem like just a few dollars, but it adds up quickly. I’ve audited quite a few ad accounts who rack up thousands of dollars in boosted posts with zero strategy behind them.
Why you should stay away from the Boost Post button
Below is a real life example that we caught in a FB ad account audit.
This client spent over $14K on a single campaign that they forgot to turn off. No strategy behind it at all. No results. Just wasted dollars.
On the bright side, if you DO have a goal, such as getting more leads, page likes, sales, you can achieve these goals through Facebook ads. They just need to be implemented in the correct manner. Campaigns should be set up in Ads Manager so you have more control over how you set them up.
With Ads Manager and Power Editor you have more control over:
- Objective of your ad: Link clicks, conversions, messages, engagement, etc.
- Ad placements: Mobile, desktop, Instagram, etc.
- Targeting: Interest based, location, retargeting website visitors using the FB pixel, custom audiences, lookalike audiences, etc.
So stop pressing that tempting ‘Boost Post’ button and start using your Ads Manager. It’s going to take a LITTLE bit longer to set up your ads this way, but I promise, it’s worth it!