01/14/2022
1. Not Optimised For Link Clicks
The first reason is because a boosted post will only ever optimise for more post engagement â more likes, shares, comments etc. What it wont do, is optimise for link clicks, which is what you need from your ad.
Youâll often see a boosted posts get loads of likes, but only a fraction of those people will actually go to your site.
2. Limited Targeting Options
If you take a look at the Facebook boost post targeting options, youâll see you only have 3 to choose from:
âą People who like your Page â advertising to all your fans,
âą People who like your Page and their friends â advertising to all your fans and all their friends,
âą People you choose through targeting â advertising to a specific target audience you choose.
People who like your Page:
By choosing your existing fans as your boosted post audience, youâre massively limiting your potential reach. You might get a few more post likes, but youâre not going to get more followers.
People who like your Page and their friends:
The audience of Friends of Fans can have over a million people in it. Facebook doesnât pick the most relevant people out of that bunch, your boosted post gets put in front of any of them whether theyâll be interested or not.
People you choose through targeting:
This is where you can choose specific interests, location, gender and age. But the targeting choices are still very limited.
You canât choose an audience by behaviours, youâre limited to interests which relate to other pages.
Plus, if you choose the targeting option, you canât include or exclude your page fans.
3. You have no control over ad placement
When you boost a posts, you canât choose where you want that ad to appear. By default Facebook will show your ad on a mobile feed as itâs cheaper than a Desktop News Feed, whether it gets you leads or not.
Itâs worth knowing that Facebook does a lot of itâs optimisation automatically for you too. Their algorithms are designed to find the cheapest way to achieve the objective (more likes, share, comments), regardless of your over all campaign
Still think boosting your posts is a good idea?đ