Facebook has always been one of the most cost efficient social advertising platforms. The huge number of people who use the platform, coupled with the advanced pixel learnings means that the platform does a great job at identifying those who want to engage with and buy from your business or service.

I will cut to the chase straight away and say that using the ‘Boost’ button on Facebook will not deliver any quantifiable returns for your business. By using ‘Boost’ your post will reach more people than it would have organically, but these will be people why typically already engage with your business.

What do we recommend instead:

Create promoted posts in the Facebook ads manager instead. This will allow you to utilise all of the advanced targeting capabilities available, including detailed targeting alongside creative optimisation etc. If you are looking for leads and sales you can also utilise the Facebook pixel to find new potential customers by creating bespoke audiences.

It is also important to be single minded in what you want the campaigns to deliver, and use this to select the correct campaign objective. For instance if you are looking to drive more site visits make sure to select the ‘Traffic’ objective within Facebook. If you are looking for leads or conversions then you can use the Facebook pixel to optimise towards these events, but there are some stipulations here that I will include in another blog post.

An advanced use of the Facebook advertising platform will allow you to find customers who do not know your business exists, and move them all the way down the marketing funnel and turn them into customers. These full funnel approaches utilise different Facebook objectives, audiences and creatives to create full funnel marketing campaigns - the gold standard in increasing the size of your customer base.

If you need any help creating a social strategy, managing and optimising social campaigns or consultancy advice on everything from creative to advanced retargeting strategies do get in touch on the link below.

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