If you run a Facebook page, you’re probably familiar with the big blue Boost button.
Whatever you do, don’t click it.
There are over 60 million business pages on Facebook. As most of the social media giant’s revenue is driven through advertising, they implemented a tool to make it as easy as possible for business owners to input their credit card or PayPal information and boost their content to new audiences.
In theory, this is awesome: an easy two-click solution to small business’s biggest hurdle: cost-effective marketing to a targeted audience.
In reality: boosting a post on Facebook is the most expensive form of advertising on the platform with the least amount of targeting and customization options.
Here are five reasons you should skip boosting your posts and start building your ads through Facebook’s Ad Manager Tool:
An objective in Facebook advertising is the outcome goal of the ad. This is where you choose what action you’d like people to take and what results you’d like to get through running your campaign. When you run a proper advertisement, you have tons of options including page likes, post likes, comments, reactions, lead generation, website traffic, conversions, and more.
Boosting only allows you to choose from two objectives: engagement and website traffic.
These options specifically target people who are either likely to comment on random posts or are click happy and enjoy opening web pages that show up in their newsfeeds. While the numbers may look nice if you aren’t used to running advertisements, they typically aren’t a relevant audience and cost more per action than creating a real
Targeting with a boosted post is incredibly limited. When you create a real ad, you have the option to target multiple audiences to compare performance and results. When you boost a post, you get to choose one specific group of people with an awkward meter telling you whether or not your audience is the right size—which, trust me, is a bullshit tool designed to increase how much you need to spend to reach the right amount of people in your chosen audience.
The purpose of this tool is to show the size of the audience you’re targeting and to encourage business owners and marketers to spend more money instead of narrowing their audience to be more relevant to their product or service. There is no right or wrong size for a Facebook audience and there is more to consider than simply your budget. It is important to consider your goals and how people respond to advertisements on Facebook.
The audience you target with your marketing is one of the most important ingredients in Facebook advertising. With so many active users, it’s important to make sure your content is only showing up to the right ones so your money isn’t wasted on people who will never convert into new business leads.
Budget is often the most important consideration for a small business looking to market their property with boosted content and Facebook advertisements. It should be the first step in determining the size of the audience you’re going to target and your end goal. Some results cost more than others and it’s important to keep that in mind when planning your campaign. For example, results from a lead ad typically cost more than a reach objective.
The budget options with Facebook’s boost tool encourage users to spend as much money in as little time as possible. This simplifies the process but gives you significantly less control over your spending.
There are three options between 1-14 days and a little calendar to choose from if you even notice it’s there. There is a rough estimate of how many people your content will reach for your spend—this taps into psychology and our need to reach more, often encouraging businesses to increase their spending without understanding how to improve performance for the same cost.
Ad placement refers to where your ad will show up in relation to Facebook and their affiliated advertising partners. In Ad Manager, you can choose where on Facebook your ad will show up.
There are many options including newsfeed, right sidebar, or in similar groups and pages. You even have the choice to customize whether your ads will be displayed on desktop, mobile, or both. When boosting a post, you’re limited to three choices of Facebook, Instagram, and Messenger. This means you don’t have the option to show your content on Facebook affiliated websites that are specific to your niche.
Boosting a post only allows you to boost something that is on your page’s timeline. It does not allow you to create new content and test several versions of it to see which performs best with your specific audience. Some content is more successful with men than women, or with generation x than millennials.
Being able to test content across different audiences with slight tweaks to your words and graphics will help you understand your audience and what will garnish the most results from them based on the content they best respond to. Boosting does not allow you to modify any content or test across various audiences.
In conclusion, Facebook’s advertising options are amazing for businesses of all sizes. They offer a unique way to reach users wherever they are with a tool that they are actively engaged in. However, it takes time and practice to fully understand how to run a successful marketing campaign to your market or niche, and how to optimize your ads for better results and lower ad spend.
While boosting a post is a simple and convenient option, it should be used sparingly if at all. Take the time to learn and understand Facebook’s marketing and advertising tools to create better content that gets you the results you want.