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Video: Boost Facebook Posts (Step-by-step tutorial and best practices)
Supported keys: how much does it cost to boost a post on facebook, 2020-12-17, Boost Facebook Posts (Step-by-step tutorial and best practices), Wondering if you should boost Facebook posts? Before you press that Facebook boost post button, watch this video to learn why it’s usually a waste of money, and how you can still promote your posts but get a much better return for your Facebook ad spend.
There’s a much better way to boost Facebook posts than simply hitting that boost post button.
This is a Facebook boost posts step-by-step tutorial and best practices.
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What is a Facebook boosted post?
A Facebook boosted post is just like a regular Facebook post. Except, you spend a little money to promote it to people who would not see your organic post. It’s the simplest form of a Facebook ad, and you can create one in just a few clicks.
Benefits of boosting a Facebook post
Here’s some sobering news for Facebook marketers: organic reach is down to 5.2%. You simply can’t rely on the Facebook algorithm to get your organic content in front of all the users you want to reach. Even people who like your Page may see just a fraction of what you post.
Facebook’s Boost Post button is the fastest and easiest way to get your Facebook posts in front of more eyeballs. Here are some of the key benefits of boosting a Facebook post:
- You can reach more of the right people. Boosting a Facebook post expands your audience beyond people who already like your Page. With the built-in targeting options, you can be sure you’re reaching the people who are most likely to be interested in what you offer.
- You can create a basic Facebook ad in just a few minutes. Just choose an existing post and select a few options (your goal, call to action, audience settings and more). It all happens on one screen, and you can be up and running in five minutes or less. You can even create your ad from your mobile device.
- You get access to analytics. When you boost a post, you get access to analytics that show you how well the post performed. This helps you learn what works best for your Facebook marketing goals, so you can refine your Facebook strategy over time.
- You can extend your Facebook reach to Instagram. When you boost a Facebook post, you can choose to have the content appear as a boosted post on Instagram as well. This is an easy way to reach even more potential new followers and customers.
Facebook ads vs. boosted post
As we’ve already said, a boosted post really is a simple form of Facebook advertising. But it does differ from regular Facebook ads in a few key ways.
Here’s a rundown of how boosted posts and traditional Facebook ads are different.
As you can see, regular Facebook ads offer many more options. That said, if boosting a Facebook post supports your desired ad objectives, it is a fast and easy way to promote your business on Facebook and Instagram. Sometimes, there’s no need to make things more complicated just because you can.
How much does it cost to advertise on Facebook?
Average monthly ad spend on Facebook is $200 to $1500 per month, and the average cost per click (CPC) is $0.97 per click. Businesses typically spend between $1000 and $2500 per month on professional campaign management.
What do the various advertising options on Facebook cost?
Facebook has a few options for helping you promote your business, and they vary in price. Here are some average costs to give you an idea of what to expect:
- Ads: $0.97 per click
- Facebook likes: $0.57 per like
- Boosted posts: $6.35 per 1000 views
Let’s take a closer look at each of these options.
If you’re a regular Facebook user, you’re familiar with the ads that appear in and beside your newsfeed. These ads can be created with several goals in mind, including page likes, clicks to website, website conversions, app installs, and several others.
In addition to these options of goals, Facebook also offers a few options for managing the cost of your ads. Essentially, their platform operates on a bidding system similar to AdWords and other PPC platforms, but the way you set your bids is slightly different.
You can either ask Facebook to give you the best conversions at the best price, or you can place a limit or budget on your ads. Facebook also lets you choose between CPM and CPC models.
With CPM, you will pay for every 1000 views of your ad. You can calculate your CPM with our calculator! This means every time 1000 Facebook users see your ad, you’ll pay a certain amount—whether they click on your ad or not. With the cost per click (CPC) model, you will only pay if someone clicks on your ad. This means that CPC prices will be higher than CPM—but also that you only pay for interested users.
The average cost per click of your ads will vary depending on your industry, the targeting you use, and your ad creative. Across industries, the average cost per click for a Facebook ad is $0.97. Your cost per click will vary depending on the audience you’re trying to reach and which goals you choose, but this can still serve as an estimate.
2. Facebook likes
One of potential goal with advertising on Facebook is earning more page likes. At WebFX, we consider the quality of fans to be more important than the quantity of fans. We’d recommend keeping that in mind when running a page like campaign and making sure that your targeting is spot on to reach a very engaged, relevant audience.
It’s additionally important to have a well-maintained and engaging page when running a page like campaign to give users a reason to want to become a fan!
In 2015, Buffer ran a few tests with Facebook and ended up paying an average of $0.57 per like. If you’re just starting out with Facebook, this could be a worthwhile investment for reaching your first few followers.
3. Boosted posts
In addition to creating advertisements, you can also choose to “boost” your existing posts. This simply means paying Facebook to show your posts to more users, based on targeting options of your choice.
Facebook charges for boosted posts on a CPM model, and the cost to promote your posts depends on how many people you’re trying to reach, as well as your target audience. In the same study by Buffer, they saw an average of $6.35 per 1000 views to promote their posts.
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1. What are Facebook boosted posts?
The TL;DR version: Facebook boosted posts is a way of getting your content seen by more people by paying Facebook.
To explain how boosted posts came about, we need to first talk about how reach works on Facebook.
Way back in 2009, Facebook realized that the chronological news feed was unsustainable – there was simply too much content there for any user to reasonably be able to sift through each time they visited Facebook.
Also, some news, such as a friend’s announcement that she is pregnant, are just more important than the deli down the street’s weekly specials.
To combat this growing problem, the news feed algorithm was born.
Facebook will first display your post to a small sample of your audience.
If your post is engaging – that small sample likes, comments, clicks, or shares – then Facebook deems it worthy of showing to even more of your audience.
This is called organic reach.
The more engaging the post, the more organic reach it will have.
If you boost a post, you are paying for more reach than your free organic reach.
You can boost any kind of update on your page, from links to photos or videos, to reach more people.
You can also choose the audience, be it people who already follow your page, or users who have never heard of you before.
In the example above, you can see that the post reached 977 people organically, and 838 people in the paid boost.
Facebook boosted posts are a popular option because they are simpler to understand and to set up than traditional Facebook ads.
2. How do boosted posts differ from Facebook ads?
Every boosted post is a Facebook ad, but not every Facebook ad is a boosted post.
Boosts require you to publish an update to your Facebook page. Facebook ads can be created independently from the content of your Facebook page.
That means that ads can be ‘hidden’ from your Facebook page, which makes them handy for ad campaigns (because your page’s fans really don’t need to see all your ad variations). Boosts don’t have that advantage.
2020 update: Last year Facebook introduced the Facebook Ad Library. It allows anyone to easiliy search and view active ads from all pages. So although Facebook ads can still be ‘hidden’ from your page, just be aware that any active ads can be viewed by anyone that wants to sneak a peek.
Boosted posts are the simplest way to advertise on Facebook. They are not created in Ads Manager and don’t have all the same customization features.
You can learn more about Facebook ads in our beginner’s guide to creating Facebook ads.
What is a Facebook Boost Post?
Boosting your Facebook post means spending your ad budget on increasing the reach of your post to reach a particular audience.
Available to anyone with a business page, Boost posts offers a hassle-free way of advertising on Facebook as you don’t need knowledge of Ads Manager. You simply pick a post from your page’s timeline and click on the Boost Post button.
Boosting a Facebook post can make your content go the extra mile and be seen by more people, including those who don’t currently follow your page but may be interested in your business.
Why did Facebook introduce Boost Posts?
In 2012, Facebook’s Ad Manager was still in its early stages, and most business owners found it complicated to use. Therefore, Facebook introduced an easier way to sponsor your content and reach more people – “Promoted Post.”
This feature helped you create an ad campaign directly from your page without going to Facebook’s ads platform. “Promote Post” was later changed to “Boost Post.”
With the reduction in organic reach of brand content and engagement rates and the change in algorithms, boosted posts were introduced to help brands get more people to see their content.
Boosting a Facebook post is quite easy – you only need to have a business page on Facebook, business manager access, and a native post on the Page. You’ll also need an ad account since boosted posts require a budget.
Facebook boost post enables you to reach a broader audience that’s not limited to your followers only. It also allows you to set parameters for your audience to target specific people. With Facebook boost post, you can reach:
- People you choose through targeting
- People who like your page
- People who like your page and friends
How is Facebook Boost Post different from Facebook Ad?
Deciding when to boost a Facebook post and to run a Facebook ad campaign can be confusing, especially if you don’t know the key differences.
To help you make a decision, below are the differences.
When deciding whether to boost a post or use Facebook advertising, it’s essential to think about your goals for advertising so that you can create a strategy around that objective.
Boost post works on two objectives – engagement and website visits. The aim is to improve post visibility and engagement, such as post likes, comments, and shares. This method allows for a quick and inexpensive way to be on top of your customer’s mind.
On the contrary, Facebook ads work on several objectives, including awareness, traffic, lead generation, reach conversions, and more.
Additionally, Facebook Ads Manager allows you to customize ads further depending on your goal. For instance, you can add a call-to-action and use language and behavior targeting.
Since several targeting options are available with the Facebook Boost Post, then boosting can be a viable option for different instances. Here are some circumstances where boosting a Facebook post is a better route.
- Feature Update: If you’ve added a new feature such as a Shop section on your Facebook page, boosting can be an excellent way to let your followers know about the new features.
- New Content Posting: Facebook Boost Post is a great tool for promoting new content. Most marketers boost Facebook posts whenever they are sharing valuable information to reach more of their followers. And while it’s better to boost a post that has a good organic reach, there are posts that you know will get better engagement if boosted.
- Build Brand Awareness: If you’re not necessarily looking for conversions but just want to create awareness, boosting is a better and cheaper option than Facebook ads. Since the opinions and actions of others influence people, increased engagement can provide valuable social proof. This way, you can raise brand awareness and build up a community.
- One-off Events: One-off events often don’t require full-blown campaigns. With just a little boost, you can get the word out and get more people to attend the event. This also applies to special offers and promotions. For instance, PanIQ Escape Rooms, a popular escape room company, uses the Facebook Boost Post to share discounts and special offers.
Boost posts will be shown in the news feed, but you can decide the ad placement with Facebook ad campaigns. Thus results may vary as engagement in the messenger will be more as compared to the news feed.
How do Facebook Boost Posts work?
A boosted post on Facebook is an ad you can build from a post on your Facebook Page. They show up on the Facebook News Feed or Instagram. Underneath a particular post, you’ll find the option to ‘boost post.’ This feature allows you to set a budget, choose an audience to target, and run the ad — without logging into Facebook Ads Manager.
The goal of these promoted posts is to show your content to a broader audience. The hope is that you’ll find more people to react, share, and comment on your post or like your page.
Facebook boost posts are often the first step someone takes in Facebook advertising, but they may not be a cost-effective option long term. If you can run Facebook ads in Ads Manager, you can choose specific objectives that align with business goals and get more from your ad spend.
When to use Facebook Boost Posts
It’s important to decide what you want to achieve with Facebook ads. If you want more post engagement on your business page or bring more attention to specific content, boosting a post is a great way to increase visibility and grow your brand.
Brian Robben, CEO of Robben Media, explains, “boosting Facebook posts can be useful if the content is strong and has a focused offer in it.
For example, I wouldn’t boost generic posts that talk about your business. But if it’s a post that tells a story and then dives deep into the problem your target audience faces and the solution your business offers, with an offer to click the link to schedule a strategy call, then it’s worth it.”
In the past, boosted posts had limited call-to-actions and targeting options. Now you can choose from a variety of options, including Send Message and Send WhatsApp Message.
You can also reach a more targeted audience than before with interest and behavior targeting. If you want more advanced targeting features like creating a custom audience, you’ll want to create an ad in Ads Manager.
For more advanced Facebook ad types and campaigns, you’ll want to use Ads Manager.
Facebook boosted posts vs ads
First, let’s get on the same page about boosts and ads.
Boosting a post on Facebook is essentially a method of paying for more reach on your posts. You pay for access to that old-fashioned organic reach, with slightly more control over who sees your content.
Facebook ads work a little differently. Instead of boosting directly from your Facebook feed, you create and manage ads through Facebook Ads Manager. You can either set up your ads manually or use a time-saving creative management platform that automatically builds ads from your assets. This gives you more control over what your ads look like, who sees them, and how you manage your budget.
There are best practices and strategies for getting the most from both Facebook ads and boosted posts. But if you want the biggest bang for your buck, you need to understand which option is best suited for your particular goals. After all, there’s no sense in boosting your marketing budget right out the window.
With that, here’s the big Facebook boosted posts vs Facebook Ads Manager showdown.
What the data says
We had our guesses, but we’re big fans of data-backed decisions around here. So, we ran an experiment to test our theory. We created a video and ran it twice, once as a boosted post and once via ads manager with a $75 budget behind both. Then, we let them do their thing.
This is where we landed:
Boost cost less. Per 1,000 views, the boosted post only cost $2.63 vs $7.72 for the Ads Manager post. So the Ads Manager post cost 193% more.
Ads Manager got more clicks. In terms of results, Ads Manager dominated boost. The Ads Manager post got 76 clicks, whereas the boosted post only got 23. That’s 230% more clicks for the Ads Manager post.
Ads Manager’s clicks cost less. This meant the cost per click also came out much lower. Each click cost $1.04 for the ad. The boost cost $3.09. That’s $197% more expensive per click, negating the lower cost of boost.
Ads Manager Ads were watched for longer. Ads Manager scored almost twice as many 3-second views (9,166 vs. 5,158), a higher percentage of the video was watched (85% vs. 64%), the average watch time was longer (5 seconds vs. 2 seconds), and, most importantly, almost twice as many people watched the Ads Manager post through to completion (7,097 compared to 3,647).
Ads Manager encouraged engagement. Ads Manager stomped the boosted post with almost twice as many interactions – 9,242 vs. 5,223.
- Boost was better for reactions. Boost did far better in terms of reactions – 41 vs. 0. It also got one share, whereas the ad had none.
What does all that mean? Let’s get into it.
What Is the “Boost Post” Option?
The name kinda gives it away! A boosted post can be described as a Facebook post that’s been given a sponsored power-up, of sorts. The easiest way to explain it is by pointing out the differences between a traditional post and a boosted post.
What’s the Difference Between a Post and a Boosted Post?
A post is something that is posted onto your Facebook and/or Instagram page. Someone who follows you will see the post on their feed, and someone who takes a look at your page will see that post.
A boosted post is a post of yours that you pay to pop up on the feeds of users who may not have seen your posts if you kept it organic. Here are some features that your post gains when it is boosted:
- Call-to-action: When the user sees it on their feed, it will look like a normal post, except with a call-to-action button. A call-to-action button is a button in the corner of your post that users can click on to be brought to your destination of choice.
- Metrics: You will only get high-level metrics when you boost a post, since it’s a simplified version of ads manager. So, your ability to analyze data is reduced when you boost a post.
How to Boost a Facebook Post
Not so fast… You might want to read the rest of this article before deciding to boost a post! We always recommend running ads through ads manager instead of boosting a post for a number of reasons, however here is how you would go about boosting a post if you did decide you wanted to.
1. Go to your Facebook Page. If you are running a business, we recommend that you create a Facebook Business Page by following Facebook’s instructions. You can only boost a post if you’re a business.
2. Find the post that you would like to boost.
3. Click on the blue Boost Post button on the bottom right corner of your post.
4. Follow Facebook’s steps in the process to select the following:
- Call-to-action button
- Duration and timing
- Payment method
5. When you’re happy with your settings, click on the Boost Post Now button.
6: Use Facebook’s metrics to analyse your results
Ads are a piece of content that you can pay to promote a certain product or service. If you’re interested in running ads on Facebook, the company offers a tool called Ads Manager. Here is a list of things you can do with it:
Create campaigns, ad sets and ads. Facebook offers a step-by-step design process where you can customise your format, placement, target audience and marketing objective. You can even duplicate ads (create copies and change certain elements)
Experiment. Use A/B split testing to test different ad sets. This means that you can run ads side-by-side and compare results.
Edit your settings for your ads at any point during their time running.
Manage multiple campaigns, ad sets and ads at once by using customizable sections and columns.
Watch the magic happen. Customize, create and schedule Facebook’s reports on your ad performance! Facebook offers standard, customizable reports and the option to create one from scratch.
You can use filters, sorting breakdowns and more options to understand how your ads are performing. You can even share or export them for your team or client to see.
What’s the Major Difference Between Boosting a Post and Running and Ad?
Don’t confuse running ads with boosting posts. Although the two can seem similar, there are many differences.
To put it simply, Ads manager offers more features and an overall better choice if you want to see a return on your ad spend (ROAS).
A boosted post only requires a Facebook Business Page and offers less options to advertise.
Ads manager should be your first option if you are looking to spend money on Facebook. We’ll cover the difference between each one in this article.
When it comes to the content and format of Facebook ads, there are far more options to choose from than with boosting posts. Here are some key differences:
Facebook ad: You can customize your headline and your description in the Ad creative section.
Boost Post: The headline will be your company name and the description will be automatically selected as your company description on Facebook. With boosting a post, you wouldn’t have the ability to change this. For example, ours would show up as:
Vertex Marketing Agency
This is actually a pretty big deal because this is where you should be including your main offer. But since “boosting a post” doesn’t give you options to really market & sell your products like ads manager does, you may never see a positive ROAS because you are missing the main elements that would properly market, and sell your offer.
The call-to-action button is the button in the bottom right corner of you ad or post that the user can click on if they are interested.
In this example, Nike is running an ad for their new app, with an Install Now button.
If you’re looking to boost a post but you would like a specific button, it’s important to know that there are far less options. Below is a list of call-to-action buttons for B.P (Boosted Post) and A.M (Ads Manager).
Facebook ad: You can also choose more destinations for an ad’s call to action than for a post. This means that your call to action button can bring the user to a website URL, an Instant Experience or a Facebook Event.
Boost Post: The only destination you can select for a boosted post call to action is a website.
Facebook Ad: You can customize your ad’s dimensions, media for each placement it’s in. The placement is where the user sees your ad. Here are the placements that you can customize by hovering over them and clicking edit group. This is something you can’t do to a post.
Boosting a post allows only one size for your creative, so whether the user is on their news feed or stories, it’s the same size. This can make for a bad experience since you should always be customizing your ads for each placement.
Boost Post: you can run your boosted post on Instagram, Messenger and Facebook, but you don’t have the option to not show it on Facebook.
Facebook Ad: You have the choice between automatic placements and manual placements.
We typically recommend you keep it automatic unless you really want to select your own. Facebook uses AI to find the best platform fit for your business. If you prefer taking the reins, there are significantly more options to choose from than when boosting a post.
If you select Manual Placements, you’ll be able to choose between 4 platforms and a large amount of placements.
Facebook Ad: In ads manager, you can use an existing post from your Facebook or Instagram and promote it as an ad. It’s something you can easily do on the ad level.
Events are actions done by the user in relation to your ad or boosted post like link clicks, purchases, add to carts etc.
Event tracking is a very important, and practically necessary strategy when running a business because it lets you know how your ads are doing.
Ads Manager offers different options for event tracking than boosting a post. Here are some:
Facebook Ad: You can create custom audiences based on when the event took place. For example, you’re able to use warm targeting audiences because you know they visited your website in the last 30 days. You can also know when your conversions happen.
Boost Post: When boosting a post, you aren’t able to see any time frames for events, limiting your ability for data-driven decision.
Conversion Event Location
Facebook Ad: When clicks on the call-to-action button, they can be sent to a website, an app, Messenger or Whatsapp, which you can choose when creating an adset.
Boost Post: The call-to-action only sends users to a website.
Campaign Objective VS Boost Post Goal
Facebook Ad: In the Campaigns section of your Ads Manager, you can create a new campaign by clicking on the Create button.
You’ll be able to choose one objective out of three subjects (Awareness, Consideration and Conversion). This will tell Facebook exactly what kind of results you want to see from your ads by picking an event to prioritize like conversions.
Boost Post: On the Boost Post page, the first setting you can adjust is the Goal, which is the post boost equivalent of an objective. There are far less options here to choose from compared to the Ad Manager.
The default setting is Automatic, meaning that Facebook will select the most relevant goal based on your settings using AI. As good as that sounds, we don’t really recommend that.
Using Post Boost, you have less options when it comes to objectives.
Standard Events Available
Facebook Ad: Here are the available events you can track using Facebook ads manager:
- Add payment info
- Complete Registration
- Add to cart
- View Content
- Add Payment Info
- Add to wishlist
- Complete registration
- Customize product
Boost Post: The events traceable for a boosted post are in the Goal section. The goal you set will be the one that uses tracking, whereas using ads allows you to select an objective and an event to track.
Facebook Ads Manager offers a wide range of tools that are very useful for running ads on a professional level. Take a look at the following tools to see if they resonate with your business.
Facebook Ad: Facebook Ads Manager allows you to run A/B split tests, which means that you can test two different creatives and see which one performs best. This may seem a little advanced, but it’s a very useful tool! It’s also good to learn This option isn’t available when boosting a post.
Comparing ad creative results can only be done in ads manager.
Facebook Ad: In the Resource Center of your Facebook Ads Manager, you’ll find tasks that need to be done in order to run ads properly. Typically you’ll have to :
Boost Post: You don’t have to complete these tasks because you don’t have access to them. They are, however, used to set up tools that will improve results. If you’re looking to take your business to the next level, you’ll want to use these tools by switching to ads manager.
Your audience is made up of all of the people that you reach on Facebook. The beauty of Facebook is that unlike TV or billboards on the road, the ads or boosted posts are catered to the person reading them. Both methods have different options for audiences.
When boosting a post, you have two options:
- You can select website visitors and lookalike audiences. This seems great but Facebook won’t let you select a specific timeline, meaning that these users could have visited your website 3 days or 3 years ago and you would have no clue! Facebook will also pick look-alike audiences using AI and the data it has collected from website visits.
- You can also choose people using targeting, where you can select the gender, age, and location of targeted users.
Detailed targeting allows you to narrow your demographic, but not quite as much as you would in the Facebook Ads Manager.
You are able to make custom audiences by uploading a list of customer contact information to Facebook. Here is a list of ours:
From there, you make Facebook create a look-alike audience or retarget these customers.
You can include multiple custom audiences at once, or exclude audiences, which you can’t do when boosting a post.
Excluding audiences can be very useful to prevent ad fatigue. This means that you can stop advertising to customers who just bought from you.
When creating a new audience, you can use location, language, age, gender and Detailed Targeting.
When you spend money on ads or posts, there are many ways of organising it, and Ads Manager offers more options. Check them out:
Facebook Ad: You have the choice to set the budget to a campaign budget optimization (CBO) or on an ad set level (ABO). This means that you can choose to let Facebook’s AI manage your budget within a campaign (CBO) or you manage your budget manually on each ad set. Learn more on budget optimization in our article : CBO VS ABO
Boost Post: ABO and CBO are unavailable.
Facebook Ad: If your ad is doing well, you can put more money into it and get it viewed by more users. You have the option between a lifetime budget (fix amount that lasts for the lifetime of the ad) and a daily budget that you can change daily.
Boosted Post: You can’t, on the other hand, add more money into a boosted post. You can only set a lifetime budget with an end date. Once the post is published, you can’t adjust the money invested in it and therefore the results.
You can only scale up results by upping the budget in ads manager, not when boosting a post.
Unfortunately, these things cost money. It’s important to understand the differences between both options to see what works best for your business.
How Much Does Facebook Advertsing Cost?
Below are the estimated average costs for Facebook ads based on their objectives:
- $0.97 ≃ Average cost per click (CPC)
- $7.19 ≃ Average cost per 1000 impressions
- $1.07 ≃ Average cost per like
- $5.47 ≃ Average cost per app download
It’s important to note that more effective ads will up your conversion (like clicks, for example). Since every user that sees your ad costs money, our CPC will lower if more of those users click! Learn how to create effective Facebook ads.
How Much Does Boosting A Post Cost?
You can boost a post using a daily budget as small as $1 a day in your local currency, which is the minimum.
There is little to no data on the average CPC of a boosted post.
- When you want to scale up your business
- When your advertising budget increases
- When you want to appear more established
- When you plan on doing A/B testing and advertising based on analytics
- When you want to get more reach on social media
- When you are trying out Facebook for your business
- When you are a much smaller business
- When you don’t plan on advertising in the future
To put it simply, post boosting on your Facebook page is great for very small, personal business that you can run from your house. If you are looking to take it to the next level, or you would simply rather have more control and a better return, the ads manager is for you.
Something I wish I would have had at the beginning of my facebook ads journey is a helping hand. That’s why I’ve created a facebook group called All Things Facebook Ads! This group is all about helping each other and sharing tactics & strategies.
Facebook ad specialist
Sydney Switzer is a Facebook ads specialist who is always on the lookout for new, creative ways to catch an audience’s attention. She is drawn to the visual aspects of content creation, and will always value creating unique relationships with all her clients and customers.
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