Boosting is Dead: The Proven Facebook Ads Strategy You Need to Know Now

Don’t Ever Boost Posts on Facebook or Instagram – Do This Instead

Many businesses, especially solopreneurs, believe boosting a post on Facebook or Instagram is a quick and easy way to gain visibility. While boosting might offer short-term engagement, it lacks the precision and efficiency of other advertising methods. Instead of relying on this broad, inefficient strategy, there are more advanced techniques that provide better control, insights, and results. Here’s what you should be doing instead to maximize your ad spend and achieve better outcomes:

1. Create Custom Audiences
   Boosting posts throws your content at everyone, but not all of them are relevant to your business. A more strategic approach is to create custom audiences based on highly relevant data. By building audiences using your email list, website visitors, and lookalike audiences, you target people who have already expressed interest in your brand or resemble your ideal customer. For instance, someone who has visited your website or added something to their cart is much more likely to convert than a random user scrolling by. Custom audiences help you reach those warmer leads, leading to better results and more efficient use of your budget.
2. Use Facebook Ads Manager
   Many business owners shy away from Facebook Ads Manager because it looks complex. However, it’s actually more straightforward than it seems. Once you get past the initial overwhelm, you’ll realize that the platform mainly has three sections to focus on: the Campaign, Ad Set, and Ads levels. These sections allow you to set your objectives, define your audience, and choose your creatives, giving you far more control than simply boosting posts. In Ads Manager, you can optimize your campaigns based on your specific goals, be it driving traffic, generating leads, or making conversions. When you compare the detailed targeting and optimization features of Ads Manager with the limited reach of boosted posts, it’s clear which tool offers more value.
3. A/B Split Test Like Crazy
   Don’t rely on a single ad to carry the weight of your campaign. Successful marketers know the power of A/B testing, which involves creating multiple versions of your ads with different elements like copy, images, and calls-to-action (CTAs). This allows Facebook’s algorithm to do the heavy lifting by showing you which version performs better. By testing different variations, you get real data on what resonates most with your audience. Small changes in wording or design can make a huge difference, and the insights you gain will help you fine-tune future campaigns.
4. Retarget Like a Boss
   Retargeting is where the magic happens. Retargeting campaigns target people who have already interacted with your content, visited your website, or are on your email list but haven’t yet made a purchase. These people are much closer to buying because they’re already familiar with your brand. Setting up retargeting ads is like giving them a gentle nudge toward the checkout line. By reminding them of your products or services, you’re significantly increasing the likelihood of conversion, as these users are already interested in what you offer.
5. Focus on Objectives
   Boosting a post typically results in increased likes, comments, and shares, but these aren’t always the actions that drive business growth. Instead, when creating campaigns in Ads Manager, focus on specific objectives like conversions, lead generation, or video views. Facebook’s algorithm is smart enough to find the right people for your desired action. By selecting the correct objective for your campaign, you’re essentially telling the algorithm what you want, and it will optimize your ad delivery to help you achieve that goal. Whether you’re looking for email sign-ups, purchases, or engagement, having a clear objective will drive more meaningful results.

Boosting posts may seem like an easy win, and convenient but it’s often a waste of your budget. To truly maximize your Facebook and Instagram advertising efforts, it’s essential to use more advanced strategies like creating custom audiences, utilizing Ads Manager, A/B testing, retargeting, and focusing on specific campaign objectives. These techniques will help you reach the right audience with the right message, ultimately driving better results for your business. By taking the time to master these tools, you’ll see a higher return on your ad spend and build stronger relationships with your customers.

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