Sometimes when I ask the question, "Do you ever run Facebook Ads?" I get the response, "Oh yeah, I boost posts all the time."
(Insert grumpy cat face here)
And it's not because of you, TRUST ME. My grumpy cat face, though made in the moment, is directed towards Facebook. For some reason, they've made it insanely difficult to understand how to EFFECTIVELY create and target an ad campaign, as well as understand the difference between boosting and using Ads Manager.
So let me break it down for ya!
Facebook allows you to "boost" posts like videos, photos, offers, events. It's called a boost because Facebook will literally boost your posts to the top of other people's feeds. Depending on who and how you target your audience when setting up the boost, this will determine who's feed it will actually show up on. On the flip side, this target audience will see your post as "sponsored".
(I can almost see the light bulb going off with an "ahhhh.. that's what that means.) Ready to have your mind blown further?
Running a Facebook Ad requires going into your Facebook Ads Manager, which is only available to business pages. Once inside, you can make your way through the Ad Campaign labyrinth and start really getting your hands dirty!
I personally think it should come with a warning sign that says "These ads are created by professionals only. Do not try at home.", with a side effect label of "May cause user to throw laptop across the room".
haha I kid, I kid... kind of :)
Facebook Ads Manager CAN be super frustrating, BUT it can also be super effective! You can do some really fun stuff like creating an audience by uploading your email list to target only those specific people! Whaaaat. YES! THEN you can create a Lookalike Audience, that mirrors those people on your email lists. Which means your 50 person email list, just grew to 1000 of people JUST LIKE THEM.
AND BOOM. There you have it. A boost is simply paying money to push an already-made post to the top of an audience's feed. An ad is created by diving into the deep hole that is Ads Manager and creating an ad campaign to reach your custom audiences.