One thing I am often asked about when talking to small business owners about using Facebook Ads is whether they should use boosted posts or not.
Using the boost button on a post is a quick and easy way to get more eyeballs on a key post BUT they are only ever useful when used in a tactical manner, such as increasing social proof on a post. By using boosted posts, you are not making the most of the many advantages offered by Facebook Ads Manager.
The first point is that there are fewer targeting options and also very few creative options in boosted posts. You don’t have the opportunity to create the really eye-catching headlines that are one of the first things that people see when they look at an ad. The button options such as ‘learn more’ and ‘shop now’ are also limited which can make it harder to achieve your goals.
Secondly, one of the key elements of running Facebook ads is testing. You have to test everything; audiences, copy, images, buttons and once you have tested them once, test again. If using boosted posts, you can’t test different audiences at the same time. This may result in you wasting money on less effective audiences and wasting money is absolutely not on the cards when it comes to Facebook Ads.
The final point I’d like to make is that boosted posts stay on your page. It is very easy to end up with a page full of sales-y posts which can turn off your organic audience that you have worked so hard to build. This can also affect your quality score which can make ads more expensive to run and can bring down your organic reach.
By using Facebook Ads Manager and by putting in a little more time and effort, you have a more strategic option which is more likely to deliver the specific results you need. You are able to create highly-targeted ads and can then split test and create campaigns enabling you to build on and learn from the highly detailed analytics. This also gives you the option to create funnels, all of which improve the likelihood of results.
So next time you are thinking of boosting a post, STOP and head to Ads Manager instead.
If you need any help or would like some training, feel free to drop me a line.