To Boost, or not to Boost, that is the Question – Facebook Advertising 101

Jun 23 2014

Gibbons Digital Facebook Boost Westchester Social MediaIf you Google how to use Facebook post Booster you will find half the blogs will be a how-to and the other half will be write-ups on why you should never, ever Boost posts on Facebook. We’re here to tell you when Boosting can work for you.

The Facebook algorithm (that math and science behind what shows up on your News Feed and what doesn’t) may be considered the mystery of our generation to some, but with enough research and common sense you can start to see patterns emerge.

Facebook has revealed that any update posted by your page will only reach 3-5% of your fans. This means if you have 5000 fans, you will only reach 150 to 250 of them through organic (not paid for) reach.

Facebook gives you two options to expand the reach of that post – Promoted Posts or Ads and the Boost.

What are the Limitations of a Boosted Post?

Only target limited interests
Cannot target a device (desktop or mobile)
Only target by interests, or ‘fans plus friends of fans’ (instead of just fans)
Cannot use custom audience or conversion tracking
Only Boost one ad at a time

What Can I do with a Boosted Post?

Target location
Target gender
Target age
Target up to 10 interests
Target your fans and their friends
Choose your budget
Choose the duration
Access all this right on your Timeline

So why would you use Boost over Promoted Posts or Ads?

If you are targeting your existing fanbase, and you want to reach more than the 3-5%, then Boosting can be the perfect option. Say you are an author who has released a new book, or a store that is having a sale, or a software company who has released a new product – these are all things you want all your fans to know about. This can be a simple Boost to reach past organic limitations.

If you are a brick and mortar store or a company that offers services to a particular area, Boosting is a quick and easy way to promote yourself. You can choose local towns or cities and specific interests to Boost. If you are Boosting to increase your fanbase, targeting through Facebook’s more detailed post promotion is a better way to track your objective.

What does this mean for me?

If you are a newbie to Facebook paid advertising and have an update you want to go to fans and their friends, specific interests, or specific locations, Boosting is a quick and easy way to get the word out.

If you’re still unsure what is the right option for you, contact us today to learn how we can help you reach your Facebook goals.

 

Facebook’s FAQ on Boosting

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The Winds of March Bring Change at Facebook

Mar 06 2012

 

With the winds of March comes change at Facebook; it’s a new design for Facebook business pages. Although mandatory use of the new design does not start until March 30, 2012, now is the time to test and tweak it to see how it will work for your company’s page whether you’re a small business planning your social media marketing strategy or you currently have a Facebook business page.

For more details, take a look at Hubspot’s recent article: The-Complete-Guide-to-Setting-Up-the-New-Facebook-Page-Design

Gibbons Digital has already implemented the new design.  Check us out at Facebook.com/GibbonsDigital

 

 

 

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Facebook Ads 101 for Small Businesses

Oct 20 2010

Most small businesses start out in social media by setting up a Facebook page.  However, leveraging Facebook to achieve business objectives may seem like an elusive goal.  Facebook ads may the answer.  Here are the simple steps to get you started using Facebook ads.

Facebook Ads 101

Facebook ads can be useful for small businesses

Define your goals

Before you begin, it is best to determine your goals for the Facebook ad campaign.  The goals could be simply to increase the number of fans or people who “like” your page. Or you may have more traditional goals like more traffic to your main company website or an increase in direct sales. It’s important to know what you’re trying to achieve because it will impact how you design your ad.

Design your ad

The next step is to design your ads.  You’ll need an ad title, ad text, a destination URL, and a call to action.  Keep your goals in mind as you work through this process.  For example, the destination URL for an ad designed to increase your fan base should be your Facebook page.  Likewise, if you’re trying to generate sales, your destination URL should be the specific product page that you’re advertising.  The call to action will also obviously reflect your goals.  It’s recommended that you include an appropriate, eye-catching image in your ad. Click-through rates are much higher for ads with images than those that are text only.

Targeting

Facebook allows you to define the audience who will see your ad.  There is location targeting by country, state/province, city, and within x number of miles of a city.  You can also select particular demographics such as age range, gender, as well as language preference and education levels.  There’s a robust set of likes, interests and connections options that are worth exploring.

Campaign Pricing and Schedule

Once you’ve defined your target audience, you’ll need to set up a daily budget for your ad.  In addition, you will indicate whether your campaign will run on a cost-per-impression (CPM) or cost-per-click (CPC) basis, and if CPC, what your maximum bid will be.  The higher your bid, the more likely your ad will be shown.  Last define the schedule for your ad.

Measurement

Once the ads are running you’ll be able to monitor the statistics by going to the Facebook.com/ads/manage page.  There you’ll see daily figures for key measurements such as number of impressions, number of clicks, click through rate percentage, etc.

Additionally, you’ll need to monitor your Facebook page or website using web analytics to see if you’re achieving your business objectives.

In future posts, I’ll cover Facebook ads in more detail including targeting options and measurement.

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