Facebook Updates Page Post Link Ads In An Effort To Produce Better Conversion Rates For Advertisers
Facebook announced three updates to their Page post link ads today. With the new updates, advertisers can customize images, create unpublished Page post links ads directly in the ad create flow, as well as have more options when posting an ad with an off-site link destination.
Advertisers can now customize images by uploading their preferred image for a Page post link ad instead of Facebook automatically sourcing a thumbnail image based on images from the linked site. Advertisers can customize images via the Page composer, create flow, Power Editor and the API.
Facebook has also made it possible for advertisers to create new unpublished post link ads directly in the ad create flow. Before now, advertisers had to select an existing post to promote. This update is an attempt to give advertisers more flexibility so that they can create targeted ads tailored to specific groups of people.
According to Facebook, Page post link ads in News Feed outperform domain ads on the right-hand side. To push more advertisers toward posting their ads in the News Feed, advertisers can now choose a domain ad for the right-hand column or an unpublished Page post link ad for News Feed when entering an off-site link as the ad destination. (Previously, such posts were defaulted to the right-hand side ad format.)
Facebook claims these updates have been implemented to help drive off-site conversions and sales for advertisers.