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How to Boost your Facebook posts without losing money

Every Facebook page owner has been there – you look at the reach your post got with disappointment. You wish that more people would see what you’re sharing. And then you see that “Boost Post” button right next to the measly number of how many people the post reached.

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Boosting your posts on Facebook is an easy way to get seen by more of your fans – but it is not always the most cost-effective.

Many social media experts like Jon Loomer discourage the use of the boost button. They say that you should never use it!

I used to agree with them, but the boost button has evolved. Now I believe that there are instances where it is okay to boost your post.

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As long as you’re aware of the pitfalls of using the boost button and follow the advice in this article, you will be able to save time with the boost button while at the same time not throwing your money away.

The 3 “money-traps” with using the boost button

1. It’s easy to keep spending with no budget

The whole point of the Boost button is that Facebook wants to make it extremely easy for you to spend money with them, and it works. It’s just so easy to spend a few dollars on one post, a few more the next day, and before you know it, you’ve racked up a Facebook ads bill without really knowing where your money was going.

Avoid this by:

Creating a monthly budget for your Facebook posts, and set goals that you hope to reach from that boost budget. At the end of every month, evaluate the results you got and then adjust your budget and goals for the next month accordingly.

2. No eye on the bigger picture – can’t see forest for the trees

Boosting posts on Facebook is usually something that is done on impulse, without a strategy. Don’t just boost posts for the sake of getting more reach and likes on the post. Plan out what types of posts you should boost that will actually help your business goals.

Believe it or not, I have seen sponsored posts in my newsfeed where a page is sharing a link to a website other than their own!

Avoid this by:

Thinking about what your goal is that you are trying to achieve by boosting the post. Are you trying to reach new people and gain some new fans for your business page? Or maybe you want to drive your current Facebook fans to your website to view some of your products? Make sure that the posts you boost are in line with your goals.

3. Boosted posts are not targeted enough

facebook-boost-postThis is the main reason why most marketers will tell you not to use the boost button. It used to be that there were no targeting options for the boost feature. However, recently Facebook has added the ability to target by location, gender, age, and interests.

This amount of targeting could be enough for many businesses.

If your campaign would benefit from targeting by level of education, sexual orientation, relationship status, or other options then boosting the post is not a good idea for you.

For example, if you are running a promotion on engagement rings, your campaign will be much more successful if you target people that are in a relationship. By not including that additional level of targeting, you will waste money running ads to people that will never buy.

Avoid this by:

Considering all levels of targeting that each post will need before you boost it. If the boost feature doesn’t give you enough options, then head to Ads Manager or Power Editor to create a more targeted ad there.

Recap

The amazing thing about social advertising is the ability to laser-target our ads and get the most bang for our buck. The Boost button, however, can easily eat up your ad budget if you’re not careful. Follow the tips in this article though and you will be able to avoid over-spending on your Facebook ads.

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