A few months ago, I talked with a couple of people that advertise on Facebook. To my surprised, most of them are using ONLY Boost Post to run their advertisement. So, what exactly is "Boost Post"? And why it is different from Facebook Advertising?
Here are some of the key differences between Boost Post and Advertising.
If you want to get more engagement or messages, boost post is the one for you. When you set your goal as engagement, your post will be able to get more likes, shares, and comments. When you set your goal as get more messages, your post will help you to get more people messaging you.
So, is this good or bad? Well, it depends on your advertising end goal.
If your end goal is to get more people buying from your website, boost post may not the right for your business.
At the end of the day, boost post can only give you higher engagement. Nothing more, nothing less. And I can say that those that engage with your post are not likely to buy from you.
You're using the wrong advertising objectives. Facebook has more than 7 advertising objectives, each targeting different type of audience.
Let us put it this way. Do you have a friend that will always like, comment & share whatever they see? And after 30 minutes of sharing, they've forgotted what they have engage with.
When you use boost post, Facebook will show your advertisement to those type of people.
Ok. If boost post is not helping my business, what can?
Here are some of the advertising objectives provided by Facebook:-
As you can see, engagement is only one of the advertising objectives. There are better adverting objectives such as conversion & traffic. These objectives can help us to get visitors with a higher buying intention.
In Facebook advertising, you can decide where to show your ads. Currently, Facebook offers 4 platforms for you to display your ads:-
If we dive a little deeper on each platforms, there are more placements for you to choose from. If we look at Facebook, it offers:-
You can choose to include or exclude any placements for your advertising campaign. We would usually include all placements as we are seeing the best results including all.
So, can I do this through "Boost Post"?
Yes and no. With boost post, Facebook only provides you with the option to promote it on Instagram. That's it.
If you want more control over your ads placements, Facebook Advertising is the one for you.
Now, here's why I love so much about Facebook advertising. Facebook Advertising is more powerful than you think it is. Here are some of the cool things you can do with Facebook Advertising.
With Facebook Advertising, it is possible for you to do all sorts of A/B Testing. You can compare between different elements of your ads to see which bring the best result.
This is a helpful feature that gives you insights on how you can further optimize your campaign. With the help of A/B testing, it helped me to get more transactions with the same budget.
Another thing you can do with FB advertising is to add a custom audience to your target segment. Custom audiences can be someone that visited your website during a period of time.
Ever wonder why your social media is always showing ads from the website you visited not long ago?
That's called remarketing, and can be set up using a custom audience.
P.S. Do note that you would need to set up Facebook Pixel before you can create a custom audience.
Dynamic Creative is something that you should try at least once. I was skeptical at first on dynamic creative but the results surprised me.
By using dynamic creative, it helped me to achieve a higher click through rate (CTR). Ccomparing with my past campaign, the one with dynamic creative had performed better.
It helps you to show a different combination of creative to different people. What makes dynamic creative effective is when you make each creative version unique.
You can play with the banner, ad headline, and description to come out with a few combinations.
Using dynamic creative also makes sense if you're targeting both genders.
Detailed Marketing Expansion is also something I found useful in Facebook Advertising. It provides you an option to expand your reach out to more people. This extended group of people are people that Facebook thinks is best for you.
After enabling detailed marketing expansion, Facebook will allocate some of your budgets here. This helps you to achieve a better result at a lower cost.
So, is Boost Post the best advertising option for you? At the end of the day, it still depends on what your advertising goals you want.
Hope this article helps you better differenciate between Boost Post and FB Advertising.