What’s the Difference Between Facebook Advertising Methods?

Last week we discussed how Facebook can end up costing you if you’re a small or medium sized business. As scary as this sounds, there are a few ways that you can begin advertising on Facebook depending on your budget and what kind of content you’re creating. Specifically, there is a difference between a boosted post and a sponsored post.

Boosted Post

Boosting is a really easy way to increase the reach of your post. Every post has the option to boost in the bottom right hand corner. From there, you can decide if you want to boost it to people who like your page and their friends, or to a targeted audience. A targeted audience may be your best bet, considering friends of those who like your page may not be interested in your content. Conversely, if you have a very large audience, a boosted post can help you reach more of your fans. 

After you boost a post, you can keep an eye on its status within the Ad Manager. This will let you keep track of how many people your post has reached, as well as let you change some targeting options.

Sponsored Ad

A sponsored ad is more like a traditional advertisement. These promoted posts can be created under the Ad Manager section of Facebook, and will give you more targeting, pricing, and bidding options to work with.

These pricing options may make it easier for this type of advertisement to fit into your budget. You can pay per click, or set a certain amount of money per day. You can switch between these models at any time based on your strategy.  

How to Choose Your Post

First of all, never promote content that isn’t your own. You should only be putting money behind an ad of you created all the content yourself. Secondly, make sure the post or ad you are putting together is engaging and representative of your demographic. Once you know who you are targeting, it should be clear what post will speak to your audience the most. Content marketing is all about providing something that useful and relevant, and the same goes for your ad.

The Bottom Line

So which one is better for your company? In most cases, this is where we tell you it all depends on your strategy, but the honest truth is that sponsored posts give you more options for the same amount of money. Boosting a post is very quick and effective, but there’s no reason to use it over a more well thought out sponsored ad. Unless you are in a rush and know your post will have a very wide appeal, sponsoring a post is going to be your best bet.

Note: Some other studies have found that boosted posts have better reach, but sponsored ads have better click-through rates, so depending on if you are going for “likes” or website conversions, you may prefer one over the other.

Still, feel free to experiment and find what works best from you, or a mix of both. Facebook Ads are very flexible when it comes to letting you change your settings on the fly, so don’t feel like it’s a loss if you aren’t seeing the results you want. Just try a different method!

If you have any other questions about Facebook ads, or content marketing in general, feel free to contact us or leave a comment below.