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Marketers are increasingly shifting their Facebook advertising spend from standard domain ads in the right hand side of Facebook to Page Post Ads that appear in users’ News Feeds. Why? Because ads that appear in people’s New Feeds deliver 14% higher ROI (return on ad spend investment) than standard domain ads. Nanigans has complied some best practices and a new study to demonstrate how effective Page Post Ads in the News Feed are in delivering positive ROI for advertisers
These engaging ad units begin as a post on a brand’s Facebook Page and can drive people to off-Facebook destinations. Additionally, they can be targeted to anyone, regardless if they are or are not connected to your Page or app.
There are six different types of Page Post Ads: status updates, videos, photos, questions, links and events. Photo Page Post Ads have quickly become the most popular format for performance marketers ranging from ecommerce to gaming.
So do Page Post Ads actually get consumers to click? And convert?
A Nanigans study based on more than 975 million impressions demonstrated that Page Post Ads are effective in driving higher funnel and lower funnel engagement and conversion events. A comparison of the relative performance of Page Post Ads to standard domain ads demonstrated that on average Page Post Ads delivered a 14% higher ROI.
In multiple page post ad campaigns, average CTR’s exceeded 3.3%. Page Posts Ads generated on average 68% lower CPC’s (cost-per click) and 48% lower CPA (cost-per-action, which in this study refers to cost-per-registration).
If your business goals are aimed at driving revenue, Page Post Ads should be kept top of mind. These ads are designed to capture attention with larger, more engaging formats and create a seamless experience between paid, owned and earned media. The most successful campaigns advertisers have managed through Nanigans’ Ad Engine have a clear purpose such as driving email registrations, app installs or sales of a product or service.
Nanigans has delivered effective campaigns leveraging Page Posts in a variety of sectors such as ecommerce, gaming, travel and financial services. Interested in learning how Page Post Ads can meet your business goals? Contact us today!