Facebook Ads vs. Boosted Posts for Small Businesses
When it comes to getting started with social media paid advertisements, there’s no easier way to do it than through a Facebook boosted post.
Facebook announced boosted posts back in 2012. They’re a simple way for business pages to dabble in paid advertisements on Facebook.
Of course, there are more options than boosting posts on Facebook.
Let’s explore boosted posts as well as some other paid means of promoting/advertising your business on this popular social media platform …
Types of Paid Advertisements on Facebook (That Aren’t Boosted Posts)
When you’ve decided to run a paid advertisement on Facebook (that’s not a boosted post), there are a couple decisions to make. First, what’s your overall objective for this ad campaign?
It boils down to:
Awareness is getting eyes on your business – just to get in front of more customers or a large audience.
Consideration is good for sending traffic to your website by advertising a blog post. Or, maybe you’ve asked people to send you messages on Facebook to capture leads.
Conversion is when you want to drive traffic to your store or have customers make a purchase of some kind.
Once you’ve identified the type of campaign you want, you can identify the type of ad you want to run. This is simply deciding on a format like a video ad, photo ad or carousel ad.
Remember, these guidelines are for advertisements run through Facebook Ads, not boosted posts (which you do not need an ad account to set up).
What About Boosted Posts?
Boosted posts are a type of Facebook advertisement, just simplified. You don’t have as many options for targeting audiences as you do with Facebook ads, but they’re far easier to activate. They’re a post you’ve already shared on your page that you can choose to have Facebook show to a wider audience.
Decide on three things to get started:
- Who you want to reach.
- How much money you can spend (your max budget).
- How long you want the ad to run.
After you know your goals, you can get started by clicking the “Boost Post” button on anything you’ve published to your Facebook page.
It’s important to remember that a boosted post on Facebook looks like any other post (that’s the goal, anyways), it’s just shown to more people. You have so many more options when creating an ad with Facebook’s ad platform.
Some things you can’t do with a boosted post that you can do with a Facebook ad include:
- Choose where your ad is displayed.
- Hone in on a specific ad objective.
- Get more creative with your ad.
- Activate advanced targeting.
Is it Better to Run an Ad or a Boosted Post on Facebook?
Ultimately, there’s no hard-and-fast rule for what type of ad is going to work best for you. This is true across all platforms, not just Facebook! You’ll need to identify your goal for the advertisement before making a decision.
While Facebook boosted posts are easy to create, there has been criticism of the format because it isn’t great at getting your post in front of new or the right people. You’re more likely to show the boosted post to people who have already interacted with your business or people who aren’t interested in your business at all.
If you’re looking for targeted ads or something other than brand awareness, you’re much better off leveraging Facebook’s full advertising platform for the best bang for your buck.
When to Stop Boosting and Start Advertising
If you’re not sure how to get started with advertising or you just want something simple to start with, boosted posts are great. But as you continue advertising on Facebook, you’re going to see reduced results from boosts and there will come a time to start using the full Facebook ad platform.
Subscribe to Our Blog
Subscribe to the PointA blog for more information. We'll send you newsletters, blog posts, tips and so much more from time to time.