With over two billion people using Facebook every month, Facebook needs to be a big part of your marketing plan. There is a massive market out there just waiting to buy your product or use your services.
“I’m already advertising on Facebook—I boost posts.”
We hear this a lot. So let’s clear up this up: boosting is not advertising. Sure, you can improve your post’s reach with boosting. But your targeting options are extremely limited. Yes, you can choose behaviors and interests, demographics, and geography. But, you can’t use your custom audiences. Once you have a pixel installed on your website (it’s a snippet of code), you can build custom audiences based on your website traffic, your Facebook page and post engagement, your Instagram traffic, and your email lists. By creating Lookalike Audiences, you’ll see real results with Facebook Ads. Boosting does not allow you to use any of these audience options!
Let’s show you the limitations with boosting. It only gives you two options for your objective—website visits and engagement. With a Facebook ad, we can pick an objective and maximize it: awareness, reach, traffic, engagement, conversions and so more.
Ads offer more objectives
Here’s another key reason ads are much better – Facebook Ads Offer More Objectives Than Boosted Posts. There’s 11 objectives that you can choose from opposed to the 2 objectives that the boost post option provides you.
The reason why you want to have more objectives at your disposal when advertising on Facebook is because you are defining what actions you want audiences to take when they see your ad. You can also follow your buyer’s journey directly, to better optimize your campaigns towards your audience’s specific needs. By choosing certain objectives you are spending your advertising dollars more efficiently at an audience that is likely to convert into a lead or an eventual sale.
Here’s the 11 Facebook ad objectives and what they cater to:
Which option looks like you have more opportunities to maximize your Facebook spend? We’ve only scratched the surface here but we hope it’s clear. No more boosting. Get real results with Facebook ads!
If you would like to learn more about how your business can use social media marketing to grow your business, don’t hesitate to speak with one of our marketing experts at Harper.
Contact us today to get the conversation started!
About the Author: Steve Harper
Radio/TV and media personality Steve Harper leads Harper Marketing – a premier, full service marketing agency on Long Island, NY. Harper Marketing specializes in digital and traditional marketing for businesses of all sizes.