In the early days of Facebook, businesses could nab plenty of attention with unpaid posts \u2013 otherwise known as organic reach. These days, it\u2019s a different story.<\/p>\n
Recent data<\/span><\/a> indicates that Facebook’s average organic reach has declined to approximately 1.37%<\/b> in 2024, with engagement rates around 0.2%<\/b>. It\u2019s still definitely worth being on the platform, though.<\/p>\n In Australia, it\u2019s the most popular social media platform, with 66% of Australians using the app monthl<\/span>y<\/a>. Facebook maintains over 3 billion monthly<\/a> <\/span>active users globally, reaffirming its value as a primary advertising platform in 2025.<\/p>\n Is it better to invest in a sponsored campaign or boost existing posts? There\u2019s no one answer for every business and you\u2019ll probably use both options at some point. To help you decide what\u2019s right for you, we\u2019ve highlighted key differences and examples for both \u2013 plus some tips and thought starters for setting up your next campaign.<\/p>\n RELATED: <\/strong>7 clever social media campaigns that are super easy to set up.<\/strong><\/a><\/p>\n A boosted post looks the same as any day-to-day post on your business page. The only difference is that you pay to push it up the ranks of your followers\u2019 news feeds (and their friends, if you choose that option). As a result, you widen your audience and amplify the reach of that particular post.<\/p>\n Boosted posts are a great way to generate engagement in the form of likes, shares and comments. Boosted posts appear very similar to organic posts, but are marked as ‘Sponsored’ in users’ feeds, balancing relatability with transparency. You can also set them up in a single click, with no need to create a full campaign or deal with Facebook\u2019s Meta Ads Manager.<\/p>\n Boosted posts only show up for your followers and their friends, which limits their reach. If you only have a small group of followers, it might not be worth the cost. They\u2019re also less customisable \u2013 you can\u2019t target a specific audience or set campaign objectives.<\/p>\n Got a post you really want your followers to see? Use a boost. Boosting maximises a post\u2019s visibility on your followers\u2019 timelines, making it a handy way to magnify the content you really want to share. You can also boost content that\u2019s receiving organic attention \u2013 for example, if you notice that a particular post is getting plenty of likes and shares, lean into that positivity and get the message out to more of your followers.<\/p>\n More reasons to boost a post:<\/p>\n A sponsored ad is a different beast. These are created as part of a specific campaign and targeted to a set demographic using elements such as interests and browsing habits. Sponsored ads offer precise audience targeting beyond just followers and their friends, significantly extending your reach to entirely new segments based on interests, behaviors and demographics.<\/p>\n When you create a sponsored ad as part of a campaign, you can get really specific. You can set an audience based on demographics or browsing habits and choose a campaign objective \u2013 like click-throughs, retargeting or site visits. Because they\u2019re so targeted, sponsored ads tend to generate more actionable clicks than boosted posts.<\/p>\n The other side of the coin is that it\u2019s more complicated and time-consuming to get sponsored ads rolling. Setting objectives, defining an audience and coming up with creative can be tricky \u2013 particularly if you haven\u2019t done it before.<\/p>\n Scroll down for a basic sponsored ad how-to guide, or check out our Social Ads<\/a><\/span> for expert support.<\/p>\n Because they\u2019re so flexible in budget and targeting, sponsored ads can be used for almost anything \u2013 from launching a new product or brand awareness to promoting a big sales event.<\/p>\n More reasons to create sponsored ads:<\/p>\n RELATED: <\/strong>What is Social Checkup and how can it help your business?<\/strong><\/a><\/p>\n Boosting an ad takes a single click \u2013 but creating a sponsored ad campaign is a bit more complicated. Running a campaign means using Meta Ads Manager<\/a><\/span> (formerly Facebook Ads Manager). This clever tool lets you plan your broad campaign, set objectives and target audiences, and test different content to see how well it performs. While it\u2019s designed to be simple and intuitive, getting used to it takes time.<\/p>\n Here\u2019s what you need to know:<\/p>\n On Facebook, ad campaigns have three levels \u2013 campaign, ad set and individual ad. Within this structure, you can tailor specific ads and sets to different audiences and test to see which ones have the most impact.<\/p>\n Campaign: T<\/strong>he overall campaign \u2013 for example, Spring Sale 2025<\/p>\n Ad set: <\/strong>Groups of ads within the campaign \u2013 for example, \u2018Men\u2019s clothing\u2019 \u2018Women\u2019s clothing\u2019 \u2018Super sale items\u2019<\/p>\n Ads: <\/strong>Individual posts that appear to your followers \u2013 for example, \u2018Floral dresses\u2019, \u2018Red shirt \u2013 men\u2019s\u2019<\/p>\n Here\u2019s where it gets even more complicated. Facebook offers a wide range of ad formats and sizes. Some are similar to unpaid posts you make on your business page, while others are only available as part of a sponsored campaign.<\/p>\n Here\u2019s a look at the most common formats:<\/p>\n Of course, there are plenty more Facebook ad options, including Facebook stories, Marketplace ads and right-column ads that appear outside the news feed.<\/p>\n Check out more formats here<\/a>.<\/span><\/p>\n When you\u2019re spending money on advertising, planning gets you more bang for your buck. Here\u2019s how:<\/p>\n What\u2019s the purpose of your campaign? Do you want to drive visits to your site, boost brand awareness or increase sales? Setting that objective is the first step in your campaign. Facebook offers a range of options and all you need to do is click.<\/p>\n A broader audience may seem like a path to more clicks, but the opposite is true. The more specific your audience, the more relevant your content will be and the more likely people will click through.<\/p>\n Facebook\u2019s targeting tools make it easy to be specific, with options including:<\/p>\n Choose between a daily budget and a lifetime budget (the budget for the entire campaign). Then, think about when your customers will most likely be online and set your schedule. You can run your ads continuously or switch off during less busy times, such as weekdays or overnight.<\/p>\n The beauty of online advertising is its ability to deliver instant feedback and endless adjustments. Facebook gives you a quick view of performance metrics, engagement, clicks and more, so you can trial different content and adjust your strategy as you go.<\/p>\n One caveat: Facebook recommends that you don\u2019t make changes during the learning phase<\/a><\/span>, as this is when the algorithm works out the best way to place and time your ads. Edit during this time and you\u2019ll reset the learning and lose your progress.<\/p>\n Remarketing lets you reconnect with people who have already shown interest in your business \u2013 sometimes, a reminder is all they need. The strategy uses browsing data to target ads at people who have visited your website, made a purchase, left a product in the cart or joined your email list. You can even create a custom audience<\/a><\/span> based on previous brand interactions.<\/p>\n If you\u2019re running a special offer, competition or product launch, create a dedicated landing page on your website and link your Facebook ads to it. It\u2019s about making it easy for people to find the information they need.<\/p>\n Want to stand out in an ocean of content? Salesy, impersonal ads won\u2019t cut it. Try to tap into what makes your business unique \u2013 and don\u2019t be afraid to use humour, play with language and be a little bit daring.<\/p>\n Studies show that a clear call to action (CTA in the ad world) can boost click-throughs by a stunning 371%<\/span><\/a> \u2013 so make a point of including one in every Facebook ad. A good CTA is a short, clear command. For example:<\/p>\n The world of Facebook advertising can be complicated \u2013 understanding the difference between boosted posts and sponsored campaigns is just one piece of the puzzle. Whatever you decide, we can help.<\/p>\n Check out our Business Hub for more social tips, tricks and how-tos<\/a><\/span> or talk to the experts at Yellow Pages about creating a social ads campaign for your business. Find out more here<\/a>.<\/span><\/p>\n","protected":false},"author":12,"featured_media":6743,"parent":0,"menu_order":0,"template":"","class_list":["post-1611","hub","type-hub","status-publish","has-post-thumbnail","hentry","social-media-social-media"],"yoast_head":"\nTo boost or not to boost. <\/strong><\/h2>\n
What is a boosted post? <\/strong><\/h2>\n
Pros.<\/strong><\/h3>\n
Cons.<\/strong><\/h3>\n
The best time to boost.<\/strong><\/h2>\n
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What is a sponsored ad? <\/strong><\/h2>\n
Pros.<\/strong><\/h3>\n
Cons.<\/strong><\/h3>\n
When to use sponsored ads. <\/strong><\/h2>\n
\n
Your sponsored ad how-to guide.<\/strong><\/h2>\n
Structuring your campaign.<\/strong><\/h3>\n
Ad types and sizes.<\/strong><\/h3>\n
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Making the most of your sponsored ads. <\/strong><\/h2>\n
1. Set an objective.<\/strong><\/h3>\n
2. Choose your audience.<\/strong><\/h3>\n
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3. Set your budget and schedule.<\/strong><\/h3>\n
4. Track and tweak.<\/strong><\/h3>\n
5. Pull people back with remarketing.<\/strong><\/h3>\n
6. Create custom landing pages.<\/strong><\/h3>\n
7. Get creative. <\/strong><\/h3>\n
8. Always add a CTA.<\/strong><\/h3>\n
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Ready to roll? <\/strong><\/h2>\n