Do you know how much a buttload is? Did you know a buttload is a real measurement? It’s used for measuring 126 gallons of wine at a time.
Whats that got to do with Facebook advertising, you ask? Well, I’m going to show you how you can save a buttload of money on your campaign costs!
The click that costs a buttload
It’s a common mistake that we see new advertisers making all the time with Facebook ‐‐ that is using the Boost Post Button to blast their ads out to users. That’s a big no, no in my book!
I’m bringing this up because you’re actually doing your business a disservice by using this button for most advertising campaigns. Yes, there are a few (specific) circumstances in which it makes sense, but they’re rare. I’ll get to those in a minute, but first I want to talk about why you SHOULDN’T be using Boost Post in 99% of Facebook advertising scenarios.
The reason why I strongly recommend against the Boost is because the text, creative, targeting and bidding options are FAR TOO LIMITED. When you create an audience with Boost Post, you can only target by country, state, city, age, gender and 4 to 10 interests…nothing else.
That might seem OK. But why limit yourself to a handful of targeting options when you have literally hundreds of options at the click of your mouse inside Facebook’s Power Editor?
With Power Editor, not only do you have the Boost Post options available, but you also have choices like income, radius around a location, zip codes, homeownership, vehicle ownership, past buying behaviors, personal and business interests, and SO many more!
Power Editor opens a whole new world of possibilities for adding layer upon layer of filters that will transform your campaigns targeting down to a powerful laser point. This way your ads only appear to those who are most likely to become customers ‐‐ you’re no longer paying to put your ads in front of people who will maybe‐sorta‐probably never buy. And that means more efficient campaigns, much higher results, much lower costs, a happy Facebook Advertising company, and a thrilled client.
Who wouldn’t want that?
Facebook Boost vs. Facebook Power Editor
Putting this into perspective, let’s say you have a client who is a plastic surgeon in LA, and he wants to use Facebook ads to generate leads for his surgical procedures.
Well, as much as women around the country might want to look like Kylie Jenner or Kim Kardashian, most just can’t afford Kim Kardashian’s looks because she pays big money for them.
So, when you’re choosing targeting options for this Doc’s campaign, it’s important that you’re able to target by various levels of income. Some plastic surgery procedures are more expensive than others, and some clinics are more expensive than others. Most surgeons have a specialty, and that specialty probably won’t fit adults of every age, so you need to look at those demographics.
Does this surgeon have a high‐end brand? Does he cater to the generally affluent or only the one‐percenters? Then not only do you want to look at income, but you could also consider those that have very high‐value homes, multiple homes, where they hang out, and the types of vehicles they drive.
See where I’m going with this? Power Editor really does offer a buttload of targeting opportunities!
Why do I keep talking about women here, instead of people? Two reasons: women buy cosmetic surgery procedures far more often than men, so why target a demographic that would yield little response. If … and only if … you know men will respond too, and you’re going after both sexes, you still need to split them between different campaigns because you have to talk to men about plastic surgery differently than women.
So you see, if you don’t match the advertiser with potential clients who not only want the procedure, but can afford that procedure ‐‐ your campaign is going to bomb. And you’ll have just wasted a bunch of the Doc’s money.
This does not make for happy clients, my friend!
See what I’m putting down here about Boost vs. Power Editor benefits?
Beans or a Feast?
If you’re just boosting posts now, I can guarantee you’re leaving a lot of money on the table.
Let me illustrate: Let’s say you’re stuck on a tropical island, and you’re starving. You haven’t eaten in a week.
As you’re scrounging through the jungle, turning over logs, looking for grubs or any other slimy creature to stuff in your mouth and stop the gnawing in your stomach, you suddenly stumble upon a little campfire. The fire is popping and snapping along; a stack of sticks lay next to the pit. But what really gets your attention is a little pot and a can of beans (nearly expired) sitting there too, just waiting to be heated and consumed.
Right now those beans look real appetizing!
But then, as you’re trying to figure out how get that can open, you see a plane fly over and it drops a huge crate on the other side of the island.
What the … your hunger forgotten for the moment, you take off to see what’s going on. Maybe someone figured out you’re there, and you’ll be rescued after all! Hallelujah!
An hour later, you find the crate, laying on the ground right in front of this incredible, open‐air, gourmet kitchen. This kitchen has it all, professional‐grade stove with double ovens, two huge refrigerators, a microwave, blenders, mixers and cutlery, custom cabinetry ‐‐ the works. And it has electricity to power it all.
Even better, you discover that the refrigerators and cabinets are stuffed with all kinds of food. And the crate that was dropped there ‐‐ more food!
Now, you have a choice to make. You can stay here and use that incredible kitchen to whip up a gourmet meal to save yourself from starvation. Or you can head back to the campfire and beans.
Which will you choose?
I don’t know about you, but I know what I’d choose!
If you’re still not catching my drift, here’s the thing… when you click the Boost Post Button you’re choosing beans. BEANS! Friggin’ STOP IT!
The only time Boost is OK (sort of) for Facebook advertising
There is only one time that we, on the agency level, actually find ourselves using the Boost Post Button, and that’s when we are intentionally targeting only people who like a page or we’re advertising the page itself to build likes and followers ‐‐ not to sell products or services.
You might wonder why you would ever advertise only to your page fans … it’s because Facebook only shows your posts to about 2 to 3% of your friends and followers.
Yup, if you’re not boosting a post, only a 2 in 100 people will get to see it. And very often it’s as low as 1 in 100. So, if you want more than a couple of people to see a post, you’re going to have to Boost it to get decent distribution. Sucks, but it is what it is. Facebook sets the rules.
If you want to just reach your core audience, people who are already familiar with you and your Facebook page, the Boost is a great way to do that because it can be less expensive than advertising through the Power Editor or Ads Manager.
But, for every other type of FB advertising campaign ‐‐ and I mean EVERY one ‐‐ use Power Editor! Your clients will thank you for it.
Now, if at this moment you’re asking yourself, what the hell are you talking about, Billy? What’s the Ads Manager? What’s the Power Editor? Then I suggest you take one of our courses.
In the mean time …
● If you follow this advice and you still get shitty results, call us! We’re really good at this. We spend a couple mill a year figuring this stuff out. Email us at firstname.lastname@example.org.
● If you have more questions about Boost, Power Editor, or anything else to do with Facebook Advertising, use that email.
● If this article gave you a buttload of help, or inspiration, give it a share would you? Thanks!
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-by The Billy Gene Is Marketing Squad