When your engagement rate sucks, Facebook massively penalizes you organically and in your ads, too.

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.

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