[UPDATED APRIL 2019]
If you’re paying to boost posts on your Facebook page and expecting the money you spend to bring you new enquiries, leads or paying clients, you’re guaranteed to be disappointed with the results.
If you’ve been boosting your page posts using the boost post button next to the post on your page, you likely won’t know of what I’m about to share – but it’s the reason why you’re not getting the results you hoped for…
When you go to set up an ad in Facebook’s Ads Manager, the first step is choosing your ‘Objective‘
That is, telling Facebook what you want your ad to achieve for you.
There are 3 overall results that are promised, and every campaign objective you can choose is listed under one of these 3 headings. The choice you select here is the ultimate result you are choosing to pay for.
As you can see, the 3 promised results are shown in the column headings, and are:
You’ll notice that the second choice under the CONSIDERATION heading is ‘Engagement’ – which is Ads Manager speak for ‘boost your post’!
Like I said, if you’ve been boosting your page posts using the boost post button next to the post on your page, you won’t have seen these headings to know that you’re choosing to buy awareness.
If you’ve used Ads Manager to set up your previous ads, you’ve maybe seen these headings but not really taken in what they mean for you in terms of promised results.
Okay… let’s look at each of these a bit more closely:
If you walk past a billboard on the side of the road, you’ve noticed it – you’re ‘aware‘ of the ad, and maybe even the company whose ad it is.
But that’s the extent of it. You’re ‘aware‘ of the ad/product but you’ve not been motivated to stop what you are doing to go and buy the product being advertised.
5 seconds later, you’ll have forgotten you even saw that billboard, let alone remember the product being advertised!
If you see an advert on TV or in print for a product you’re interested in, there’s a reasonable chance you’ll pull out your phone and go looking for their website there and then.
If you are still keen on it when you’ve seen all the details, there’s a chance you’ll click through and buy or bookmark for later.
If you’ve used Ads Manager to run a ‘send people to your website‘ campaign to err… send people to your website, you can see it’s listed under the ‘consideration‘ heading in the image above.
However, the key point of note here is that it is a ‘product you’re interested in’.
If you compare ‘traffic’ to ‘engagement’, the former is a positive action towards buying from your website. The latter is a like or a comment.
When you boost your post or choose the ‘engagement’ objective, you are buying likes and comments.
Targeting even the best ad to a broad (large) audience and hoping a few will want to buy, will also result in you wasting your money on disappointing results.
Instead, did you know you can use a very simple resource inside Facebook to show your ads to people who are MOST LIKELY to buy?
It’s called ‘custom audiences’ or ‘remarketing audiences‘ (which translates to people who have already indicated interest in what you offer so are more likely to be your BUYING AUDIENCES) and targeting your ads to your buying audiences is a much more profitable strategy.
Whether conversion for you means opt-ins to your freebie incentive (lead magnet), prospects booking your free consultation or clarity call, or buyers for your products, services, or program, when most of us choose to spend money with Facebook, getting conversions is our ultimate goal. Conversions are where you’re going to get a positive return on your ad spend.
So with this in mind, when you pay to boost your posts (either using the boost post button or via Ads Manager), you’re PAYING FOR ENGAGEMENT but EXPECTING CONVERSIONS!
There’s a total mismatch in expectations from the outset, eh?!
No wonder you’ve spent so much for so few results!
And that’s before we even get into how boosting posts by clicking on the ‘Boost Post’ button on your page means you’re charged upfront, regardless of results, BUT have very little control of targeting – so that’ll be why you’re getting random likes from African countries.
Or, the fact that at best, only a fraction of the people who have liked your page or post will even choose to ‘consider’ buying or becoming a ‘conversion‘.
The good news is, Facebook advertising is a highly powerful resource for you to generate enquiries, leads and paying clients – but only when you know how to use it effectively.
It sounds obvious, but you only know what you know, and your choice in whether to tick this box or select that option can have a considerable impact on your results and the amount you pay to advertise.
More about Facebook advertising…