Read This Before You Click “Boost Post”
Learning to manage promoted content in Ads Manager should be a top priority if you’re spending money on Facebook and Instagram.
We’ve all seen the big blue “boost post” button in the right-hand corner of our posts. With constant reminders that social media is a pay-to-play space, it can be really tempting to press it. It’s easy to click it. Almost too easy.
But if you’ve just worked hard to create a great piece of content, shouldn’t you give it the reach it deserves?
Here are four reasons why you shouldn’t press that “boost post” button, and instead invest your advertising budget more carefully.
1. Facebook Ads Manager is less intimidating than you think
Out of all the self-serve advertising platforms, Facebook is the easiest to learn and use. Not only do they have a great resource centre for troubleshooting, but Facebook also offers a free online training course called Facebook Blueprint that can help you get started with the Ads Manager platform.
The main benefit of Ads Manager is that it gives you the ability to control promoted content on the campaign, ad set, and individual ad level. Each level offers its own settings to allow for optimization so you can get the best return on investment
2. Much better audience targeting
Facebook’s “boost post” tool has slowly been gaining new targeting options over the years, most of which were already included in the Ads Manager platform. This includes the ability to create custom audience lists by uploading email addresses or remarket to past website visitors.
You can reach multiple niche audience groups simultaneously by adding several ad sets to a single campaign. You can take it another step further by tailoring your ad graphics and copy specifically for those groups too. You have a better chance of reaching your audience if you are thinking bigger than simply boosting a post from your feed.
3. Reporting on your ads can be easier
Analyzing the performance of your campaigns through Facebook Ads Manager can give you a better idea of your return on investment while saving you time. Using the reporting tool in Ads Manager can help you compile results while comparing the engagement of your ads across different audience segments or traits. An example of this might be comparing the click-through rates of a specific ad amongst different ages or regions to understand which ad resonated with the most. This information can provide insights to help you adjust your targeting in future campaigns.
This also means you can find all your old ads and invoices all in one place (your finance department will thank you).
4. Overcoming barriers
Since Facebook rolled out its new disclaimer process for ads about social issues, elections or politics, communicators who work in the advocacy space have hit major barriers with getting boosted posts approved on Facebook.
We’ll cover this issue more in-depth in a future blog, but what you need to know now is, without a Facebook Business Manager or Ad Account, advertisers cannot run ads about social issues, elections, or politics since they will not be able to complete the advertising disclaimer submission process. It can be worth doing so well ahead of time, otherwise, you might be blocked from running an ad when you need it most.
It’s also worth noting since Facebook has been rejecting ads more aggressively, Ads Manager can help you resubmit ads that were rejected by the system for a second review.
Interested in learning more about getting the most out of your ads on social media? MediaStyle offers custom social media training sessions offered remotely for individuals and groups.