Unlocking Success: Facebook & Instagram Marketing Strategies For Growth

Facebook and Instagram marketing involve creating and running advertising campaigns on these social media platforms to reach and engage with your target audience. It allows businesses to promote their products, services, or brand to a wide range of users.

Two of the most common methods for doing this are boosting an existing post and creating a new ad through the Meta Ads Manager. Each method serves different purposes and offers unique advantages.

Boosting an Existing Post

Boosting a post is a quick way to amplify the reach of an existing post from your Facebook Page or Instagram profile. It involves paying to have your content seen by more people, including those who don’t currently follow you.

How it works:
You simply choose a post that’s already on your page, click on the “Boost Post” button, and follow a few steps to target your audience, set your budget, and decide on the duration of the boost.

Best for:
This method is ideal for increasing engagement (likes, shares, comments) on your content. It’s particularly effective for promoting content that has already performed well organically, as it leverages existing engagement to capture wider attention.

The targeting options are more limited compared to creating an ad in the Ads Manager. You can target based on interests, age, gender, and location, but the granular control over placement, optimization, and ad objectives is not as comprehensive.

Creating a New Ad in the Meta Ads Manager

Using the Meta Ads Manager to create a new ad involves setting up a campaign from scratch. This method offers the most customization and optimization options for your advertising.

How it works:
You start by selecting your marketing objective (awareness, consideration, conversion). Then, you proceed to define your target audience, set your budget and schedule, choose your ad placements across Facebook, Instagram, and other Meta platforms, and finally, design your ad using a variety of formats (image, video, carousel, etc.).

Best for:
This approach is suited for achieving specific business goals, such as driving website traffic, generating leads, or increasing conversions. It’s also the go-to method for advertisers looking to create a highly targeted and optimized campaign that leverages the full suite of Meta’s advertising tools.

The Ads Manager provides advanced targeting options, including the ability to create custom audiences (e.g., website visitors) and lookalike audiences (people similar to your existing customers). You also have more control over where your ads are shown (e.g., Instagram Stories, Facebook News Feed) and can optimize for specific outcomes (e.g., cost per lead).

Key Differences

Boosting an Existing Post:
Quick and simple method for promoting posts directly from your profile.
Limited targeting options compared to creating a new ad in the Meta Ads Manager.

Creating a New Ad in Meta Ads Manager:

Offers more customization and detailed targeting capabilities.
Suitable for complex ad campaigns with specific objectives and target audiences.

These methods cater to different advertising needs, with boosting existing posts being more straightforward for quick promotions, while creating new ads in the Meta Ads Manager provides advanced features for targeted and strategic campaigns.

Choosing between boosting an existing post and creating a new ad in the Meta Ads Manager depends on your marketing objectives, budget, and how much control you want over targeting and optimization.

Boosting a post is straightforward and can quickly increase visibility and engagement. On the other hand, creating a new ad through the Ads Manager is more complex but offers greater flexibility and potential for achieving specific business outcomes.

Both methods can be effective components of a broader social media marketing strategy, and the best choice often involves a mix of both to maximize reach and engagement while meeting specific campaign goals.


Our Campaign Setup Process with Meta Ads Manager

As a marketer with a focus on Meta advertising, the ad setup process in Meta Ads Manager is a crucial part of developing effective campaigns that resonate with the target demographics, drive brand awareness, engagement, and lead generation.

Here’s a step-by-step guide to crafting and optimizing campaigns using Meta Ads Manager:


Choosing Objectives

The first step in setting up your ad campaign is selecting the right objective. Meta Ads Manager offers a range of objectives that align with various marketing goals, such as:

Brand Awareness: Increase awareness for your brand by reaching people more likely to be interested in it.

Traffic: Drive more people to a destination on or off Facebook, such as a website, app, or Messenger conversation.

Engagement: Get more people to see and engage with your post or page.

Lead Generation: Collect lead information from people interested in your business.

Conversions: Encourage people to take a specific action on your website, like subscribing to a newsletter or making a purchase.

Naming Campaigns

Choosing a clear and descriptive name for your campaign is essential for organization and future analysis. Include key elements like the campaign objective, target audience, and date range to make it easier to track performance.

Budget, Bidding, and Schedule

Budget: Decide whether you want a daily or lifetime budget for your campaign. A daily budget is the average amount you’re willing to spend each day, while a lifetime budget is the amount you’re willing to spend over the entire run-time of your campaign.

Bidding: Choose how you want to bid for ad placements. Options include cost per click (CPC), cost per impressions (CPM), or cost per action (CPA), depending on your campaign objective.

Schedule: Select the start and end dates for your campaign. You can also use ad scheduling to specify certain times of the day or days of the week your ads should run, optimizing for when your target audience is most active.

Identifying and Targeting Suitable Audience

Meta Ads Manager offers robust targeting options to ensure your ads are shown to the right people. You can target based on:

Demographics: Age, gender, education, job title, etc.

Interests: Hobbies, favorite entertainment, etc.

Behaviors: Purchase behavior, device usage, etc.

Custom Audiences: Upload your contact lists to target or exclude specific people.

Lookalike Audiences: Reach new people whose interests are similar to those of your best customers.

Setup Placements on Both Facebook and Instagram

You can choose where your ads will appear across
Facebook and Instagram:

Automatic Placements:
Meta will automatically place your ads across Facebook, Instagram, Audience Network, and Messenger, optimizing for the best results.

Manual Placements: If you prefer, you can manually select where your ads appear. Options include the Facebook News Feed, Instagram Feed, Instagram Stories, Facebook Marketplace, and more.

Selecting Ad Type to Create a New Campaign

Finally, choose the format of your ad. Meta Ads Manager supports various ad types, including:

Image Ads: Simple and effective, good for driving traffic and generating leads.

Video Ads:
Can be used across Facebook and Instagram to show off your product or tell your brand story.

Carousel Ads:
Showcase up to ten images or videos within a single ad, each with its own link.

Slideshow Ads:
Create lightweight video ads to connect with people across connection speeds.

Collection Ads:
Offer an immersive experience, allowing people to browse more products or learn more about features.

Each step in the ad setup process is an opportunity to refine your approach and ensure that your campaigns are precisely targeted and optimized for the best possible outcomes.

By carefully crafting each element to align with your marketing goals and target audience, you can create compelling, effective campaigns that drive brand awareness, engagement, and lead generation.


Using Analytics to further enhance campaign performance

Insights formerly known as Analytics, provides basic metrics about your campaign performance. 

As a Meta advertising expert, here’s how we would utilize these tools to optimize your campaign’s performance:

Setting Clear Objectives

Firstly, it’s essential to define what success looks like for your campaign. Whether it’s brand awareness, lead generation, or conversions, having clear objectives allows us to tailor our analytics strategy to measure what matters most.

Implementing Conversion Tracking

By setting up Meta Pixel on your website or utilizing app events, we can track actions taken as a result of our ads. This includes website visits, product views, purchases, or form submissions.

Conversion tracking enables us to understand how effectively our ad spend translates into desired actions.

Custom Dashboards and Reports

We will customize analytics dashboards in Meta Ads Manager to focus on key performance indicators (KPIs) relevant to your objectives.

This might include metrics such as click-through rate (CTR), conversion rate, cost per click (CPC), and return on ad spend (ROAS). Regularly reviewing these metrics allows us to monitor the health of the campaign at a glance.

Audience Insights

Using Meta’s Audience Insights, we gain a deeper understanding of your target audience’s demographics, interests, and behaviors.

This information helps in refining our targeting strategy to ensure we’re reaching the most relevant users, thereby increasing the efficiency of the ad spend.

A/B Testing

To determine the most effective elements of our campaign, we’ll conduct A/B tests (also known as split tests).

This involves creating two versions of an ad (varying a single element like the headline, image, or call-to-action) and seeing which performs better.

A/B testing is pivotal in optimizing the campaign’s components for higher engagement and conversion rates.

Ad Placement and Delivery Optimization

We’ll analyze performance across different ad placements (e.g., Instagram Stories vs. Facebook News Feed) and adjust our strategy accordingly.

Furthermore, leveraging Meta’s automatic placement and delivery optimization features ensures our ads are shown at the right time and place for maximum impact.

Learning from Engagement Metrics

Engagement metrics (likes, comments, shares) provide insights into how the audience perceives your ads.
High engagement rates typically indicate resonant messaging, while low engagement suggests the need for adjustment. This feedback loop is crucial for refining ad creative and messaging.

ROI Analysis

Ultimately, the goal is to achieve a positive return on investment. By closely monitoring ROAS and comparing it against industry benchmarks, we can assess the financial efficiency of the campaign. This analysis informs decisions on budget allocation and scaling strategies.

Iterative Optimization

Digital marketing is dynamic, and so our approach will be iterative. Based on continuous analysis, we will refine targeting, creative elements, and overall strategy to adapt to changing market conditions and audience behaviors.


In summary, leveraging analytics and reporting in your Meta ad campaign allows us to make informed, data-driven decisions that optimize performance.

Through a cycle of measuring, testing, learning, and adjusting, we aim to maximize your ad spend efficiency, meet your marketing objectives, and drive significant business outcomes.

This analytical approach ensures that every dollar spent is an investment towards achieving your brand’s goals.