If you use Facebook to promote your business then you’ve definitely felt the magnetic pull of that bright blue “boost post” button. You might have actually clicked on it just to see what would happen (and if so, did anything actually happen? We didn’t think so.) Hitting the boost button limits your posts to showing up in the newsfeed only, and targeting options are limited as well.

What you might not know is there’s a more effective way to boost the performance of your posts. In order to get the most bang for your buck, we recommend creating an ad in Facebook Ads Manager, using an existing post to increase the reach and engagement of your posts.

You can leverage Facebook Ads Manager by selecting more relevant target audiences and to gain control of where to show your posts, which result in saving advertising money — and a better ROI on your social media campaigns.

Facebook Ad-Manager advertisers have the greatest number of options to optimize campaigns. Not only does it allow you to target by location, age, gender, and interest, it also targets based on language and behaviors, both of which add value. But wait. There’s more:

In addition to target specificity, you can design each ad-campaign around a specific objective, which means that instead of the post just appearing on feeds with the boost button, certain campaigns are tailored directly to page likes, post engagement, event response, brand awareness and more.

Once you select an objective, you can schedule the campaign’s beginning and end dates and times while creating your own unique ad with multiple images or video (this applies not only to previous posts from your page, but to new posts and events).

You can also add a “call to action” button to the ad to compel users to visit websites, special pages, or external links that drive traffic to your business. For maximum reach, Ad-Manager ads can be displayed on news feeds, the right-hand side ads of the feed and Instagram feeds.

The greater point is that boosting posts serves a purpose for quick advertising, while the Ad-Manager is a way for advertisers to customize campaign to capacity and tailor them to optimize effectiveness. For better or worse, everyone can advertise on Facebook, but doing so correctly can have a real impact on your bottom line.

For more information on this or any other digital marketing topic, contact the experts at Rebel Interactive Group.

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