Social media and digital marketing have now become an essential part of the drill. Businesses need to decide well in advance what they want and the strategy they want to create. Improving digital presence is currently the top agenda of most companies, and this can only be done by crafting advertising goals.
Once you decide on your unique advertising goal, you must decide if boosting a post will maximize returns or create a new post via Facebook Ads Manager. Read on to understand the difference between the two and how they bring utility to the business.
Boosting Posts
There are several existing posts on your timeline. A post becomes a boosted post if you use the money to boost it in front of your target audience. A post is generally boosted to increase the reach and presence of that particular post. You can also select the audience where you want the boosted post to appear. Boosted posts are not created with the help of the Facebook Ads Manager, and hence it lacks some elements of customization provided by the ads manager.
Any post, if boosted, will appear as an ad in front of the audience. Instagram is a platform linked with Facebook, and you can also use boosted posts to publicize and advertise on Instagram. It would be best if you were clear about the things listed below before you decide to boost your post:
- Target Audience:
Before boosting your post, make sure that you know who you want to be the viewers of the post. Understanding the target audience is extremely important. Pick the audience based on your post and the message you want your post to convey.
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- The Budget
The strength of the boosted post will depend on the amount of money you want to spend on it. If you spend a lesser amount, the reach will be limited. With an increase in spending, the reach of the post will also increase exponentially.
- Duration of the Ad
Some posts are seasonal, and they might become irrelevant when the occasion ends. Therefore, it is essential to decide on a timeline for your ads. Boost your ad with a clear timeline in mind. As soon as you boost a post, it will start appearing on their news feed. You will have to decide for how long you want the post to be visible to them.
Though you boost a post, it is still considered a category of the ad in this case. The reason behind this is that you are using money to retarget and then promote the post. The fact about boosted posts being an ad is the only similarity between a boosted post and an ad created by Ad’s manager.
Facebook Ads created via Ads Manager.
The Ads that are created through the Ads Manager are called Facebook Ads. These Ads are designed with the help of all the customization features available in the Ads Manager. They are known for offering customized solutions. Also, while creating an Ad via Ads manager, you can use specific targeting to meet advertising objectives and cater to the needs of your audience.
Generally, a boosted post aids in getting page likes and comments and increases the overall brand awareness. However, with an ad created via Facebook, Ads Manager can also optimize app installs, website conversions, online shops, etc. Let’s understand what things can be done via Facebook ads.
- Ad Placements
When you boost a post, you get to decide if you want to share your post on Instagram. However, with Facebook Ads Manager, you can customize your ads and their placements to a great extent. You can use Facebook video ad maker to make a video ad if your target audience wants a video Ad. Also, the ad maker’s features can help you place your ad strategically in the FB feed side arts, Instagram stories, audience network, etc.
- Ad Objectives
The Ad Manager allows you to specify the objectives of your ad. If you have a campaign objective in mind, you can customize your ads accordingly. You can focus on goals like increasing store traffic, lead generation, and conversions with the help of the Ads Manager. You also have a Facebook Ads mobile application to manage all of your ads remotely. With boosted posts, you can create awareness, but you can do a lot more with Ads Manager.
- Creative Control
The Ads manager helps you in exploring your creativity. You can design an ad that fits all of your requirements. Using an ads manager, you can also make carousel ads. You can also add targeted descriptions to your ads so that they reach the correct audience and grab their attention. You can easily add a call-to-action button to drive revenues and business. Targeted ads are a coveted feature of the Ads manager.
- Advanced Targeting
Facebook is all about reaching the right audience and then creating an impact. With Ads Manager, you can target your potential audience very easily. Here, you can select the age group, gender, marital status, interests, etc., for making a targeted ad. This way, you can easily reach out to people who might be potential customers of your business. There are advanced tools like overlapping audience types, lookalike audiences, etc., that you can use to your advantage.
When to use Boosting post vs. Ads Manager
Both of these ad types have their objectives and serve several needs. As a business, you must understand the goals you are trying to achieve from your ads. Only then will you be able to make an informed choice.
If you want to increase your brand awareness and retarget your customers, boosting a post makes complete sense. With page boosts, you can improve your visibility and also grow your audience.
You can use ads manager to cater to your complex advertising needs. If you want to retarget your existing customers, this is the best choice. It also helps in creating advanced ad types to cater to advanced ad needs.
