Facebook Boosting has significantly reduced its reach in recent years. So when you post something, only a small portion of your subscribers will see it.
However, with the help of Boosting Posts Tool, you can significantly increase engagement. It’s not that hard if you’re careful and follow the instructions. We’ve looked at all the issues that can come up when setting up ad campaigns and have provided the following information to help you. You will learn how to take advantage of Facebook boosting.
What does it mean to boost a post?
It seems that boosting on Facebook is easy. Just press a button, select a couple of options and you’re done. It is a misconception. What’s more, many marketers don’t recommend doing this, arguing that it’s a waste of money. But that’s how it is?
Facebook has recently announced changes made to its ad algorithm. The time spent on organic search and promotion will be much less. The promotion of the posts will be based on their content. Preference will be given to “meaningful content”: the more interactions you have (not likes, but comments and reposts), the longer your post will remain in the news feed. Posts with few interactions will be removed from the news feed. This algorithm was made, according to Facebook, to download the news feeds, which are very overloaded.
Thus, when a post is promoted, Facebook creates an advertising campaign to promote it. The reader, of course, will say: so what? It is the objective: to promote! The question is why?
Facebook optimizes the promotion algorithm based on the task. For example, if your goal is to get more clicks on a link to a site, i.e. redirect traffic, Facebook will optimize for this purpose. If the task is conversion, then the Facebook algorithm will look at everyone who has already converted and try to find similar people first (with the same interests, demographics, etc.).
When we promote a post, the algorithm will be optimized to get more interaction from this post – getting likes, comments, reposts. And you will pay for each like, click, comment or repost. Even if your friends like it or repost as a sign of solidarity, you spend money on it.
Targeting Facebook Boost Posts
To correctly boost posts on Facebook, you should know that there are different targeting options:
1. Custom audiences. Custom Audiences are created by uploading a customer database with email addresses, phone numbers, Facebook user IDs, app user IDs.
2. Locations. It is a good option if you have a local business. It is important to know that geotargeting is not available in all countries.
3. Age. You can choose the age range of people your ad will be relevant to.
4. Gender. Personalize your campaign based on the gender of your users.
5. Languages. You can choose the language of the target audience.
6. Detailed segmentation. It is a powerful tool. Especially if the advertiser is trying to enter new markets or use cold traffic, that is, people who have not heard of the company’s products/services before. Detailed segmentation includes things like demographics, interests, and user behavior.
How can I boost a post on Facebook?
So, the most crucial moment has come: you are going to learn how to boost Facebook posts. First of all, we will talk about the types of advertising campaigns. Next, we will describe the process of boosting on Facebook step by step.
Ads manager campaign types
There are different types of advertising campaigns on Facebook. They can be used for various purposes.
1. Increase brand popularity. By choosing a campaign type, you determine the criteria by which Facebook optimizes your ads and for which you will pay (views, clicks, likes, etc.). And the algorithms will optimize the ads both in terms of maximum number of impressions and increased reach.
2. Draw attention to the brand (increase traffic, engagement, video views, generate leads). For example, the “engagement” campaign type is for advertisers who want to engage with users on a social network. It’s all about motivating the reader of your post to like it, write a comment, subscribe to a page, or put “I’m going” under your event post.
3. Increase the number of conversions. An ad campaign with the “Conversion” objective is designed to compel people to take the actions you want on a website or app. By choosing such an objective, you can create an ad that helps you increase the number of conversions on your website or app, increase catalog sales, or run dynamic ads for local outlets.
Choose the correct orientation
Now for the most significant part: how to boost a post on Facebook.
When you create a post that you want to boost immediately after publishing, click the gray Boost Post button in the bottom right corner.
If you want to boost your already published content, click the blue Boost Post button in the bottom right corner of the post you want to boost. You can also go to the Insights tab, which contains all of your posts. There will be a Boost Post button next to each post.
After clicking the Boost Post button, you will be taken to a special guidance menu.
You have two options:
1. Send readers of the post to the site.
2. Get people to react to the post (leave a comment or share).
In the first case, the ad will be set up so that the post is shown to people who are most likely to follow the link. In the second case, the ad will be served to people who are most likely to engage with the post on Facebook.
Make sure to segment your audience. By default, you can include both the people who currently like your page and all followers and people. For most posts, it’s still best to target a specific group of people. Accept demographic data, age, location, gender, interests.
You have the opportunity to customize the audience however you want. You can define the location, age range and interests of the people to whom the post will be shown.
There are three audience options:
1. People who see your page for the first time thanks to targeting
2. People who like your page
3. People who like your page and their friends
Each type of audience has its characteristics and benefits. It is recommended to choose the audience based on the objective of your advertising campaign. If you want to make your brand more recognizable, you can try Audience Insights research using the first option. If you want to engage your audience, choose the second option. The third option is applicable to both building a cool audience and engaging it.
In order for Facebook boosting to give the best results, the social network offers a selection of collocations. You can leave this option as the default for automatic placement. If you choose this option, Facebook’s algorithms serve your ad where it performs best. You can also disable this option and boost posts only on Facebook, but not on Messenger or Instagram.
After determining your target audience and placing your post, choose a budget for your campaign. Remember that the minimum is $1 per day. Once you fill in this parameter, the system will calculate and show you how many people will see your post if you decide to boost that post.
You can also determine how long the Facebook boost will last. By default, you can choose one day, seven days, or 14 days. You can also choose to show your ad until a specific date in the future.
You’ve done everything you need to boost Facebook posts. The social network analyzes all published posts, so it will take some time before you see your post. To stop worrying, check the status of your boosted posts in Ads Manager.