Facebook has introduced a simpler way for small businesses to create ads on the social network directly from the admin panel.
The Promote Page button, which began rolling out in December, enables admins to create three different types of Facebook Ads without having to use the somewhat complicated ad dashboard. If you already have a credit card on file, you could get started with a campaign in as few as two clicks.
When using this feature, you’ll be able to create 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 mobile placement was limited to Sponsored Stories, Page Post Ads, and App Install Ads.
The downside is that these ads are broadly targeted — Marketplace ads can be shown to any audience regardless of whether they’re connected to the Page. You can select city, state, or country-level targeting, but you won’t have access to demographic or interest-based targeting. Additionally, you don’t have much control over the content of the ad, as information is pulled directly from your Page’s About section.
We should note that Facebook recently began allowing you to customize the headlines of your Page Like ads, but it’s not clear if this functionality will be available within the admin panel.
Facebook’s Promote Page button is aimed more toward small businesses that might not have much experience with the social network’s advertising platform. If you’re looking for more customization options or additional ad types, we recommend using the main self-serve ad tool.
Jennifer Beese: Jennifer Beese has worked as a community manager and social media strategist. When she’s not writing, you can find her studying anatomy and physiology—she literally has a skeleton in her closet—or under the stars with her telescope.