It happens. It happens to the best of us. We take a chance on something that we have seen someone else have great results with, and we hope and pray that our results are as successful as theirs. But let me ask you this, just because you see someone sky dive out of an airplane and it looks fun or just because you see someone surf a 10-ft wave and it looks easy, are you really going to just go for it without the proper training? Of course not. The same can be said for Facebook Advertising. Simply doing what someone else is doing and expecting the same results is just not going to happen and most people that approach Facebook Advertising that way, walk away feeling frustrated, discouraged and wondering what went wrong.
The Pay-to-Play game of Facebook Advertising is just that. It’s a game. And just like any game, it takes practice to get good at it and it works best if you have someone that can teach you how to do it right before you start putting all kinds of money into it. It’s a game of skill and strategy and it requires patience…..which a lot of us don’t have in this on-demand world we live in. We want results and we want them yesterday!
So what happens, exactly, when you click that blue button and “Boost” a post? You get to do three things…..
- Choose the audience that you want to see the post
- Choose your budget (how much you want to spend)
- Choose the length of time you want your post to run
Done. Your post will be shown to those audiences you chose, for the amount of time you scheduled, in accordance with the price you set and you might get some new “Likes”.
Ok, so now what? This is usually the point when people start comparing themselves to others that seem to be doing the same thing and are getting crazy good results.
When my students come to me with their frustrations with Facebook Advertising, I ask them this….”what was your goal with “Boosting” your post? Was it to get more likes? If so, why do you want more likes?” They usually don’t really know what more likes will do for them but they are hoping that the people who like their page will buy their products. Unfortunately, “Boosting” a post is not designed to find audiences that will take actions such as signing up or buying a product and here’s why…..
Facebook’s algorithms are designed to find the least expensive way to meet your advertising objective. Yes, Facebook honestly wants to save us money! For example, if you want subscribers to your email list or you want to sell a product, Facebook takes that goal and optimizes for it by showing it to users who are most likely going to take action.
A “Boosted” post is not optimized for those goals, they are only optimized for “engagement”, which means Facebook will push your content toward the cheapest route to get likes, comments and shares. Don’t get me wrong, there is value to getting likes, comments and shares but more often than not, the people that like, comment or share from a “Boosted” post, are not usually the ones that will take the action you really want like signing up for your email list or buying your product.
If you’re a beginner, just starting out with Facebook Ads, I do not recommend boosting a post. There are very strategic ways to use the “Boost Post” feature but that is for those that have a page with consistent traffic, engagement and larger audiences.
Over the next couple of weeks, I will be diving in to some of Facebook’s advertising options and what works and what doesn’t. I hope you’ll stay tuned….
Also published on Medium.