I’ve always been a big fan of Facebook page promotion ads, these are the ads that encourage people to Like a page. They allow us to build an audience of people who have an interest in what we do. Depending on the page and your audience these ads can be really good value for money.
When I create ad campaigns for clients I’ll usually hold back some of the budget for Page Like ads. It’s good to be constantly growing your audience and Like ads offer the perfect solution for building a targeted following. And because you’ve got the right people liking your page you’ll see better results on both your organic content and boosted posts in the future.
This works well for my clients but if you are on a limited budget it might be worth spending it elsewhere.
Watch below to find out why:
Page promotion or ‘Like ads’ serve one purpose, they get people to Like your page. Yes, people may go on to investigate further but that’s not a natural progression.
Other ad types can get you more.
When I set up a campaign I create two ad sets.
- Targeting Page Likers. Although this audience is more likely to interact with my ads it may be too small to squander the whole budget on.
- Targeting non-page Likers by interest. It’s this ad set that brings me additional collateral. When people see these sponsored posts in their feeds they are not only prompted to take the desired action (an interaction, website click, conversion etc) but they are also encouraged to Like the page.
Looking at my ad reports I can see that some of my clients are getting a whole bunch of likes from these ads essentially for free.
I may have made a good argument but I don’t recommend you eliminate Page Promotion ads altogether. If you have a small audience you’ll need them to help build your Likes.
If you have a sizable audience and a low budget it’s worth experimenting. You won’t get as many Likes as you do with Page Promotion ads but you may find spending your budget elsewhere helps your business objectives as well as getting you a few new likers on the side.