I’ve found that boosting posts of lightweight content (not selling– but fun or educational) in video format drives the lowest OVERALL cost per sale.
Running ads against a cold audience will smack you with a penalty of $80+ CPM (cost per thousand impressions), no matter the objective you choose.
But spending 2 cents per light touch– assembling a string of 6-8 touches with 10+ second video remarketing audiences– brings the cost of your offer down to the $10 range.
Would you pay 12-16 cents to warm up an audience to be able to reduce your cost of acquisition from $200 to perhaps $80?
Below is one boosted post that I’ve had running over 200 days, going at a dollar a day, to build up remarketing audiences over time. Look at the cost per view.