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How-To: Boost A Facebook Post With Targeting

FACEBOOK 101_
FACEBOOK 101_

 

When it comes to Facebook for business, you have to pay to play. As annoying as that is, unless you have a large following (and even then, not everyone is going to see all of your posts), boosting a post on Facebook is a necessary part of Facebook advertising. In this week's blog, I am going to show you step-by-step how to boost a post on Facebook by targeting a specific audience. First thing's first... Make sure that your post includes an eye-catching photo and an informative and engaging caption. Once you have the post you wish to boost, click the "Boost Post" button at the bottom right corner of the post.

boostpost1
boostpost1
boostpost2
boostpost2

Once you click 'Boost Post,' Facebook will bring up a page with several options for boosting posts. You will want to click the 'People you choose through targeting' option in the top right corner to make the most of your boosted post. Since you probably won't already have your audience you will need to click 'Create New Audience.'

targeting
targeting

The next step requires a little more thought. Choose a name for the audience that you ideally want to see your post. Pick the location of your intended audience; Facebook even gives you the option to add 'x' amount of miles outside of a particular city. Next, click on the age groups of your intended audience. We chose the minimum & maximum age for this particular post, however you will need to think about the age groups of your intended audience. If the post you are boosting is for a restaurant that sells alcohol, a bar, or alcohol in general, you must have 21 as the minimum age, otherwise, Facebook will not approve of your boosted post. As far as 'interests' go, it is in your best interest to be specific as you can, and to think about the interests of your intended audience. For this post, which is about an upcoming play in Charlotte, I chose the following interests: North Carolina's Blumenthal of Performing Arts, Discovery Place, Performing Arts, Theatre, Acting, Plays, William Shakespeare & Oscar Wilde; these 'interests' are intended to target people living in Charlotte that are interested in plays, acting, and have kids that are interesting in these activities.

budget
budget

Once you have created an audience for your post, the next step is to choose your ad budget. First, think about how long you would like for your post to run; Facebook requires you to spend at least $1 per day that your post is running. Our post is for a play that is on Thursday, Friday & Saturday, so we boosted it on Wednesday to run for 3 days through Friday in hopes that the audience will schedule the play into their weekend plans. 

reviewboostpost
reviewboostpost

Now that you have set up your targeted audience, a budget and timeline for your post, click 'Boost.' You will then see that your boosted post is being reviewed by Facebook and will take approximately an hour to start reaching your intended audience. Once your boosted post run time has ended, you will be able to check out the results and see how many people were reached, how many interacted, clicked on a link, etc. It's a good idea to look this over and learn what you could possibly do different/better for next time!

Boosting a post on Facebook gives your audience a better chance to see and interact with your post. Without paying for Facebook advertising, you are only able to reach a certain amount of people who 'Like' your Facebook page, so it critical to pay for boosting if you want the right people to see you page, event, etc. If you want to run ads through your Facebook page for more page 'Likes,' Facebook will take you through a very similar process as the one above. As long as you've taken the time to think about who your audience is and budget correctly, you will start seeing results on your business Facebook page.

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How To Create A Winning Facebook Ad

Creating a Facebook Ad is intimidating enough for those who aren't familiar with the regulations so I've listed a few simple tips to help you create a Facebook Ad that will instantly drive traffic to your page and website, which should result in new Likes and click-throughs.  

  1. Photo: Choose a photo that is simple and conveys a message without even using text. Facebook users have so much to look at when browsing their newsfeed so keeping it simple here is key. Make sure your photo is a clear and captivating image that will catch the attention of the audience you are trying to reach.
  2. 20% text: Any photos that you upload to use in an ad MUST have no more than 20% text within the photo. No exceptions. Your ad will certainly be rejected if there is even 21% text included in the photo or graphic. The only exception; however, is any text that is on a product within the photo. A good point of reference that further explains the 20% text rule can be found here.
  3. Ad Copy: When choosing the caption for your photo, keep it within a couple short paragraphs or sentences if possible and use a call-to-action in the last line of your ad copy. A call-to-action could be asking people to buy tickets for an event, visit your website, LIKE your page, enter in a contest, etc. The more descriptive you are in your call-to-action, the better. Also, make sure that enough info is included in your copy that your audience understands what you're advertising without having to do anything. They should be able to understand the message instantly, not to mention be interested enough that they will click through the Ad.
  4. Include a link: If you do need to include a link to direct people to your website, try using a link-tracking service like Bitly that not only will shorten your link so that it doesn't take up too much room of your ad but also tracks the number of click-throughs to your site. This will give you a good idea of how effective your ad is as well as give you a small piece of analytic info for your website.
  5. Targeting: I could write an entire blog post on Facebook Ad Targeting but I'll keep it simple here. Know the demographic that you are trying to reach with your Facebook ad before you place it. Is your target audience young, old, female, male? Do they live in Charlotte or is your site friendly to all locations? Does your target audience Like other certain Facebook pages that are directly correlated to your Facebook page? What topics or interests does your target audience have? Take advantage of these targeting options when creating your Facebook Ad to see what works for you.

Below is a recent example of a Facebook Ad I created for a client that has been doing very well in click-throughs and new Likes.

Facebook Ad photo
Facebook Ad photo

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