If you use Facebook, you've probably seen the following caption under a post more than once: "This post is so great that it is better than 90% other posts". And here, of course, there is an incentive to promote the post - to set up targeted advertising. Thanks to this, according to Facebook, we will reach a huge number of people and it will definitely pay off.

Unfortunately, we have to disappoint you - it's a fake. It's a psychological trick. Is it like booking when we see that there is only one room left?

The Hungarian competition authority GVH fined Booking.com $32.17 million for unfair commercial practices, including misleading advertising and psychological pressure on customers.

Instead of promoting posts, it is better to use the well-known Facebook advertising platform. There are many other options and this will help you better tailor your ads. Imagine you are an archer with only a few arrows. It is better to use them accurately and hit the target than to shoot blindly.

These are some of the main problems with typical publication promotion:

• Automatic placement - Facebook decides where it will show ads. The entire Facebook ecosystem consists of many different complementary platforms, such as Tinder. Displaying ads elsewhere should be bolded because the effectiveness is much lower there. Part of your budget is redirected there. This creates a lot of "accidental" clicks. The best performance is on the Facebook and Instagram dashboard itself
• Devices - Most often, such a post will be promoted on phones. The disparity reaches 90%. It's not bad if it's an ordinary post. It's worse if you want to redirect the user to a website that also doesn't work properly on mobile phones (you know how it is with you). Not everyone has a website ready for the new times.
• Location. - by default, this ad is shown to everyone in the specified location. This means that we catch people who live in Lviv, for example, as well as people who are passing through. So if we're advertising an event, passersby won't be interested in such a post.
• Tests - Unlike the appearance, customization does not significantly affect the cost of advertising. The key elements are what the ad creation looks like and how well the text is written. In the post promotion option, we cannot check other images, photos, or content. Sometimes a different photo can get 5 times more clicks. These things can be checked in the ad ecosystem.

Advanced advertising campaigns are the most effective. This is an ad that deliberately directs the recipient to a specific subpage of the website. There, the user can perform a certain action - fill out a form, sign up for a course, training, or simply make a purchase.