Comprehending the differences and similarities between boosted posts and promoted posts will allow you to make better and more informed decisions relative to your budget. This will also help you to choose which is right for you.
Many marketers use the boost option as it is easily accessible on their page and can be done quickly and effortlessly. However, this may not be the best option to reach your audience effectively.
Ask yourself which posts/content are most helpful to your audience – choose the best ones as it is not necessary to pay for every single post. Don’t over do it on promoting sales messages!
Don’t boost posts that links to someone else and pay for traffic to another website – promote content that is yours. Promote content that gets your audience to opt-in to your email list, particularly if you are offering something for free when they opt-in.
When to Boost a Post
When you click the Boost Post button you can reach more people that like your page and their friends or you can reach a new audience through targeting.
An issue with selecting the option ‘people who like your page and their friends’, is that their friends may have no interest in your business, thus, a wasted effort and money by boosting your post to them. If you wish to engage your current audience you should promote your post/ad instead.
To drive traffic to your website that is targeted (with a call to action), then select the option to reach a new audience through targeting.
When to Promote a Post
Use the Ads Manager option to promote a post. Promoting a post has the benefit of more targeting options and pricing. You can choose to pay a certain amount per day or select cost per click.
To promote a post go to Ads Manager here https://www.facebook.com/ads/create/ and choose Page Post Engagement. Then select the page and post that you want to promote.
Promoted post ad results will display in the Ads Manager so you can view your ad’s performance.