If you own a digital agency or are a social media professional who creates content for your clients, this is for you. Marketing today is…
I've been doing this for a long time. This website has been around since 2011. One of my main goals from the beginning was to help advertisers move beyond the Boost button and into the Ads Manager.
You know the Boost button. Facebook throws it every time you drop a post on your Facebook page.
It's tempting Facebook has actually done a good job in improving it. But it's not enough.
It is good as a "light button" for beginners. That means everything you need. Because you lack so many features, so much functionality and so many options behind the curtain of the Ad Manager.
Maybe you're stuck on the Boost button. You may be intimidated by the Ad Manager. I see. But it's time to move on.
The purpose of this post is to highlight 23 limitations of the Boost button (there are several) and to help you appreciate the things you can only do in Ads Manager.
1. Create multiple ad sets for a single campaign
You may not even realize it, but when you promote a post, Facebook creates a single campaign that includes a single set of ads and a single ad. Your ad set is about determining things like targeting, optimizing, and placement.
But what if you want to try different audiences? You may want to create a separate set of ads for hot and cold audiences, for example.
While this is not possible while growing your posts, it is normal practice in Ad Manager.
2. Create multiple ads for a single campaign
The Boost button is created around a single post. So you should not be surprised that you cannot create ad variations when using this method.
You may want to try different types of children, creatives and creatives. All this is possible, but only if you use Ads Manager.
3. Objective flexibility
When you push a post, Facebook streamlines the process to make it as easy as possible. As a result, they never ask you to choose a campaign goal. They make assumptions. It looks at the type of post and gives you some optimization options.
But the reality is that you may not want to optimize the way Facebook suggests it. And you can't optimize differently without choosing another campaign goal.
When you create a campaign in Ads Manager, you have a clean slate. Select from 11 different goals that will help you determine how your ads run.
4. Frequency purchase and purchase
Touch and frequency acquisition is just an option in Ads Manager.
It is offered as an alternative to the auction-to-auction system. It is used mostly by the most advanced advertisers.
Touch and frequency It allows you to reach an audience and get predictable results. It is, of course, not available with the Boost button.
5. Division testing
What works best? Should you target your website visitors or a broad audience? Which placements work best? What copy and creativity should you use?
Of course, the Boost button does not allow you to calculate anything. Create a post and create it. That's it.
But, Ads Manager allows you to split test.
Run a true split A / B test (no overlap) to determine the best creativity, optimization, audience, and placement. If you increase, just try it.
6. Dynamic creative
Closely related to split testing, Creative dynamic allows you to show Facebook the most effective combination of image, title, main text, link description and CTA button.
If you've only promoted posts, you've probably never considered an option like this before.
7. Multiple text options
A simplified version of Dynamic Creative is More text options, which allows advertisers to generate more variants of their ads based solely on text differences. Facebook then optimizes to display the best combination of text.
This, of course, is found in Ads Manager.
8. Optimizing the campaign budget
With Optimizing the campaign budget, you set your budget at the campaign level, and Facebook distributes the budget between ad sets to get the best results.
Of course, this is a crazy discussion if you are promoting posts since you grow, you only create one ad set. And really, you probably have no idea you even do that.
9. Lead ads
Lead ads they are pretty great. These allow you to collect opportunities without sending people away from Facebook. These allow people to easily provide contact information, which are usually drawn from their profile, in exchange for something of value.
You may not be surprised that you can only create a primary ad in the Creative Manager. You can't do it only if you increase your posts.
10. Dynamic ads
No doubt you saw dynamic creatives, but you may not have known what they were back then. It is usually the result of viewing a product on a website and viewing an ad for a related product on Facebook.
Dynamic ads allow e-commerce advertisers to upload a product feed and create an ad template so that users are dynamically shown an ad based on their browsing behavior.
If you only increase your posts, you will never be able to do that.
11. Create custom audiences
If you increase your posts, you can select from custom audiences you created before. But, if you've never ventured into Ads Manager, you're unlikely to have created one.
Custom Audience lets you target people who are already connected to you in some way, whether it's the list of customers, website visitors, app users, people who have engaged in your Facebook content, and more.
It's incredibly powerful when you can reach these people with advertising. The results can be amazing.
And if you create those customized initial audiences, you can also find people who are similar to them by creating similar audiences.
12. Full customization of placements
By default, Facebook will run your ads to all of your many placements, whether you're increasing your posts or using Ad Manager. But, you can disable this option and select only the combination of your favorite placements.
But when you increase posts, these options are limited …
The full range of customization of Ads Manager placements does not fit into this long image.
13. Tap through the device
Maybe you just want to reach people who Use a specific device or operating system. This can happen because you have a product or app that is relevant to that audience only. Or you've found that the ideal perspective uses a particular device.
While you cannot isolate these people while promoting a post, you can be in the Ad Manager.
14. Lists of blocks and inventory filters
If you want to prevent your advertising from appearing on certain websites, Facebook pages or apps, you can.
Brands monetize their businesses by placing Facebook ads on their properties. If you don't want to associate with a company or brand, it may be uncomfortable to see the ads that monetize them. These lists of blocks and filters allow you some control.
Only in Ads Manager, of course.
15. More optimization options
Facebook usually gives you up to four ways you can optimize your ad distribution when promoting a post, depending on the type of content. But, you may want more control than that.
By changing the lens, you can optimize so much.
Or maybe you have a very warm audience and you want to optimize for Reach and control the frequency.
Ads Manager gives you complete control.
16. Selecting the conversion window
Does an ordinary person turn into a day after seeing your ad? This could be true for free or low priced products.
But what if it's a luxury product? What if it's a major commitment? It may take more time to make this decision.
If you increase, Facebook will do all these conversions together when optimizing to find the ideal audience. But in Ads Manager, you can select the conversion window to optimize.
17. Cost control
Facebook ads are distributed based on an auction format. Facebook is going to bid what it has to bid to reach your audience. Their only constraint is the budget you set.
But you may want to have more control over this. You may want to set a cost cap, a bid amount, or an average cost to control how Facebook spends money.
This cost control is available in Ads Manager.
18. The day of the day
Do you want to run your ads only on certain days and at certain times of the day? Maybe you have an offer that is not valid after a certain time. Or promote special offers for breakfast.
If you grow, you'll need to manually enable and disable the ad. In Ads Manager, you can use the day-to-day sharing feature instead.
19. Accelerated delivery
By default, Facebook accelerates the delivery of ads throughout the day. This is certainly in the case of stimulating posts.
But, you may have a time-sensitive promotion and want to get as many impressions as Facebook can get, as quickly as possible, This is possible in Ads Manager with the accelerated delivery option.
20. Personalize your creativity through placement
Your ad will appear differently, depending on the placement. News feeds, Instagram, stories, Messenger and more have different requirements. The location can use different image sizes or text boundaries.
Facebook will crop and resize your images and automatically cut your copy to match each placement. Or you can personalize your text and creative with placement in Ads Manager.
21. Create a new ad from Scratch (not published)
Ads Manager lets you promote an existing post (which is essentially what you do when promoting) or create a new ad from scratch.
You may not want to post a new post to your Facebook audience. You may only want to reach an audience with a paid ad. This is not an option if you promote.
22. Dynamic URL parameters
You may want to track the behavior of your audience after clicking on the ad. Of course, you can add UTM parameters to the shared URL to your original Facebook post before posting. But anyone who sees that position – whether paid or organic – will be included in the same group.
In Ads Manager, you can use dynamic URL parameters. This allows you to have Facebook dynamically add information to the clicker link that they can group based on things like placement, campaign name, ad set name, ad name, and more.
23. Language optimization
Do you have an international audience? You can create variants of your ad in several languages. Facebook can even translate your ads automatically For you.
They can dynamically show the right version of the ad to the right people, based on the language they speak.
There is nothing wrong with using the Boost button, especially to get started on Facebook ads. But, you may be ready for more. If you want more power, more control, and more access to all of the features listed above, it's time to switch to the Advertising Manager.
It can be scary and intimidating. You do not need to use every feature. I've created Beyond Boost training to help you improve your confidence and make this transition easier.
Do you still use the Boost button? Or have you recently seen the difference that Ads Manager can make?
Let me know in the comments below!