Boosting vs Facebook Ads - Which is Right for You?
We’ve all seen the blue “Boost Post” button under an Instagram post and been tempted to tap it. After all, Meta makes it simple to pay a couple of dollars in exchange for increased reach, more leads, followers, or likes. However, those who have boosted a post may have been left feeling underwhelmed by the results.
Boosting posts on Instagram and Facebook is the simplest way to advertise on the Meta platforms. Every step is designed to be as easy as possible so businesses can reach their advertising goals. Due to their simplicity, however, boosted posts don’t always cut it. This is where Facebook ads come in.
Boosted Posts vs Facebook Ads
A boosted post is a post to your Page's timeline or feed to which you can apply money to boost it to an audience of your choosing. Boosted posts differ from ads on Facebook because they are not created in Meta Ads Manager and don't have all of the same customization features.
When you boost a post, it'll appear in your audience's Facebook Feed as an ad. You can also select Instagram as an ad placement for your boosted post. When you boost a post, you'll tell Instagram or Facebook 3 things:
The type of users you want to reach
Your budget
How many days you want your ad to run
Once you click “Boost” and your ad is approved, people in your target audience will see your ad in their Feed for the duration you've set.
Facebook Ads
Boosted posts are still considered ads, but Facebook ads are created through Ads Manager and offer various advanced customization options. This means that your ads are highly targeted compared to boosted posts.
Where a boosted post may optimize for page likes, comments, and shares or overall brand awareness, Facebook ads can optimize for app installs, website conversions, video views, shop orders, and more.
Facebook Ads Capabilities
With Facebook Ads, you have more control over your campaign. The options are vast from ad creative and copy to objectives and creating schedules for your ad to run.
Choose Ad Placements
When you set up your ads through Ads Manager, you decide where they go. Placements include:
Instagram
Facebook mobile and desktop feed
Facebook feed side ads
Messenger ads
Instagram stories
Instant articles
Audience Network
Determine Your Objective
Boosted posts allow you to focus on website clicks, Page engagement, and local business promotions, but the full ads system in Ads Manager lets you choose objectives like leads, app promotion, and sales.
Get Creative!
Boosted posts are money put behind existing social media posts, whereas ads are brand-new pieces of content created for advertising purposes. This is your chance to design an ad and write copy that perfectly aligns with your advertising goals. Design a carousel post, experiment with copy using Facebook’s dynamic ad copy features, and experiment with call-to-action buttons to drive leads. Did you know Facebook also has Offer Ads which are coupons available exclusively to people who see your ad?!
Advanced Targeting
In Facebook Ads, you decide who sees your campaign. Determine your age range, location, your audience's interests, and more. Do you own a bridal salon? With Facebook Ads, you can target users who have gotten engaged in the last 6-12 months. You can even target users whose relationship status is “engaged.” With boosted posts, these options are not available.
Which Advertising Option is Right for You?
When it comes to determining the best advertising option for you, take a step back and determine what your goal is first. Do you want more impressions, followers, or post likes? Then a boosted post will likely get the job done. If you want to advertise to a specific audience or take advantage of the creative features available, Facebook Ads will be more appropriate.
One important thing to note is that Facebook Ads have a learning curve. There are right and wrong ways to set up campaigns, and there are nuances that should be understood before diving in. If you’re interested in Facebook Ads but don’t know where to start, get in touch with our team today. We’re available for all of your advertising needs and would love to learn more about your business goals.
