Today Facebook announced the global rollout of Promoted Page Likes. Introduced in December, this ad unit is designed to drive new traffic to your Facebook Page, unlike Promoted Posts which target existing fans.
Previously in beta, all pages with a location and profile picture will now see the “Promote Page” option in their Admin Panel. This enables you to bypass the somewhat complicated ad dashboard and create ads faster.
Like Promoted Posts, you can select a daily budget based on how many people you want to reach. Promoted Page Likes are purchased with a preset price rather than on a cost-per-click basis. You’re also able to narrow down your target audience by country, state, or city.
As noted by Inside Facebook, using Promoted Page Likes actually creates three different types of Facebook Ads: a standard desktop sidebar ad, Page Like Sponsored Stories and standard Page Like Ads, both of which appear in the desktop and mobile News Feed.
Since they’re all designed to do the same thing, each will include the page name, photo, description, and Like button. Alternately, Promoted Posts can include a photo, video, like, and so on, which makes them a better option for increasing engagement than garnering Page Likes.
The global rollout means quicker ad creation for more advertisers. It’s a great option for businesses that don’t have access to a dedicated ad rep at Facebook. Make sure that the person(s) in charge of advertising has the right Page permissions, otherwise they will be unable to access the ability to create Promoted Page Likes.