The big question is: what’s the difference in Facebook boosted posts and Facebook ads, and which one should you invest in?
First things first, know what your goals are for the advert and how you will measure the success of your advertising efforts. This will give you a better idea of what kind of ad you should go for. Once you know this, it will be clearer as to which will better suit your marketing strategy.
Unlike facebook adverts, boosted posts are posts that are on your page’s timeline which can be shared, for a fee, to an audience of your choice. Whereas facebook adverts are created within Ads Manager and have broader customisation features. With boosted posts, you can promote a post that is already on your Facebook or Instagram page, and it will appear on your audience’s news feed as an ad. When setting up a boosted post, you can choose your target audience, set your budget and the duration of the ad.
During set-up, and in addition to the above, facebook ads allow you to choose different ad placements so you can choose whether you want your ad featuring in Facebook News Feed side ads, Messenger ads, Instagram Stories, Instant Articles and/or Audience Network. Within Ads Manager, you can also choose your ad objectives (e.g. website traffic or lead generation) and, to match this, design an ad that delivers: carousel ads, create specific descriptions and add a call-to-action button.
Boosted posts are usually used for Page likes, comments and shares or overall brand awareness and allow you to target an audience with particular interests, age and gender. Whereas Facebook ads focus on generating App Installs, website conversions, video views, shop orders and more. In addition to offering more advanced tools for refining your target audience.
So which one should you invest in?
The bottom line is, if you want to engage with a new audience and develop brand awareness then a boosted post is all you need. But if you have a specific target audience and need greater results, shown to a more refined audience, then you may be better off investing in Facebook ads.
Here’s a quick reference guide on what they do:
|Features||Boosted Post Ad||Ad|
|Appears on Facebook business page||Optional||✕|
|Age and gender targeting||✓||✓|
|Right hand side ads||✓||✓|