When businesses want to reach more people on Facebook, they often use two popular options:
- Boost Post
- Facebook Ads (via Ads Manager)
While both options aim to expand your audience, Facebook Ads are a far better choice. They offer more control, better targeting, and greater results. Let’s break this down in detail.
What is Boost Post?
Boosting a post is the simplest way to promote your content. With just one click, Facebook shows your post to a larger audience.
How it Works:
- You select a post on your Facebook page (like a photo, video, or text post).
- Set a budget, audience, and duration.
- Facebook promotes the post to people likely to engage (like, comment, or share).
Limitations of Boosting a Post:
- Limited options for targeting.
- Focuses mostly on engagement (likes, shares) rather than conversions (sales, signups).
- Lacks advanced features available in Ads Manager.
What Are Facebook Ads?
Facebook Ads are created using Facebook Ads Manager, a powerful tool that gives you complete control over your campaigns. Unlike boosting, Facebook Ads allow you to:
- Create multiple ad types (image ads, video ads, carousel ads, etc.).
- Choose campaign goals such as traffic, conversions, or brand awareness.
- Use advanced targeting options.
Why Should You Use Facebook Ads Instead of Boosting?
Here are the key reasons why Facebook Ads are a better option:
1. Advanced Campaign Objectives
- Boosting a post focuses mainly on engagement (likes, shares, comments).
- With Facebook Ads, you can set different objectives:
- Traffic: Drive people to your website or landing page.
- Conversions: Get users to make purchases, sign up for newsletters, or download apps.
- Leads: Collect user information like emails for future marketing.
Example:
- If you boost a post about a product, you’ll get likes and comments.
- With Facebook Ads, you can target people ready to buy and guide them to your website to complete the purchase.
2. Better Audience Targeting Options
- Boosting a post has limited targeting options like location, age, and gender.
- Facebook Ads allow advanced targeting:
- Custom Audiences: Target people who’ve already visited your website or engaged with your posts.
- Lookalike Audiences: Reach new people similar to your existing customers.
- Detailed Demographics: Target users based on their income, education level, or relationship status.
Example:
If you run a gym, you can use Facebook Ads to target:
- People aged 20-40 in your city who are interested in fitness.
- Or, create a Lookalike Audience of people similar to your current clients.
3. Control Over Ad Placement
- Boosting a post only places your ad in the Facebook News Feed or Instagram.
- Facebook Ads give you full control over where your ads appear, including:
- Facebook Feeds
- Instagram Stories
- Messenger Ads
- Audience Network (ads shown on third-party apps and websites).
Why This Matters:
Different placements work better for different businesses. For example:
- A clothing brand might perform better with Instagram Stories.
- A real estate business might prefer Facebook Feeds for detailed ads.
4. Advanced Budget Management
- Boosting a post allows you to set a simple daily or total budget.
- With Facebook Ads, you can:
- Allocate budgets for specific ad sets (targeting different groups).
- Schedule your ads to show during specific times for better results.
Example:
You can schedule ads to run during weekdays (when your audience is active) and pause them on weekends to save money.
5. Creative Freedom
- Boosting limits you to promoting one post that’s already on your page.
- Facebook Ads allow you to:
- Create multiple ads for the same campaign (A/B testing).
- Use different ad formats like carousels, collections, or videos.
Example:
For an online store:
- Boosting would promote a single post with an image.
- Facebook Ads could use a carousel to showcase multiple products in one ad.
6. Better Analytics and Insights
- Boosted posts provide basic insights like reach and engagement.
- Facebook Ads Manager gives detailed reports on:
- CTR (Click-Through Rate): How many people clicked on your ad.
- Cost per Conversion: How much each sale or signup cost you.
- Audience Performance: Which group (age, gender, etc.) responded best.
Why This Matters:
With detailed analytics, you can improve your ads over time for better results.
Comparison: Boost Post vs. Facebook Ads
| Feature | Boost Post | Facebook Ads |
|---|---|---|
| Objective | Engagement (likes, shares, comments) | Traffic, conversions, leads, sales |
| Audience Targeting | Basic targeting | Advanced targeting (custom audiences, lookalikes) |
| Ad Placement | Facebook & Instagram Feeds | Feeds, Stories, Messenger, Audience Network |
| Budget Control | Simple daily/total budget | Flexible budgets with scheduling |
| Ad Formats | Single post only | Multiple formats (carousel, video, etc.) |
| Analytics | Basic engagement stats | Detailed performance metrics |
Real-Life Example
Let’s say you own an online bakery and want to promote your new cupcake range.
- Boost Post Option
- You boost a post showing your cupcakes.
- Result: You get lots of likes and comments, but only a few people actually visit your website.
- Facebook Ads Option
- You use Ads Manager to:
- Target women aged 18-35 in your city.
- Optimize the ad for conversions (people who purchase cupcakes).
- Result: More people visit your website and place orders.
- You use Ads Manager to:
When Should You Boost a Post?
While Facebook Ads are better in most cases, boosting a post can be useful when:
- You want to quickly increase likes or engagement on a single post.
- You don’t have time to create a detailed campaign in Ads Manager.
- You’re promoting time-sensitive content, like an event.
Conclusion
If you’re serious about achieving measurable results like sales, leads, or website traffic, Facebook Ads are the way to go. Boosting a post is simple but limited, while Ads Manager gives you the tools to create professional, targeted, and impactful campaigns.
Investing time in learning Facebook Ads Manager can transform your marketing strategy and take your business to the next level!