If you have a Facebook page for your business, you have possibly seen a recent downturn in the number of people interacting or viewing your posts. It IS harder for your posts to be seen on Facebook, but not impossible. My own page, Social Bee NI has not seen a drop in engagement in the last 12 months, but I understand that not every business owner can afford to spend time building up their audience on Facebook.
One point I would like to make, is that if you are attracting the right audience to your Facebook page, and you are providing them with information, entertainment and engaging content that they originally signed up for, you will still get good engagement from your followers.
However, there are times when it just makes sense to use paid advertising on Facebook. Maybe you have an event coming up. Maybe you have a special offer. Have you created a new product or service and you want to increase your client base? Facebook paid advertising is still one of the most affordable options for a small business owner to reach new and existing clients.
So do you click Boost Post? Or do you use Ads Manager?
What are the pros and cons of each?
To test this out, I have looked at both boosting a post and using Ads Manager for recent advertising on Facebook.
It’s not quite as simple as that though. Boosting a post is quite easy to do – all you do is click on the post button – Boost Post – select your target option
What if the people who like your page aren’t actually your ideal client?
I know that my friends and family, and some of their friends, have liked my page. This is very nice but they are not going to become customers of mine. Choosing people through targeting makes more sense. So why do I need to look at the Ads Manager?
The Ads Manager quite simply gives you more optoins. It is certainly not “Facebook for Dummies” style – it does take a bit of learning to figure out how to use it. But you get lots of different options. For example, you can choose different goals – do you want to send people to your website? Do you want people who are likely to sign up for something? Event responses? Video views? Facebook will target people based on their previous actions. If someone is more likely to watch your video, they will be targetted with this ad.
Your Facebook Ads Manager account will show your advert to people on Instagram at no extra cost.
You can create a specific advert from scratch, so you don’t need to have it initially as a post in your feed as well.
Boosting posts is easier, but Facebook Ads Manager gives you a lot more options.
So which one is working for me?
In these two boosted posts, you can see a HUGE difference in reach. The first one is a link to a sign-up page and with £15 I reached over 1000 people = of whom, 300 engage with the post. Not bad at all!
In the second one, I posted a live video on my Facebook page, boosted it with £15 and reached over 5000 people. 2413 people watched the video. Amazing.
Then look at the advert I created in comparison:
This advert is another link to off Facebook and with just over £16 spend, I reached over 2000 people. So the static ads reached more people using the Ads Manager than the Boosted Post. And the video ad worked 3-4 times better than either.
The key lesson here is to experiment yourself. If you don’t know how to use Facebook Ads Manager, start to educate yourself. If you don’t know how to go live on Facebook, learn how to.