Have you ever hit that tempting "Boost Post" button on Meta? It’s super easy and seems like a quick way to get your post in front of more eyes. But here’s the thing: it’s not as effective as it appears.
Boosting posts gives you limited control over who sees your ad. You can only set basic demographics and interests, which means you’re not reaching the most valuable audience for your business.
So you're paying for engagement rather than actual sales conversions that drive real business results.
The Pitfalls of Boosting Posts
When you boost a post, you’re stuck with the formats available for organic posts.
There’s no room for more advanced ad formats like carousels or dynamic product ads, and your targeting options are pretty basic.
You can’t use custom or lookalike audiences, which are crucial for reaching people who are more likely to be interested in your product or service.
Plus, the objectives you can set for boosted posts are very limited.
Usually just likes, shares, or basic engagement. These metrics mean nothing when you are trying to get sales and grow your business.
What To Use Instead
So, what’s the better option?
Using Meta’s Ads Manager is like switching from a kiddie bike to a high-speed racing bike.
With Ads Manager, you have advanced targeting options, allowing you to create custom audiences.
You can choose from a variety of ad formats and placements, from carousels to Instagram Stories, and tailor your campaigns to specific goals like lead generation or sales.
Getting Started with Meta Ads
Getting started with Meta ads isn’t as daunting as it might seem.
First, define your objectives clearly. Are you aiming to drive traffic to your website, generate leads, or boost sales?
Then take some time to learn the Ads Manager interface. I have a guide that I wrote which can help you with understanding Meta Ads. And the best part is… it’s absolutely FREE. So click here to claim it.
Anyways.
One thing I want you to know is don’t forget to install the Meta Pixel on your website.
This is EXTREMELY important as it will help you track if you’ve gotten a lead and it will help you understand what adjustments you need to make for your ad!
Strategies for Optimising Meta Ads
Once you’re set up, you need to think about strategies for optimising your ads.
The main focus is understanding who your audience is. Find out WHO buys your product.
Is it ages between 20 and 50?
Are they Male or Female (or do they claim to identify as a cat)?
What are their interests?
Once you get your answers, go through the target audience section of Ads Manager and implement it in your ad. This will narrow down to the perfect customer that will buy from you.
Once your ad has been running for a couple of weeks, you can use the retargeting method.
This is one of my favourite strategies that I use for my clients. The reason is that you are re-engaging customers who’ve interacted with your ad. It’s great because you are targeting people who were interested in your ad, but didn’t fully take action.
Maybe they forgot about your ad, or they didn’t have time to fully read it.
But now you have a second chance to make them buy.
Also, a reminder that you should regularly monitor your ad performance so you can understand what adjustments you have to make. This will constantly improve results over time.
By moving beyond boosted posts and leveraging the full capabilities of Meta’s Ads Manager, you can create more effective and profitable advertising campaigns that will truly grow your business.
Talk soon,
Dylan
SR Marketing
P.S. If you’re interested in understanding the best social media platform to get more clients, I have a FREE Meta ad guide that will tell you EXACTLY how to attract your perfect client. Click here to download the guide.
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