Facebook Ads vs. Boosted Posts

If you’ve been on Facebook in the last couple of years, you’ve probably come across some kind of promoted content. There are several different ways in which this content shows up, but it’s always right there in your feed, among posts from the people and companies you already follow.

Facebook offers many different types of ads, and they all bring different value to you, the advertiser.

But, it’s important to choose the right type of content in order to support your marketing goals. Otherwise, you’ll waste time and money on the wrong type of promoted content.

Today, we’re talking about boosted posts and paid ads. While they’re very similar, there are some key differences to keep in mind so you can be sure you’re spending your marketing budget in the most efficient way possible.

Boosted Posts and Paid Ads: What They Have in Common

An example of a Boosted Post on Facebook.

Both boosted posts and paid ads are promoted to a customized audience. This is content you’re paying to promote. They both appear to that audience as an ad.

Boosted posts use existing content, and they’re simple to set up. All you need to know is:

  • Your budget.
  • The duration of time you want the post to be visible.
  • The type of people you want to connect with.

Boosted posts can be ready to launch in just a few minutes.

How Are Facebook Ads Different?

An example of a Paid Facebook Ad.

Facebook ads are created in Ad Manager, and they are more complex.

With Facebook ads, you have more control over where your ad appears, who your ad is shown to, and how the ad looks visually.

Here’s another important distinction: you can also choose a campaign objective.

Facebook will help you achieve the specific goals you have for the ad. For example, if you select a campaign objective of increasing your conversions, Facebook will show your ad to people they think are more likely to convert.

The difference between these two marketing tools can be summed up nicely by the following quote from the Facebook Help Center:

“Where a boosted post may initially optimize for page likes, comments, and shares or overall brand awareness, Facebook ads can optimize for app installs, website conversions, video views, shop orders, and more.”

Choosing a Boosted Post or a Facebook Ad

Here’s how to think about it in simpler terms when you’re making your decision about which way to go:

Boosted posts are better for driving brand awareness.

Facebook ads are better for driving more conversions.

If your goal is to get more eyes on your social media content, then creating boosted posts will probably be fine for you. But, if your goal is to drive more conversions, you will probably want to spend the extra time and resources to set up a Facebook ad campaign.

Both types of paid content will help you succeed with reaching your marketing goals. But, using the wrong type could waste your time and money.

If you’d like us to do the heavy lifting for you when it comes to marketing your property management company or if you have any questions about this, please contact us at Fourandhalf.

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