Facebook Ad Campaigns vs. Post Boosting
Lots of business owners are just now jumping into social media marketing, and getting the most out of your investments can be crucial.
Facebook, as an ad platform, is a great starting point. But for those new to this kind of branding, it’s also rife with questions. Where do you begin? What kind of ads will drive the most return? Should you boost a post, or should you create a specific, targeted ad campaign?
Join us as we break these questions down and help you understand the difference between boosting facebook posts, and building facebook ads.
What does it mean to 'Boost' a Facebook Post?
Frequently, Facebook will notice that a post of yours is doing well, and will send a notification asking if you want to “boost” it.
Boosting a post is as easy as clicking the proffered button: you’ll pay a little money, fill in a few targeting options, and voila, boosted post. That button is extremely tempting-- who doesn’t want a post that’s doing well to do even better with a little bit of cash behind it?
When you boost a post, Facebook will prioritize your content to show up higher in the news feeds of your target audience. It will also make sure your followers see more of your posts.
It’s a good option for users who:
- Have a post that is performing well and driving traffic, but you think could be doing even better
- Want more current followers to see the post
- Are attempting to work around Facebook’s new algorithm update, which is demoting ad content in favor of posts from friends and family
- Don’t have a lot of expertise in advertising, but still want more eyes on the post
This route is a good one if you are trying to get more engagement out of your current Facebook followers. However, it doesn’t do much in the way of attracting new customers.
What does it mean to create a Facebook ad campaign?
A true Facebook ad campaign is a sustained, targeted series of advertisements on a single idea or theme.
They're lot more work and require significant planning on your part. Let’s get into the thought process you’ll need to complete before you can really get underway here.
When you’re ready to get into Facebook marketing, you’ll begin in Facebook Business Manager. Here you’ll build your campaign from scratch. But before you get started, you’ll need to establish a goal for your ad. You can choose these objectives within Facebook ad manager. Options include maximizing conversations, generating engagement, and building local awareness.
Doing this first allows you to craft your strategy around your goal, which is a good touchstone to return to if your campaign starts to feel overly complex. A mindful beginning will also make sure you get the most return for your budget.
Facebook lets you refine your targeting with a range of criteria. What does your ideal customer look like? Age, gender, occupation, and interests can all be taken into account. The more specific you are, the better your ad results will be.
Materials and Resources
What do you need to create this ad? Make sure you have access to the components you want to use, like personas, videos, images, etc., before you begin.
Budget and Upkeep
Ads aren’t something you can set up once and forget about. You’ll need to keep an eye on your relevance score-- Facebook’s proprietary 1-10 ranking system of how relevant your ad will be to your target audience-- and make adjustments as necessary. Scoring higher can actually lower the amount you pay to advertise on Facebook, which is always a plus.
Speaking of the amount you pay to advertise on Facebook, you should have that planned in advance. Make up a comprehensive budget at the start so you know how much you’re spending and how long your ad should run.
When is it time to run a Facebook ad campaign?
Running an ad campaign is a few steps above boosting a post in terms of commitment.
They’re the right choice for businesses that:
- Want to expand their reach to new local customers
- Have a more advanced Facebook advertising knowledge
- Have a specific goal that post-boosting can’t help them reach
Facebook is constantly introducing clever tools to help you boost engagement, so if you decide to run an ad campaign, be sure to look them over. You can now add call-to-action buttons to your Facebook ads, which gives your audience a direction to take and draws them along an interactive path.
So, how much effort and money are you willing to put into this expansion? Boosting is basically ad-campaign-lite, which is a good option for lots of Facebook users. A true ad campaign is more comprehensive, but is of course a lot more work.
Consider your goals carefully the next time Facebook offers you that “boost” button.
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