We get this question a lot.
As a Facebook page admin you are often prompted by Facebook to boost posts on your wall. Facebook makes this process very easy, letting you know your potential exposure and a recommended amount to spend.
But then there is Facebook's Power Editor. Which can seem a little daunting and confusing, especially if you are just starting out.
So, is there really any benefit in using Facebook's Power Editor to create ads over boosting posts? What's the difference?
COMPARING THE TWO:
- Most basic form of Facebook advertising available
- Allocate advertising budget to posts already on your Facebook wall
- Ensure a much larger audience of your choice sees your posts in their news feed
- Advanced targeting, bidding and optimization options
- Allocate budget to posts already on your wall
- Create new ads from scratch that don't have to appear on your wall
- Include ads with multiple images or videos in a carousel
- More placement options such as audience networks, messenger, right column
- Choose between different campaign objectives. E.g., Traffic to website, website conversions, post engagement, page likes, brand awareness, etc.
- Include call-to-action buttons such as 'Learn more', 'Sign up', 'Download', etc.
- Use your tracking pixel to optimize ads for specific actions, such as 'Complete registration', 'Lead', 'Purchase', etc. Facebook will then show your ad to people most likely to perform this action
- Select different bidding options such as 'Cost per impression' or 'Cost per click'
- Run split tests to see which targeting or optimization methods perform best
WHICH TO USE?
The decision of which to use really comes down to one question: What is your overall goal?
If you want further exposure and engagement with a post on your wall, then boosting it is a great way to do this.
But, if you are looking for advanced targeting, more placement & bidding options or have a specific objective in mind like driving more people back to your website to register, subscribe, or purchase your product or service, then you should be using Power Editor to create ads.
In most cases we recommend using Power Editor to create strategically targeted ad campaigns. Boosting posts can be done to compliment an ad campaign, but it shouldn't be used as your main strategy.
Not seeing the results you were hoping for with your Facebook ads? It could be due to one of these 4 reasons.