The Difference Between Facebook Ads and Boosted Posts

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Absolute digital The Difference Between Facebook Ads and Boosted Posts

All business should decide on their unique advertising goals before they start advertising on Facebook, as some goals can be reached by boosting a post and others can be reached by creating a Facebook ad. The following guide explains the ways boosted posts are similar and different and when you should use either.

What’s a boosted post?

A boosted post is a post to your Page’s timeline that you can set an ad budget to in order to boost it to an audience of your choosing. This is the simplest way to advertise on Facebook. Boosted posts differ from Facebook ads because they are not created in Ads Manager and don’t have all of the same customization features.


When you boost a post, it’ll show up in your audience’s Facebook News Feed as an ad. You can also select Instagram as an ad placement for your boosted post. You can choose a post that’s already present on your Page’s timeline and boost it by following only a few steps.


When you boost a post, you’ll tell Facebook 3 things:

  1. Who you want to reach: you’ll pick a target audience of the type of people you want to connect with
  2. Your max budget: exactly how much you want to spend over the course of your entire campaign
  3. How long you want to run your ad: once you click Boost and your ad is approved, people in your target audience will see your ad in their News Feed for the duration you’ve set

Note: boosted posts are still considered ads because they require an ad budget to be shared with a wider audience. This is the core similarity it shares with Facebook Ads. When you receive your bill, your boosted post will be identified as an ad.

What are Facebook ads?

While boosting a post is still considered an ad, Facebook ads are created through Ads Manager and offer more advanced customization solutions. There are many advertising objectives to help you reach your specific business goals and the audiences you care about most.


Where a boosted post may initially optimize for Page likes, comments, and shares or overall brand awareness, Facebook ads can optimize for app installs, website conversions, video views, shop orders and more.

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Absolute digital The Difference Between Facebook Ads and Boosted Posts

What more can you do with Facebook Ads?

When to use Facebook ads vs boosted posts

It’s important for any business to identify exactly what they’re hoping to achieve with an ad. For example, if you want audience engagement on your Page or to develop your brand awareness, boosting a post is a great way to maximize visibility and grow your audience. To create more advanced ad types and campaigns, use Ads Manager.
Note: If you aren’t interested in boosting a post that’s already on your Page, you can create a new post and instead of clicking Publish, click Boost.

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Absolute digital The Difference Between Facebook Ads and Boosted Posts

The ultimate goal is to choose the most suitable strategy for your business to achieve the objectives, be it traffic, conversions, or awareness. If you’d like to better understand how Facebooks ads can help your business, we would be happy to discuss with you here at Absolute Digital.

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