What is the difference between boosting a post from your Facebook Page and creating a campaign in the Facebook Ads Manager?
This is one of the most commonly asked questions surrounding Facebook Advertising, and the topic is coming up more and more now that Facebook pages are seeing a reduction in organic post reach.
So, is there a big difference between boosting a post and creating campaigns?
Yes, creating ads in the Facebook Ads Manager is much more effective and produces far superior results, in terms of leads and sales.
Boosting a post, while it’s not as effective as creating a campaign, is still a form of advertising. Because essentially you’re paying money for your Ads to reach more people.
However, my concern with boosting posts is that you may not actually see results in terms of leads and sales… only increased reach… or, if you are seeing results, you may not be tracking and measuring the results in order to scale your ads to get the best possible return on investment.
Boosting a post is a ‘scratch n’ win’ scenario; you never know what you’re going to get and you have no ability to replicate your success.
The biggest benefit of boosting a post is the fact that it’s quick and easy.
And if you’re a time-poor business owner that wears 27 hats throughout the course of the day – learning how to create campaigns in the ads manager might just be the farthest thing from your mind…
However, I believe that creating strategic and automated Facebook campaigns, through the Ads Manager, can actually help you generate more consistent results, that lead to a higher return on investment.
So, If you’re currently boosting your posts, here’s why you should switch to creating Ads in the Ads Manager:
1. It’s cheaper and provides better results
When I say ‘cheaper’ I’m not referring to how much it costs to reach a certain amount of people. Becuase, you could potentially reach more people for less money through boosting a post… however with Campaigns you’re likely to reach THE RIGHT PEOPLE for less due to advanced targeting abilities and the ability to choose a specific campaign objective.
I would also recommend that you look at your CPM ‘Cost to reach 1,000 people’ and compare your boosted posts to your campaigns.
Here’s an example of a client’s comparison between a boosted post and campaign. The boosted post was 3x more expensive and generated fewer sales.
2. You can create campaigns that align with your specific business objectives
What’s your objective when you boost a post, other than to reach more people? Is it to generate awareness? increase engagement on your page? drive traffic to your website? generate leads? increase conversions?
Campaign objectives allow you to optimise your campaign to achieve specific results.
When you boost a post from your Facebook page you have fewer campaign objectives to choose from.
3. You have greater targeting abilities
A boost post is generally used to target your existing fans. However, you can now target a broader audience, including demographics, interests and behaviours.
When you create Audiences in the Ads Manager you can create more advanced target audiences, including:
- Targeting people who visit your website
- Targeting people who have engaged with any post or Ad
- Targeting your Instagram followers
- Targeting your email database
- Targeting a lookalike audience: people who are similar to your existing fans, website traffic or followers.
It’s absolutely worth creating these audiences.
4. You can split test different variables
Split testing is a feature where you can directly compare multiple variables within one campaign.
You can split test audiences. Which means you could have 1 campaign, targeting 2 different target audience. This would allow you to directly compare the results, to determine which audience responds best to your Ad.
You can also split test Ads. Which means you could create 1 video Ad and 1 carousel Ad to determine which Ad provides the best results.
When it comes to advertising, it’s important to track how your campaign performs. I’m not just talking about reach, likes and shares – I’m talking about leads and sales.
The best feature in the Ads Manager is the pixel. When you place a pixel on your website you can track actions that happen away from Facebook, as a result of your campaign.
This allows you to see the direct impact that Facebook advertising is having on your business.
If you need help setting up your Ads Manager or creating your campaigns – book a 60-minute digital marketing training session and we can set it up together.