Warning Business Owners Under No Circumstances Hit The Facebook Boost Button! Boost Post is a waste of your money. If you’re using it often, you might be throwing hundreds or even thousands of dollars away. This is why I quit corporate media and started live beyond the click. The click doesn't count if it isn't providing you a sale, a lead, or qualified. Keep reading I am going to tell you more about why Boosting posts is a waste of your money and I am also going to tell you about Facebook Ad Manager.
Why?
In this blog, I'm going to show you what boost post is and why you should never, ever use it to reach more people on Facebook.
What Is A Boost Post?
In 2012 Facebook saw an opportunity to make some money from local business owners and they knew if they made it easy business owners would push the boost button. They made it where you can boost a post without leaving your Facebook page on your mobile or desktop.
My Organic Reach Is Horrible I Have To Boost.
Facebook is a business and they have figured out a way to be very profitable. They continually change their algorithm and they have made it so when a business posts virtually no one sees it. They want advertising dollars from businesses.
Why You Should Not Boost Your Posts
Facebook optimizes campaigns based on what objective you choose. For example, if you choose website clicks, Facebook will optimize and serve your ads to people that will click on your ad. If you choose conversion, Facebook will take a look at your conversion data from your website and then serve your ad to similar people.
But if you smash that boost button and don't choose an objective Facebook automatically optimizes for more engagement. What is Facebook engagement? Likes, Shares, and Comments. Engagement is great but I call it vanity. If you have 100 people liking your post and no one buying is it really that great? I personally would rather have 10 buyers and five likes on the post. Be warned even if you boost a link post, Facebook will still optimize for engagement and not link clicks.
Facebook Boost Has Limited Targeting Options.
If you look at Facebook boost post targeting, you have three options:
- People who like your Page | advertising to all your fans,
- People who like your Page and their friends | advertising to all your fans and all their friends,
- People you choose through targeting | advertising to a specific target audience you choose.
Let’s me break them down for you:
1. People who like your Page
We all didn't know what we were doing when we started our Facebook business pages. If you didn't do a great job from the beginning you of attracted some likes that really don't match up with your business. If you choose this option when boosting you more than likely are waisting some and if not all of your advertising budget.
2. People who like your Page and their friends
Re-Read number one and then consider if you really want to do number two. Some businesses killed it from day one and this can make sense....No matter if you have super-relevant fans or not, you’ll still be wasting your money; the Friends of Fans audience can have up to a million or even more people in it.
So there’s absolutely no way Facebook will be able to find the most relevant people within it. And it’s impossible for you to add an additional layer of interest to make it more specific. For example, I want to find people similar to the people who like my page and also like coffee from Starbucks. You can't add the Starbucks part in.
3. People you choose through targeting:
As a Facebook marketer, I love choosing interest and serving my ads to a relevant audience that has the best chance of converting. When you boost you can choose specific interests, the targeting choices are still very limited. I promise there are so many more targeting options in Facebook Ads Manager.
For example, you can't choose any behaviors. You can't use detailed targeting. You can't do custom audiences. For example, I love the audience of people who added to the cart but didn't checkout or a look-a-like audience of people who look just like my shoppers.
Does not hitting the boost button make sense?
No matter which targeting option you choose, you will be wasting your money. Whether it’s 10% or 30% of your budget, it can add up to thousands of advertising dollars thrown away.
No Control Of Facebook Placements
Facebook has a default option of desktop and mobile newsfeed and that is what you get when you boost. Do you want to run the same creative on a Facebook mobile post as a desktop post? What about a story post? The answer is no you want the control of your creative and your ad spend.
If I Don't Hit Boost What Should I Do?
You need to learn ads manager and start doing your boosting and advertising from there. I personally was so scared of ads manager in the beginning but I promise it is way easier than it looks and you get faster. I can not promote a post for reach or engagement in less than three minutes. I can get creative and target females who are 32-38 years old, who love farmhouse furniture, live in Tulsa, Oklahoma, and are in the market for furniture. If you do not know how to use the ad manager comment below I am happy to make a Youtube tutorial and walk you through it.
I am going to close with your Facebook marketing is not about the click. You have to live beyond the click in your strategy.