Just because posts do well organically doesn't mean that they'll behave the same in a boost.

Here are the reasons why:
– Text- heavy posts, especially memes, violate the 20% text rule, so you get disapproved or penalized.
– Some organic posts cannot be boosted– they have profanity, use Facebook’s brand the wrong way, or violate the ads TOS (like having a gun pointed towards you).
– You’ve exhausted the original audience, so your frequency is high when you a boost.
– You’re targeting the wrong audience– this is hard to diagnose.
– Your organic post wasn’t evergreen– perhaps for an event that expired.

You can see that the boosted part of this post got north of 10% engagement, which is excellent.

But we’re paying a $50 CPM– meaning $50 to reach just 1,000 people.

(Yes, the experts here will point out that impressions and reach aren’t exactly the same, but for the purposes of simple analysis, it’s good enough).

Even with a high base cost of traffic (CPM), the cost per engagement is good enough that I’m willing to let the boost live for a few months longer.

Dennis Yu

Dennis Yu is a former search engine engineer who has spent a billion dollars on Google and Facebook ads for Nike, Quiznos, Ashley Furniture, Red Bull, State Farm, and other organizations that have many locations. He has achieved 25% of his goal of creating a million digital marketing jobs because of his partnership with universities, professional organizations, and agencies. Companies like GoDaddy, Fiverr, onlinejobs.ph, 7 Figure Agency, and Vendasta partner with him to create training and certifications. Dennis created the Dollar a Day Strategy for local service businesses to enhance their existing local reputation and make the phone ring. He's coaching young adult agency owners who serve plumbers, AC technicians, landscapers, roofers, electricians in conjunction with leaders in these industries. Mr. Yu believes that there should be a standard in measuring local marketing efforts, much like doctors and plumbers need to be certified and licensed. His Content Factory training and dashboards are used by thousands of practitioners.

Dennis Yu