When Not to Boost a Facebook Post – and What to Do Instead
There are a lot of “so called” experts out there who will tell you Never Use a Facebook Boosted Post!
And I’m over here like “Never? Never ever?”
See here’s the thing: never is a long time. And actually there is nothing inherently wrong with boosting a Facebook Post.
The catch is that you need to be aware of how Facebook’s Ad algorithm treats a boosted post, in terms of objectives.
Lot’s of people think that when you boost a Facebook Post, it means you will get tons of traffic to your blog post or people clamouring to sign up for your lead magnet.
If you’re one of those people, then I’m going to tell you right now “Step away from the Boost button!”
All boosting a post does is tell Facebook’s Ad algorithm to deliver your ad to the people who are most likely to Like, Comment and Share your post.
See, when you’re in the Facebook Ads Manager and you’re creating an Ad, Facebook will clearly tell you the objective that an Engagement Ad (which is what a Boosted Post is) is intended for.
There are many reasons why I recommend creating Ads from the Ads Manager, rather than boosting from your Business Page. One of the biggest reasons is that Facebook will clearly explain to you the objective for each ad type available in Ads Manager.
When you’re in Facebook Ads Manager and click on each of these ad types, Facebook will tell you what they are for and what they do:
Not sure which type of Facebook Ad to use instead of a Boosted Post?
Let’s do a quick rundown of three major Facebook Ad types, including the Boosted Post:
1.The Boosted Post
Yes let’s start here, because that’s what most people start using when they try Facebook Ads.
From your Customer Journey perspective, a Boosted Post could be great for someone who is still in the beginning stages of their journey and not quite ready to book or purchase.
Let’s use the example of a wedding photographer: sneak peeks of your latest engagement session or images of your new favorite venue could be perfect candidates for a Boosted Post.
In general these will be the aspirational posts, where your potential client will begin imagining themselves getting the results that your product or service can provide.
Again, using the example of the wedding photographer, a Boosted Post should showcase the kinds of things that your ideal client will eventually be pinning on their “Dream Photoshoot” Pinterest Board.
Bonus: Facebook can be pretty sneaky, and will try to tell you when it thinks you should Boost a Post.
By analyzing all of your posts’ performances, Facebook will make recommendations as to when it thinks your post should be boosted.
Notice, it says, “Get More Likes, Comments and Shares.” It doesn’t promise click-through to your website!
2.The Traffic Ad
The next Campaign Objective I want to cover is Traffic, or a Website Clicks ad.
This kind of ad will be optimized by the Facebook algorithm to do just that; it will deliver your ad to the people within your targeting who are most likely, based on their past behavior, to click through to your website.
Here’s where I see a lot of advertisers trip up: They decide to run a Website Clicks ad to a cold audience and hope that they will get booking or sales from it.
When I say “cold audience” I mean people who are either at the beginning of their Customer Journey and are not ready to book, or people who have not engaged with your brand before.
Did you know that it can take anywhere from 7 – 13+ touchpoints before a customer is ready to buy from you?
Don’t worry, that doesn’t mean you need to serve someone 13 different ads before they buy from you.
Those touch points could be a mix of your social media posts, blog content, your newsletter and your ads.
Try running Traffic Ads to a “warm audience,” meaning people who are familiar with you, or to people who you know will be ready for your content based on your laser sharp Facebook Ad targeting!
3.The Conversion Ad
Website Conversion ads are designed so that the Facebook algorithm will optimize your ads to get people to take a specific kind of action on your website, like signing up for a newsletter, filling out a form, or buying a product.
For most of us, that means that filling out our Contact or Booking Form would be the action that we want someone to take.But to run these kinds of ads, you need to take several extra steps.
First you’ll have to install the Facebook Pixel on your site. Then you need to tell Facebook exactly what a Conversion means to you.Don’t worry, we’ll talk about this more in-depth in another post. But here are some things to think about:
You need to have a “Thank You” page to track as a Conversion.
This means that if you want someone to fill out your Contact Form, when they hit that “Submit” button they will need to be sent to another page, like a “Thank You” page.
We need that page’s URL to tell Facebook that when someone lands on that page, they have completed the desired Conversion action.
Once you have your pixel set up, and have identified your Conversions to Facebook, let your pixel collect some data for a few weeks before running a Website Conversions ad.
What the pixel is doing is identifying the kinds of people who come to your site and complete that specified Conversion action, so that Facebook can continue to deliver to similar kinds of people in your selected targeting./li>
Download the Facebook Ad Type Cheatsheet
Get a printable cheatsheet to help you decide which kind of Facebook Ad to run!
So, again remember, there is nothing inherently wrong with running a Facebook Boosted Post as an ad.
Just make sure that the objective aligns with your goals and you will be doing just fine!