If you are running a page on Facebook, you must have come across these two options Facebook offers to put money behind your social media efforts: Facebook Ads and boosted posts. By now, you probably know that Facebook Ads should be a core element of your digital marketing plan.
If it isn’t, then you are just throwing your money in the wrong social media marketing plan. With over two billion people using Facebook every day, you don’t want to lose the reach you could have with them regarding the products or services you are offering in this vast market.
Let’s know about the actual difference between Facebook Ads and boosted posts.
What are Facebook Ads?
Before jumping into boosted posts, you should know about what actually is Facebook Ad. Well, it is basically an ad but on Facebook.
They can appear on the Facebook newsfeed (mobile version or on desktop). Facebook Ads is a more flexible platform for ads that enables marketers to configure content, headline, CTA, and much more.
Advertisers can tailor the advertising, budgets, and bidding techniques that Facebook presents to the public. Additionally, as part of larger ad campaigns, Facebook Ads allow advertisers to create personalized advertising.
What does boosting a post mean and how it works?
Boosting is vanity marketing, but still, most companies prefer it for no reason. Boosting posts is not the same as Facebook ads as this proffer only a fraction of the possibilities— and waste money.
It’s true that with boosting, you can increase the scope of your post, but this is only superficial development. The targeting choices are extremely limited. Yes, behaviors and preferences, and demographics can be selected, but your custom audiences can’t be used.
Now you must be wondering how ‘boost’ works – when promoting a post on the Facebook page of your company, you can choose to put some funding behind it— as a “boost post.” Facebook offers fees money as per your budget.
The boost implies Facebook puts your post higher in your current audience’s News Feed. Additionally, Facebook will display the post to different users who don’t follow your company yet.
Why are Facebook Ads better than boosting a post on Facebook?
- Boosted posts only let you focus on website clicks or engagement, whereas, Facebook ads allow you to choose objectives like conversion, store visit, lead generation, etc.
- When you’re advertising on Facebook, the reason you want to have more targets at your fingertips is that you decide what behavior you want people to take when they see your ad. You can’t add an interest targeting after selecting a tailored audience.
- You can also closely observe the path of your customer to better tailor your promotions to meet the specific needs of your audience. In choosing these targets, you invest your advertising funds more efficiently on an audience that is likely to turn into a lead or potential sale.
- Boosted posts just allow you to check your Instagram and Newsfeed placements either from desktop or mobile. On the other hand, Facebook ads allow you to choose placements, including news and side ads from Facebook, Instagram feeds and stories, network ads, and messenger ads for audiences.
- You can also choose whether you just want to expose your advertisement to smartphone or desktop users.
- If you choose Facebook Ads, you can delve deep with manual bidding. A maximum average bid or a maximum price per bid can be chosen. You may also pick what to pay for (for instances, impressions, or clicks).
What do experts have to say about it?
“Facebook Ads offer granular control over all aspects of your creative, targeting, bidding, and budgeting,” said Zach Greenberger of adMixt.
“A Facebook Ad allows you to incorporate much more targeted demographics and utilize more graphics and video options than a simple boosted post.,” said Michael Goldstein of VRG Web Design.
How to run your Facebook ads effectively?
If you remember the Facebook–Cambridge Analytica data scandal, which happened in 2018, it was a major political scandal. Without the user’s permission, Cambridge Analytica gathered personal data from millions of people’s Facebook profiles and used them for political advertising purposes.
It was portrayed as a watershed moment in the public understanding of personal data, exacerbating a massive fall in the stock price of Facebook and calling for stricter regulation of the use of personal data by tech companies.
Therefore, Facebook has made a few key changes to Facebook advertisement to counter similar breaches in the future, which are as follows:
- Facebook has revoked third-party data acquisition from data firms like Acxion, Experian, Cambridge Analytica, etc. Such information allowed marketers to target offline activity, such as people buying a home or buying a car.
- This feature is what made Facebook Ads for small businesses and entrepreneurs so efficient, attractive, and affordable. Now, if you want tailored information of this kind, you will have to negotiate with the data brokers themselves by going to companies like Acxiom and purchase their services directly.
- Visiting sites and seeing a “cookie banner” pop up now is usually asking you to agree that your behavior is being monitored on that page. This is because GDPR mandates businesses to demand explicit consent from visitors and consumers of the European Union to collect and use their information, even though it is merely website activity.
- Facebook will now mandate advertisers to receive prior approval from users on their email list before they use them as a custom audience. This means you can’t use downloaded LinkedIn addresses, emails you obtained from business cards during a recent networking event, lists bought from email brokers, etc.— unless you have obtained prior consent from those contacts.
Due to these changes, marketers hit a rough spot with Facebook as it is a perfect platform for them to reach a wider audience.
You can still make your Facebook marketing efficient!
Despite these changes, Facebook has allowed advertisers to run remarketing campaigns— which are very useful when targeting people who have visited your website and have not converted— and can concentrate on category interests.
After the scandal, Facebook is working its best to move on from it and provide the best to advertisers. And to provide the best, Facebook has launched the Facebook Pixel is a code that you can place on your website to help Facebook gather information about visitors to your website so you can use it to identify them afterward using Facebook Ads.
Even though boosting posts can help you on a few occasions, but the Facebook ad will ultimately allow you to reach a wider audience with more options available.
You can always download our free resource if you are interested in Facebook Audience Targeting and want to know How To Effectively Put Ads [Non-coders WELCOME!] [DOWNLOAD: Audience Insights Mentor Targeting Guide and Audience Cheat Sheet]