The Boost Post Button
It’s probably the most well known way to use Facebook advertising.
Click the “boost post” button on your Facebook page and you can create an ad in a few steps.
There are other blue buttons you can use to create ads too. Promote, Promote Local Business, Promote Website. All of these blue buttons make it easy for you to create a Facebook ad. You’ll also find a “Promotions” link. This will bring you to the promotions section under the Insights tab. Here again you’ll be able to start creating an ad. Promote your business locally, promote your page, get more people to contact, get more website visitors. These choices will step you through creating an ad, each one with a little different advertising objective. For example the promote page option will create a campaign to get you more page likes. The get more website visitors will create a campaign that focuses on getting more traffic to your website.
You’ll find many people online telling you to never boost a post. The reason is that using the boost post button has limited options when setting up your ad. But it’s OK because you can still go into the ads manager after boosting a post and change the options you weren’t able to when first creating your ad. It’s kind of silly how they say it’s such a huge mistake. It’s really not.
Use these ad settings when Boosting a Post
If you’re showing your ads to a local audience and that audience is pretty small, you’ll reach a lot more people if you change the Optimization for Ad Delivery to “Daily Unique Reach”. If you leave the setting at “Post Engagement” which is the default setting, Facebook will try to show your ads to people who are most likely to comment, like, or share your ad. That’s not always a bad thing, but you may be trying to reach more people than just those people. Many of your potential customers may not be the people who are most likely to comment, like, or share posts.
You may also want to change the placements. This controls where your ad is shown. The placements include: the Facebook newsfeed, instant articles, in-stream videos, right column, suggested videos, Instagram, Audience Network, and Messenger. You’ll get the most from the Facebook newsfeed. This is often all you need. If your customers use Instagram then use that too. Most Facebook advertising experts are still saying don’t use the Audience Network as it seems to be a waste of money.
The Best Way to Boost a Post
Most people have websites. Many have a blogging system built in. If you have a WordPress website you have blogging built in. The best way to boost a post is to write a blog post, then pull it into Facebook by copying the blog post link into a Facebook post. Then boost that Facebook post. Watch the video below to see exactly how to do this.
There are a few reasons for doing it this way. First, your Facebook post will look better. It’ll have larger text for the headline. Second, you’ll be sending traffic to your website. People who click your Facebook post will arrive at your website. Getting people off Facebook and to your website is good because it helps them focus on your stuff by leaving the distractions of Facebook behind. It also allows you to use website visits retargeting. You can track the people who have visited your website and show ads to them later. This is a huge advantage and money saver. It’s one of the most powerful features in Facebook advertising. Or any advertising for that matter. But you can only do it online. You can do retargeting with Google advertising too.
The Post Headline and Image
How do you get the image and post headline to show up the way you want on the Facebook post? I go over this in the video above. It’s easy to do if you use the Yoast SEO plugin. But you can only use this plugin if you’re using a WordPress website. If not, you’ll need to have access to your page title and Facebook meta tags on your website page to have control of it.
Recently Facebook allowed you to change the image and headline that was pulled into your Facebook post from your website. But that’s been changed. You can no longer do that, so you have to get the headline and image the way you want them by getting them right on your website before creating your Facebook post.
If you create your Facebook post and want to change what was pulled in, you’ll have to change it on your website. You’ll also need to clear the Facebook cache to get your newly changed headline and image. You can do this by using Facebook’s Open Graph Object Debugger. When you get there paste in your website page url and click the “fetch new scrape information” button. Then you can go to your Facebook page and create your post again. It should pull in the newly changed information for you.
Why is this the Best Way to Boost a Post on Facebook?
Well, this is my opinion, everyone might not agree. But surely everyone would agree that this is a very good way to do it.
The reasons include: A nicer looking post. You get an image with a larger text headline below it. You also get the functionality of making the post clickable to bring people to your website. You WANT TO DO THIS. Why? Because you want to get people away from Facebook and onto your website to keep their attention on you. You want to filter out the non interested people. People who don’t click your post are not as interested as those who do. If you have your Facebook pixel set up on your website for tracking you can keep track of those people who visited your website and show ads to them later. Using this “retargeting” method allows you to spend much less money on ads and get much better response because you’re showing your ads only to those who are more interested in you and your business.
Make it your Normal Routine
Blogging and adding content to your website is a good long term strategy to build up your online presence and get your business in front of more people online. Posting new content once every week or two is a great idea. Put all your content on your website first, then promote it with social media and advertising.
I know a lot of people who only use Facebook. They’ll do Facebook posts all the time. But I think it’s a mistake to not be including your website in this process. Instead of writing a Facebook post, write a post on your own website. Then promote it on Facebook as outlined above. So basically you’re still getting your post on Facebook, it just starts on your website. It’s not really more work and it’s better for your business because your website will get found more when people are using Google and NOT on Facebook.
Does this make sense to you? Let me know.
Let me know if you have questions or comments. Comment below.