I thought this post was going to do well since it had a couple of photogenic people in an interview at a conference.
Even though the engagement rate was close to 10% (17 out of 219), I got hammered by the Facebook algo, charging me $6 to reach 200 people.
That is a $30 CPM (cost per 1,000 impressions), which leads to 40 cents per like.
If we were trying to drive sales here, then this wouldn’t necessarily be bad.
But for top-of-funnel awareness/engagement
on this public figure page, I had to kill this boosted post.
90% of my boosted posts fail. And the 10% that win are not the ones I would have predicted.
Trust the data— always be testing!