Facebook recently gave Page admins the ability to make unpublished posts through the Pages API. This means that you can now test different types of ad options without actually having to publish the posts.
Previously this option was only available to premium advertisers. If you were using the self-serve ad tool or Ads API you couldn’t run ads without creating a post that would appear in fans’ News Feeds.
Moving forward, you can target non-fans with ads that might not be relevant to members that have already Liked your Page. This allows you to reach different segments of your audience with different messages.
This feature could also make for a useful testing tool. Before you dip too far into your advertising budget, you can create a few unpublished posts and turn them into ad units. Then, depending on the response, you can decide which version to publish or put more ad dollars behind.
While this isn’t a sure-fire way to put the Facebook ads arguments to rest, it could help you make a decision whether it’s the right option for your business or brand.