Facebook ads vs boosts - which do i use?
facebook ads vs boosts - which do i use?
BOOSTS
Pros:
- Very easy way to amplify reach/mpressions with your post to a wider audience in a cost effective manner
- Time to setup is incredibly quick as the boost is handled right from the Facebook timeline
Cons:
- Minimal control over where your ad is placed (news feed, Messenger, Instagram stories, audience network) or how the ad is built beyond some age, location and some minor demographic and behavioural targeting options
- Can only optimize for page likes, comments, shares or overall brand awareness
- Have a tendency to underperform with large budgets across a large geographical area depending on the content.
- Boosts are best reserved for posts that don’t make mention of a product sale or promotion. For example, if an ad mentions a product on sale, or suggests an audience visits a website to purchase an item on sale, due to boosts using an impressions/reach algorithm for brand awareness, the ad has minimal efficacy for driving traffic to the site to generate sales. You will achieve a large surge in impressions with a low conversion rate.
ADS
Pros:
- Goal oriented. Able to select an objective for the algorithm to best optimize the ad based on the campaign goal (brand awareness, web traffic, leads, messages, conversions, store traffic, etc).
- Advanced targeting options beyond age, behaviours and location. Ability to create ‘lookalike’ audiences using website data.
- Robust ad creative options (carousel ads, split tests, multiple headlines and descriptions, ability to modify CTA buttons).
Cons:
- Has a tendency to not be as effective with small budgets in a large targeting area.
- Created in the Meta Ads Manager dashboard, requiring longer setup times dependent on the volume or complexity of the campaigns.
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