In this article we explain how to promote a Facebook post from your wall. Although it has some drawbacks and limitations, it is a fast and effective way to improve the results of your posts on Facebook ( from a few days ago, META ).
Here are the key points and some tips to promote a post on Facebook and give your results a good boost.
If you manage a Facebook page you will be bored of seeing the posts that you have published with the “Promote publication” button just below, does that sound familiar?
With this option it is possible to convert any Facebook post into an advertisement . In exchange for investing a certain amount of money, Facebook will show the publication to the people we define.
This way of promoting publications is a shortcut that Facebook offers for those users who want to improve their results from time to time, without the complications of all the commercial administration part of the account.
Therefore, even if you have limited options and it is not the best way to advertise on Facebook, it can be a way to give visibility to some specific publications on this social network, without spending a high budget and without major technical complications.
Throughout this article we will see how to make the best use of the “Promote Facebook Post” option. To make the most of our investment, it is convenient to be clear about some aspects of the digital strategy.
Key concepts of the Digital Strategy:
Objective: What do we want to achieve with paid advertising?
Before starting, we must consider what we want to achieve with the advertising investment. This depends on each digital project and each ad, but the general objectives are: brand recognition, generate web traffic, generate leads and sales conversion.
Target Audience: Who do we want to reach?
The better we know the characteristics of the target audience of our project, the better we will be able to fine-tune advertising. It is always better to spend the budget on interested people.
Budget and duration of promotion:
Before you start spending money on Facebook Ads, you have to have an idea of how much we are willing to invest in each publication that we want to promote.
Facebook has a minimum spend per day of almost € 1. This budget that can be a good option to start promoting publications and check performance.
Regarding the duration , it is not advisable to schedule a promotion for less than 6 or 7 days . This is the minimum time it takes for the Facebook Ads algorithm to evaluate your ad and optimize its delivery.
2. Guide to Promote Facebook Post
Next we are going to review all the “Promote a Post” options that Facebook offers in this reduced version of ad management.
Although the best configuration depends on each case, there are a series of recommendations and tips that will make your ads perform better.
At BaseCero Marketing we hope that this guide will help you get a return on your advertising investment in Facebook Ads.
2.1. Define the purpose of the ad
The first step is to choose the objective of our promotion.
This serves Facebook to define what actions we want to obtain with our promoted publication and the algorithm will try to maximize based on our budget and selected audience.
For example, if our goal is to “Get More Calls” requesting information from a service we offer, Facebook will attempt to show the ad to users in our audience who are most likely to make an informational call.
Promotion objective configuration options:
Let Facebook choose the objective for us, based on the configuration we make of the promotion in the next steps.
Recommendation : use this option if you have doubts about the objective that best suits the result you hope to achieve with the promotion.
b. Receive more messages:
This objective is suitable for promotions in which we want to obtain contact messages, either through the social network itself or through other channels, such as WhatsApp.
Recommendation : only for specific cases, in which the sales process or information of the potential client requires the sending of messages.
c. Get more interaction:
With this option we tell Facebook that what we are interested in is increasing the comments, likes and shares of the promoted publication.
Recommendation: we can use this objective if what we want to achieve is to increase the reach and impact of a specific publication on the social network, as a reinforcement of the brand image or to enhance posts with good results, for example.
d. Get more visits on the website:
This objective is the indicated one if what we want with the promotion of the publication is that the users visit our web page, clicking on some part of the advertisement.
Recommendation : if we have a web page or a landing page in which we carry out our conversions, this option is adequate to generate traffic from Facebook.
and. Get more leads:
With this option a contact form inserted in the publication is generated. Thus, users who see it can fill in at the moment if they are interested.
Recommendation: use it only if we have a Leads and Email Marketing follow-up strategy in place and we want to expand the number of contacts in the subscriber list.
F. Receive more calls:
This objective is designed for promotions where the conversion begins (or closes) through a phone call, such as making an appointment for a medical consultation or signing up for a live event.
Recommendation: it is only advisable if our main channel of contact with the target audience is through a phone call. Telephone calls are often a brake on users, who see it as a more committed action than sending a message or filling in a form.
2.2. Configure Call to Action Button
Once the objective of our publication to be promoted has been defined, the next thing is to configure the “ call to action ”.
Through the insertion of a button in the publication we “ask” the audience of the ad to take a specific action. Although it is closely related to the ad objective defined in the previous point, it has a higher level of definition about the process we want the ad audience to follow.
If we define the objective as “automatic” in the previous step, Facebook will configure it based on the “Call to Action” button.
There are quite a few options, some referring to more specific actions that we want to achieve with the publication and others more general.
There are several types of call-to-action buttons depending on the objective:
- Specific actions : How to get there, Buy, Register or Reserve.
- Generate contact with the target audience: Send message, WhatsApp, Instagram, Call by phone.
- General actions : More Information (usually to redirect to a web page or landing page)
There is also the option of not putting a “call to action” button. Unless the interest of the promotion is only to see the promoted publication, it is important to “help” the users who see the advertisement to follow the steps we want to achieve with the advertisement.
23. Define the audience for the promoted post
This is one of the most important steps in promotion. Determine what type of Facebook and Instagram users will see the ad .
When we post on Facebook, the scope is defined by the community of the page, its contacts and the topics it deals with.
Paid advertising on Facebook is the only way to be able to select the users who will see this publication. We can reach audiences that would be impossible through organic publications.
Types of Audience in Facebook Ads:
to. Optimized Audience.
With this option, Facebook creates an automatic segmentation , based on your business information. As the promoted post is running, the audience adjusts automatically.
You can review the segmentation proposed by Facebook and modify it to your liking.
Recommendation: use this option only if you have a large community on Facebook. This allows the algorithm to “learn” from a large volume of data. It is also necessary to have the advertisement in circulation for at least one week.
b. People you choose through targeting :
The promoted post will be shown to the people defined in the specified targeting . Many aspects of the audience we are targeting can be configured, such as interests, tastes or locations.
If you want to know more about the definition of audiences, visit the ANNEX to this article .
Recommendation: this option is the most complete and recommended. It requires having a rough idea of your target audience and spending time getting to know the filters that Facebook offers.
c. People who like your page :
This audience determines that the ad is only shown to users who already like your company page . You can define geographic locations to show the ad, but they will always be members of your community.
Recommendation: only for Facebook pages with a high volume of followers. Special attention to the objective of the promotion with respect to the Facebook community.
d. People who like your page and their friends:
The same as the previous one, but expanding the initial reach to the contacts of the followers of your page. You can also select geographic areas for your promoted post.
Recommendation: use only if you are sure that the profile of followers and their contacts are the target of the ad or promotion on Facebook.
and. People in your area:
This type of segmentation only makes sense if you want to advertise an event or physical establishment. In this way, Facebook proposes an area of influence, which you can adjust or include.
F. Custom Audiences
If you work on Facebook Ads campaigns through the advertising account and Business Manager, you can save your audiences from other promotions, or create custom audiences with a higher level of detail.
This option is outside the scope of this article, focused on the “promote publication” option.
Once the potential audience for the promoted publication has been defined, we have to validate if we have been too broad or too restrictive in our audience selection.
To do this, as we apply filters or conditions in the audience selection, Facebook provides us with a daily estimate of how many people our publication can reach.
It must be taken into account that this approximation of results is calculated based on both the selected audience and the assigned daily budget.
For this reason, it is advisable to define all the options of the promotion before looking at the estimated results. This way we avoid disappointments when we adjust the default budget
If you want to know more details about how to configure your personalized audience, visit the annex of this article.