If you read our last post, you already know that Facebook’s EdgeRankconsiderably limits what people see in your news feed.
On average, only 12% of people who like this page receive the posts. This means that the vast majority of people do not know what is being published by their company on Facebook and have no contact with the content.
To expand the reach of posts, Facebook has for some time launched the “Promote” tool, available for pages that have at least 400 people enjoying. With this feature a status update is displayed in the news feed of people who would not see the post organically.
This functionality is paid and in this post we will give an overview on the subject.
How to promote
Facebook was able to make the use of the tool quite simple.
Whenever a new post is posted on the page, a button appears below the comments. Clicking this button displays some budget suggestions:
Later on the ad management page you can make budget changes:
This can be done with any type of publication: photos, videos, questions, links and simple texts. However, since the news feed is a space for recent posts, the promote button only appears for posts within 3 days.
Payment can be made by credit card or PayPal and more information is on the Facebook information page.
How to measure
Facebook itself has created some tools that greatly aid in the analysis of “Promote” results.
After the promotion ends, the “Promote” button is replaced by the “Promotion completed”. Clicking there we have an unfolding of the activities performed by the users having the advertisement sponsored as origin.
The chart displays the reach (number of people viewing the post) along with the clicks, tastings, and comments.
One interesting information is that Facebook separates the organic results from payments well. By clicking the number of views, we see the unfolding of the free views in a more specific way:
In the ad management panel you can also view other interesting information:
By clicking on the promoted ad we have the click through rate and the cost of display for every thousand ads.
Finally, even if it is not a perfect measurement, it’s worth checking the impact on your site.
Our recommendation is to analyze Facebook as a traffic source and use as secondary dimension the incoming page, searching for the address of the promoted content.
That way we have an average conversion rate that, multiplied by the number of paid clicks, allows us to reach a number of Leads generated by the channel and the cost per Lead.
This is probably the question that matters most to those who work with digital marketing .
One of the advantages that should be taken into account is that when there is paid post more people see, enjoy and share, which also greatly increases the organic display of the ad.
When we relaunched the Introduction to Email Marketing eBook and did the first test with the promo, the number of organic views reached levels we had never had.
One more thing we realize is that small budgets are worthwhile and already give a greater scope to the post. The cost per click is getting more and more expensive as the campaign’s available budget increases.
In a first test where our budget was $ 62.00, the cost per click was about $ 0.12. Already when the budget was $ 10.00 the cost of the click was only $ 0.04. Comparing with other sources of traffic like Google Adwords, we can consider very cheap.
So we think it’s worth it, especially when there is more potential for content to spread and / or there is a well-defined expected result: conversions of an offer, confirmations in an event, virality of a video, etc.
We’ve heard a lot of questions about why you should pay for something that should be free, since people have already enjoyed the page. This is indeed a controversial and delicate subject but the picture does not seem to change soon and we have to find ways to deal with it. Even if it is paid, we have seen that “Promote” works and we see no reason not to use it.