If you have a Facebook Business Page, you've probably seen the little button suggesting you boost a post. Don't touch it. I know, you're tempted. With that button, Facebook allows you to advertise content with just two clicks. And considering how confusing Facebook advertising can be, it may seem like a quick win. But I promise it's not the best use of your money.
Instead, promote your posts in the Ad Manager. It may take a few extra minutes, but it'll give you more control over who sees your ad and the cost-effectiveness of your spend. Go to the drop-down menu in the top right corner of your Page and look for Create Ads. Pick the objective of your campaign.
This should depend on the ideal action you want people to take when they see your post. If you promote a blog post, for instance, optimize for traffic. Pick the location, age group, and gender you want to advertise to. Use Detailed Targeting to specify Pages they've liked, interests, or even what company they work for -- a great idea for B2B advertisers. Then set your budget, whether that's a daily budget or the maximum spent on the ad.
Finally, flip over to the Use Existing Post tab. There you can choose a post you've already published, place your order, and you're done. Word to the wise, not every post is worth your money. Look at the Posts tab in Page Insights to see which are already receiving above-average engagement from your fans.
Those are great candidates to boost your budget. As you get the hang of Facebook advertising, you'll start to understand which content works well for paid. Plan the featured images of those post ahead of time. You won't be able to promote any that have more than 20% text. I know, Facebook is making it harder and harder for Pages to have their content seen in the News Feed. Don't be discouraged and don't let Facebook tempt you with that boost button. Promote your post the right way and always keep your goal in mind.
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