Facebook offers us many creative opportunities to part with our advertising budget in our quest to engage with our audience.

Two of those methods are targeted Ads and Boosted Posts. 

Many folks confuse these methods because they are so similar. 

But this week, we’ll break down the difference between the two at a high level. So keep an eye out for a deeper dive in the weeks to come!

Click here for the video version of this post!

The Basics

The difference between boosting a post and buying an ad comes down to “options”.

You have many more focused targeting options available to you when you buy an ad vs just boosting a post. 

While valuable in and of itself, boosting a post can be limiting, but it’s also simpler because there are fewer decisions to make!

The key advantages:

You already have the post created..and

You already know how it’s performing!

You would not want to waste money or energy on a poorly performing post, so be sure to check out the Insights on posts where you want to get the most for your money.

By now, we would hope you have your church or faith community set up as a proper business page and not a personal page. Doing so gives you access to the Ad Manager through Facebook Business. 

Once in Ad Manager you have many audience customization features available to you. 

First, Establish your Goals

Many digital ministry goals center around reach and engagement; opposed to traditional business marketing goals that focus on sales or products or services.

Your goal in boosting a post may be to increase your reach in sharing a particularly inspiring or thought provoking sermon series or even special speaker.

Your goal in running an ad for an event however, may be more aggressive. For example, you might want to run an ad or series of ads, using videos and catchy memes to promote your Vacation bible school signup, or preschool registration. 

Ads allow you more flexibility and targeting, not to mention better tracking to see who has responded. 

Second, Decide Your Budget

Facebook Ads allows you to set and control your budget. You will not be charged more than the amount you set.

The more budget you have available, the farther the ad/post could potentially reach and the longer it can potentially run. You can set it for a few days and wider audience, or longer days and more narrow audience. 

The key to note here is “potential” reach. It’s estimated (more like guesstimated!) and not an exact science. 

And that’s ok. Running ads, as with much of social media, its about trial and error. 

Dont be afraid to try (its really not that expensive) and be ok with making errors. 

That’s how you learn. 

Third, Determine Your Call to Action

Since you are spending money on this boosted post or ad, you want to make sure you get the most out of it. 

Be sure the message itself is clear; that there is only one main message and that you have a definitive call to action. 

Is it to sign up for an event?

To subscribe to an email list?

To make a donation for a special campaign?

Whatever the desired outcome, be sure it’s prominent and obvious.

Finally, Get it Out There!

It’s no secret that organic (nonpaid) Facebook reach is getting harder and harder to achieve. 

This is a great motivation for putting intention and purpose into your posts and ads to get Facebook working for you! 

You can do it! We believe in you…and we’re to help guide you along in your digital ministry journey.