We strongly recommend that you reuse the content from your page posts to create direct response ads (unpublished page posts with offsite links) in StitcherAds. This will allow you to exploit features like automatic targeting permutations, automatic URL tracking parameters, conversion tracking and optimisation rules to ensure that you can accurately track and manage the performance on your ad spend. Just boosting or promoting posts on your page is not an efficient way to win customers.

Most retailers that run promoted post ads from their pages are not accurately measuring the direct response performance of those ads. The concept of a promoted post is a very simple way for pages to turn their posts in to ads. However, retailers need to be far more sophisticated in how they target and track the performance of these ads. It is critical that promoted posts are treated in the same way as all other direct response ads that you run.

Do you apply granular age, device, audience and geo targeting to your promoted posts? Are you accurately tracking conversions from customers who engage with those ads and end up browsing, registering or purchasing on your website? Do you apply the same performance criteria to your promoted post spend as you do to your other direct response ad spend?

Page posts do get organic (free) reach amongst your most engaged fans who are hopefully some of your best customers. But if you are going to apply ad spend to gain additional reach beyond organic, then you really should be adopting the same approaches to targeting and performance measurement that you do for your other direct response ad activity. If you do not apply granular targeting then you don’t know what cash you are wasting and if you don’t have click and view through conversion tracking you won’t know if your activity is generating sales.

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