If there’s one innovation that’s not only brought people together but helped businesses promote themselves on a larger scale, it’s Facebook. It’s no coincidence that plenty of businesses have actively participated in various efforts to advertise on Facebook, especially because it operates on a gargantuan scale.

What some entrepreneurs fail to understand is that advertising on Facebook is an investment. You’re not likely to get the results you dream of a week after your first ad. It’s a gradual process, and if you’re an entrepreneur just getting around to using Facebook ads, you might want to learn a thing or two.

The social platform’s organic reach was plummeting back in 2016, and for many businesses, that meant coming up with new strategies. In early 2018, the game changed for many marketers and advertisers when Facebook changed their algorithm.

It was made clear for every marketer that organic reach wasn’t enough—they had to pay their way to advertise their businesses.

If you’re in a rut about your business’ performance on Facebook, you’re not alone. But before you throw your money into a marketing effort you don’t fully understand, here are a few pointers to take note of.

There are different kinds of Facebook ads, and then there’s the boost. When you scroll through the News Feed, you might have come across at least one Sponsored post. This is the boost. It acts like a more affordable Facebook ad.

When you boost, you pick an existing post to promote. With this feature, you’re able to choose your budget, target audience, and how long you want it to last. It’s almost like you’re paying to expose a particular post, which can be good for brand awareness.

The boost is ideal for small businesses because it’s simple and straight to the point. When your goal is to reach a bigger audience than you normally do, the boost is the better option for your business. That said, Facebook ads have a wider set of options that a typical boosted post doesn’t have.

Facebook ads are more diverse—you have more control over your audience targeting, you can choose where you want to place your ads, and you gain more creative control.

The features are more complex than the boost’s and it costs a little more to advertise on Facebook which isn’t bad—it’s the price you pay to get more creative freedom and a bigger ROI.

After the algorithm change, the stakes became higher for businesses. You don’t want to quit advertising on Facebook altogether because the digital world is coming in full circle. In the same way, you wouldn’t want to throw money onto the next best option without studying what you could reap.

The best thing to do for business owners now is to identify their business goals. What is it that you want your business to achieve and how can you leverage Facebook? After that, you can get to work on your ad strategy, and what options to consider.

Again, it’s important to note that once you’ve boosted a post or created an ad campaign on Facebook, you won’t reap results after a week, a month, or even a year. If you play your cards right, i.e. continue creating and releasing relevant content on your page as you run ads, you’ll see slow but steady results. After all, only the ads cost money—the content comes free!

Advertising on Facebook is complicated when you don’t understand your options and what you can get out of it. Depending on your strategy, you could either end up paying for nothing or actually getting results. When in doubt, you always have the option to contact a reliable company that specializes in Facebook advertising to plan your ad strategy for you.

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