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+
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.