Facebook Advertising: Boosting vs. Ads
What’s the difference between Facebook ads and boosted Facebook posts, and why should they matter to you? There’s a pretty big difference—and we’ll get that in a moment. But maybe more important is the why: two billion people are using Facebook every month. Can you imagine all those potential patients out there right now waiting to hear about your products and services?
Now you’re probably thinking: Okay. I get it, Facebook should be a core component of my marketing plan. But when it comes to my practice, which form of advertising is best, and how do I get the most for my money?
Let’s begin by nailing down some specifics. What’s the difference between Facebook ads and boosted posts? Here’s the nuts and bolts:
Boosted posts are simply regular Facebook posts which appear in your News Feed that you pay money to “boost” and reach a wider, targeted audience. Additional perks include the option of Instagram ad placement and tracking website clicks, page engagement, and local promotions.
Facebook ads tend to be the more complex—as well as strategic and precise—of the two advertising options. They are created through Ads Manager and offer more advanced customization solutions.
You’ve seen Facebook Ads appear as regular posts in your news feed with the light gray “Sponsored” note attached. What you don’t see are the behind-the-scenes marketing benefits they offer. These include:
• A range of analytic objectives, enabling brands to track engagement and define campaign goals, and store traffic, conversions, and lead generation.
• Highly specific targeting capabilities, including age, gender, location, and interests.
• Audience customization, based on your website, Facebook page, and Instagram engagement and traffic as well as emails lists.
• Rich formatting templates, such as canvas, slideshow, and carousel ads, that collect leads, direct users to websites, and promote products.
• Placement options, like side ads, Messenger ads, Instagram stories, instant articles, and Audience Network.
• A scheduling feature, allowing you to turn your ads on and off during the week.
• Enhanced conversion tracking of standard events that happen on your website—views, contact form submission, etc.—through Facebook Pixel.
In a nutshell, the main similarity of the two is that boosted Facebook posts and Facebook ads both require a monetary investment. If you’re looking to merely increase your page engagement or develop brand awareness, boosting a post may do the trick. However, if you are hoping to create a more campaign that drives new patients to your website and expands awareness, traffic, and engagements, Facebooks ads are the way to go.
Contact our social media experts at PBHS today to help maximize your Facebook marketing presence. Together, we can review your strategy and grow your practice.