Part 18 – Social Media Back to Basics Series.
Paid ads are created through a platform’s advertising manager and offer advanced customisation options. Unlike boosted posts, paid ads can be tailored from scratch, allowing for specific objectives like website conversions, app installs, or lead generation. They provide greater control over ad placement, audience targeting, and campaign objectives. Seer Interactive+2LinkedIn+2Social Media Dashboard+2Social Media Dashboard
Key Differences Between Boosted Posts and Paid Ads
- Creation Process
- Boosted Posts: Begin as organic content on your page. You select an existing post to promote, set a budget, and choose targeting options. Social Media Dashboard
- Paid Ads: Developed within the platform’s ad manager, allowing for the creation of ads with specific formats, objectives, and targeting criteria. Seer Interactive
- Customisation and Objectives
- Boosted Posts: Offer limited objectives, primarily focusing on engagement metrics such as post engagement, link clicks, or page likes. Social Media Dashboard
- Paid Ads: Provide a wide range of objectives, including conversions, lead generation, and brand awareness, with extensive customisation options.
- Targeting Capabilities
- Boosted Posts: Allow for basic audience targeting, enabling you to reach users based on demographics, interests, and behaviours.
- Paid Ads: Offer advanced targeting features, including detailed demographic filters, custom audiences, and lookalike audiences, enhancing precision in reaching potential customers.
- Ad Placement
- Boosted Posts: Typically appear in users’ news feeds and may have limited placement options.
- Paid Ads: Can be displayed across various placements, including news feeds, stories, sidebars, and partner networks, depending on the platform.
Which Option Is Right for Your Business?
- Boosted Posts are suitable for businesses seeking to increase engagement on existing content, build brand awareness, or promote time-sensitive posts with minimal setup.
- Paid Ads are ideal for campaigns with specific objectives requiring advanced targeting and customisation, such as driving website traffic, generating leads, or increasing sales.
Both boosted posts and paid ads have their place in a comprehensive social media marketing strategy. Assess your business goals, budget, and the level of control you desire over your campaigns to determine the best approach.
If you need assistance in developing an effective social media advertising strategy tailored to your business needs please arrange a chat.
Sarah Taffe
Freelance designer, artist and writer.
