26 Apr Boosted Ads Vs Facebook Ads: The Ultimate Showdown
“I’ve been boosting posts, but I’m not sure if that’s the best way to advertise on Facebook.”
If that sounds like something you’d say, then you’ve come to the right place. Facebook offers a number of options for advertising your business. Choosing the right one can get a little confusing, and choosing the wrong one can get expensive.
Before we delve into the different types of ads, let’s define the terminology.
Organic post — a post on your Facebook page that you didn’t pay Facebook to promote.
Boosted post — an organic post on your Facebook page that you paid Facebook to show to other audiences
Facebook Paid Ad — an ad that doesn’t show on your Facebook page but looks like a regular post to anyone who sees it in their newsfeed except for the “sponsored” tag under your user name.
For a long time, I turned my nose up at boosted posts. I admit it, I was a Facebook ads snob. When Facebook originally created the boosted post option, it did not include many targeting options at all. It remains a watered-down version of the full Facebook Ads Manager, but the platform has expanded the options to include better targeting.
Boosted posts allow page admins to easily create ads using posts they already have on their page. And why not? You’ve already created the content. Make the most out of your best promotions by boosting them. This option normally allows you to pay small amounts starting as low as $5 to promote your ad over the course of a few days.
For businesses looking for longer-term, more robust advertising solutions, boosted posts aren’t the best option. Any paid post that lasts less than a week doesn’t allow Facebook to fully understand what audience is most likely to respond to that post. This means your ad could show to a lot of people who aren’t interested in your products or services. Boosted posts also limit the type of ad and target audiences you can create. We’ve also talked to a lot of business owners who boost posts for $20 here and there only to find out they’ve spent thousands of dollars a month in advertising with no strategy or plan behind it.
Facebook Ads Manager allows you to create custom posts that don’t clutter your Facebook page. In addition to a static image or video ads, you can create slide shows and carousel ads. These ads allow you to display more than one product or service or tell a story. You can also choose where you want those ads to appear including Instagram, IG and FB stories, newsfeeds, and affiliate sites.
We typically use ads manager for month-long campaigns. These longer campaigns allow the ads to complete what Facebook calls the “learning phase.” Facebook wants to show your ads to the people in your audience who are most likely to take the action you want whether that’s clicking to your website, filling out a lead gen form, or purchasing a product. Shorter ad runs don’t allow Facebook to fully understand which audience members are most likely to respond to your ads.
Ads manager offers additional insights and testing options that boosted posts don’t offer. The more you know about which ads succeed the better you’re able to create ads in the future.
The downside of Facebook Ad Manager is that it can be complicated and time-consuming to set up. It’s a lot easier to hit the “boost” button on a post you’ve already created.
If you need more information about how to set up your Facebook Ad Manager, we can help you get started and save you time. Email us to learn about Facebook Ad training services we offer.