If you’re new to your Facebook Company Page, you’ll want to explore some of the paid features once you’ve established a content history and a bit of a following so that you can track your analytics. While boosting posts is the most common ad feature, it’s actually the least effective for your ad spend.
A boosted post is simply a type of ad. When you boost a post, it will appear higher in News Feed, so there’s a better chance your audience will see them. However, boosted posts are limited in regards to targeting, pricing and bidding options. Boosted posts are accessible to anyone with a Facebook company page and a credit card or PayPal account. Boosted posts also keep users on Facebook as the ad objective is to drive engagement inside Facebook rather than sending the user off of Facebook to a website or landing page.
With promoted posts, users access the ad exhance through Facebook Ad Manager, where you can tap into more advanced targeting tools. These tools ensure your content gets in front of the right people at the best price possible.
When given a choice, we nearly always choose to send the user to a website (a Clicks to Website or Conversion campaign) where we believe we can capture their attention for a longer period and have a better chance of converting the user from a visitor into a lead or a sale.
An added benefit is that users that redirect to the website are also Pixelled (Facebook Pixel) which allows us to re-market to these users in future ads. By adding in re-marketing, we can start to educate the user on the value propositions, features and benefits of the product or service you offer over a series of targeted campaigns.
Finally, sponsored posts via Ads Manager also allow us to exclude audiences – such as the users visiting your site for employment rather than users who visit to purchase a product or service from you.
These are just some of the great reason you’ll want to learn advanced Facebook marketing techniques or work with the team at Full Blast Creative, a Calgary web design and social media firm!
To learn more about sponsored posts via Facebook ads manager, contact FBC today.