We spend a lot of time on consultation calls with business owners who say they’re running Facebook Ads, but not seeing results from them. A lot of times, this is due to them simply hitting “boost post” on Facebook instead of launching an actual ad through the Facebook Ads Manager.
There’s quite a few differences between the two methods, so below are some reasons you might not be seeing results if you’re just boosting the post:
- Targeting Capabilities:
- Ads Manager: Provides a wide array of targeting options, including demographics, interests, behaviors, custom audiences (from your website or email list), lookalike audiences, and more. This allows advertisers to narrow down their audience to a very specific group of people who are most likely to engage with the ad.
- Boost Post: Offers limited targeting options, mostly focused on age, gender, and basic interests.
- Ad Placement Options:
- Ads Manager: Allows you to choose where your ad will appear – not just on Facebook, but also on Instagram, Audience Network, and Facebook Messenger. You can also select specific placements within these platforms, like Facebook Stories or Instagram Feed.
- Boost Post: Primarily focuses on showing the post in the News Feed and doesn’t offer the same range of placement options.
- Ad Formats:
- Ads Manager: Offers a variety of ad formats, including carousel ads, slideshow ads, collection ads, canvas ads, and more. This flexibility lets you choose the format that’s most suitable for your campaign objectives.
- Boost Post: Limited to promoting an existing post, which might not always be the most effective format for your advertising goals.
- Budget and Scheduling:
- Ads Manager: Provides advanced budgeting options, allowing you to set daily or lifetime budgets, optimize your bid strategy, and schedule your ad to run at specific times.
- Boost Post: Has simpler budgeting options, which might not offer the same level of control over your ad spend.
- Campaign Objectives:
- Ads Manager: Offers a range of campaign objectives based on what you want to achieve, such as brand awareness, traffic, conversions, app installs, and more.
- Boost Post: Primarily focuses on engagement, which might not align with your broader marketing goals.
- Tracking and Analytics:
- Ads Manager: Provides detailed analytics on how your ad is performing, including metrics like reach, impressions, clicks, conversion rate, and more. You can also integrate Facebook Pixel to track website activity resulting from your ad.
- Boost Post: Offers basic insights, but lacks the in-depth analytics provided by Ads Manager.
- A/B Testing:
- Ads Manager: Allows you to run split tests to compare different versions of an ad and determine which one performs better. This is crucial for optimizing your campaigns and improving ROI.
- Boost Post: Doesn’t offer the same A/B testing capabilities.
In summary, while the “Boost Post” option might be convenient for quick promotions, the Facebook Ads Manager provides a more comprehensive and strategic approach to advertising on Facebook. Using Ads Manager gives you more control, flexibility, and insight into your campaigns, making it a preferable choice for businesses serious about their Facebook advertising efforts.
If you’re looking for help with your Facebook Ads strategy, schedule a free consultation with Monarch Wave. We’ve worked on campaigns of all sizes, and can set you up with what you need to succeed.