There are 3 simple steps in deciding if you should create a post and boost it or create a Facebook Ad.
Step 1: Know and understand the difference between the two.
Step 2: Define your goal.
Step 3: Create.
Let's dive deeper into these steps:
Step 1: Know and understand the difference between Facebook boosted posts and Facebook ads.
A boosted post is taking a post already on your page and adding some money behind it to help your post reach more people. Because of Facebook's Algorithm, you may have 10,000 followers, but only 300 people see your posts because you are not boosting them. If you are going to put the work into creating a post, you might as well put a few dollars behind it to make sure it's seen.
I recommend starting with a one day boost for $3 and seeing how much engagement you receive. You can always extend the length and add more money to your boost if you are seeing a lot of positive feedback and want it to reach more people.
Alternatively, if you do not see great feedback, you wouldn't want to put more money behind it, and you might even want to stop the boost altogether.
Facebook Ads are created in Facebook Ads Manager and offer more options to customize your targeting rather than a boosted post.
You can choose to create an Ad from a post you have on your page or create an entirely different Ad using the help from the Facebook Ad tools.
Facebook Ads not only can be optimized for page likes, messages and button clicks (like boosted posts) but can also be optimized for app installs, website conversions, video views, shop orders and more. You can also use Facebook Ads to capture leads directly from Facebook, which we have found to be very useful for several of our clients.
Step 2: Define Your Goals
Before you post anything on Facebook, always ask yourself, "What is the goal of this post?" Is it meant to engage my current audience? Engage new followers? Get event sign ups? Leads? Website clicks? There are so many answers here, and without knowing your goal, you don't know the best way to present your post.
Generally, if you are looking to engage your current audience or your current audience AND new followers, then you want to post on your page with a boost. If you are wanting to engage new followers, or want to have the option for more customization of goals and audiences, then you want to create your post in Facebook Ads Manager.
Step 3. Create.
Now that you know your goal and whether you are boosting a post or creating an ad, it's time to get started! You can use canva.com, one of our favorite free tools to create images for your posts. If you are deciding to try your hand at Facebook Ads, then you can also create your image in Canva or use some of the many free images that Facebook offers in Ads Manager.
As always, if you have any questions comment below or send us a message!