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Francis Cassady 010416
Dark posts (cont)
The dark post option,also called an unpublished post,is a way to create targeted adverts and posts that appear in the newsfeed but not on your page.
The reason for this social media advertising idea,and the subsequent implementation by Facebook,is for the social media advertiser,who has several products or posts, to get in front of a targeted audience on Facebook.
The dark,or unpublished post, permits significant distribution of the ad or post without flooding your page with adverts.
Obviously,a flood of adverts on your page will turn people off.
But the basic reason for the dark post is really to split test adverts and posts,because of the sheer number of adverts you must submit to find the most productive one.
Online marketers know the best internet marketers always split test their ads.Another reason is targeting a specific group within your page without bothering other groups on your page.
To submit unpublished ads you'll need to go into the Facebook Power Editor,then add your message, photo, and link just like in a normal Facebook advert.
The post will remain unpublished, a dark post,and is still available for promotion.
Unpublished posts are used to find the optimal advert or post content without exhausting your ad budget with one unproductive message.
The Facebook address for the power editor is http://facebook.com/ads/manage/powereditor
For example,you sell multiple items online each of which requires a disparate advert.
You sell jewelry online and you could create several unpublished posts for various pieces,each containing different language about the specific item.
One post could talk about a new braclet, another about gold necklaces,another rings and another pins and brooches,you get the idea.
Using the power editor you make up adverts for the items that you wish to promote individually,then designate a percent of the budget to each post to evaluate the adverts for engagement.
As you're aware,tracking and data are key to internet marketing. After finding the top performer,just like split testing for one product, you would feel comfortable selecting one post or advert to share and promote on your page.
Note: the image below with the arrow pointing to "this post will only be used as an ad".This is the create unpublished Page Post popup, that comes up when you click the + create post button in the power editor. (darkj)
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