Crash Course on Facebook Ads and Boosted Post
Let’s face it, we all want to kill it on social. But, if you are running your business and your marketing efforts, Facebook Ads might seem like a foreign topic.
A whopping 93% of social media marketers use Facebook ads for two good reasons.
First, every internet user is a regular or daily user on Facebook and second, organic reach is down 2% on average even for businesses.
Since last year, engagement levels for organic Facebook posts have dwindled by more than 20% which means we have to be smarter in how we start reaching our target audience and growing our following. For many businesses, this is a real struggle, but this is where Facebook ads and boosted post come in.
On the surface boosting content on Facebook seems like a pretty straight forward transaction. The more dollars you spend, the more eyes see your message. While that’s undoubtedly true, to get the most value out of your dollar, it’s worth knowing the essential nuances of how boosting on Facebook works. Truth be told, Facebook’s Advertiser Help Center rarely provides the answers you’re after on Facebook paid advertising, and true to form, it doesn’t give a lot of guidance on the differences between boosting posts vs. ads either.
I’m going to help you understand the differences between the types of sponsored ads on Facebook — a Facebook boost and a Facebook newsfeed ad—and which we recommend as the best option for your business depending on your needs.
What are Facebook sponsored posts?
Simply put, Facebook sponsored posts are promoted posts that receive additional paid reach.
Your business has the option of boosting a post or creating an ad: boosting increases the chances your post will be seen by followers (increasing loyalty), while news feed ads target users based on select criteria, external from followers (potential new customers).
Wait, why sponsor ads on Facebook when you can post for free?
The reality is, you have to Pay-to-Play Organic posts don’t go very far in today’s Facebook world. Unless you have a massive network of fans (50K+), achieving favorable outcomes through organic content in a 1.6B user world is futile.
Based on Facebook’s current algorithms, organic reach has plummeted over recent years to the point where 50 million businesses are posting 1.5 times per day, reaching an average of 2% of their audience. That is what we call “tough sledding.”
Should we be surprised, though? As the world’s largest social network, it was merely clockwork until Facebook turned to a Pay-to-Play model resulting in paid advertising on the social network giant. But before you start shouting big corporate obscenities, it’s still our opinion that Facebook provides the best advertising platform on the web or anywhere else in the business world. It just takes a little practice.
Advertising on Facebook requires a solid strategy.
Like anything, you will need a plan when tackling Facebook paid advertising. Depending on what your goals are, our quick advice is to put money on posts that have measurable ROI, like lead capture, promotions, contests, and content meant to capture new customers.
Another fundamental rule is to always promote your own content. Even if it’s excellent material and related to your business, never pay to send traffic to someone else’s website.
Now, with all that said, let’s figure out which Facebook paid advertising delivery method works best…Facebook boosts or Facebook ads.
What are Facebook boosted posts?
Facebook boosted posts are promoted posts that appear higher on news feeds, giving a post a higher chance that friends and followers will see it. While boosted posts can be targeted by location, interest, age, and gender, more advanced targeting options are reserved for ads on Facebook. And that’s really the rub with sponsored posts for your business. While it’s easier to create them, you are limited in refining the post to get the most out of your “boost juice” dollars.
What are Facebook newsfeed ads?
Facebook news feed ads are sponsored ads that appear right on the news feed of readers. Newsfeed ads denoted “sponsored” directly underneath the company’s name on the post you users know that the content could be coming from a source they haven’t “liked” yet.
Newsfeed ads are created in Facebook Ads Manager (or Power Editor). Creating a news feed ad on Facebook is more involved than boosting posts, but, as with most things, more work often leads to more reward.
With news feed ads, you can set a specific objective for your ad that directly aligns to your business goals. You can choose from 12 objectives from three different categories: Awareness, Consideration, and Conversion.
Notice how these three categories represent different areas of the sales and marketing funnel:
Awareness: for boosting posts, promoting a Facebook page, targeting people near the business’s location and increasing brand awareness
Consideration: to send people to a website, getting app installs, increase event attendance or get views on videos and collect business leads
Conversion: for increasing website conversions, engagement to an app, or to have an offer claimed
Facebook paid advertising showdown: who is the winner?
So you’ve probably come to the conclusion that Facebook news feed ads have a lot more power behind them and are geared toward ROI—especially seeing how there’s no price difference between the two formats.
Boosted posts do have a place—if your business is looking for a quick and convenient way to create awareness and drive profile traffic, then we say go for it, especially if you want to hit existing fans/customers. It takes all of five minutes to start raking in thousands of impressions for as little as $5.00.
If you are looking to achieve tangible marketing results, like capturing leads and driving revenue, my money is on news feed ads. If you want to really capture leads through Facebook paid to advertise; however, I suggest using Facebook lead ads. This will help with capturing emails, and in return being able to retarget to these individuals in the future.
So, now that we’ve broken that down, how do you make your ads and posts craveable, interesting and click-worthy? If you want your ad to be interesting and click-worthy, here are some key steps to remember:
The right image size increases visibility (and gives the entire ad a fighting chance).
A clever color scheme that gives contrast in newsfeeds are powerful communicators.
Highlight your enticing offer in your visual. In fact, just reduce one cent in a price (from $10.00 to $9.99) can dramatically increase conversion.
Be original and unexpected by adding any intriguing and relevant image to your ad (try illustrations or go for cute if you can) so followers will closely examine your ad.
Spark emotions by adding human facial expressions as we relate to human faces than any other image.
The best length for a Facebook ad title is four words and 15 words for a link description.
Headlines with numbers get 36% more clicks and odd-numbered headlines get 20% more clicks (5 tips, save 70%).
What do you think? Are you ready to start your Facebook Ads campaigns?! Stay tuned on the blog for more tips and tricks about Facebook Ads in the future! And if this all still sounds a little too complex and need help with this, Facebook Ads is what we specialize in! Contact us and we can chat more!