When You Should Not Use Facebook Ads

When should you not use Facebook ads to boost your post? This is an important question for people who want to spend their cash on Facebook.

As you all know, Facebook has a ‘boost’ for your posts and this means to put money on Facebook.

Its a bet and you may win or lose. Why? Because the boost is not for everything.

Facebook ads or boost is good for you if you have a product to promote, to sell.

It will ‘definitely’ generate more traction on Facebook if you are promoting your page, your product from a Facebook shop etc.

It is also relevant if you use a Facebook boost to promote your products hosted on a different platform. Such as your website or Shopify and so on.

The return on investment can be great, but it all depends on how you are targeting your ads.

But when it comes to promoting a page, website or blog, it is more difficult and you may not get the ROI you expect.

Popular blogger Zulie Rane says using Facebook ads to promote a post from a blog not on Facebook is not worth it. Read her article from the link.

There is very little yield and almost zero return on investment. However, such a boost is good if you are new and you want to promote your blog to your Facebook friends.

The ads money you spend will generate visits to your blog post. However, it may not generate money for you from your Google ads or other ads on your page.

And this is when you should not use a Facebook boost to promote your post.

That is if you think promoting your post on Facebook an ad will get you more money in return, it will not!

Yet again, unless it is a breaking news post and you want it to get more views then it may generate some cash from Google Ads etc.

Nevertheless, multiple experiments on Facebook shows that you will not match your gains with your ad expenditure.

INTERNAL BOOST

I have come to understand lately that boosting a post on Facebook generates more ‘internal’ visits to your post. That is if you post a link to Facebook from your website, blog or external page, your ad will get Facebookers to see the post.

But it will not get them to click your link in droves. Facebook will give you a measurement tool saying you have so many reaches for your post and it could be in the thousands. But not many people will really click the link to read the post.

You can measure this from your blog data. We boosted a story on Facebook from WorldFuture and we used the free Ringgit Malaysia 20 to boost the post. 

The result was appalling. The post generated more than 2000 reach, less than 100 clicks and not even 50 reads. For Ringgit 20, that is a lot of spending for virtually nothing.

GOOD FOR BUSINESS

In general, Facebook is good for business. Yet, there are some pitfalls in boosting your posts on Facebook. For sure, if you have a book or an e-book to promote or any other physical product to promote, Facebook ads is great.

It is even better if your page is on Facebook. It is worth it to promote the page or the product listed on Facebook Marketplace.

But you should think twice before you promote blog pages not hosted on Facebook.

Most of the social media platforms are jealous of other platforms. They see them as competitors. The same goes for Facebook, Linkedin, Twitter or Instagram and so on.

Since Facebook is no different, in our next post we will explain how to get the maximum return for your dollar-to-dollar investment.

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