By John Doe December 11 2017

To Pay Or Not To Pay: Post Promotion

Most people in the world of content marketing will remember a time when they’ve published a post that they felt deserved much more attention than it received.

In a perfect world, excellent content would always be shared organically providing the creator with the traffic and exposure they deserve. However, this is obviously not how things work in real life…

From time to time it can be worth looking into paid promotional methods to give your content a kick-start on its way to organic exposure.

Today we’re going to take a look at the two main methods of paid post promotion. We’re going to give you some essential tips for setting budgets and most importantly, tracking success.

Let’s get started.

Facebook Vs Google

When it comes to promoting a blog post you’ve essentially got two main options that are worth considering, Facebook ads and Google AdWords. Both of these tech giants have massive user bases that ensure that regardless of how specific your niche is you’ll be able to target your ads precisely…

But it’s important to know how the targeting options differ between the two platforms.

Facebook is far more capable of targeting specific demographics of people compared to Google. For example, if you were promoting a reggae nightclub in LA you could set your ads to only be shown to 21 to 35 year olds in LA who like pages about clubbing, dancing, and reggae artists.

Google, on the other hand, does not have this option, their advertising platform is designed around search queries instead of user information. Using the same example above you could pay to have your post at the very top of the search results whenever anyone searches for “Reggae Nightclub LA”.

Budgeting

It’s very important to set a budget for any paid promotional campaigns before you start to run them. It can be easy to get carried away and overspend if results are not as desired. Throwing money at content will not make it perform as expected if there are other underlying issues.

The amount you can afford to spend will obviously depend on the size of your business and the importance you put on the specific piece of content you’re promoting. You can spend as little as $50 promoting a post and see results in some niches, but either way, it’s always better to start with a small budget and gauge success before scaling up to larger amounts.

Facebook’s budgeting is much more intuitive than Google’s and you can easily define maximum daily amounts and maximum lifetime amounts for an individual ad. Google on the other hand only lets you set a daily budget, so you’ll need to manually cancel the campaign when you’re done with promoting your content.

Tracking And Evaluation

Both Facebook and Google provide you with intuitive and powerful automatic reporting, tracking, and evaluation tools for you to measure the success of your campaigns with. We’ve listed the metrics you should be looking at below:

Facebook

  • Reach
  • Engagement
  • Likes
  • Shares
  • Comments
  • Impressions
  • Referral traffic

Google

  • CTR (click through rate)
  • Conversion rate
  • Quality score

Tracking these metrics is super simple, in all cases the higher the number – the better your ad is performing.

Note: Google has a “quality score” metric that’s a little out of scope for an article as general as this. All you need to know is that a higher score means each click will cost you less money and your campaign is performing well (from their point of view).

The Final Word

It can be tough to decide if a post is worth promoting (and even tougher to decide how to promote it).

We generally recommend Facebook promotion for informational blog posts, and Google AdWords for conversion optimized pillar articles where search terms have buying intent.

If you do decide to give a post a helping hand with paid promotion be sure to follow the tracking and budgeting advice above.

By doing so you’ll give yourself a much better chance of achieving your desired goals, and you’ll be less likely to waste your advertising budget on a piece of bad content.