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Boosted Post vs Dark Post Ads: Which One Generated $20,000?

Published on: November 17 2023 by Peng Joon

Boosted Post vs Dark Post Ads: Which One Generated $20,000?

Table of Contents:

  1. Introduction
  2. Objective of the Experiment
  3. Methodology
    1. Campaign Setup for Boosted Post
    2. Campaign Setup for Dark Post
  4. Comparison of Results
    1. Cost per Lead
    2. Click-Through Rate
    3. Social Proof
    4. Return on Ad Spend (ROAS)
  5. Pros and Cons of Boosted Posts
    1. Pros
    2. Cons
  6. Pros and Cons of Dark Posts
    1. Pros
    2. Cons
  7. Conclusion
  8. Strategy Moving Forward
  9. Retargeting and Its Importance
  10. Final Thoughts

Article:

Introduction

In the world of digital advertising, Facebook is known as one of the most effective platforms to reach a targeted audience. However, there has always been a debate around whether it is more beneficial to use boosted posts or dark posts for advertising on Facebook. To put this debate to rest, I decided to conduct an experiment. In this article, I will share the details of my experiment where I spent $20,000 on both boosted posts and dark posts to determine which one is more effective and why.

Objective of the Experiment

The main objective of this experiment was to find out if there is a difference between Facebook boosted posts and dark posts in terms of their effectiveness in achieving specific goals. I wanted to understand which one is more cost-effective, has a higher click-through rate, generates more social proof, and delivers a better return on ad spend (ROAS). By the end of this experiment, I aimed to provide clear insights into when and how to use either boosted posts or dark posts based on specific objectives.

Methodology

To conduct this experiment, I allocated $10,000 to each campaign - one for boosted posts and the other for dark posts. The variables for both campaigns remained the same. I targeted countries such as Philippines, India, Australia, Malaysia, and Singapore. The duration of the experiment was one week, with daily monitoring of the campaign performance.

Comparison of Results

After analyzing the results of the experiment, several key factors were considered to determine the effectiveness of both boosted posts and dark posts.

1. Cost per Lead

In terms of cost per lead, the dark post outperformed the boosted post. The cost per lead for the dark post was around $6.79, while the boosted post had a cost per lead of approximately $8.65.

2. Click-Through Rate

The click-through rate (CTR) is a crucial metric to measure the effectiveness of an ad. Interestingly, the dark post had a significantly higher CTR compared to the boosted post. The dark post achieved a CTR of 1.28%, while the boosted post had a CTR of only 0.26%.

3. Social Proof

Social proof plays a vital role in building credibility and enhancing the reach of an ad. When it came to social proof, the boosted post had more likes, shares, and comments compared to the dark post. However, the dark post had a higher share-ability factor, with nearly five times more clicks and a higher click-through rate.

4. Return on Ad Spend (ROAS)

ROAS is a crucial metric for determining the success of an advertising campaign. While the dark post had a lower cost per lead, the boosted post generated a higher return on ad spend. The boosted post captured more engagement and organic reach due to its availability on the Facebook page, leading to potential business partnerships and increased credibility.

Pros and Cons of Boosted Posts

Pros:

  • Increased social proof: Boosted posts generate more likes, shares, and comments, leading to higher visibility and credibility.
  • Visibility on the Facebook page: Boosted posts appear on the page, allowing visitors to see the engagement and social proof associated with the post.
  • Potential for organic reach: Boosted posts have the potential to go viral, reaching a larger audience and attracting potential opportunities.

Cons:

  • Higher cost per lead: Boosted posts tend to have a higher cost per lead compared to dark posts, reducing the overall return on ad spend.
  • Limited targeting options: Boosted posts may not provide the same level of precision targeting as dark posts, limiting the ability to reach a specific audience.

Pros and Cons of Dark Posts

Pros:

  • Lower cost per lead: Dark posts generally achieve a lower cost per lead, making them more cost-effective for achieving specific objectives.
  • Precise targeting options: Dark posts allow for more precise targeting based on specific demographics, interests, and behaviors.
  • Higher click-through rate: Dark posts tend to have a higher click-through rate, resulting in more engagement and potential conversions.

Cons:

  • Lack of social proof: Dark posts are not visible on the Facebook page, limiting the potential for social proof and organic reach.
  • Decreased visibility and credibility: Without social proof, dark posts may seem less credible, making it challenging to attract organic engagement or partnership opportunities.

Conclusion

Based on the results of the experiment, it is evident that both boosted posts and dark posts have their unique advantages and disadvantages. It is crucial to consider specific objectives, such as cost per lead, click-through rate, social proof, and return on ad spend, when choosing between the two. Boosted posts are ideal for achieving high social proof, potential virality, and increased organic reach. On the other hand, dark posts offer more precise targeting, a lower cost per lead, and a higher click-through rate.

Strategy Moving Forward

Moving forward, the strategy I will implement is to focus on utilizing dark posts for most of my ads. However, for videos with high share-ability and the potential to go viral, I will still utilize boosted posts. This strategy allows me to tap into the benefits of both options and maximize the return on ad spend.

Retargeting and Its Importance

Retargeting plays a crucial role in maximizing the effectiveness of both boosted posts and dark posts. By retargeting users who have interacted with previous ads, businesses can further increase engagement, conversions, and ROI. It is essential to explore retargeting strategies and leverage the power of remarketing to ensure the success of Facebook advertising campaigns.

Final Thoughts

In conclusion, the debate between boosted posts and dark posts is now clearer after conducting this experiment. While boosted posts offer higher social proof and organic reach, dark posts excel in precision targeting, lower cost per lead, and higher click-through rates. By understanding the pros and cons of each option and aligning them with specific objectives, businesses can make informed decisions that will yield the best results for their Facebook advertising campaigns.

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