When promoting content on social media, there are two options that you might want to consider in your ad strategy. You will have to ask yourself a question: “Do I want to use Boosted Posts or use Lead Ads”. In this blog we will explore the highs and lows of each one, and help you pick out which one will work best for the product that you are promoting.
Boosted Post using CPM and CPE
You can use Boosted Posts on any social media platform like Facebook and Instagram. Boosted Posts are available on any platform because you are scheduling ads to promote content that you already have. You do not need to make new content in order to boost your post. This makes it easier for social media mangers because you do not to do more work!
Boosted Posts are user-friendly and pretty simple to figure out. You can see how well your Boosted Posts are doing by looking at the performance versus the costs of the ad. CPM (Cost per thousand) refers to how much it costs for the advertiser to post an advertisement on a website. It costs adversities money for every 1,000 views that the advertisement receives. CPMs are good for when you know that you will be promoting to a large audience. On the other hand, selecting to pay based on cost per engagement (CPE) is when the advertiser is charged based on the interactions on the post. Interactions means clicks, comments and share and other ways that users can interact with the post.
Lead Ads
A lead ad is another way to promote a post. The goal is to collect the information about potential customers directly with the ad by having the user fill out a form. The overall goal of a lead ad is to create sales, sign-ups or other engagement. Lead Ads go towards the target audience directly.
When a consumer sees the ad and wants to click on it, a pop up form with already filled contact details appears. This allows users to stay on the platform and submit a form to get a special offer. This type of ad allows less steps in between the user and data collection, which makes users more likely to complete the form.
Which strategy is better?
In conclusion, there is not one way that is better than the other. Both ways of promoting content will get in engagement in some ways. Boosted posts are good when you want to promote already existing content. If engagement is the goal, then boosted posts are what you would want to use. They are a great way increase your brand viability and increase like, comments, shares, etc. Also, there is a little risk when using boosted posts because the cost to boost a post is relatively low. On the other hand, someone would want to use lead ads when wanting information from the users. It is a great way to connect with people directly in the platform. Lead ads are perfect for getting leads and information that can be used for marketing research. The goal of lead ads is to collect information and build and engage in the audience.
Quick Looks:
Boosted post with CPM and CPE
- Build brand awareness and increase engagement
- Lower cost
- Available on any social media platform
Lead Ads
- Collect Leads
- Great for market research!
- More expensive
Work Cited
https://www.facebook.com/business/help/317083072148603/
https://www.facebook.com/business/ads/ad-objectives/lead-generation/
Teaching Social Media 