While promoting a post is the fastest way to get a Facebook ad unit running, I rarely ever use it.
I find that promoting a post will get me lots of Likes but rarely any real results – like click-throughs or conversions.
However, there is second way to turn a Facebook post into an ad that gives you more control over targeting and generally yields better results on your website.
To get this ad type running you need to log into Facebook’s (free) Power Editor or your AdEspresso dashboard.
Note: You CANNOT create this ad type through the normal Facebook ads dashboard.
Once you log into AdEspresso or Power Editor create an ad “For a Facebook Page Using a Post.”
Under “Destination” select the Facebook Page you want to promote and in the drop down underneath Destination select the post that you want to turn into an ad.
Now here’s where things become SO MUCH BETTER than using a Promoted Post.
In your next option you get to select the Placement for the ad:
In general I like to select Newsfeed (Desktop and Mobile) or Newsfeed (Desktop Only).
Since you’re turning a Facebook Post into an ad it will look the best in Newsfeed where it is meant to be seen.
If you select All Facebook or Desktop (Right-Hand Column and News Feed on Desktop Only) your ad can end up squished when it gets placed in the right-hand column since smaller ads are ideally meant to go there.
From here things get even better!
Under Audience you can set your targeting based on geography, age, gender AND interests using Precise Interests, Broad Categories or even Partner Categories!
When you promote one of your posts directly from your Facebook Page you can only set targeting based on the basic things like gender and location (not interests):
Also, when you promote a post directly from your page you can only select to target people who like your page and their friends.
By taking the additional steps of logging into AdEspresso or Power Editor you can target:
- ONLY people who Like your page
- People who like your page and their friends
- People who don’t like your page but fit your other targeting criteria
Basically, going through the “back end” you get much more control over who sees your post, thus optimizing your ad spend!
Additionally, you can set your post to run at a CPC or CPM rate this way, whereas when you promote a post directly from your page you can only run it at a CPM rate.
Finally, by going through AdEspresso or Power Editor you can set the promotion/ad to run continuously or for a specific period of time rather than blowing through a set amount of spend in 1 day as is the case when you promote a post on your page.
There’s no doubt in my mind that taking these additional steps is worth it in the long run.
I ALWAYS see much better results from turning a post into a Newsfeed ad manually than I do when simply promoting a post from the Facebook page.
Do you have any questions about anything in this post? If so, please leave a comment or tweet to us @AdEspresso and our team will do our best to answer your questions. If you’re ready to start optimizing your Facebook ads please sign up for our FREE beta.