This is the first of a series of paid ad experiments that we are performing on our Facebook author page.
There are at least 4-5 ways to pay for advertising on Facebook, and we're interested in testing all of them and comparing the results.
Here's today experiment: boosting a post on your Facebook Author Page
Our budget is $5 for one day-- if you would like to run your own ad and chime in with your results/experiments, please keep the budget the same so we can compare apples to apples.
#1. Create Your Post on your FB Author Page
First you have to create a post on your Facebook author page before you can choose to pay to "boost" it. We created our standard customized book promo post and since it started taking off in terms of reach, we thought it might be a good candidate to test the "boost post" option.
#2. DESKTOP NEWS FEED vs. MOBILE NEWS FEED
We believe that FB creates both versions of the ad. At first, we thought that we could select desktop vs. mobile, and we clicked on MOBILE and proceeded with creating the ad since Facebook is overwhelmingly a mobile social media tool. But while the ad is under editorial view, it seems like they have created both a desktop version and a mobile version, so we have no idea what's going to happen.
Option A. People who like your Page and their friends
Option B. People you choose through targeting
We are choosing to use option B. in order to target the audience who will see our boosted post. We believe the usefulness of advertising on Facebook for your novel is the ability to micro-target your audience based on their gender, age, and interests.
#4. LOCATION: COUNTRY/State/Cities: USA
Yes, we know there is a world outside of the USA, but for now... we want to try to keep our targeting criteria narrow rather than broad.
It should be noted that in order to target by State or Cities, you have to select from the drop-down arrow.
Facebook allows you to select a range - as young as 13 and as old as 65+
This is where things get both awkward and interesting... finding "interests" that Facebook will accept is NOT easy. In fact, it's extremely frustrating. We had an old list of Facebook "interests" that we culled from a very early FB ad that we ran -- and now, we seriously cannot remember now which type of ad it was or how we stumbled upon our hand-crafted interest keywords list. But without that list, we would have had a very hard time coming up with specific keywords that FB would accept.
Yes, they accept broad interest keywords like "Amazon kindle", "reading books", "fiction", "novels", "e-books" and those interests will gain you a much broader reach for your $5.
But that is the opposite of the strategy we are choosing to deploy (for better or worse). We want to micro-target our audience based on our book's genre, and FB does allow you to do this... BUT this tool and this section for finding and selecting your interests is NOT user-friendly.
When we find the original FB tool that we used to discover all our cool helpful interests that we plugged in... we will update this section.
In the meantime, our estimated reach number was 1,000-2,700 after we inserted all our specific interests. Then, we further targeted by gender and age, and our final estimated reach number is 290-770.
#7 - Select BOOST POST
#8. Wait for Facebook Approval
When you click on the BOOSTED for $5 button, it shows you that the ad is currently under review by Facebook to ensure that it meets their Ad Guidelines
Here are a few random questions:
We did not include a link within the post. In hindsight, this might be the wrong strategy because we're not sure if the entire post will remain "clickable" the way it is when it exists on our FB page as a non-boosted post.
We have no idea how we're going to measure whether or not boosting a post is effective. Should we expect page "likes"? Increased sales? More comments on our exiting posts? No idea...
Are they only going to show the MOBILE ad? Or are they going to show both? And if they show both, then it seems that within the BOOST POST ad option, there is no way to select one over the other....?
Our final estimated target reach number is 290-770. Is micro-targeting to a very small number with specific interest the right strategy? Is $5 worth it for 290-770 additional reach of non-fans?