If you want real results from your Facebook™ Advertising then don’t use the “Boost Post” button on Facebook™.
I get it, if you aren’t knowledgable on how Facebook™ Advertising works, that little blue “Boost Post” button underneath your posts on Facebook™ can be very tempting. It makes it quick and easy to start advertising with just a few clicks.
It was designed as an easy option for beginners to Facebook™ advertising but if you are running a business to be successful and profitable then you need to be more than just a beginner and you need to move beyond the basics.
If you use the “Boost Post” option then you are extremely limiting your results, and honestly, in most cases, you might as well just give Facebook™ a donation.
You can still use a post that you have published on your Facebook™ Page as an ad however you need to do it through the Ads Manager. By doing this you will have a lot more options and you will get better results.
Here are some ways that you are limited by boosting posts rather than using Ads Manager to set-up and publish your ads:
Create multiple ad sets under one campaign
When you boost a post Facebook™ automatically creates the campaign with one ad set and the one ad which is your boosted post.
The problem with this is, you don’t have the flexibility to create multiple ad sets to test different targeting.
If you can’t test one audience against another, then you are limiting your results and potentially paying a lot more to get the results you want.
This in turn also means you don’t have access to Campaign Budget Optimization (CBO). CBO allows you to set your budget at the campaign level and then let Facebook™ optimise and give more ad spend to the ad sets and ads that are performing the best.
Create multiple ads under each ad set
Following on from the point above, because you are creating an ad from one single post you can then only have that one post as an ad under your ad set.
Once again to get the best possible results you need to be testing different ads with different copy and creative.
Ad objective options
When you boost a post, Facebook™ only gives you a couple of objective options to choose from based on the type of post you are promoting.
You may want to optimise your objective differently to what Facebook™ is suggesting when boosting.
When you create your ads in ads manager you have 11 options in total for your objective, so there is a lot more choice and flexibility.
What you choose for your campaign objective is a big factor in the results you will achieve with your ad spend.
Flexibility on ad placement
By default, Facebook™ will run your ads to all of their many placements, regardless of whether you boost a post or use Ads Manager.
However, you do have the option to select what placements you prefer in Ads Manager.
But, when boosting posts, these options are limited and you don’t have the flexibility you have in Ads Manager which can once again mean higher ad costs.
Customise creative by placement
When you run Facebook™ ads you have the option for the ads to be placed in many places including Facebook™ newsfeed, Instagram newsfeed, Instagram and Facebook™ stories, Messenger and more.
These different placements have varying views and requirements, therefore, your creative needs to be customised for each placement.
You don’t have this customisation option when you boost a post.
These are five of the main points that hinder your results when you use the “Boost Post” button and this is just scratching the surface.
Advanced Facebook™ Advertisers use many other functions within ads manager to get the best results possible and I could easily list another 15 points here.
The most important thing you need to be aware of is by using the “Boost Post” option for your Facebook™ Ads you are significantly limiting your options and therefore you are limiting the results you will achieve with your ad spend.
Do some research and learn the basics to get better results with your advertising budget?
Need help from an experienced Facebook™ Ads Manager to get the best possible results with Facebook™ Advertising? I have been managing ads for clients for more than 7 years and have spent in excess of $3,000,000 on this advertising. Click here to get in touch and let’s chat to see if I can help you.
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