Creating a Like Campaign to Show in the Facebook News Feed

Creating a Like Campaign to Show in the Facebook News Feed

Facebook has made a number of changes to the way posts show up in the news feed, especially those from fan pages. While I don’t necessarily agree with the idea of not allowing those who have liked or subscribed to a page access to all of it’s content, I’m also not someone who is against the idea of using campaigns and promotions to boost visibility.

One of the things I’ve noticed is that while some ads show up in the sidebar, others show up in the news feed. I think the ones in the news feed, especially those aimed at promoting a page in general, are far more visible and likely to get results than those that are just in the sidebar. I’ve experimented with a couple of different like campaign ads and this latter format seems to gain better results.

Before I show you how to create this type of ad, though, I need to clarify something. I know there are a lot of people out there who think that you shouldn’t buy likes; that you should just work harder to communicate and relate to your audience. Creating a like campaign is NOT buying likes. When you create a like campaign, you are targeting a specific audience and they won’t hit LIKE unless they’re actually interested in your page. When you go on a cheap service site and buy a package promising a certain number of likes, you’re a) not targeting any audience; b) likely getting fake likes; and c) probably breaking Facebook TOS rules.

Now that we’ve gotten that out of the way, you’re going to want to start by going to You’ll see all the different ways you can advertise on Facebook, but today we’re focusing on “Page Likes,” so click on that option.

page likes


Once you’re there, you’re going to click on “Choose Page or enter its URL.” When you click on the box you’ll get a drop-down of the pages you manage. Choose the one you want to create an ad for. For today’s illustration, I’m focusing on my martial arts instructor’s page.

page likes1


The next page is where you’re going to customize your ad. The first thing Facebook is going to ask you for is some images. This is critical. Facebook is giving you space to add up to 6 images that could be used with your ad. If you can, try to fill all 6 slots. Why? People respond to images and Facebook will keep track of which image is performing best for your ad. They’ll then show the best performing ad more often. It takes a little bit of the trial and error out of creating an ad.

To make this easier, Facebook will let you upload an image to each spot, or you can choose “Browse Library” and use images that are already uploaded to your fan page.

page likes2


Scroll a little bit further down on that same page and you’ll get to customize the text for the ad. Edit the headline, if necessary, and then add some text that gives a clear idea of what your page is about. You’re limited to 90 characters, so be concise.

Notice, on the right, that you’re looking at the Desktop News Feed. That section will fill in with a preview of your ad with each image. Below that you’ll see “Mobile News Feed” and “Right Column.” Hit “Remove” on the “Right Column to stop your ad from going to the small ad section in the sidebar.

page likes 3


We’re still on the same page, so you’re going to continue scrolling down to the audience section. What you do here is up to you and I will assume you’ve done some market research regarding your audience. Make sure you alter the locations, especially if you are a local business (I remove the country and put specific towns in a radius near my business). Set the ages and genders. I find the more specific you get (ie. with interests), the more limited your audience. I usually skip this part but you may find it beneficial if your market demands razor-sharp targeting.

You’ll also want to double check the “Connections” option and choose “Only people not connected to <your page>.” This ensures you aren’t targeting your ad to those who have already like your page – a total waste of budget.

page likes4


Last  but not least, you’ll see the “Campaign and Ad Set” and “Bidding and Pricing” sections – also on the same page. Give your Ad Set a name so you can easily find it in your campaign dashboard. Then set a price per day and  a schedule. I almost always set a start and end date, but that’s because I have a very limited marketing budget each week.

Under “Bidding,” leave the “Bid for Page Likes” option the way it is.

Once you’re finished, review everything you’ve done from top to bottom. If you’re happy with what you see, hit the green “Place Order Button” and you’ll be on your way. Facebook will send you a notice stating that your ad is under review, and you should start to notice it running in your dashboard within an hour or two.

page likes5


You should begin to notice new likes on your page relatively soon. This ad won’t show up on your news feed, which is good because that means your current fans won’t be bothered with a post that doesn’t interest or help them in any way.

While I’m happy to show you how to create a news feed ad to gain likes, I’m not responsible for its success. Make sure you check the Facebook Terms of Service, add images that belong to you legally, and experiment as you would with any other type of ad.

Good luck!

Don’t have time for this? That’s understandable. Social media marketing takes away from the time you could be spending creating new products and services or helping your clients. My Social Media Management packages (with or without blog content and guest posting), have a built-in budget for Facebook Like ads and promotions. Check them out and let me know what questions you have about having someone else handle your social media needs!

One comment

  1. Thanks for putting your effort here and sharing. I’ve been playing with different ad combinations lately and it’s nice to hear what others are doing. You sure know your stuff!!

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