Boosted Posts and Facebook Ads are an affordable and effective way to market your business.

Posting to social media–Facebook in particular–is easy. But, turning those posts into profit is a bit more difficult.

If you’re using Facebook to reach customers and you’re looking for ways to grow your engagement rate or your follower base, it may be time to consider a boosted post or an ad.

When thinking about creating an ad on Facebook, it’s important to create an appealing message that will resonate with your target audience. The ad will run more effectively if it’s relevant to that audience. For a great Facebook ad, it’s important to have a catchy headline, creative images, provoking text and calls to action, and a link description.

  1. A relevant and appealing message targeting a specific audience
  2. A catchy headline
  3. Engaging images
  4. Provocative text
  5. Calls-to-action
  6. A link description

Before you choose images or headlines, start by coming up with the message you want to convey to your target audience.

There are two ways you can use paid advertising on Facebook. You can create a Facebook Boosted Post or you can create an ad through Ads Manager.

Knowing whether to use Facebook Ads or Facebook Boosted Posts starts by identifying what your business wants to achieve.

A boosted post optimizes the page for likes, comments, and shares, or overall brand awareness.

Facebook ads can optimize app installs, website conversions, video views, shop orders, and more.

Facebook Ads

What are Facebook Boosted Posts?

Facebook boosts provide a simple way to advertise your business. Boosting a post simply means applying money in order to expand the amount of people who see that post on your page’s timeline. With boosted posts, you can target a specific audience of your choice and you can select Instagram for ad placement, too.

While boosts are the simplest way to advertise on the platform, they don’t have the same customization features as a Facebook Ad.

When selecting the target audience for your boosted post, you can choose from the following:

  • Location
  • People who like your Page
  • People who like your Page and their friends
  • People in your local area (or set a range covering a certain distance from you)

PRO TIP: Boost posts that have already proven successful so you’ll know they resonate.

Facebook boosts also allow businesses to create a custom audience around a location, age range, interests, demographics, or behaviors. You can also narrow your audience by excluding people from viewing your ad.

Business owners love the fact that Facebook allows users to set a max budget and a timeframe. That means, if you run an ad for 10 days and set a $100 budget, you will spend $10 per day instead of relying on a single day’s effectiveness. You’ll also see an estimated number of people your ad will reach, based on your budget and locations. Typically, estimates are in the hundreds or thousands of people!

Business owners love the fact that Facebook allows users to set a max budget and a timeframe. That means, if you run an ad for 10 days and set a $100 budget, you will spend $10 per day instead of relying on a single day’s effectiveness. You’ll also see an estimated number of people your ad will reach, based on your budget and locations. Typically, estimates are in the hundreds or thousands of people!


What are Facebook Ads?

Facebook Ads are created through Ads Manager and offer more customization solutions that can help your business reach its specific goals by targeting the audience you want most.

You can choose awareness, consideration or conversion objectives to better optimize your ad. The platform also allows users to focus on increasing brand awareness locally, expanding reach, increasing traffic, generating messages, driving engagement, and more.

Facebook Ads are slightly more complex but very effective at delivering your business’s message to a large and targeted audience. When creating a Facebook Ad, you can choose either a custom audience or a lookalike audience.

A custom audience is a group of existing customers, using existing customer data from the Facebook platform.

A lookalike audience lets you serve ads to people who are just like your existing customers.


After you choose a Facebook Ad audience type, you can select an ad placement. Placements include the Newsfeed, Messenger, Instagram, and Right Column ads. These ads show up differently on your Facebook dashboard.

Ad formats on Facebook include:

  • Facebook image
  • Video
  • Carousel
  • Page post engagement
  • Leads generation
  • Messenger ads

Instagram formats include:

  • Photo
  • Video
  • Carousel
  • Instagram stories

You can even tailor your Facebook ads to look like your Instagram ads.

Measuring Your Facebook Advertising

Before you get started creating your first/next Facebook ad, it’s important to think about how you will track its performance.

You can use a Facebook pixel for your analytics, or you can rely on Facebook Insights to give you an overview of your ad’s analytics and record them in a spreadsheet.

At Idea Marketing Group, we continually look for new ways to promote and advertise our clients. Boosted posts and Facebook ads are a great way to reach new customers. If you believe Facebook Ads may be in your future, but you’re not sure how to execute them, contact us today and we can help!