What’s the Difference Between Boosting My Posts and Running Facebook Ads?
This has been one of the usual questions I get whether from potential clients, business owners and anyone who owns a Facebook business page.
Because of this confusion, I see many business owners turn away the idea of running ads because “boosting posts just got me many likes, but no inquiries and no sales”.
The short answer is that when you boost a post, that is running an ad. But running ads doesn’t automatically refer to boosting post.
Let me explain.
When you create an ad, it needs to be housed a campaign.
When creating campaigns, Facebook asks you what your marketing objective is.
And when Facebook asks this, your answer is very important. Because quite simply, the way you answer this question can determine the outcome of your ad.
When you select your campaign objective, Facebook now gets ready to deliver your ads to people who are more likely to take the action you want them to make based on your answer.
If you want people to click on to your website, choose the traffic objective and Facebook will show your ads to people who are more likely to click on your ads.
If you want people to convert whether it’s to sign up for something or purchase, then select the conversions objective and Facebook will show your ad to people who are more likely to sign up or buy based on previous behavior.
Now going back, when you boost a post, what happens is your skipping the whole ad campaign objective selection and you automatically run your ad with the campaign objective of “Page Post Engagement” (or Video Views) if the post is a video.
That’s why people who boost their posts see a lot of engagement like likes and reactions but not a lot of clicks or conversions.
If you’re really looking to increase engagement or video views, then continue to boost the posts.
Take note, I’m not saying it’s wrong. I actually like doing this especially because of Engagement Custom Audiences and Video View Custom Audiences. But that’s a discussion for another day.
But when you want to drive a specific action, make sure to set up your ads in Ads Manager.
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