I really didn't want to give FB any more of my money after they screwed me over the first time I tried to boost... But maybe I'll have to try again when I have some wiggle room in the budget.
So the whole thing with FB paid advertising is that it's a beast to tame. A beast.
A. Everyone is mad that FB came in a year ago or whatever and started offering paid advertising, but took away organic reach.
We get that, but we were never on FB prior to very recently, so that's a non-issue for us. And in fact, we see it as a plus because we want to be doing what everyone isn't because there's less competition.
B. FB makes advertising on their platform extremely hard to learn and not intuitive at all.
BUT the potential reach and specific demographic targetting you can do through FB is ridiculous (ie. awesome) and being completely overlooked by everyone. Again, because FB makes it so friggin' hard.
But we see that as nothing but a positive thing: nobody seems to be paying for advertising for their books via Facebook, so maybe that's why it seems to be working for us right now. There's not a ton of competition and the ultimate cost-per-engagement rate is a pittance.
C. We don't throw up our book cover and use that as our advertisement. As you know, we stumbled upon how to make a customized FB post that clicks straight to our Amazon's sales page. Man, what a freakin' awesome discovery THAT's been....we think that's a huge part of our FB "success" -- both on the paid and free side for our posts.
D. We've had ads get down to $0.07 per engagement versus $0.30 -- you obviously want $0.07 -- but demographics and "interests" keyword drive the cost-per-engagement rate, and it's not obvious when you select your keywords what your rate ultimately will be... so yeah, that's going to turn off a lot of people. We've probably spent about $150 just this month in paid FB ad experiments and we still have no idea which keywords are costing us what.
E. Facebook's advertising TOS is very restrictive -- as you know. There's the 20% text rule (which all the FB guru advertisers crow about) and then there's a ton of other "content" restrictions regarding the type of posts you can promote. Again, another turn-off for many...
We've been determined to power through and "win". But really, it's better for us if everyone else just doesn't bother.