Hurray! – You’ve set up your business Facebook page! You’ve posted! You got a couple of likes! But you’ve noticed the decrease in organic reach of your posts….
Now what?? This button keeps on appearing asking if you would like to “Boost” your post… you take the plunge…. It seems reasonably cheap and promises to reach loads of people! Job done – who knew advertising could be SO easy?!
But then someone says “Have you tried targeted Facebook advertising?? Don’t hit Boost!!”
What??? Why not????
Facebook doesn’t provide much guidance on the topic of advertising and understanding the similarities and differences between them will allow you to make better budgeting decisions.
Should you be advertising on Facebook anyway? Well, it provides arguably the best advertising platform there is available today, so the chances are, your answer here should be a resounding Yes!!
Here is our quick guide on deciding which advertising method is going to do the most for your business…
Let’s begin by breaking it down…
A boosted post is a post from your business page that, for a fee, can be served to more people. The amount you spend depends on how many people you want that post to reach. With boosted posts, you’re spending money on impressions.
Boosted posts are very easy to do and Facebook actively encourages you to do them. You’ve probably seen the notification that says “Your post ‘xyz’ is performing 95% better than your other posts…”. This makes it very easy for people to boost their posts, and for people who aren’t sure on best practice, it’s easy to start wasting money. Every £3, £7, £10 soon adds up!
Boosting still has very limited targeting capabilities. Your three options when boosting posts are:
– Target audience (limited targeting)
– Fans of your page
– Fans & friends of fans
Promoted or Targeted Posts or Adverts
The other way to ensure your posts are seen by more people is to use promoted posts. Using the ads manager (or power editor) you are able to create an ad from a post on your page.
To create a promoted post, visit the ads manager and click on create advert. Then click on boost your posts. Choose your page and then choose the post you want to use. The next screen then takes you to the audience, budget and scheduling screen. This is where you can use the more specific targeting, pricing and bidding options. This is what you don’t get with boosting posts.
Simply put, with promoted posts, you are still technically ‘boosting’ them. You’re just doing it through the ads manager, which gives you a lot more capabilities for targeting, pricing etc.
Which do I use???
Many social media and digital marketers will tell you to stop using boost posts. I’m not a fan of them, but I do still feel they have a place.
There’s one real circumstance where I’d say using boosted posts is sufficient. If you have a large following of relevant fans but your posts just simply aren’t reaching them, spending a little to ensure that post is seen by all your fans can be worth it.
In any other circumstance, I’d recommend using promoted posts. Especially if you’re looking to reach a new audience.
You have three targeting options you have when boosting. Think about what you want to achieve with your post:
If you’re looking to hit a target audience, don’t waste your time or money with boosted posts. The targeting capabilities just aren’t up to scratch. With promoted or targeted posts, you’ve got everything you could ever want.
Fans of your page
This is the one circumstance to boost posts. You can reach your audience, but on a larger scale than you can organically.
Fans & friends of fans
This one comes down to your audience. I wouldn’t use this option when boosting. Let’s take an example here. You have a product that is for restaurant owners. You have a fan base on Facebook, primarily made up of restaurant owners. Chances are, their friends aren’t going to be very interested. Not everyone is a restaurant owner.
However, if you used a promoted or targeted post, you could target fans & friends of fans, but also add in extra targeting such as interested in ‘catering or resturanteurs’. You just have that extra level of targeting.
As with all marketing, you’ve got to look at your audience and goals. Would it make sense to boost your post or use promoted / targeted posts to reach a larger audience?
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To recap, boosted posts and promoted posts have their place. But promoted posts offer an extra level of targeting and options, which you don’t get when you simply boost a post.
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