With over 2.5 billion monthly users, a Facebook business page is a great way to reach a large audience. Why is Facebook marketing so difficult? With 4.7 billion new posts every day, how can you stand out?
Want to expand your market reach and competitive edge? Advertise on Facebook to attract your target audience. Pay-per-click (PPC) advertising on Facebook is available in two forms
Facebook Boosted Posts
Boosted posts on Facebook allow you to turn a regular post on your business page into an ad to reach a larger audience quickly. Select a post and click Boost Post.
These posts appear in the normal news feed, but they are labeled as sponsored content and are not visible to users. Optionally add a button to your boosted post that says something like “Shopping”, “Booking”, “Learn More”, “Sign Up”, or “Send Message”.
A lookalike audience allows you to reach people who share similar interests as your known audiences. You can also show the post to people who like your page and their friends if you want to reach people who share similar interests as your known audiences.
To see how many more people you will reach with your budget, you can set a maximum boost price.
You can choose a number of days or a date to end the boosted post.
In the desktop and mobile news feed, Audience Network (only videos), and Instagram, boosted posts are visible.
You can target Facebook ads for brand awareness, engagement, and conversion (store visit, sales).
Setting up an ad is easy. Just select a format and feature from the drop-down menus.
Add a button with one of five call-to-action options to encourage conversions: Shop, Learn, Sign Up, Book, or Download.
Ads can be seen in the desktop and mobile news feeds, Audience Network, Messenger, and Instagram.
Find out more about the different types of digital advertising on social media in our post: Display, Search, and Social Media Ads.
When to Use a Boosted Post vs. a Facebook Ad
Simply liking your Facebook business page doesn’t guarantee that your content will show up in their news feeds. Your content will be shown to people who might be interested but wouldn’t normally see it.
A boosted post may be the answer to demonstrating thought leadership, increasing engagement, and promoting your brand. No sales are made, but the post provides useful or interesting information about your company and has received some engagement (likes, comments, and shares) already.
A Facebook ad is better if your main goal is to get people to do something, like buy something or visit your page. In addition, unlike boosted posts, Facebook ads do not need to be visible to your existing audience.
For those who don’t want to pay for a boost or an ad but want to make sure a post doesn’t get lost, there are two options available.
This keeps the post at the top of your Facebook page even if it isn’t the latest. It will stay at the top of your timeline for seven days before reverting back to its chronological order.
You can also embed a Facebook post on your website by visiting the post, clicking Embed, and copying and pasting the code that appears.