Why do Facebook marketers tell you to never “boost” posts? There’s a time and place for everything. It all depends on your strategy.

Why do Facebook marketers tell you to never boost posts?

It’s all about the algorithm.
 
When boosting a post, the ad objective is PPE (page and post engagement) and there is a time and a place for this objective at the top of your funnel, but let’s talk about why everyone says NOT to do it.
 
1. PPE objectives tell the algorithm to look for people who are likely to like, comment or share your post – nothing else. No conversions because that is a different objective.
 
2. Successful PPE campaigns will NOT reduce your ad spend when you decide to list build and use the conversion objective.
 
Algorithm 101:
 
When choosing your campaign objective, you want the algorithm to do it’s job and optimize. If you are driving traffic to the top of your funnel and building your audience, PPE and video view and traffic objectives are excellent ways to reach people and build your audience. When I say audience, of course, I mean a Facebook ad audience, people to put your ad in front of.
 
Since the top of the funnel is where we drive high quality traffic, using the PPE objective by boosting posts is useful in this position, since you are just literally building your audience and getting yourself out there.
 
The algorithm is based on expected action and relevance. If we use a PPE objective, it’s going to find those people who will engage with our post or page.
 
Boosting posts is different than it used to be.
 
Now, we can choose our targeting, demographics and placements and can even go into our ads manager and make other changes – but it’s still using the PPE objective by default.
 
Why is audience building at the top of your funnel so important?
 
When driving traffic to the top, you get a pool of people to target later in the middle of your funnel. Creating re-targeting stacks in this position is how you move them through your value ladder and re-targeting is gold.
 
Here is a video about Facebook campaign objectives and why they are so important.

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