Both campaign types have pros and cons you should take into consideration when deciding whether to run an External Website campaign or boost an organic post.
External Website is by far the most popular campaign type for performance marketing. It supports static image, video, or carousel ad formats and it gives advertisers the ability to split test headlines, ad text, images (or videos!), link descriptions, URLs and CTAs. However, it requires enough budget for testing and social proof gets spread across multiple ads.
Boosted posts have more visibility as they appear on your Facebook page (unlike External Website’s dark posts) meaning all likes, comments, and shares are in one place and your social proof tends to be higher. However, you don’t have the opportunity to run split tests.
So, which one should I use?
We’d suggest starting with an External Website campaigns as A/B testing significantly reduces CPC. Then, when the creative has been extensively tested, you can turn the best elements in a Page Post – but only if you’ve tested everything first!
Need inspiration on what to split test? Check out our blog article with 16 genius ideas for your A/B tests!