Facebook began rolling out its “Promote Page” option in mid-December, and now details of how it works have emerged. When page owners use the Promote Page button, they’ll be able to create three different types of Facebook ads — including mobile ads — without having to use the more complicated ad dashboard.
Social media consultant Jon Loomer tested this option recently and shared information about the experience. He found that page owners can click Promote Page from the top of the page’s admin panel. There are options to set a daily budget and adjust the audience, as well as edit the payment method, but page owners could get started with a campaign in as few as two clicks if they already have a credit card on file.
Using this feature creates three different ads on behalf of the page: a standard Marketplace ad that appears in the desktop sidebar, Page Like Sponsored Stories that appear in the desktop and mobile feed, and a new type of Page Like ad which will appear on mobile. Previously, Facebook only allowed Sponsored Stories, Page Post Ads and App Install Ads in the mobile News Feed, but with this new feature, it seems Marketplace ads can now appear on mobile. Marketplace ads have a headline, body copy and image, and can be shown to any audience, even if users are not already connected to a page directly or through a friend. See our post about the different types of Facebook ads for more information about these terms.
Facebook began testing Marketplace ads in the desktop News Feed last year, but the test didn’t extend to mobile until now. This is useful because it helps small pages reach a larger pool of potential new fans. We recently wrote about some of the limitations of Facebook’s mobile formats when used for fan acquisition, but these seem to be alleviated with the new ad type.
However, as Loomer notes, ads created through the Promote Page button are very broadly targeted and use very basic creative pulled directly from the page’s About section. Page owners can select city, state or country-level targeting, but these ads don’t include additional demographic- or interest-based targeting. Advertisers that want to customize their campaigns should use the main self-serve ad tool or even more advanced platforms. “Promote Page” is meant for small businesses who might not have much experience with Facebook advertising, similar to the Promoted Post feature introduced last year.
According to Facebook’s Help Center, only pages that have a profile photo and a listed address are eligible for the Promote Page feature. Loomer reminds advertisers that unless a page owners manually turns off the campaign, these ads will continue to run and spend the daily budget.
Sample ad in the desktop feed:
And on the mobile web:
Images via Jon Loomer.