For publishers just starting out with Facebook Ads, Boost Post is an enticing option – it’s quick, cheap and simple. All you have to do is click “Boost Post” and pay a minimum of $5.00.
However, Boost Post is an ineffective way to advertise your page. With Boost Post, you’re unable to:
- Target a specific audience
- Gather robust analytics about the performance of your ads
- A/B test
Essentially, Boost Post is a quick fix way for publishers to combat low organic reach on Facebook. It’s also a way for Facebook to take advantage of publishers without Facebook Ads experience.
“[Boost Post] is a cheap way to get people to advertise without going into the ads manager and having them do all the “complicated” targeting. It’s basically taking advantage of those people who don’t fully know what they are doing.” – Andrew Foxwell, 3QDigital
What should publishers use instead of Boost Post?
Instead of Boost Post, publishers should use Ads Manager. Ads Manager allows you to set up, track and optimize all of your campaigns in one easy interface. Unlike Boost Post, Ads Manager gives you the freedom to run multiple campaigns with a variety of ad sets and ad creatives.
Ads Manager also includes tools for targeting new audiences and creating tracking pixels for your website. This is super useful for retargeting website visitors who have left your site.
Furthermore, Ads Manager gives you access to Audience Insights for all of your ads. Audience Insights is different from Page Insights because it looks at trends about your current or potential customers across Facebook. Page Insights solely looks at the interactions with your Page (i.e., likes, comments and shares).
You can access Ads Manager from the main Facebook menu by selecting Manage Ads. You’ll need to associate each Ads Manager account with either a Facebook profile or a business page.