Boosting a Post vs. Facebook Ads: The Key Differences You Need to Know

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Are you just getting started with a paid campaign on Facebook? Want to learn the difference between boosting a post and Facebook Ads?

Quantum Digital shares its Facebook tips in this infographic.

They break things down as follows:

• What is the goal?
• Who is the audience?
• Where will it be seen?
• What is the call to action?
• How to get started

Check out the infographic for more information.

 

In the world of social media marketing, Facebook remains a dominant force. With billions of monthly active users, it offers an unparalleled opportunity for businesses and individuals alike to reach a vast audience.

Two common ways to promote content on Facebook are by “boosting a post” and running “Facebook Ads.” While both methods aim to increase visibility and engagement, they have distinct differences that can impact your marketing strategy’s effectiveness.

In this comprehensive guide, we will explore these differences and help you make an informed decision about which approach is right for your goals.

What is the Goal?

Boosting a Post

The primary goal of boosting a post is to increase the visibility of a specific post on your Facebook Page. It allows you to reach a broader audience beyond your current followers and can be a quick way to promote important updates, announcements, or compelling content. Boosted posts are designed to generate more likes, comments, and shares, thereby increasing engagement with your content.

Facebook Ads

Facebook Ads, on the other hand, have a broader range of goals. Facebook Ads Manager provides multiple campaign objectives to choose from, such as awareness, consideration, and conversion. Depending on your business objectives, you can select a specific goal for your ad campaign. These goals may include driving website traffic, generating leads, increasing app installs, or boosting online sales. The flexibility of Facebook Ads allows you to align your advertising efforts with your broader marketing strategy.

Who is the Audience?

Boosting a Post

Boosted posts typically target a broader audience compared to Facebook Ads. When you boost a post, Facebook often optimizes it to reach users who are more likely to engage with the content based on their past interactions. This can include people who already follow your page and their friends, as well as users who share similar interests or demographics.

Facebook Ads

With Facebook Ads, you have precise control over your audience targeting. You can create custom audiences based on various factors such as age, gender, location, interests, and behaviors. This granular control enables you to tailor your ads to reach a specific demographic or niche audience that is more likely to convert. Facebook’s detailed targeting options are one of its key advantages for advertisers looking to reach a highly specific audience.

Where Will It Be Seen?

Boosting a Post

Boosted posts appear in users’ News Feeds, just like regular organic posts from your Facebook Page. They are labeled as “Sponsored” but otherwise blend in with the organic content. When users engage with a boosted post, their interactions (likes, comments, shares) may also be visible to their friends, potentially increasing the post’s reach through social proof.

Facebook Ads

Facebook Ads can appear in various locations across the Facebook platform and its partner networks. These placements include:

• News Feed: Your ad can appear in users’ News Feeds, much like boosted posts.
• Right Column: Ads can also be displayed in the right column of the desktop version of Facebook.
• Instagram: You can choose to run your ads on Instagram as well, expanding your reach to a different social media platform.
• Audience Network: Facebook’s Audience Network extends the reach of your ads to third-party apps and websites.
• Messenger: Ads can be shown in users’ Messenger conversations.

The ability to choose different ad placements gives you greater flexibility and allows you to experiment with what works best for your campaign.

What is the Call to Action?

Boosting a Post

Boosted posts generally have a limited set of call-to-action (CTA) options compared to Facebook Ads. You can choose from CTA buttons like “Learn More,” “Shop Now,” “Sign Up,” or “Contact Us.” These CTAs are designed to encourage specific actions related to the content you’re promoting. However, the options are somewhat constrained compared to the extensive range of CTAs available for Facebook Ads.

Facebook Ads

Facebook Ads offer a wide range of CTA options tailored to your campaign objective. Whether your goal is to drive website visits, collect leads, or increase app downloads, you can select a CTA that aligns with your desired user action. Some examples of Facebook Ads CTAs include “Download,” “Get Directions,” “Request Quote,” and “Book Now.” The ability to choose a precise CTA helps you guide users through the conversion funnel more effectively.

How to Get Started

Now that we’ve explored the key differences between boosting a post and using Facebook Ads, let’s discuss how to get started with each method.

Getting Started with Boosting a Post

• Select the Post to Boost: Go to your Facebook Page and choose the post you want to boost. Click on the “Boost Post” button located below the post.
• Define Your Audience: You’ll have the option to define your audience based on location, age, gender, interests, and more. Facebook will provide an estimated reach based on your selections.
• Set Your Budget: Determine your budget for the boosted post. You can choose a daily or lifetime budget. Facebook will estimate the number of people you’ll reach based on your budget.
• Choose Duration: Select how long you want the post to be boosted. You can run it for a few days or set a specific end date.
• Review and Boost: Double-check your selections, including your audience, budget, and duration. Once you’re satisfied, click the “Boost” button to launch your campaign.

Getting Started with Facebook Ads

• Access Facebook Ads Manager: Go to the Facebook Ads Manager (business.facebook.com) and click on “Create.”
• Select Your Objective: Choose the campaign objective that aligns with your goals, such as “Traffic,” “Conversions,” or “Lead Generation.”
• Define Your Audience: Create a custom audience by specifying demographics, interests, behaviors, and other relevant factors. You can also save these audiences for future campaigns.
• Set Your Budget and Schedule: Determine your daily or lifetime budget for the campaign. You can also set the start and end dates for your ad.
• Choose Ad Placements: Select where you want your ad to appear, including options like Facebook, Instagram, Audience Network, and Messenger.
• Create Your Ad: Design your ad by adding images or videos, crafting ad copy, and choosing the appropriate CTA button.
• Review and Publish: Review all your campaign settings, creative elements, and audience targeting. Once you’re satisfied, click the “Publish” button to launch your Facebook Ad campaign.

Conclusion

In the world of Facebook marketing, understanding the differences between boosting a post and running Facebook Ads is crucial for achieving your marketing objectives. While both methods have their strengths, choosing the right approach depends on your specific goals, audience, budget, and desired call-to-action.

Boosting a post is a quick and straightforward way to increase the visibility and engagement of a specific Facebook post, making it suitable for sharing updates, announcements, or valuable content with a broader audience.

On the other hand, Facebook Ads provide a more robust and customizable advertising platform. They offer precise audience targeting, diverse ad placements, and a wide range of call-to-action options, making them ideal for businesses looking to drive specific actions, such as website visits, lead generation, or online sales.

Ultimately, the decision between boosting a post and using Facebook Ads should align with your overall marketing strategy and objectives. By understanding the nuances of each method, you can leverage the full potential of Facebook’s advertising platform and maximize the impact of your social media marketing efforts.

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