Clients often ask whether it’s better to boost posts or create Facebook ads. The answer is there is less and less difference between the two, and each has strengths and weaknesses.

Traditionally, ads are better at growing the number of Facebook fans for a page and boosts are better at increasing engagement with page content. Luckily, Facebook has simplified the process of setting up ads and boosting posts so that both are available on the Create Ad menu.

Rather than worrying about whether it’s better to boost or create an ad, users focus on selecting their campaign goal:

From there, Facebook offers various audience targeting options to help set a campaign up for success. Some of the campaigns feature different targeting variables, but all are designed to help improve ROI. If at any point you can’t find a demographic you need, back out to the main screen and try a different campaign to see if that offers the customization you’re looking for.

For more reading, check out these links:

6 Ways to Successfully Boost a Facebook Post

Facebook for Business Help Center

Facebook: Boosted Posts vs. Promoted Posts vs. Separate Ads

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