In Automated Post Boosting campaigns, the boosted posts are selected by filtering them from all the posts synced from your Facebook page. You can decide what kinds of posts are promoted, and how many of them are promoted at the same time.
Note that Facebook does not support using existing Instagram posts for creating ads. Only Facebook posts from your linked accounts are visible in the filtering.
Setting up filtering rules
The most important thing to do is filter out posts that do not fit your use case. For example, if you want to create a Conversions campaign or optimize for Link Clicks, you need to filter out posts that do not have a link URL in them (for example: "message contains http").
By default, we only include published posts and sort them by publishing time. You can filter and sort posts based on:
- Different metrics such as the number of likes, shares, or comments, or the total engagement rate
- Time since the post was published
- For example, include only posts that were published under 24 hours ago
- Post content, such as the message
- For example, match only posts that contain 'Sale'
- Post type
- For example, don't include status updates
You can also define limit for the maximum number of posts we will consider for boosting at a time.
ℹ️ Note: with some campaign structures, a post will be archived when it no longer fits within this limit. Other campaign structures still keep such a post running until its time is up.
A filtering rule is made up of one or more filtering conditions that are combined using AND or OR logical connectors. To set up a filtering rule:
- Go to the Filter Posts section in the Automated Post Boosting campaign creation
- Under Filtering conditions, select AND or OR
- When defining multiple conditions, using AND will only select posts that match all of the conditions. Using OR will select all posts that match any of the conditions.
- Click Add condition
- By default, we include a filtering condition that only includes posts that are less than 48 hours old.
- In the leftmost dropdown menu, select a filtering target
- This determines what metric or attribute the filtering condition depends on, such as Likes or Post type.
- In the middle dropdown menu, select an operator
- The available operators depend on the type of filtering target.
- In the rightmost field, enter or select a value to filter by
- Depending on the selected filtering target, the field will be a text area, a dropdown menu, or a True/False selection.
- To configure advanced options, click Show advanced options
- For more information on the advanced options, see Advanced filtering options below.
After completing these steps, you will see how many posts match the filtering rule.
Illustration on Publish time conditions
Advanced filtering options
When filtering the posts, there are two advanced options you can enable:
- Include unpublished posts
- Get post boosting time from post link parameters
Include unpublished posts: this option will include posts that have not been published yet, or posts that have only been posted as ads on your page. See Unpublished Page Post in the Facebook Ads Help Center for more information about unpublished posts.
Get post boosting time from post link parameters will automatically set posts boosting to start and end to the times that are provided as link parameters. This requires that the post links have
end_time parameters in the format
YYYY-MM-DD-HH-MM. As an example, a parameter that would start the post boosting at 8:00 AM on 1 October 2019 would look like this:
important: currently "get post boosting time from link" only work for organic link posts. Eg. Video posts do not work.
What happens when a post does not match the filters anymore?
Once a post doesn't match the filters anymore, what happens depends on the campaign structure you've selected:
- When you have set a specific lifetime to each post, the post is kept running until they expire
- In other cases, like when creating all posts in all ad sets, the ad will be archived when it no longer matches the post filters
Post types and campaign objective
The campaign objective must match the post type. For example, Event RSVP Ads can only be boosted with a campaign that has Event RSVPs as its Facebook objective. In other words, you need to create a separate Automated Post Boosting campaign for event posts. Events can't be shared directly, but if you share the event on your Facebook page, you'll be able to boost that post. (The post on your Wall must say "X shared an event".)
Similarly, a Conversions or Link Clicks campaign can only boost posts that have a link URL in the body. If you don't filter out posts that don't include 'http', for example, you will see error messages.
How posts are synced and processed
Since sync intervals for Automated Post Boosting campaigns can vary a bit hour by hour, we don't recommend boosting posts for less than 1.5 hours.
Note that metrics for posts are updated every time a campaign is processed, but the posts themselves are downloaded to Smartly.io on a different interval. This can cause minor mismatches between what the current state of the post in Facebook is and what gets boosted by the campaign. However, these differences are resolved during the next update cycle.
Posts that are not eligible for boosting
Not all kinds of posts are promotable on Facebook. Smartly.io will filter out these posts automatically. For example, you cannot boost posts shared from other pages if you do not have permissions to access the content. See Why is my boost unavailable? on the Facebook Advertiser Help Center for details.
Facebook has made some posts ineligible for advertisement (boosting). According to Facebook:
”In order to ensure businesses get the most value from their Facebook ads, we are removing the ability to boost some post types that are rarely used and are not tied to advertiser objectives. This change will allow us to improve and expand our most effective ad products, and help advertisers identify solutions to help them reach their goals."
The following types of posts cannot be boosted:
- the share of products from shops
- the share of a story about a for-sale post
- a check-in on a map, at a restaurant, or in a city
- a shared note
- a shared poll
- place recommendations
- a shared cultural moment
- a shared comment
- change of a profile picture
- a file upload or share
- a sports event
- a video or image uploaded through the Facebook camera
- attendance for an event
- a shared video playlist
- the status of watching a television show, movie, or other types of programming
- a post from an app posted to a page's timeline
- a political endorsement