Facebook adverts are a type of paid advertising method in which the advertiser has to pay some amount to Facebook for each engagement generated on their ads. Businesses make use of Facebook ads to increase the reach of their products and services to the right audience. If you are an online marketer or have used paid online advertising, you must also have heard about various other paid advertising methods on the internet, such as Google ads, LinkedIn advertising, Twitter ads, etc. Facebook offers more than one method for businesses to promote their services through to the social network users. Some of these methods are free, while others are paid ones.
Facebook ads, boosted posts and promoted posts are some of the paid advertising options offered by the social media giant. Most people, even some marketers confuse these three options as one, but in fact, they are all different. In this article, we will try to understand the basic difference between a Facebook ad and a boosted post and try to figure which one is right for which purpose.
Businesses prefer Facebook to market their services because the platform is already being used by billions of users worldwide and it can give the exposure a business or product needs to reach the right audience.
Differences between Facebook Adverts and Post Boosting
It is important to understand the difference between various paid advertising services offered by Facebook to be able to choose the right one. The basic difference between a boosted post and a Facebook ad is that upon boosting your existing post can be seen and engaged with comparatively more number of people, while ads offer advanced targeting and post customization.
Facebook Boosted post
Boosting a post is the most basic method of advertising on Facebook. This facility is mainly available for Facebook pages. Page owners can boost an existing post on their pages by allocating an advertising budget to it. Let’s take an example of the following page named ‘Earth Day.’ As you can see, there is a ‘Boost Post’ button at the bottom of the post. You can see this button only if you are a manager or admin of the particular FB page. After clicking this button, you will be able to set a budget for increasing the target reach of the post.
Once your boosted post is approved, it will start appearing in the news feeds of more of your targeted audience.
Without boosting, a normal Facebook page post will only reach to a limited audience depending on the number of your page fans, but after boosting, the post can reach to as many people as you want based on the budget you allocate to it.
A boosted post is recommended when the target is to increase user engagement, likes, comments and shares for a particular post. For more customized targeting, go with Facebook adverts.
Facebook Ads are a more professional way of advertising on Facebook. It offers a large number of options to customize the post and the ad before it goes live. Advertisers can create an ad for any budget and the ad will stop running as soon the budget is over. Facebook ads can be used to promote call-to-action that allows viewers to take certain post actions, such as visit the website, download app, shop a product, claim an offer, view videos, etc.
Facebook Ads are useful for businesses who want their ads to appear to a more generic audience and almost compel them to take an action on the ad. They usually appear in the news feed or on the right-hand side of the feed page. Following is an example of a Facebook ad appearing in the news feed.
As you can see, the ad is labeled ‘sponsored’ when it appears in the news feed. Facebook ads also allow you to customize the URL of the landing page.
Facebook Ads vs. Facebook Boosted posts
Following are some more differences between Facebook Adverts and post boosting:
- Targeting: Facebook ads usually target more audience.
- Creation: A post is first created for a Facebook business page and then boosted, while an ad has to be created from scratch using Facebook’s Ad Manager.
- Existence: Boosted posts essentially exist on the related Facebook page, but an advert is never actually published and is therefore sometimes also called a ghost post.
- Customization features like behavior targeting, language targeting, optimized bidding, etc. are not available with boosted page posts, but available with Facebook ads.
- Facebook ads can be scheduled for a later time, while boosted posts cannot.
- There is a call-to-action button available for the ads.
- Adverts allow you to include multiple images in a single ad.
- Facebook ads can appear in the news feed as well as in right-hand side of the news feed, while boosted page posts only appear in the news feed section.
I hope that by now you have a clear idea of how a Facebook ad is different from a boosted post. There is one more Facebook paid advertising method one should know about. It is called Boosted post ads or promoted posts and they usually appear in the news feed section.
A Facebook advertiser must understand the differences between various advertising options offered by Facebook to be able to choose the right one for a specific campaign.