I stand corrected: BOOST works if….

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IF your expectations are to drive engagement, not immediate conversions.
IF it’s part of a strategy that includes all 3 parts of the funnel.
IF you select particular interests, as opposed to the default of fans and friends of fans.
IF you have a product or service that is shareable for which you have reviews already.
IF you are committing to an “always on” strategy over the long haul to build reputation.
IF your content is good, evidenced by people liking it.

Here is a post that we boosted for $15:

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We got 28 interactions, of which 20 were link clicks to our blog:

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You see the new boost post reporting by demographic, by the way?
7 of our engaged users were men over 65.

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Now back to seeing the results in the Ads Manager, we have 3 auto-created ads in this campaign.

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Interestingly, the fan-targeted ad drove only 2 engagements, but had a much higher CPM.
The bulk of traffic came from people who like marketing automation.

The 2.8% CTR likely means that Facebook’s optimized CPM is being smart about who to target in this audience of 190,000 people. We have enough budget to reach 1,267, so Facebook is quite intelligent about what subset to go after.

Why not let them do the work?

One good turn deserves another, so when you go back to check on your campaign, they recommend you spend more.

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They do this in proportion to what you’ve spent on that boosted post, as well as your fan base.
So if you see a recommendation for half a million dollars, you’ve got a giant fan page.

Folks, have you tried boosting a post in the last couple months and been pleasantly surprised?

Did you know that what Dennis said a year ago isn’t true anymore?