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The Difference Between Boosting a Post and Promoting a Post on Facebook

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#1 AQCrew



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Posted 17 October 2014 - 08:06 AM

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:



Be 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.

#2 J. Lea Lopez

J. Lea Lopez


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Posted 17 October 2014 - 08:45 AM

Well cripes. Can Facebook make this any less intuitive?

#3 AQCrew



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Posted 22 October 2014 - 06:57 PM

This article from The Book Designer is pretty good at highlighting the differences between the BOOST POST ad option and the PAGE POST ENGAGEMENT option.


However, he seems to be incorrect about one key point regarding the BOOST POST ad option:






The Problem with the Boost Post Option


If you decide to purchase Facebook advertising, try not to fall for that flirty button situated at the bottom right-hand corner of your status updates. The button, which says Boost Post, seems like a quick and easy way to spend your money on advertising, and that’s the problem with it.

Boosted posts seem innocuous. They are intended to increase engagement on your Facebook page by improving penetration of your fans’ news feeds. But if you’re going to spend money on advertising, you’ll want to make sure it’s reaching your target audience, a strategy you can’t achieve with a Boost Post ad. With a Boost Post ad, you’ll only be able to target your fans and friends of your fans.




You ARE able to select your Audience as --> People You Choose Through Targeting, which is what we did with our BOOST POST ad experiment and reached quite a large number of non-fans.

It is interesting that he claims that BOOST POST ads only reach desktop users, not mobile users.  Not sure about that either, but it is true that when you are creating an FB ad within the Ad Manager tool, you CAN customize for mobile vs. desktops users - or both.


We would also like to point that that the BOOST POST ad option has a lot of naysayers out there, but so far, we still think we got quite a nice bang for our buck.  It did exactly what is was supposed to do -- it reached over 800 non-fans for $5.


In contrast, the PAGE POST ENGAGEMENT ad doesn't seem to get an economical cost-per-engagement rate until Day 2 or even Day 3 of the campaign.  So that's a draw-back.

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