Facebook Boosted Posts

Boosting a post is the easiest way to begin promoting your content. When you boost a post you increase the likelihood that your target audience can see your content on Facebook. It’s a great option if your business goal is to get people interacting with your content since your boosted post will be optimized to reach people within your audience who are likely to take some action on your ad, like sharing it with their friends and family.

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Module Outline and Objectives:

  • Understand what boosted posts are and how they can benefit your business.

  • Know how to boost a post on your Page

  • Learn advanced ways to take your boost to the next level

  • Manage and edit boosted posts

What does it mean to boost a post?

After you post to your Page, you can “boost” that boost, which turns it into an ad. It's a fast and simple way to reach more people with your content. For people seeing your ad, the only visual difference between an organic (unpaid) post and a boosted post (paid) is the addition of a “Sponsored” label. 

What can you boost?

You can boost any of your Page posts including photos, videos, events, offers, and more.

Boosting your post increases the likelihood that:

  1. People will see your content in their feeds.

  2. People are more likely to engage with a post.

  3. People will engage with a Call to Action (CTA).

Learn how to boost a post

Facebook Ads Manager

Now that you know what can be boosted, let’s look at how you can boost posts.

Note: If you boost a post directly from your phone, you will not have as many options. We recommend only running ads from your laptop or desktop. If you do want to run ads from your phone, use the Facebook Ads Manager App here on iPhone and Android.

Boost From Your Page

1. Go to your Page and find the post you’d like to boost and click on Boost Post.

Facebook Boosted Post

HUGE Side Note: Before you choose an Audience, scroll down to the bottom of the page to make sure you are using the right account. If you have a personal and a business account setup (which you will have if you’ve followed our Business Manager Setup, then you need to manually click to your business account to pull up the correct audiences.)

 
Account
 
Audience Boost Post

2. Now you’ll choose the:

Custom Audiences

Audience: You can target people who like your Page, people who like your Page and their friends, a default audience, a custom audience, create a new audience, and more.

  • Don’t take this portion lightly. This is the most important and this is where you can get creative, but ONLY if you have a Pixel and you have created Custom Audiences.

    If you do, keep moving forward. If not, we recommend going back and getting those set up. Here’s why:

    • Rather than selected a “pre-made” option, you can select one of your custom audiences.

      • Want to boost a post to people viewing your “sell” page on your website? Check.

        • Want to boost a post to people that look like people visiting the same page?!

      • Want to boost a post to people who have visited your Facebook but haven’t liked the page? Check.

Let’s take it even farther!

Let’s be honest, boosting a post that looks like someone who visited your sell page could mean a lot of things.

Custom Audiences
Boosted Posts

Once you have chosen a Custom Audience, in the right account, scroll back up and click Edit.

Now this is where the magic is!

You can now take those custom and lookalike audiences ever further!

Examples:

  • If you have a custom audience of people who viewed your sell page, you can now boost a post to people that viewed your sell page that LIVE in your area.

  • If you selected a lookalike audience of people that look like people who registered on your home valuation site, you can now a boost a post to people that live in your area that look like people that have viewed your sell page.

Are you still with us? Don’t forget to ask questions below!

Should we take it even farther?! Yes!!!

What if you took this video below and boost it to people that are looking at your home valuation site, people that look like people viewing your home valuation site, who also live in your area and are searching third party sites like Zillow, Trulia, etc.?!

Hint: This is what I did… and this is what got me listings… Hint Hint: This is what YOU should be doing…











Audience Interest

Look’s great! Sound’s great! But, how?!

You’ve selected your audience. You’ve selected your area. Now target people by their interest.

Want to boost a post to other business Page admins promoting your local video series?

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What about to small business owners?


Work in a vacation market and see a lot of travelers?



We couldn’t possibly take it one step further, could we? We can, we will, and we should.

This is where people lose money. They get all the way to this point and then their ad shows to who? Who is actively searching houses, who goes on home valuation pages, who is in real estate? You. Don’t show your ads and don’t waste your budget showing your ads to other agents.

I would always get other agents saying I’ve never seen your ad… that’s a good thing!

You need to Exclude people as well.

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Again, get creative. You want to exclude the Job Titles like Real Estate Broker, Real Estate Agent, etc. You can go even further and exclude people who have an Employer with another real estate office (just type in brokerage name).

Now, you are boosting a post to people who have visited your sell page, who look like people visiting your sell page, they either live in your area or they travel there frequently (vacation owners), they are viewing third party websites and they are not in real estate. Mic drop. Let’s move on.

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Budget: The maximum amount you’d like to spend on boosting the post for the entire duration of the promotion. When you select your budget, you’ll see the estimated number of people you can reach for that amount. The estimation factors in both your budget and the parameters you’ve set for your target audience.

Add your Total Budget.

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Select your Duration, How long you’d like to boost the post. You can choose from the default 1, 7, or 14 days, or choose your own end date.

Choose the right Payment method, This will default to the payment method of the person boosting the post. You can choose to edit the payment method before boosting the post.

Preview your ad and how it appears across desktop and mobile, Instagram and Instagram stories.

When you're ready, click Boost.

Be honest, leave a comment below if you didn’t know you could get this creative with a boost.

Managing Your Boosted Posts

After you've boosted a post, here's how you can manage your budget, edit posts, and keep an eye on how it's performing.

If you need to make adjustments to the schedule or budget, you can easily make those changes directly from your Page or in Ads Manager. Keep in mind that you can't edit any of the content or creative in boosted posts.

From your Page's Timeline
Facebook recently changed the way they show your Boost results. So guess what our team did… we went and created some new Boosts just to show you some examples! That’s what we do, show you the most updated content.

Instead of the orange bar underneath your Post, you will now see these:

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ThruPlays: People who have watched at least 15 seconds of your video, or the entire video if your ad is less than 15 seconds long. This is now the standard for all video boosts.

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Landing Page Views: How many times your boost was clicked that redirected the user to another URL.



Post Engagement: How many people have engaged with your Boost.



From Ads Manager
Going to your Ads Manager account under your Ad Accounts.

From Page Insights
Going to the Posts section of your Page Insights under the Promotions tab.

Making Changes to a Boost

You may notice that sometimes your boosted Page post won’t reach the number of people initially indicated. The reach you see when you boost your Page post is an estimate and may be affected by other boosted posts running at that same time. If there are more boosted Page posts running than estimated when you boosted your post, the price will increase and reach will decrease. In any case, you will only be charged for the actual reach of your promotion.

Once a Page post has been boosted, you can't edit the content without pausing or deleting the boost. But, you can pause the boost, edit the post (the text only, not the image), and then un-pause the post.

To pause the boost:

  1. Select View Results at the bottom-right of the boosted post.

  2. Click Active in the top-left corner of the window that appears to change it to Pause.

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To edit the post after you've paused the boost:

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  1. Pause your post

  2. In the top-left corner and select Edit Ad

  3. Edit your post and select Done Editing. Keep in mind that you can edit the text, but you won't be able to change the image that you originally uploaded to the post.


After editing your post, click on Paused at the top-left of your post to switch back to Active. Once you resume a paused boost, you'll continue to pay until you’ve used the total budget you set.

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To edit the budget:

There are three ways you can edit your boosted post's budget: from the post itself, in Ads Manager, and in Power Editor.

To increase budget directly from the post:

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  1. Go to the post and select View Results.

  2. Under Reach More People you can select a pre-made budget or select a custom budget and duration

  3. Click Add Budget


To decrease budget directly from post

  1. Choose Select custom budget and duration

  2. Under total budget you can choose a pre-made budget or Choose Your Own.

  3. Press Save Changes



In Ads Manager:

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  1. Select the Ads column.

  2. Go to the row of the post you want to edit, click the Pencil icon

  3. Choose your new budget

  4. Click Publish


Deleting your boost won't delete your post. Your promotion will stop and the insights associated with it will be deleted. After your boost is deleted, you can choose to boost your post again.

If you stop boosting a Page post, you’ll only pay for the portion of your budget that was used.

In Conclusion

A boost can be powerful if you take a few minutes to set it up correctly. If you boost a post from your phone you will not have as many options. It’s important to go a few steps deeper with your custom audiences and don’t forget to exclude people. If you Post is not working well, or your message has changed, you can pause or delete the boost.

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