Facebook is the king of social media, the platform that everyone seems to use to stay connected. Whether it’s your Great Aunt Sue or your 15-year-old cousin, it seems that all generations use Facebook in some way, shape, or form. It has become a popular news source, event calendar, messaging platform, and importantly for you – an avenue for businesses to advertise their products and services.

Facebook advertising is a unique resource for businesses in their marketing. Although it can be used in conjunction with the old-school norm of newspapers, billboards, and magazines, you must advertise on social media to stay relevant and compete in today’s market. Facebook, in particular, allows for intricate targeting and advertising options, but there are two main ways to advertise effectively with Facebook: Facebook Ads and “boosting” a post. What’s the difference? Let’s dive in!

To Boost or Not to Boost?

A boosted post is probably the simplest way to advertise on Facebook. For example, let’s say you create an AMAZING post. Great graphics, a message that you feel is super important, your post is getting likes, comments, and shares. But you feel it could be performing better or you may want it to reach a larger audience. Boosting allows you to amplify your reach to a more broad audience by applying money to your post. There is a convenient blue button on each post that says “Boost” – from there you determine who you want to reach, how much you want to spend, and the length of time you’d like your ad to run. Boosting is a great tool to increase your reach and get your message out quickly and effectively.

Facebook Ads  

Facebook Ads are a bit more complicated but offer many more options based on your objectives, audience, and how you would like your message to be received. You create Facebook Ads in Ads Manager on the back end of your business account. Here you choose everything from the objective, audience, budget, placement, ad format, URL links, and what message you’d like to share.

Please note: Facebook Ads don’t show up in your timeline. You create these ads to extend to people who haven’t already liked and followed your page and to generate new awareness and engagement by reaching an entirely new (but relevant) audience. Overall, you are creating a custom-designed ad that fits your specific goals and how you want to showcase your message.

Which to Choose? 

Ultimately, both options are worthwhile, but you base the determining factor on your end goals. Do you want to highlight a one-off post you feel strongly about? Do you want to set up a more long-term ad campaign promoting a specific product or service to drive traffic to your website? Once you understand your goal, you can move forward with the most effective strategy.

To learn more about Facebook marketing, our team has created a series of webinars to teach you the basics and beyond.

Check them out here: 

Social Media Basics

Advertising with Social Media

Driving Traffic to Your Website



Written by Angie Thompson
Digital Marketing Specialist

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