If you’re a start-up or a small business with a limited marketing budget, then the “Promoted Page Likes” (also known as “Get More Likes”, “Boost Your Page” or “Get More Fans”) feature will seem particularly sexy for you – with less than 5 clicks you can have a campaign up and running, and attracting new fans to your Facebook page.
Your hopes of a good return on investment are increasing with every additional ‘like’: you start imagining hundreds, even thousands of fans following your page, new leads, high engagement rate, improving loyalty, and, most importantly, a dramatic increase in sales and profit – you couldn’t feel better about it!
And yet, nothing happens.
Because the “Promoted Page Likes” feature is ultimately flawed and it is NOT worth your money.
I will share with you why it’s the case and what you can do about it in just a second, but first things first:
What’s the “Promoted Page Likes” feature in the first place?
GET MORE LIKES a.k.a PROMOTED PAGE LIKES
If you are administrating a page, you must have seen it already – it’s a box on the left side of your Facebook business page which invites you to “Boost Page” or “Get More Likes”. Facebook released it globally three months ago to provide a very simplified and easy way to build your Facebook audience.
After clicking the button, you set your daily budget, choose the target audience by cities, regions or countries of your preferences… and you’re done! Just hit “Get More Likes” again and you’re all set.
What not people know about, is the that by using ‘Get More Likes’ you create one campaign with three different ads: mobile only, desktop and sponsored stories for mobile and desktop news feeds (you can check it by yourself at https://www.facebook.com/ads/manage ).
And, sadly, these ads are far from being great..
WHY DOES IT SUCK?
Let’s take the top two ads of the campaign – mobile and desktop ads. Facebook will automatically use the name of your page for the title (here, ‘Vintage Rides’), the description section of the page for the ad text (here, ‘Vintage Rides is a travel agency…’) and for the photo – the profile picture of your Facebook business page.
What’s the problem with that? Not just one, three:
- Title is not descriptive – why should people care about Vintage Rides? WHO is Vintage Rides? (just so you know, it’s a very cool company).
- Profile picture is not attractive enough – a motorcycle in the picture would get much more attention and higher click-through rate, CTR.
- No clear call to action – the text is taken from the description section of the page and is cut off in the middle.
Combine all these three components, and you’re ads will perform much worse against an optimised ad with a strong title, eye-catching photo and clearly defined call to action in the copy.
POOR TARGETING OF ADS
We could hope that Facebook has some truly magical algorithms to pinpoint the most relevant audience for your business, but I highly doubt it. Especially if it’s a brand new Facebook page, their automatic targeting won’t be precise enough.
The mobile ad targets 130,000,000 people from the specified countries who are not connected to Vintage Rides: NO age targeting, NO sex targeting, NO precise interests targeting, NO language targeting – in short, it’s the broadest advertisement possible.
Also, Facebook automatically chooses Optimised CPM (optimized cost per impression) pricing, so they will only be shown to people who are most likely to engage (think of teenagers, promotion hunters, adults who reshare everything they see, or even spam accounts), but not necessarily to those who are most likely to benefit from your products or service.
Same goes with the desktop ads that target 90,000,000 users. Although the sponsored stories might work slightly better if you already had a very condensed audience, there’s still no precise interests targeting which also makes it ineffective.
If you’re a more experienced marketer, you will be quick to suggest the Power Editor tool to add additional targeting and specify age, sex, interests, language, etc.
That is a good advice, but here’s where things get tricky…
‘PAGE MOBILE NONSOCIAL FEED’
Have you noticed the “PAGE_MOBILE_NONSOCIAL_FEED” placement on the top advertisement? This is how these ads might appear in real life (might, because Facebook keeps changing it and trying out different designs):
Jon Loomer noted that Promoted Page Likes beats the Page Like Sponsored Stories and mobile-only type ads performed the best.
The problem is that this particular placement (Page Mobile Nonsocial Feed) cannot be recreated – neither by using the traditional Facebook ads tool, nor the Power Editor . And if you do try make any updates to these ads, the special placement will disappear (as seen below, just by adding the additional targeting of males), thus, losing its biggest advantage.
Now that’s a bummer, isn’t it?
WHY DOES IT MATTER?
Imagine you’ve invented a kick-ass energetic drink made from grapefruits, coffee, tea, chocolate and spinach (that’d be pretty epic, right?).
If you used the “Promoted Page Likes” feature, you won’t be able to use any of the precise targeting options. Your page will attract a roller-coaster audience, men and women from 13 to 64+ years old, interested in whatever that might be. You will get cheap page likes, but low quality as well.
Now, compare this to a tight audience of, let’s say, single men from 28 to 35 years old who are interested in doing sports, healthy life style, like Red Bull or GoPro – don’t you think they would be more relevant to your business, more likely to engage with your content and ultimately become your customers?
Having a concentrated audience with a clear focus on quality, not quantity of fans, will generate a much better return for your business.
WHAT CAN WE DO?
The first step is to ditch “Promoted Page Likes” completely – easy, right?
Second, define a very specific target audience that will become the core of your page: countries, cities, language, sex, age, interests, education, relationship… – the more specific, the better. These people will become the core of your page.
Third, use Power Editor tool to create your ads: A) marketplace Page Like ads (placement: desktop), combined with B) sponsored stories of people liking your page (placement: mobile news feed only). From my experience, this combination does magic. And if you don’t know much about the Power Editor tool, you can find a nice tutorial here.
OR, if you don’t know anything about Facebook advertising but still want to try it for your business…
you can hire me. 😉
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