Facebook Ads Domination Course

Module 3

Facebook Ads vs.  Boosted Posts

In the first two modules of this Facebook Ads Domination series, I discussed Facebook Ads and the Facebook Ads Manager in great detail.  I talked about how and why you should get started with Facebook Ads.  There are so many benefits to creating an ad using the Ads Manager. 

However, it does have a steep learning curve attached to it.  If you want to know a faster and easier way to get your first very first advert launched, then you need to consider boosting a post.

In the 3rd module of this series, I will contrast and compare Facebook Ads versus Boosted Posts, so you can decide which method is best for your business goals.  But before I do this, I’ll introduce you to Boosted Posts first and show you how it works. 

Also, at this point, I would assume you already have a Facebook Page created for your business.  If you don’t have one yet, please take the time to create one now.  You can always edit your page settings later on. 

Let’s begin!

What are Facebook Boosted Posts?

If you are a Facebook Page admin, you won’t miss the blue Boost Post button that appears in every single post on your page.  If you don’t see that button anywhere on your timeline, then you’re probably not a page admin.  Make sure you are one, so you can follow the steps I’ve written down in this module. 

Boosted posts are quite literally published posts on your Facebook page that you boost or promote to your followers or another target audience.  Your posts appear on your page timeline so if anyone checks out your page, they’ll be able to see all your posts, both boosted and non-boosted.

If you’re wondering why you need to boost a post to people who already like your page, then read on for the explanation.

A few years ago, posts published on a fan page were immediately seen by people who liked and followed that page.  This lead to a lot of free organic traffic and engagement levels were very good (think 80-90% of fans engaging with every post!).  However, in recent years, organic reach has been declining steadily. 

In fact, many page owners are reporting that their organic engagement has plummeted to 1-5% per post! This basically means that if you have 10,000 followers, only a few hundred people will see your post.  If you have a million followers, a few thousand people will see your post and engage with it. 

This is why page likes are mainly a vanity metric nowadays.  It looks good on your page but if only a small percentage of your fans see your posts, then why bother paying for page likes? If you want to increase the chances of your followers seeing your all-important post, then you should consider boosting your post instead.

How to Boost a Facebook Post

First, you’ll need to go to your Facebook page.  Then look for the post you want to boost.  At the bottom right corner of your post, you’ll see a blue button that says Boost Post.  Click on this button (see image below).

  (Click the Boost Post button to boost your post)

(Click the Boost Post button to boost your post)

Unlike the seemingly complicated Facebook Ads Manager interface that I showed you in Module 2, the Boost Post interface is relatively simple and straightforward:

  (The Boost Post options)

(The Boost Post options)

When boosting a post, you have fewer options to choose from unlike with Facebook Ads.  Here are the options you can change:

1.    Objective – you can choose if you want to get more engagement (reactions, comments, shares), get people to visit your website, or receive messages from your target audience.

2.    Call to action button – you can choose to have no button, or you can use Shop Now, Book Now, Learn More, Sign Up, Send Message, or Send WhatsApp Message. 

3.    Audience – you can choose people through targeting, people who like your page, and people who like your page plus their friends. 

4.    Budget and Duration – you can choose your daily budget for the duration of your campaign.  The minimum budget is £1 a day.

5.    Tracking conversions – you can use the Facebook pixel to track your conversions.  You need to have the pixel installed on your website, so you can use this feature.

6.    Payment – you can define the currency you’d like to use for your payment here as well as the ad account you’re going to be paying from (you’ll have multiple options if your Facebook page is connected to your Business Manager)

When you’re ready to boost your post, simply click on the Boost Post button and Facebook will then start promoting your post. 

Now that you know how Boosted Posts and Facebook Ads work, it’s time to compare the two so you can make an educated decision when it’s time for you to do some content promotion on Facebook.