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What's the Difference Between Facebook Ads and Boosted Posts?

Updated: Jun 9, 2022

Before beginning to advertise on Facebook, all businesses should determine their specific advertising goals, as some can be achieved by boosting a post and others by producing a Facebook ad. The following tutorial covers the similarities and differences between boosted posts, as well as when you should use each.

What is a boosted post, exactly?

A boosted post is a post on your Page's timeline to which you can apply money to boost it to a specific audience. This is the most straightforward method of advertising on Facebook. Boosted posts differ from Facebook advertising in that they are not made in Ads Manager and do not offer the same level of personalization. When you boost a post, you'll tell us 3 things:

  • Who you want to reach: you'll choose a target audience of people you want to connect with.

  • Your maximum budget: you'll tell us how much you want to spend for the duration of your campaign.

  • When you click Boost and your ad is accepted, people in your target audience will see your ad in their Feed for the time period you specify.

Because they require budget to be shared with a larger audience, boosted posts are still classified as advertising. This is the primary resemblance it has to Facebook Ads. Your promoted post will be marked as an ad when you receive your bill.

What is a boosted post, exactly?

While boosting a post counts as an ad, Facebook ads are generated using Ads Manager and give greater customization options. There are a variety of advertising objectives that can help you achieve your specific company goals and target the audiences that matter most to you.

Whereas a boosted post may be optimized for Page likes, comments, and shares, as well as overall brand recognition, Facebook advertising can be optimized for app downloads, website conversions, video views, and shop orders, among other things.

Is there anything else I can do with Facebook Ads?

  • Choose different ad placements: When you boost a post, you can choose whether or not you want your ad to appear on Instagram as well as the Facebook mobile and desktop Feed. You can choose placements in Facebook Feed side advertisements, Messenger ads, Instagram stories, instant articles, and Audience Network with Facebook ads.

  • Choose clear ad objectives early on to assist you focus on whatever campaign type best corresponds with your existing business goals. Boosted posts let you focus on website clicks, Page interaction, and local business promotions, but Ads Manager's comprehensive ad system lets you set goals like store traffic, conversions, and more.

  • Maintain creative control: You may build an ad that suits your aims using Facebook Ads made through Ads Manager. Create carousel ads with detailed descriptions and a call-to-action button to encourage more people to take action. These are just a handful of the creative and formatting options that aren't available when promoting a post from your Page in Ads Manager.

  • Use advanced targeting options: Boosting posts allows you to target ads based on interests, age, and gender. This allows you to connect with people who are most likely interested in your company. You may utilize more advanced capabilities with Facebook advertisements to build overlapping audience categories, lookalike audiences, and more.

When should you utilize Facebook advertisements instead of boosted posts?

Any company should know exactly what they want to accomplish with an advertisement. For example, boosting a post is a terrific approach to increase visibility and grow your audience if you want to increase audience engagement on your Page or develop brand awareness. Use Ads Manager to develop more complicated ad types and campaigns.

Note: If you don't want to boost an existing article on your Page, you can write a new one and then select Boost instead of Publish.

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