Just like any Facebook page owner, I’ve been intrigued by the new, glaring blue buttons under all of my posts prompting me to boost them. Is it worth it? Should I be doing that? Can I do it well?
I ran a simple test boosting one status update using Facebook’s one-click boost system and another using Facebook’s formal ad platform. Full disclosure: I’ve run Facebook ads before for my job for several months but at no point have had “formal” training or schooling on how to do it. Everything I know any business owner can learn himself.
I boosted two posts with a budget of under $10. Both of them were pictures of food with a link in the text. That’s where my strategies started to differ.
Using the one-click boost, I chose to run the sponsored update to my followers and their friends. When I hypertargetted my ad, I chose to sponsor it only to my current fans, since I’m really looking for their engagement to organically boost the post with shares and likes. Facebook doesn’t give you the option to target fans AND friends of fans through it’s ads platform.
I also manually chose a conservative CPM of $3.80 for my hypertargetted ad. Doing the one-click boost will automatically pick your bid to optimize for impressions, meaning Facebook might charge you more.
At the end of 3 days, both of my ads had expired. My one-click boost resulted in almost twice the paidpost engagement but cost me twice as much. The one-click boost used up all $5 of my budget whereas my hypertargetted ad only used up $2.35. Viewed this way, these two methods of gaining paid engagement were actually on par with one another.
But the organic reach of these two posts changed the story. The hypertargetted ad generated over 1000% more shares creating 900% higher organic reach. Because of this almost 2 times as many people saw my post and I paid for less than 1/3 of them–a stark contrast to my other post where I paid for over 85% of the views.
Because of this, while I paid .5 cents per view for the one-click boost, I paid just .12 cents for the hypertargetted ones. That means that the one-click boost cost me over 400% more per view.
While much simpler, using the one-click boost option cost me an equivalent amount of paid engagement but 400% as much per view. The one-click boost also resulted in far fewer total engagements(organic + paid). Considering the total budget came out to $7.35 for these two ads, the cost margin wasn’t big. But what if I invested $500 into a Facebook ad campaign? or $5,000? By choosing my audience I got a much better reach for my investment.
How can any business leverage this data? Whether you’re experienced or not, you should definitely teach yourself how to use Facebook ads platform to see better results and save money. Giving entertaining and engaging material to your current fans who are willing to Like and Share your content will make the most out of every ad dollar you spend.
Want to learn more about Facebook's changes to their ads and your options? Download our latest eBook: Facebook Is Pay To Play; Adapt your small business strategy now to Facebook's recent changes.