ADMIN EDIT: Since this experiment, Facebook has now changed the "Page Post Engagement" option within the ad creator to "Boost Your Post". This change occurred in November 2014. While the wording is different, the functionality remains the same. Obviously, the change was simply to clarify the confusion that we addressed in our own FB ad experiments.
Did you all know there's a difference between boosting your post directly on your author page versus promoting your post via Facebook's ad creator within your Ad Campaign Manager?
Yeah, we just discovered this difference yesterday while running our BOOST POST experiment.
Basically, when you boost your post on your Facebook author page, you start by clicking on the post's BOOST POST button and using that tool to design your paid ad.
In contrast, when you promote a post, you start here (which requires that you login as your profile, not your page) and select the BOOST YOUR POST (admin note: formerly referred to as the PAGE POST ENGAGEMENT option): https://www.facebook.com/ads/create
Here's a great article with screenshots that illustrate the differences between setting up a BOOST POST (the beginning screen shots) versus setting up a Promote Post (the final end with screen shots).
But most importantly, here's the analysis from the author of the article:
ConclusionBe clear on what you want to achieve with your ad.Many marketers are using the boost post option because it’s easy and accessible. It’s located right on your page’s timeline and can be done with two clicks. But it’s not always the best option to reach the perfect audience.
In my opinion, most people should be using the promoted post option because it allows more control over who sees your ad and how you pay for it.
She does not address the differences in results between the two types of ads... so lucky for you all, our next paid FB ad experiment will be to promote the same FB post that we "boosted" yesterday in order to compare the differences in setting them up and the differences in the results.