The Difference between a facebook ad and a boosted post

April 16, 2020 

Some Realtors® find it hard to understand the difference in Facebook ads is and a boosted post. If you are one of these people, you are not alone. Many people I have talked to struggle with the distinction. Here is all the information you need to understand the difference, and (SPOILER ALERT), why you should be running ads and maybe not boosting any posts at all. 

What is a Facebook boosted post?

A boosted post  is a simplified version of a proper Facebook ad. It allows you to target an audience with an existing post to expand reach. And if you have a business page, Facebook is constantly asking you to boost posts. They do this because they know the average business owner doesn’t understand the complexity of the ads manager. While it may seem complicated, with a little bit of time to learn it (or a trusty expert to do it for you… ahem… *cough*), you will see that ads will give you better results. It’s less complicated than it may first seem! 

What is a Facebook ad?

Facebook ads are the juiced up sister of the boost. Imagine a boosted post is a broom and dustpan and a Facebook ad is an electric vacuum with all the attachments. Sure, you can get the job done with a broom, but it’s going to take more effort and not be able to give you the best results. Facebook ads are created in the Ads Manager platform on Facebook. It allows you to select more options like ad placement, more targeting options, more defined goals and better metrics.

Let’s dive into the main differences between a boosted post and an ad. 

Differences between Facebook ads and a boosted post

An Ad Drives Leads and Conversions While a Boosted Post Drives Engagement

If you are looking for more leads and website conversions, you’ll want to go with ads. If your goal is likes, comments, shares, then a boosted post will suffice. This also means ads will drive ROI (return on investment), while a boost will only bring awareness. If you want to generate awareness, you can also do that in the Ads Manager and have more options and more control over the ad.

Boosted Posts Are Used For a Particular Post While Facebook Ads are for Campaigns

If you have a one-off post you want to bring awareness to, a boosted post is your gal. If you are looking to have a complete marketing strategy, you’d want to run a full campaign which is an ad.

You Can Get Better Metrics and Analysis With Facebook Ads

A boosted post will limit what metrics you can see and what metrics you can specifically target to. Boosts gives you post engagement (all actions that people take on your ad, i.e. reactions, likes, comments, shares, clicking a link, impressions).

That’s it! No conversion based information, lead forms, or other metrics you can get with an ad. You can see so much more with ads. This is why you can calculate an ROI with ads, but can’t with a Boosted post.

Targeting Is More Advanced with Ads

If you want a wide audience that isn’t very targeted, then a boost might be fine for you. This would include targeting people who like your Page, People in your local area, Custom Audiences you have already set up in Ads Manager, or Instagram Engagement.

Here’s some targeting you can do with Ads in addition to was is listed above.

•  New custom audiences (i.e. list loads, video views, website traffic, etc)
• Special ad audience (aka lookalike audiences for the special ad category with anything Housing related)
• Interest targeting (i.e. people interested in First-time home buyer grant, Zillow, luxury homes, etc)

There is so much more you can do with targeting when it comes to ads.

TLDR

A boosted post has less customization features, which limits targeting, ad placements, and more. While you can do a couple things with boosting, you are much better off creating an ad in the Ads Manager.

(If you want to learn how to do this or want someone to set this up for you, let’s chat! You can schedule a call with me below.

I’ll also be doing a step by step post and video in the future, so make sure to sign up for my mailing list so you can get alearted them those come out.)