We have no qualms about what we’re about to say, even though we’re sure Mark Zuckerberg wouldn’t approve…
Facebook Boost Posts are a massive con!
There you go, we said it. If you have any ads running with the Facebook Boost Post feature, then you need to click off this blog, go straight into your Ads Manager and press the pause button right away.
Trust us, we’re saving you money. That nice blue button that is placed nearly everywhere on your Facebook account may look great and convenient, but that blue button is putting a hole in your ship - and water is pouring in by the gallon.
What is a Boost Post?
If you’re asking this question, then we hope it’s because you’ve never used one.
The Boost Post feature was implemented by Facebook in 2012, and was originally called Promote Post, to help business owners easily get attention for their posts.
It may be easy, but anything that’s easy is normally not very lucrative. The purpose of the Boost Post - in our opinion - is not to help business owners, but to take money quickly and easily from them instead. Here are three reasons to avoid Boost Posts like the plague.
1. They don’t lead to conversions
The first big warning sign with Boost Posts is that the objective is set for you by Facebook, rather than you setting it yourself. Nothing wrong with it whatsoever - unless your business goal is something else. To gain newsletter sign-ups, send people to your website or generate leads, for example.
If this is what you hope to achieve, then you need to be aiming for and measuring those conversions. Keeping your eyes on your business objectives will yield much better results, and cost way less, most likely.
Don’t be fooled by the number of likes and comments that a Boosted Post is getting - it’s meaningless. Unless your goal is to have a load of people ‘engage’ by liking and commenting, but not to make any money - then by all means ignore this article and carry on with what you’re doing!
However, if you’re looking to get results that increase your bottom line, then you need to look beyond the engagement objective.
2. They have limited targeting options
To add salt to the wound, you have a severely limited amount of options to target people with :
- people who like your page;
- people who like your page and their friends;
- people you choose through targeting.
Those three options don’t include behaviours, detailed targeting or people who might be interested in more than one thing. Nor can you exclude your page fans or custom audiences from your targeting.
The Boost Post functionality basically strips away the targeting features that will increase your chances of making money.
3. You get no choice over placements
When you boost a post, you’ll be given the default option of the mobile and desktop news feed for placement. That’s great if you want that - but a lot of the time you won’t. What about Messenger, Audience Network or Stories? They’re not included - and they might work well for your campaign.
Too bad, Facebook has made the decision for you.
If you were considering using the Facebook Boost Post feature, we hope we’ve scared the life out of you - and in the process of reading this article, you’ve stopped all live and planned campaigns running Boost Posts.
There is literally no scenario where the Boost Post feature could possibly be worth the money. The only selling point is how easy it is to do. However, if you don’t have time to devote to your own Facebook marketing, consider hiring a Facebook agency like The Good Marketer who will be able to get you credible - meaningful - results.
Copyright 2019. Featured post made possible by The Good Marketer