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What is the difference between a boosted post, a promoted post and a Facebook ad?

Facebook Marketing -Conclusion

What is the difference between a boosted post, a promoted post and a Facebook ad?

#2: Creating a promoted post in Ads Manager: what’s different from a boost?

To create a ‘Promoted Post’ as opposed to a boosted post you will need to use Facebook’s Ads Manager. This can be somewhat daunting for the newbie with a plethora of decisions to be made amongst a lengthy series of steps but Facebook does guide you through the process (or you can take our Digiterati Academy ads course Zero to Hero with Facebook Ads).

Objective-options-for-Facebook-ads-that-equate-to-boosted-post-objectives

You get a much wider choice of objectives (x11). I have highlighted the three that equate to the options on boosted posts in the screen grab below:

Targeting is similar to the boost with the following additional options. In Ads Manager:

  • You can include or exclude custom audiences (so not just restricted to saved audiences as per boosted posts)
  • You can select the age and gender of people to target including fans and friends of fans
  • You get additional placement options (Instagram Stories,  newsfeed, right hand column, Messenger, audience network etc)
  • You get options for mobile device type and only to show the ad when connected to wi-fi
  • You get additional optimisation options in relation to ad delivery with Facebook optimising for link clicks, landing page views or daily unique reach
  • You get options on bid strategy setting a bid cap
  • You can also choose to be charged by impression or by link click (this could well be a useful option)
  • You can also choose to accelerate your budget to get results as quickly as possible (whilst you could do this with a boost it would require a workaround using a higher initial budget and short duration before then extending duration and adding budget)

How to create a promoted post using Ads Manager

The first two stages are as per any standard ads campaign whereby you select your objectives (at Campaign level) and your audience, placements, budget and schedule at Ad Set level.

The main difference is at Ads level.

When you create an ad from an organic post (as opposed to boosting the post) you need to select ‘Use Existing Post’ rather than Create Ad’ when you get to the Ads level. Locate the post you are using either by scrolling through or pasting it’s ID.

Creating-an-ad-from-an-existing-Facebook

#3: Create an ad using exactly the same link and copy as a boosted or promoted post

There is one other way to create sponsored content that links back to a blog post and that is to create an ad.

This is similar to the promoted post method shown above but instead of the option ‘Use Existing Post’ you select ‘Create Ad’ instead.

Create-an-ad-in-Facebook-Ads-Manager

There will be no organic traffic for this content but you do get additional options including a Headline, Display Link and News Feed Link Description which are not available in the boost or Promoted Post (with these you are stuck with whatever metadata Facebook can pull through from your website in the case of a link post) as these variants from clockwork Talent show:

Facebook-Ad-Anatomy
Limited-options-on-boosted-and-promoted-posts

Summary: boosted posts vs promoted posts

The main difference is that boosting a post is quick and simple whereas promoting a post or creating an ad from an existing post takes quite a lot more time and requires knowledge of Ads Manager. However, you do get a lot more options with the Ads Manager route which may well suit your requirements, for instance, your post being seen on Instagram or in another Placement as well as options for changing the Headline, Display url and News Feed Link Description.


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