I often get the following question from my clients: what is the difference between Facebook Ads and Boosted Posts?; 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 advertising budget to a post already on the businesses’ page. Using my own boosted post as an example below, you can see there is a ‘learn more’ option in the bottom right-hand corner. It gives people the option to get in touch with you.
The post on its own would only reach a very small portion of your current audience which could be as little as 1%! Therefore, boosting the post allows you to ensure a much larger audience of your choice sees the post in their news feed. Boosted posts are typically used when the goal is to achieve audience engagement such as post likes, shares, and comments.
However, if you’re looking for a more customized promotion option, this is where Facebook Ads might work better for you.
What are Facebook Ads?
Facebook ads are a more advanced way to advertise on Facebook and will require a Facebook ad manager account.
Facebook ads offer the greatest number of options for advertisers. The type of ad you choose to use should depend on what the goal of your campaign is. These options include likes, clicks to the website, app installs, app engagement, website conversions, event responses, offer claims, video views & local awareness.
Another benefit to running ads over boosted posts is the ability to add an optional call to action button promoting actions such as ‘shop now’, ‘sign up’, ‘download’ and ‘contact us’ to name a few.
As you can see below, there is an example of a Facebook Ad Lead Generator I did for my advertising agency. The goal of this advertisement was to collect contact details of people that are interested in my service. As a result, I was able to build a list of leads and directly get the potential clients on the phone to discuss the collaboration. It is a lot more effective than just boosting a post.
The main difference for advertisers is that Facebook Ads can reach a lot wider audience, with a more specific goal. You can see this in the quick reference guide at the end of this post. Also, the ability to create an ad from scratch in the ad console and not have it displayed on the Facebook page as a post (also called unpublished, dark or ghost posts), can be an advantage.
Still working out the difference between Facebook Ads and boosted posts?
The first step is to ensure you have a clear objective for what you want to achieve, who you want to reach and where you want the ads to show up. Take a look at my quick reference guide below on what features each option has.
Anyway, as you can see below, Facebook Ads have a lot more advantages. As a result, the chance of results increases with the amount of money invested. Despite the fact that Facebook Advertising costs a lot more time, you can directly get people to engage, collect leads, follow them up and SELL.
If you own a business and you are struggling to get customers, and you want more information about the difference between Facebook Ads and Boosted Posts, or simply want to get in touch with us for a free quote on how we can develop a personalized advertising plan for your company, that is focussed on getting RESULTS.