Advertising on Meta’s platforms (Facebook and Instagram) is one of the most effective ways to connect with your ideal audience.
But here’s the catch: not all ads are created equal. For business owners looking to dive into digital advertising, the choice between boosted posts and targeted Meta ads can feel like navigating a maze.
Which one should you choose? And when?
In this guide, we’ll break it down step by step—no marketing jargon, just clear and practical advice.
By the end, you’ll know exactly how each option works, their differences, and how to decide what’s best for your business.
What Are Boosted Posts?
Boosted posts are one of the simplest ways to advertise on Meta’s platforms.
Imagine you create a regular post on your business’s Facebook or Instagram page—maybe it’s a product photo, a special offer, or an event announcement.
Normally, only people who follow your page (and a few of their friends) would see it. But with a boosted post, you can pay Meta to show that post to a much larger audience.
Think of boosted posts like putting up a billboard on a busy highway—it’s visible to more people, quickly and easily.
How Boosted Posts Work
Boosting a post on Facebook and/or Instagram is a fairly simple process:
- Create a regular post on your page.
- Meta offers you the option to “boost” it by selecting a budget, a duration (how long the post will run), and a basic audience to target (like people in your area or people interested in your industry).
- Once boosted, your post will appear in the newsfeeds of people who fit your criteria—even if they don’t follow your page.
Why Boosted Posts Are Popular
Some of the main reasons why people many businesses invest in boosted posts include:
- Ease of Use: You don’t need special tools or expertise to boost a post—it’s as simple as clicking a button.
- Familiarity: Since you’re boosting something you’ve already created, there’s no need to design a brand-new ad.
- Quick Results: Boosted posts are great for spreading the word fast, whether you’re announcing a sale or promoting a local event.
When to Use Boosted Posts
Boosted posts are perfect for businesses that want more visibility and engagement without diving into complex advertising tools.
Here are a few examples of when they work well:
- Brand Awareness: If your business is new or you’re launching a new product, boosting posts can help people get to know your brand.
- Promoting Events: Whether it’s a grand opening, a workshop, or a seasonal sale, boosted posts can help you fill seats or drive foot traffic.
- Engaging Your Community: Have a customer testimonial, a behind-the-scenes video, or a fun poll? Boosting these types of posts can spark conversations and build relationships with your customers.
What Are Targeted Meta Ads?
Targeted Meta ads take advertising to the next level. Unlike boosted posts, which promote something you’ve already created, targeted ads are designed from scratch using Meta’s Ads Manager—a tool specifically for creating, running, and analyzing ad campaigns.
If boosted posts are like billboards, targeted ads are like personalized invitations. You can fine-tune every detail of your campaign to reach the exact people most likely to become your customers.
What Is Ads Manager?
Ads Manager is the hub for all things advertising on Meta.
It’s a tool that lets you:
- Create custom ad campaigns based on specific business goals (like driving traffic to your website or collecting leads).
- Choose where your ads will appear (on Facebook, Instagram, Messenger, or even third-party apps).
- Track performance with detailed reports, so you know what’s working and what’s not.
You don’t need to be a marketing pro to use Ads Manager, but it does require a bit of learning.
Many businesses partner with agencies like Results Repeat to handle these types of paid advertising campaigns.
When to Use Targeted Meta Ads
Targeted Meta ads are best for businesses that want measurable results and have specific goals beyond visibility.
Here are some scenarios where they excel:
- Driving Website Traffic: Want more visitors to your website or a specific service or product page? Targeted ads can guide the right people there.
- Generating Leads: If you’re looking to grow your email list or capture contact info for potential clients, these ads are built for the job.
- Boosting Sales: Targeted ads can showcase specific products or services to high-intent shoppers, increasing your chances of making a sale.
- Retargeting Customers: Ever notice ads for something you left in an online shopping cart? That’s retargeting, and Meta ads make it easy to remind customers to come back and complete their purchase.
Differences Between Boosted Posts and Targeted Ads
While both options help you reach a larger audience, they serve different purposes.
Let’s compare them side by side:
Ease of Use
- Boosted Posts: Simple and beginner-friendly, requiring just a few clicks.
- Targeted Ads: More complex but offer greater customization and control.
Audience Targeting
- Boosted Posts: You can target based on broad categories like age range, location, and interests.
- Targeted Ads: Allows for advanced targeting, such as showing ads to people who visited your website, lookalike audiences (people similar to your existing customers), or even specific job titles.
Goals and Objectives
- Boosted Posts: Ideal for increasing engagement and visibility.
- Targeted Ads: Designed to achieve specific goals, such as conversions, lead generation, or app installs.
Reporting and Insights
- Boosted Posts: Limited metrics, focusing on reach and engagement.
- Targeted Ads: Comprehensive analytics, letting you measure ROI, click-through rates, and more.
How to Decide Which Option to Use
If you’re unsure which of these options is the right one for your business, here’s a simple guide:
Consider Your Goals
- If you want more likes, comments, or shares on a specific post, go with boosted posts.
- If you’re aiming to drive traffic, generate leads, or increase sales, targeted ads are the way to go.
Consider Your Budget
- Boosted posts are affordable and work well for short-term visibility.
- Targeted ads typically require a larger budget but deliver more measurable results.
Know Your Audience
- Use boosted posts to reach a wider audience and attract new followers.
- Use targeted ads to connect with people who are most likely to take action, like visiting your website or making a purchase.
Tips for Meta Advertising Strategy Success
Now that you understand the differences between boosted posts and targeted Meta ads, let’s focus on making them work for your business.
Whether you’re amplifying a post to reach more people or crafting a precise ad campaign to drive sales, success lies in the details.
Here are some practical tips to help you get the most out of both options, ensuring your efforts deliver real results:
Boosted Post Tips
- Keep It Visual: Posts with eye-catching images or videos perform better.
- Be Clear: Include a strong call to action (e.g., “Visit us this weekend!”).
- Test and Learn: Experiment with different types of posts to see what resonates.
Targeted Ad Tips
- Get Specific: Narrow your audience to make your ad more relevant.
- Track Your Results: Use Ads Manager to monitor performance and tweak campaigns as needed.
- Partner with Experts: Working with an experienced agency like Results Repeat can save time and maximize your ROI.
Making the Right Choices for Your Meta Advertising Strategies
Boosted posts and targeted Meta ads are both valuable tools in your digital advertising toolkit.
Boosted posts are ideal for quick, simple campaigns aimed at boosting visibility and engagement.
Targeted ads, on the other hand, offer greater customization for achieving specific business goals and reaching a more defined audience.
The best part?
You don’t have to navigate these options alone.
Contact us today to Book a Meta Advertising Strategy Call to see how our Paid Advertising team can help you reach new audiences and drive conversions.
Whether it’s fine-tuning a boosted post or crafting a high-performing ad campaign, we’ll help you make the most of your Meta advertising strategies.
