With more than 2 billion active users, Facebook is a key digital advertising platform that can help you reach your target audience.
You might be thinking: “I already do Facebook advertising - I boost my posts. I’m good.”
Using boosted posts as the only form of advertising on Facebook is a common misstep for digital marketers and business owners. Boosting posts should not be the first thing you think of when considering Facebook Advertising. While it can be effective in certain situations, boosting posts only skims the surface of all the possibilities that are available for Facebook Ads.
What is a Boosted Post?
Boosted Posts allow Facebook business page owners to “boost” the reach of their organic posts. If you’ve ever posted on your business’s Facebook page and have seen the button “Boost Post” then (whether you knew it or not) you could have created a Boosted Post. Once you select “Boost Post”, select your audience type (people who like your page and their followers or people you choose through targeting), then your post will show as an ad on your audience’s Facebook News Feed, enabling your post to be seen by more people.
What are Facebook Ads?
Facebook Ads are social advertisements created using Facebook Ads Manager. These ads offer more targeting, Call to Action buttons, placements, and optimizations than Boosted Posts.
So, what are the differences?
In addition to those listed, one of the biggest benefits of creating Facebook Ads and using Ads Manager is the ability to create Custom and Lookalike Audiences. Custom and Lookalike Audiences allow businesses to reach people who have already interacted with them (Custom Audiences) and target those that look like their ideal customers (Lookalike Audiences). This takes the targeting that is available with Boosted Posts to the next level.
Which should I use?
If you are currently boosting your posts, you should continue to do this. Boosting posts helps increase engagement and gets your message in front of more people. However, if you are not also utilizing Facebook Ads then you should start, especially because organic posts on Facebook are continuing to see a decrease in reach.
By creating Facebook Ads, you’ll be able to hone in to target your ideal audience, optimize your campaign for your desired goal, test creative and campaign components, and measure your success to continuously improve return on ad spend.
Not sure how to get started on Facebook Ads? Netsertive was recently announced as a Facebook Marketing Partner, so we know a thing or two about creating effective Facebook campaigns. Fill out the form below to get started on planning your next Facebook Ad.