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Stop Using Facebook Boost Post

Stop using Facebook boost post if you think it's going to grow your business.

No questions, just stop.

Ok, so that's a bit harsh coming right out the gate like that, but it's that urgent you don't waste any more money on Facebook.

"But Derek, organic reach is down, and continuing to go down!"

 

facebook-page-organic-reach-decline-over-years

 Well, yes. But boosting your post is not going to help. Not in the ways you hope, anyway.

Here are three reasons you need to stop boosting posts:

  1. Unable A/B Test
  2. Limited Targeting
  3. You Haven't Measured What Works Organically

Unable to A/B Test

If you are going to spend money on any advertising, you need to A/B Test it.

Without A/B Testing, you cannot determine which parts of an ad would be helping or hindering it's success.

Here's a screenshot of an Ad I A/B Tested for a local Nashville Wedding photographer using facebook lead generation.

Cost-per-resultsAs you can see, one resulted in $.99 cost-per-lead and the other $.80 cost-per-lead. The only thing tested was the copy.

By boosting a post, you are limiting what results you can achieve in your marketing campaigns.

Limited Targeting

One of the most recent updates to Facebook Boosted Posts is the enhanced targeting that has been added.

That said, the targeting is still very limited in who can be targeted.

It's important to note that it's important to get as targeted as possible with your message and ad, without going so niche that no one will hear your message.

With limited targeting, you lose control of who your boosted post is shown to, therefore getting your message out in front of the wrong audience.

You Haven't Measured What Works Organically

Did you know you can get insights on what's working and what isn't hitting the mark with your organic posts?

You can view your page insights by going to your Facebook Page, and on the top menu, click insights.

You'll find what posts are performing the best, from engagement, clicks, and views, as well as other metrics.

Just because organic is down to less than 2% of your audience being shown your posts, that doesn't mean the engagement you get from your organic reach is worthless.

If anything, it's worth looking into because it's telling you what resonates with your audience.

facebook-insights-to-read-post-reach

 Looking at the screenshot I provided, you can see which of my posts were popular, and which were crap.

Facebook Ad Manager

Don't let this discourage you from spending money on your posts to get your message out.

I challenge you to use it as an opportunity to grow your knowledge in Facebook Ads Manager.

Turning a post into an ad is incredibly easy. Here's how.

  1. Select Your Objective
selecting-facebook-ad-lead-generation-objective

2. Create Your Target Audience

targeting-facebook-ad-audience

3. In the Ad Tab, select, "Use Existing Post"

how-to-use-existing-post-in-facebook-ads

4. In the Creative Section, click "Select Post" and select your post.

selecting-existing-post-in-facebook-ad-manager

5. Confirm your Ad.

Looking to make your ads better? Try A/B Testing them!

Click here to get my guide on how to A/B Test your Ads! 

Topics: Facebook Marketing

Derek Couts

Written by Derek Couts