How to use Facebook’s new ‘Promoted Page Likes’ ad

After four months of testing ‘Promoted page Likes’ with U.S. businesses, Facebook has rolled out the feature globally.

It eliminates the use of the complicated dashboard that was in place before.  This will ease the process of creating and running ads for Facebook page owners, especially small businesses. A major difference between promoted posts and promoted page likes is that the former engages current fans whereas the latter gains new Likes for the page.

The promote page functionality is available to all pages which have a profile picture and a location.

1) Get started


Log in to your Facebook account and go to your admin panel. You will see a place which says “Get More Likes”. Click the “Promote Page” button.

2) Set a budget


That should open up a window which looks like this. The default option is $10.00 which gets you 100 likes per day. You could go for 5 bucks which get you 50 likes, 21 (200 likes) or even 26 (250 likes). You can also tweak the location by city, state (province) or country. Choose the currency you wish to pay by and you are ready to go.

3) Pay up


If you have followed these directions correctly, then you should see this pop up which asks for a funding source and gives you the option to pay by credit card or by PayPal.

4) Fill out the details

Fill in your information and wait to see the number of Likes soar as promised. You need to take note that unlike other Facebook ads, these will continue to run until the admin of the page stops them manually by clicking the Stop Ad button as shown below.

Page ad stop

What happens next?

We estimate just 2-3 clicks to get the campaign started. What happens next when you use the promoted page like ads is that it will create 3 different ads for the page.

  1. Sidebar ad that appears on desktop
  2. Page like sponsored stories that appears on the desktop and mobile feeds
  3. A new type of Page like ad that appears on mobile devices.

How is it different than other Facebook ads?

As discussed in the beginning promoted post ads reach the current fan base who my have become inactive whereas promoted page likes get new likes to your Facebook page.

We also have sponsored stories which are primarily built around user activity. They highlight an action taken by a user (Example Bob)  to the users friends by saying “Bob likes this page” or in case of an app “Bob used this app” or in case of a photo, “Bob likes this photo”. The downside here is that advertisers cannot control what people will see because the results are based on organic user action.

There is another type of ad option that Facebook provides called Marketplace ads. These appear on the sidebar and come with a headline, body and a photo. You can even direct them to your company website. You can choose the ads according to your business needs. This new ad type will make it far easier for small businesses and individuals to gain new likes. If you wish to increase the number of fans on your Facebook fan page then the new promoted page likes is the way to go.

Have you tried it yet? If yes, then drop in your comments and let us know about your experience with promoted page likes.

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Jim Love, Chief Content Officer, IT World Canada

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Wolston Lobo
Wolston Lobo
Wolston is a social media and SEO enthusiast. He has previously worked with brands like Gillette and Channel V. He is passionate about gadgets and loves the internet served with a hot cup of coffee.

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