Facebook Ads versus Boosted Posts
Some businesses decide to test the Facebook ad waters using something called a Boosted Post. If you have ever managed a Facebook business page or an Instagram account you have likely seen the suggestions to promote or boost a post.
There are many mixed opinions when it comes to boosting posts versus running ads. Depending on who you talk to boosting a post is the absolute worst thing you can do in terms of advertising on Facebook. Others think there is a time and place for it.
However, this blog is meant to offer information on the differences between Facebook Ads and Boosted Posts.
What is a Boosted Post?
A simple guided process that turns a post into paid advertising.
Boosting a post is a relatively simple process done through your Facebook Business page or your Instagram account that allows you to “boost” a post to an audience of your choosing.
For the most part, they require very little experience to run. Facebook walks you through the process by asking you three simple questions.
Here are the 3 Questions:
- Who is your audience?
- How much do you want to spend?
- How long do you want to boost the post?
Boosted posts are shown to your target audience in their news feed for the duration you choose. How many people see your boosted post depends on a few factors like budget, duration of the campaign, and the audience you picked.
One difference between boosted posts and Facebook ads is that creating a Facebook ad inside Ads Manager allows for a more robust experience and much more in terms of customization.
What is a Facebook Ad?
A Facebook ad is paid advertising on Facebook. Pretty simple, right?
Facebook ads are anything but simple. We could talk for months about the complexities that are Facebook ads. They are ever-changing and having a good ad strategy is key in making sure they do well.
Facebook ads allow the users to create ads based on objectives like brand awareness, traffic, engagement, lead generation, customer conversions, and much more.
How are Facebook Ads and Boosted Posts different?
In addition to choosing objectives, the user is also given the job of setting budgets and targeting the audience. Though these features are available to boosted posts they are much more robust inside of ads manager.
Ad placement and creatives are other places that boosted posts and ads differ. When creating an ad you have the option of deciding where it will be shown. Placement options range from Facebook and all its different areas (stories, marketplace, right column, etc.) to places like Instagram and Audience network. Boosted posts will only show up in the news feed.
Creative in the world of ads is just a fancy name of the image/video and writing you put on your ad. Inside ads manager, you have the option to see still images, videos, carousel, and even instant experience.
You can even use posts you have already posted on Facebook and Instagram as ads.
Wait…..You might be wondering..but isn’t that the same as boosting a post? Kind of, but you have more customization inside the ads manager for the audience, budget, and placement.
Boosted posts are very simple to run and you can get them going in just a few minutes. They don’t require the user to be an ads expert to run them. They do a pretty good job of making sure users don’t spend outside of their budget or accidentally create an ad that never gets turned off.
Ads require a bit more knowledge from the user for a few reasons. One reason is that it can be complicated to get the ads set up inside the ads manager from choosing the correct objective to making sure the right audience is targeted.
Which is better Boosted Posts or Facebook Ads?
Some ads managers will tell you that there is no point in boosted posts and everyone should use Facebook ads. But others will tell you that there is a time and place for boosted posts.
Straight from Facebook here is what they say about which is better-boosted posts or ads.
It’s important for any business to identify exactly what they’re hoping to achieve with an ad. For example, if you want audience engagement on your Page or to develop your brand awareness, boosting a post is a great way to maximize visibility and grow your audience. To create more advanced ad types and campaigns, use Ads Manager.
There is a time and place for both Facebook ads and Boosted Posts. If you are looking for something quick and simple to help with brand awareness or engagement on a particular post then boosting might be a good fit.
Looking for something that allows for more features and options, then go with Facebook Ads.
If you are looking for help with an ads strategy or running ads Stephanie Mead Creative is happy to help. Please request a proposal or schedule a call to get started.