Why you really need to use Facebook Page Post Ads

By Liam Foy

The other day Sam wrote a post on what you need to do on Facebook and I thought I would continue this on but just focusing on Facebook Page Post Ads.

Even if you think you don’t have a budget for Facebook’s Page Post Ads, you could probably spare £50-100 pound and you will see a good return. You should use Page Post Ads as part of your social media marketing strategy because it’s efficient and affordable plus there is very little risk involved in the ads. So let’s start at the what.

What are Page Post Ads?

Page Post Ads allow you to promote a post that you made on your Facebook Page. It could be a status update, shared link, video, photo, event or anything else you’ve shared recently. You can promote a specific page post or choose to make an ad out of the most recent page post that you’ve created — so your ad is constantly changing as you update your Page.

Why you should use Page Post Ads to target fans?

As you’ve probably heard, only about 16% of your fans will see any particular post that you make on your Page.

A big part of this is timing: only half of your fans are on Facebook on any given day, and even when they are on the site they may not be in the window that would allow them to see your post. A second part of this is EdgeRank: particularly when it comes to Top News (the posts that Facebook determines are important to you), your posts may not be given top billing. Your posts aren’t given a top spot probably because your fans haven’t got a high enough affinity with the page. Post interesting content that your fans would be interested in and this affinity will grow. Anyway, you’re probably not hitting 100% of your audience and the solution is Page Post Ads.

When you use Page Post Ads, timing makes a much smaller impact on success. No matter when your fans are online, they will be shown your post in the form of an ad. When you use Page Post Ads, EdgeRank also can’t prevent your fans from seeing your content. In fact, the more fans who see your ads in addition to your posts, the higher your EgeRank. So there are multiple benefits at play.

Why Page Post Ads targeting Facebook fans are efficient

When you run an ad on Facebook, even a Page Post Ad, that targets non-fans, there is a barrier at play. You must sell yourself in 90 characters and an image to take action but when you target current fans, the barrier is not there. Your profile photo catches their eye, they recognise your brand and they probably trust you. Current fans are much more likely to click on a link, image or video in your ad. As a result, your advertising is efficient. You need to spend very little money to generate desired actions.

Why Page Post Ads are extremely affordable

When you run a standard Facebook ad that targets 100,000 or 1,000,000 people, it is very easy to quickly run through any budget. Facebook will have no problem cycling your ad through, running the cash register. But when you run Page Post Ads that target only your current fans, your audience is greatly diminished. I have begun solely using CPM (Cost Per Thousand Impressions) rather than CPC (Cost Per Click), probably because getting clicks is quite easy.

In the end, you need to get something of value that is at least equal to what you are putting into it. In other words, whether you spend $2 or $2,000, whether the campaign is successful will depend on what you get in return. Make sure that you have a purpose. It could be driving traffic, generating conversions or simply starting a discussion.

Page Post Story Example

So we run a page with around 10,000 fans and as you can see from the screenshots below that the Page Post Ads were very successful. We ended up reaching nearly 18x our page audience, had more people talking about the post than were actually fans of the page and double the amount of engaged users. The reason the post reached so many people was because of the number of shares it received. I would definitely recommend that if you’re going to run Page Post Ads make sure it is highly visual content. If it isn’t don’t run ads. No one will want to constantly see your status update of “Hello, how was your weekend”.

Readers: Have you ever run Page Post Ads? How successful were they?

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This post was written by Liam Foy

As Head of Client Services, Liam ensures that all of his clients’ strategies are on track, delivering ROI and coming up with new ideas to drive them forward. Beer makes him tick, reading, learning and drinking it.