Choose paid ads over boosted posts for control over audience customisation

New Ideas in MarketingEssential news for marketers, summarised by YouGov
November 10, 2021, 5:10 PM UTC

Brands must determine which kind of advertising on Facebook best suits their marketing and engagement goals.

With Paid Ads, brands can customise their ideal audience and create “lookalike audiences” as well. Marketers also have a lot more room to choose where they would want the paid ad to appear. Brands can use these ads to convert site visitors, generate leads and drive store traffic.

These include options like Messenger Ads, Instagram stories and Audience Network. Similarly, ads help brands to include carousels, add specific descriptions and CTAs. However, marketers will have to create paid ads from scratch and spend more on boosted posts.

Boosted posts help brands with goals like increased followers, heightened brand awareness and spurred website clicks. While boosted ads help widen reach for best-performing brand content, audiences can still see boosted posts as “ads” on their timeline.

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