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How to Promote Your Post on Your Facebook Author Page


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#1 AQCrew

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Posted 17 October 2014 - 11:48 AM

Continuing with our paid Facebook ad experiments on our Facebook author Page...

 

After discovering that there is a difference between "Boosting Your Post" versus "Promoting Your Post" - this experiment is going to attempt to unveil the differences between the two options.

 

In this ad experiment, we are promoting the same post that we "boosted" yesterday in order to compare the process of promoting posts versus boosting posts ---> in terms of setting up the paid ad as well as its results:

 

#1. PROMOTE YOUR POST - CREATE YOUR AD

 

In order to "Promote Your Post", you must start here and click on the PAGE POST ENGAGEMENT option (please note: you have to be logged in via your profile page; it will not work if you are signed in via your FB Author Page):

 

#2. SELECT YOUR POST

 

After clicking on the PAGE POST ENGAGEMENT option, select the post that you want to promote from your FB author page.

 

 

#3 - CHOOSE THE OBJECTIVE FOR YOUR CAMPAIGN:

 

Step #1. Create Your Campaign: You can customize the name of the campaign, which is how the ad will appear in your analytic reports.  It does NOT affect how the ad will be publicly displayed or viewed.

 

Step #2. Who do you want your ads to reach?

 

LOCATION: USA (please note that you can add a country, state/providence, city or zip code

 

AGE: set your age range: 13 through 65+

 

GENDER: ALL/MEN/WOMEN

 

LANGUAGES: drop down with options 

 

INTERESTS: here's where things get interesting, and a main difference between boosting your post versus promoting your post.  The "interest" functionality here is FAR superior than when you set-up a BOOST POST ad directly on your Facebook Author Page.  But also far more confusing.

 

Through this PAGE POST ENGAGEMENT option, you can click on "BROWSE" and drill down through relevant categories like "Entertainment" --> Reading --> which gives you a whole slew of options like: e-Books, fiction books, literature, mystery fiction, romance novels, etc.

 

But this is a little misleading because you CAN and SHOULD customize your own "interest" keywords in order to micro-target your specific audience for your book's genre and format (e-book versus paperback, etc.)

 

So again, this is where things get awkward because it's a guessing game:  we think you should try to find interest keywords that Facebook will accept that are more specific than "Romance Novels"  -- for example, try "reading romance novels" (which FB accepts) or "reading romance books" (which FB accepts) rather than the broader target term "romance novels"

 

You can get even more specific by finding interest keywords like fairytale lovestories or romance novels mysteries or typing in the name of a popular author within your book's genre.

 

For the sake of this experiment, we're going to use the exact same interest keywords that we used for yesterday's BOOST PAGE ad run.

 

Facebook estimated daily reach with these interest keywords is 240-640 people.

 

 

BEHAVIORS: MOBILE DEVICE USERS -->ALL MOBILE DEVICES

 

MORE CATEGORIES: N/A

 

CONNECTIONS: There are several options: 

 

option A. ALL

option B. Only people connected to our author pen name

option C. Only people NOT connected to our author pen name

option D. Advanced Connecting Targeting

 

We've going with option C for this experiment because we want to compare non-fan reach to the non-fan reached that we received on yesterday's BOOST POST ad.

 

 

HOW MUCH DO YOU WANT TO SPEND?

 

Here you set your schedule, your budget, and bidding and pricing.

 

Bidding and pricing is going to require further research and experimentation, and so we're going to keep it set on OPTIMIZE FOR PAGE POST ENGAGEMENT

 

 

Step 3. CREATE YOUR AD

 

What text and links do you want to use? Add URL tags.

 

Ad Preview and Placements:

 

DESKTOP NEWS FEED ----> REMOVE

 

We actually are NOT removing the Desktop News Feed ad, but you DO have the option to remove DESKTOP ads.

 

NOW, below the ad, there are two more options:

 

MOBILE NEWS FEED ---> REMOVE

 

RIGHT COLUMN --> REMOVE

 

We DID remove the Right Column because we have heard those ads that appear in the side column on desktop user's FB page are not effective.



#2 Jeanne

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Posted 17 October 2014 - 12:02 PM

I'm very curious to see how this one plays out. Thanks for testing these options!

 

Jeanne



#3 AQCrew

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Posted 17 October 2014 - 01:45 PM

Okay, this is REALLY interesting.

 

The ad was just released into the world and it's 11:45AM PST and the post has garnered 127 paid reach and 3 additional post engagement clicks (2 link clicks and 1 Other click).

 

And THAT activity alone has cost $2.77!!!!!!!!  

 

In other words, the cost-per-post-engagement click is currently $0.92 versus the cost-per-post-engagement click in the BOOST POST experiment which was approx. $0.16.  DESPITE using the exact same keyword interests.

 

At this rate, we expect to blow through our $5 budget in about 2 more hours.

 

You CAN adjust the bidding and pricing per click, so we're going to have to do more research on this front.  We're also going to have to review the whole desktop vs. mobile cost.

 

But still, a very interesting and unexpected development.



#4 AQCrew

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Posted 17 October 2014 - 06:28 PM

Here's something else very interesting...

 

It's 4:30PM PST and the ad has been "frozen" at 127 reached with 3 total clicks and $2.77 spent.



#5 AQCrew

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Posted 18 October 2014 - 09:53 AM

Okay, after literally NOTHING happening with the ad all day yesterday, we woke up this morning and find that Fb must have ran it a bunch last night and we ended up with 9 additional likes on the post and 2 comments.

 

Total non-fan reach is now 399 (compared to 842 for our BOOST POST) with a cost-per-post-engagement click of $0.45 (compared to $0.16 for our BOOST POST experiment) and only $0.45 remaining, so we're basically at the end of the experiment.

 

What's the upshot, here?

 

We definitely did NOT get sales -- that... we are certain because our sales number/borrow number this morning are the lowest they've been a in week.

 

We definitely DID get post engagement -- the most post engagement we've ever had on a post.  So considering that the name of this ad is PAGE POST ENGAGEMENT, this ad did its job.

 

We're certain the heart of figuring out how to run either a BOOST POST or a PAGE POST ENGAGEMENT ad is figuring out the relevant and specific keyword interests as well as solving the "How much Do You Want To Spend" section and understanding the implications of each option that they offer you.

 

For $5 per experiment, we're going to keep running them.  We'll keep you all posted.



#6 AQCrew

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Posted 19 October 2014 - 04:30 PM

Okay, logging this in for posterity.

 

An interesting development: we forgot to set the budget perimeters to one day only, so this ad is actually continuing on an ongoing basis.

 

2:15PM PST and we noticed this afternoon that the post has garnered a total reach of 720 (which would be approx. 400 yesterday Day 1 and 320 first half of today - Day 2 for the same type of ad and the same post).

 

However, now on Day 2, the cost-per-engagement-rate is $0.23 and FB has spent $2.77 of the total daily $5.00 budget.

 

If you're good with numbers, you'll see an interesting coincidence here.  If not, we'll tell you:

 

Yesterday's post ad ran and quickly spent $2.77 -- then essentially stopped.  Yesterday's cost-per-engagement-rate was $0.92 and yielded 3 engagement clicks before the ad stopped.

 

Then, FB spit out the ad to everyone sometime overnight on Day 1, and with the second half of our $5 budget, we got a decent amount of "likes" on the post  (about 9 or 10 direct likes and some comments, too).

 

It was almost as if FB said, okay -- FB users are clicking on the link ad and spending way too much of the total budget.  Let's stop the ad and run it overnight, and get more engagement (direct likes/comments) at a better price-per-engagement).

 

In contrast -- today -- the first $2.77 of our total $5 budget has a significantly lower cost-per-engagement-rate than yesterday's first $2.77 spent.  The cost-per-engagement-rate is now $0.23 for today, and we're sitting a 320 reach, which is close to the same reach as the entire day yesterday.

 

In other words, FB is being more efficient with the first half of today's budget.

 

This is significant because we vaguely had heard through the FB-ad-grapevine that you have to run FB ads on for multiple-days or an ongoing basis to ended up with a lower cost-per-click or cost-per-engagement rate.  No idea is that's actually true, but it's something to think about... and as a result, we have decided to let the ad run for a few more days and see what data we can mine from it.

 

It's also important to note that we selected "Optimize for Post Engagement" in the How Much Money Do You Want to Spend section of the ad campaign creator tool.  The options for this section are:

 

Bidding (select one below):

 

* Optimize for Page Post Engagement

* Optimize for Clicks

* Optimize for Impressions

 

Pricing:  You can pick automatic or manual bid pricing

 

 

This seems also significant: right now, the post has a total of 18 "likes" (so yesterday and today's page post engagement ad yielded 16 direct likes).  

 

In contrast, the BOOST POST ad resulted in significantly more link clicks, but only 2 direct post likes.  It also had a much larger final reach and seemed to pace itself through the whole day.

 

So again, the name of this ad is PAGE POST ENGAGEMENT and we selected "Optimize for post engagement" in the budget section, and that is exactly what the ad seems to be doing -- assuming that means direct "likes" on the post.

 

If we want pure reach numbers or link clicks, the BOOST POST ad performed better by far.



#7 AQCrew

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Posted 20 October 2014 - 12:29 AM

Update: 10:15PM PST - and $4.91 of the total $5.00 has been spent and current cost-per-engagement-rate is $0.18

 

It is also interesting to note that today's book sales are double what they were on Saturday (could be the "Sunday" factor - but we're talking a double-digit increase here) and borrows are up as well (but not as dramatically).

 

The post has no additional new likes or comments.  Right now, engagement is coming through additional "link clicks" and "other clicks".  So it's almost as if FB is optimizing for that right now.



#8 AQCrew

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Posted 20 October 2014 - 11:22 PM

Update: 9:10PM Day 3 of the PAGE POST ENGAGEMENT ad.

 

Early on into the morning, FB settled into an economical cost-per-engagement-rate of approx. $0.15.  That's interesting because the first half of Day 1, FB started out with a rate of $0.92.  So the longer the ad ran, the lower the cost-per-engagement rate became.

 

Total "reach" for the 3 days is 1807 and total post engagements is 124 --> a mixture of direct post likes, comments, shares, link clicks, and other clicks.

 

Total direct likes is the most interesting to us: 24 direct likes on the post

 

Budget was $5 per day -- so total budget was $15.  We targeted non-fans NOT connected to our author pen name.

 

What's the take-away?

 

If you're running this type of ad, you need to go for a 3 day minimum in order to obtain an economical cost-per-engagement-rate.  That's a big difference between the BOOST PAGE ad versus this type of PAGE POST ENGAGEMENT ad.  Right out of the gate, our BOOST AD settled into an economical rate of $.016 cost-per-engagement-rate and it only ran one day.  However, it only generated about 2 direct post likes.  This ad generated well over 20 direct post likes spread over 3 days -- and ultimately, the cost-per-engagement-rate became comparable.

 

The ad DOES successfully attract post engagement, especially by increasing direct likes on your post from non-fans.

 

Does it increase book sales?....hmmmm, not totally sure.  Sales today are getting close to yesterday's number.  So the jury is still out.

 

Regarding your budget and the results ---> results may be totally different if you choose to optimize for clicks or impressions versus post engagements.  This experiment optimized for post engagements.

 

We're going to end this ad tonight, and start up a new page post engagement experiment tomorrow, optimizing for clicks rather than post engagement -- just to see what happens and compare the differences.






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