I often get questions from my clients on Facebook boosted posts and Facebook Ads; what’s the difference and when should I use one or the other? The answer to this question isn’t always an easy one. It really depends on what your goals are for advertising and what audiences you want to reach. Let’s start with boosted posts.
What is a Boosted Post?
A boosted post is the most basic advertising you can do on Facebook. They are created by allocating an advertising budget to an organic post already on the businesses’ page. They are simple to use and are optimized for engagement (likes and shares). They are limited in who they target. They will target people who like your page, friends of theirs and people that you can choose through Facebook's basic targeting options. Generally boosted posts are cheaper.
The reason why boosts exist is that when you post organically, your post will actually not show up to all of your followers. Facebook has set this up so that the user experience is better for it's members. Basically, it helps prevent information overload and helps users see content that they want which gives priority to their friends posts and then really high ranking users. Boosts help get your posts in front more of your followers and then some. However, boosts are not great at converting. Boosted posts are typically used when the goal is to achieve audience engagement such as post likes, shares and comments. For example, if you see an organic post that seems to be having good engagement, it's a good idea to boost that post and get it in front of even more people. Boosted posts are good practice to help your page grow. It helps you sow seeds for later and will ensure that your audience will continue to be engaged in your content. If you’re looking for a more targeted promotion option that results in conversions, then you want a Facebook ad.
What are Facebook Ads?
Facebook ads are a more advanced way to advertise on Facebook and will require a Facebook ad manager account. There is a lot more to learn with Facebook ads as the targeting is much more sophisticated. This is a good thing though because it really helps you get your product or service in front of your target audience. There are many different campaigns that you can run with Facebook ads. These options include likes, clicks to website, app installs, app engagement, website conversions, event responses, offer claims, video views & local awareness. What's more important is that you can
add an optional call to action button promoting actions such as ‘shop now’, ‘sign up’, ‘download’ and ‘contact us’ to name a few. Facebook Pixels really helps take your ad to a whole other level. It can match your website visitors with Facebook users and target them. This type of targeting is invaluable and is worth the time and effort to understand as it can get you in front of a really big audience of potential customers.
In conclusions, use Facebook Boosts to help create a healthy Facebook page with engaged users but do not expect that your sales will soar from this. Use Facebook ads when you are really ready to target your customers more aggressively. Take your time to understand Facebook Pixels and it's targeting process. If you do, you might find that it will result in a very successful campaign.