With a desire to get more users paying to reach their customers, Facebook created Promoted Posts last year as an “easy button” advertising solution to overcome the complex nature of their Ads Manager.
Promoted Posts are available on most Personal Pages and Business Pages with over 100 Likes. They are designed to allow you to overcome the limiting nature of Facebook’s newsfeed, which means your Page posts don’t reach all your fans , so Promoted Posts allow you to pay to reach more of them and show up in their newsfeed.
Promoted Posts show up in your Fans and Friends newsfeeds and are tagged as Sponsored, and display like this:
Here are 4 Tips to make the most out of Promoted Posts and get your message out their to all your Facebook Fans:
1. Maximize Your Popular Posts
If you have a post on your Page that is getting more engagement (more Likes, Comments and Shares) than usual, you should use the Promote feature. The post has to have been posted within the past 6 hours, but all you need to do is click on the Promote feature at the bottom right of the post feature.
2. Use The Targeting Feature To Get More Focus
Add targeting to your Page posts so only the most relevant people will see them in their news feeds. Before you publish your post just click the Compass/Target symbol at the bottom left next to the Location symbol as shown here:
Then Click Add Targeting and choose one or more filters:
• Relationship Status
• Interested In
Once each of these options are clicked, you can select options on the right as you can see in the image below:
The targeting symbol often only appears once you click on the Promote button, and some Pages have reported that they are unable to access this feature at all, but if you have the Promote feature, the targeting feature should show up once you start composing your post.
3. Select Likers Only
Promoted Posts are distributed on an optimized CPM basis according to the lifetime (not daily) budget. This means they are often served to less desirable countries with lower cost impressions and this means some wasted impressions to far flung countries outside of your market. Although Facebook have said this has been addressed late last year, you should only select those that have already Liked your Page.
4. Monitor Performance
On your Business Page, shortly after promoting a Page post, you’ll be able to see its performance at the bottom of the post in the links to the left of the Promote button.
To see more information about the total percentage of people who like your Page and saw your post organically, as well as the total percentage of people who like your Page that you reached through the promotion, hover over or click on the x% link as shown below:
Promoted Posts are a great way to ensure key posts are seen by all your Facebook Fans. After doing the work to build your Page, you may as well make sure that you get in front of those prospects at every opportunity. Even though you have to pay to do this, compared to traditional alternatives it is a relatively small investment. If you want to get your posts out to friends of fans and others who are yet to Like your Page, try Page Post Ads instead that can be created in your Ads Manager (you can learn how to create one in my quick video at http://youtu.be/qihOkwGJhxw).
For more video training on how to use Promoted Posts, watch my video at http://vimeo.com/53311174, and make sure you Like My Facebook Page to keep up to date with my Facebook Marketing tips.