MICHI HOFFMANN – FEBRUARY 21, 2019
Does this sound familiar to you? “Facebook Ads don’t work for my business!”
Let me show you a typical conversation I have with potential clients or prospects.
Me: “Have you ever tried Facebook Ads?”
Client: “We have tried it, but we just wasted a lot of money and got nothing in return. So we decided that it doesn’t work for us.”
Me: “How did you run these ads?”
Client: “Facebook sent me a notification saying that my post performs very well and other people boosted these types of posts as well.”
Me: “Did you click on the blue ‘Boost Post’ button?”
There you have it.
I get it. This blue button, right underneath your post, stand out. It makes running ads look so easy, even when you have no advertising or marketing experience at all. Facebook promises you immediate results when you give them just a little bit of your money.
In this article, I want to show you why you should NOT use the blue “Boost Post” button to promote your Facebook content, even when it looks convenient.
Simply put, this button is the most comfortable access point to the Facebook Advertising system. Instead of using the Facebook Business Manager, you can access this system in your news feed.
When managing a Facebook business page you probably already noticed the very prominent blue button underneath your organic content, next to engagement metrics.
Clicking on this button will open a pop-up window with optimization and targeting options for your promoted content. From there, you can then set up your boosted post.
What many business owners, entrepreneurs and even marketers get confused about is that boosted posts are technically not the same as Facebook Ads. They are only a small part of the Facebook Advertising system. Promoting existing content is an objective inside of the Facebook Ads Manager.
But while you can only boost existing, organic posts with the “Boost Post” Button, you can create separate advertising campaigns inside of Facebook Ads Manager. These ads won’t be visible on your Facebook page and its organic timeline.
“Real” or “true” ads can also be optimized for various actions and results and therefore give you much more control over your ads budget.
A big part of why actual Facebook Ads are as effective as they are are the options and opportunities you get for optimizing your campaigns. Depending on which action you want your audience to take, Facebook will optimize your ads for these particular actions or results.
Should you decide to use the “Boost Post” button to promote your content, you’ll limit yourself to only three promotion goals: website traffic, engagement, and messages.
These objectives can be beneficial for particular goals, but in most cases, you want to optimize your ad campaigns for other actions and results.
While the targeting options of Facebook’s boosted posts was really bad not so long ago, the network really improved this element lately. You pretty much have the same features to target your audience as you have in the Facebook Ads Manager (Demographics, Interests, Behaviors, Custom Audiences, and Lookalike Audiences).
If you never ran any Facebook Ads for your page before though, you most likely don’t have any Custom or Lookalike Audiences set up yet. Also, the user interface of the targeting options can seem overwhelming in the beginning.
That’s why Facebook selects a very broad default targeting for you – to make your life easier, but also to take more money out of your pockets.
As you can see in the image above, the default targeting audience of my post is every Canadian who’s older than 18 years. While you always want to sell to “everybody,” this targeting option won’t deliver good ad results.
You’re primarily targeting around 20 million people, of who only five percent may be in your businesses ideal target audience. That’s a lot of money you spend on people who probably don’t care about your products.
Of course, you want your ads to show up on as many platforms as possible. That’s how you make sure to reach as many people as possible. But as I mentioned before, more is not always better.
By default, Facebook will select the “Automatic Placements” option which means the network decides where your ads show up.
Even when you disable this option, you can still only choose between the three different Facebook-owned platforms, Facebook, Instagram, and Facebook Messenger.
Let me show you how this looks inside of the Facebook Ads Manager and how many more options you have there:
Do you see the difference? You get much more options and therefore more opportunities to optimize and control your advertising campaigns.
As I mentioned before, a boosted Facebook post only allows you to do precisely this: boost existing, organic content.
Don’t get me wrong, your organic content probably already looks impressive. But can you imagine how much more creative you can be inside of the Facebook Ads Manager?
Testing different images and videos, setting up amazing carousel ads to showcase your products, or creating a whole new customer experience with the “Instant Experience” feature.
You see, you’ll give up a lot of control and optimization potential over your Facebook Ads when you use the blue “Boost Post” button.
Promoting your content within a click of a button seems appealing, especially when you already have to run your business, manage the Facebook and Instagram accounts of your company, and take care the marketing, at the same time.
However, the loss of control and the potential waste of your advertising budget is not worth the convenience, in my honest opinion. The work and time you put into a well-optimized, highly-targeted and beautifully-designed advertising campaign will be worth it when you see the results they bring in.
Are you also struggling with Facebook or Instagram advertising? Do you sometimes wish that this whole online marketing game would be much easier? Join the Free Digital Ascenders Facebook Group and become part of a community of business owners and entrepreneurs like you. The question or problem you have might already be answered or solved in there. And if not, introduce yourself and ask your questions.