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On the surface, boosting content on Facebook seems like a pretty straightforward transaction: the more you spend, the more viewers see your message. While that’s certainly true, to get the most value out of your dollar it’s worth knowing the basic nuances of how boosting on Facebook works. Unfortunately, Facebook’s Advertiser Help Center rarely provides the answers you’re after on Facebook paid advertising, and it doesn’t provide a lot of guidance on the differences between boosting posts vs. ads, either.
So, to lend a hand, we’ll cover the differences between the types of sponsored ads on Facebook—a Facebook boost and a Facebook newsfeed ad—and which we recommend as the best option for your campground or RV park depending on your needs.
What are Facebook sponsored posts?
Facebook sponsored posts are promoted posts that receive additional paid reach. Simply put, your campground can boost a post or create an ad: boosting increases the chances your post will be seen by followers (increasing loyalty), while news feed ads target users based on select criteria, external from followers (potential new customers).
Wait, why sponsor ads on Facebook when you can post for free?
The reality is, organic posts don’t go very far in today’s Facebook world. Unless you have a huge network of fans (50K+), achieving favorable outcomes through organic content in an over 1.6B user world is futile. Based on Facebook’s current algorithms (a fancy word for software code), organic reach has plummeted over recent years to the point where 50 million businesses are posting 1.5 times per day, reaching an average of 2% of their audience.
Should we be surprised, though? As the world’s largest social network, it was simply clockwork until Facebook turned to a Pay-to-Play model resulting in paid advertising. However, Facebook still provides the best advertising platform on the web or anywhere else in the business world. It just takes a little practice.
Advertising on Facebook requires a solid strategy
Like anything, you will need a strategy when tackling Facebook paid advertising. Depending on what your goals are, our quick advice is to put money on posts that have measurable ROI, like lead capture, promotions, contests and content meant to capture new customers.
Another fundamental rule is to always promote your own content. Even if it’s great material and related to your RV Park, never pay to send traffic to someone else’s website.
Now, with all that said, let’s figure out which Facebook paid advertising delivery method works best…Facebook boosts or Facebook ads.
What are Facebook boosted posts?
Facebook boosted posts are promoted posts that appear higher on news feeds, giving the post a higher chance that friends and followers will see it. While boosted posts can target location, interest, age, and gender, more advanced targeting options are reserved for ads on Facebook. While it’s easier to create sponsored ads, you are limited in refining the post to get the most out of your boosting dollars.
What are Facebook newsfeed ads?
Facebook newsfeed ads are sponsored ads that appear right on the news feed of readers. Newsfeed ads have a “sponsored” tag directly underneath the page’s name on the post to let users know that the content could be coming from a source they haven’t “liked” yet.
Newsfeed ads are created in Facebook Ads Manager (or Power Editor). Creating a news feed ad on Facebook is more involved than boosting posts, but, as with most things, more work often leads to more reward.
With news feed ads, you can set a specific objective for your ad that directly aligns with your campground business goals. You can choose from 12 objectives in three different categories: Awareness, Consideration, and Conversion.
Notice how these three categories represent different areas of the sales and marketing funnel:
- Awareness: for boosting posts, promoting a Facebook page, targeting people near the business’s location and increasing brand awareness
- Consideration: to send people to a website, get app installs, increase event attendance or get views on videos and collect business leads
- Conversion: for increasing website conversions, engagement to an app, or to have an offer claimed
Facebook paid advertising showdown: who is the winner?
So you’ve probably come to the conclusion that Facebook newsfeed ads have a lot more power behind them and are geared toward ROI—especially seeing how there’s no price difference between the two formats.
Boosted posts do have a place—if your campground is looking for a quick and convenient way to create awareness and drive profile traffic, then we say go for it, especially if you want to hit existing fans/customers. It takes all of five minutes to start raking in thousands of impressions for as little as $5.00.
If you are looking to achieve tangible marketing results, like capturing leads and driving revenue, we recommend news feed ads. If you want to really capture leads through Facebook paid advertising, however, try Facebook lead ads.