Online advertising can be a great method for driving traffic to your website, and leads through your funnel. But there’s more to digital ads than paid search, and more to measurement than referrals and conversions. If Facebook plays a part in your social media marketing mix, there’s a high probability you’re familiar with their ad platform. Typically, due to Facebook’s EdgeRank (now, Story Bumping) algorithm, only a select number of your users will see a post at any given time. When you publish a story that starts building great organic engagement, amplifying your exposure to more people becomes the next goal. And this is where Facebook ads come in.
Before I cover that, heed my warning:
Stop “Boosting” Posts!
“But it’s so easy!” – You’ve caught yourself saying. And you’re not alone. Millions of page managers use the ‘Boost Post’ button to increase their post reach. It makes it super easy run a campaign. Just set the general targeting (to your page’s users and the location), then the total budget for the promotion. BAM, it’s running until budget or time runs out. It’s so simple and fast! So what’s wrong?
Every time you “boost” a post, a kitten dies. Probably this one.
You can’t properly target posts when you “boost.”
Measuring success with this method becomes a challenge. Facebook offers far superior targeting options if you use Power Editor (Facebook’s ad management tool) to set up your ad campaigns rather than depending on the limited options available through your page.
When you create more precise targets for each ad, you can better determine which audience is performing (engaging/clicking/converting) best for your business. This allows you to reach the audience that is going to remain engaged and interested in your page. That’s the point, right? One of my favorite parts of online paid advertising is the ability to manage your spend efficiently; this applies to Facebook promoted posts just the same.
Here are some ideas for testing audiences through Power Editor. Of course, these will vary by Page:
- Separate ads by age and gender
- Separate ads by mobile and desktop; newsfeed and right hand rail
- Target people who like your competitors
- Have one ad for people who like your page and one for those who haven’t liked your page
- Explore Facebook’s different interest categories: precise, broad, and partner category targeting
And that’s not even making a dent in it. Breaking out these targeting options while promoting posts allows you to efficiently control your budget and drive engagement on your page. You can make multiple ads per post with different targeting, and easily pause the ads that don’t perform after a set period of time (say, 24 hours). Increasing the spend on targeting that is successful will help increase your total return on ad spend (ROAS). That’s one acronym we want to use wisely.
Next time you feel compelled to “Boost” the post, reach for the Power Editor instead. Or call us and let us manage your Facebook activation campaigns.
Just please, think about the kittens.
The following two tabs change content below.
Emily focuses her efforts on the numbers and analysis, with a background in paid advertising and search engine optimization.