In times past, you could use your Facebook posts as a test before creating an ad with similar or the same content. But times are different.
Facebook reach is down, and you can expect it to continue to shrink over time. Now the best way to reach your fans is with paid ads. One of the best ways to do this is by boosting a post you know will generate engagement. But don’t take the easy way out and hit the “Boost Post Button”
The options available in this feature just don’t give you the bang for your buck. You want to use power editor and you want to segment your audience.
By separating your audiences you’ll get more intelligence out of a boosted post. And it will satisfy two key goals. First, you’ll meet your objective of reaching the majority of your fans and staying relevant in their eyes. Secondly You’ll get the double benefit of generating new fans while testing the potential of new audiences at the exact same time.
Make sure you evaluate your post before you boost it.
Once the level of engagement shows that it’s a post worth boosting it’s time to go to work.
#1 Create one campaign for all your boosted posts – Use power editor (need Google Chrome) for the most options. You’ll need the “page post engagement” objective.
You’ll be able to revisit this campaign and compare posts over time.
#2 Create at least 2 ad sets – (maybe more depending on your audiences and objectives)
1 ad set will target only your fans (remember to filter by country if you’re international or have paid for likes in the past.)
The other ad sets will target people you want to reach. It might be something as simple as your site visitors a specific interest or several different interests. But the key here is to exclude your fans from this audience.
At the end of the campaign you can compare how fans engage vs how new/potential customers engage.
#3 Adjust your budgets – your budget will be drastically different – your fans, generally, are a smaller group and won’t require much more than between $5 & $10 a day to reach them.
Your target customer group will be larger, and you may consider starting with a small budget and then increasing or decreasing depending on the results!
Again remember to segment by placement.
A quick look at your “audience insights” will tell you what device your fan base is more likely to use – mobile or desktop
#4 Create the Ad – In the Ads section of power editor, create a new Ad and assign it to the appropriate Campaign & Ad Set.
Then make sure you’re tracking things properly – with URL’s and Conversion Pixels!
Duplicate your post so that there’s one in each ad set that you’ve created. Make sure to differentiate your ads with UTM tracking so you can see how traffic from each source behaves in Google Analytics.
#5 Upload your changes – and watch how your post behaves differently with the different audiences. (The nice thing is that once you’ve done this once, it gets easier and easier. The next time, you just adjust the date range and ad a new post to the ad set. Simple!)
You can assume that your fans are going to give you great engagement,and the more engagement it gets, the cheaper it becomes!
The non fan post is where you’ll learn the following that can directly impact your ads:
If your post is a blog or a specific part of your website, and the engagement is good, you may want to remarket to this audience with an ad that is just that step further down your funnel!