Continuing the trend of improving the relevancy of ads within the News Feed, Facebook today is rolling out a new feature that lets brands create unpublished posts — posts that intentionally don’t appear to all fans of a Page.
Previously available for ads on the right-hand side of the social network, this option is now available for feed-based ads. This might seem counterintuitive, but it’s actually a smart move that enables you to target a group of customers without alienating other members.
For example, a restaurant could promote a post that targets vegetarians. While the post announcing your new veggie-friendly dish won’t appear on your Facebook Page, it will run in the News Feed of fans who express an interest in vegetarian-eating habits.
A good way of determining which Facebook Ads are right for you is to test various options, and unpublished posts allow you to do just that. You can choose to run two different types of ads, or you can test the same ad on different audiences. For example, you could show a longtime customer one version and a new customer another.
According to AdParlor, a Facebook Strategic PMD, told Inside Facebook that unpublished post ads have a clickthrough rate of 0.87 percent compared to organic post ads with a CTR of 0.30 percent. Additionally, unpublished post ads had a 16 percent higher conversion rate with 22 percent lower sign-up costs.
Marketers should always be strategic when placing ads in the News Feed, but even more so now that the new design is rolling out. When attention is divided between multiple feeds, you’ll want to make sure that the ads you’re sharing are as relevant as possible. Unpublished posts — which can be created in Power Editor or through the Ads API — should help you deliver relevant ads in the most engaging place on Facebook.