The key takeaway is that post engagement - the comments, likes, and shares that a Facebook ad accumulates when shown to a target audience - can lead to significant performance improvements.
Facebook calculates relevance score (on a scale of 1-10) based on the positive or negative feedback an ad is expected to receive. Facebook doesn't explicitly define what constitutes positive feedback, but in general, actions that tell Facebook an ad is relevant are counted as positive feedback. These would include clicks, conversions, comments, likes, and shares. When people hide an ad or choose not to see ads from an advertiser it's counted as negative feedback, indicating to Facebook that an ad is not relevant.
Dark posts, or "unpublished page posts" as Facebook officially calls them, are the page posts that are used for newsfeed ads. They are identical to a public page post on a Facebook page, except they aren't actually displayed on a Facebook page and are used solely for ads. This allows companies to run Facebook ads without saturating their public Facebook pages with promotional posts.
What many Facebook marketers don't know is that there are actually two types of dark posts - those automatically created by Facebook when an advertiser creates a standard newsfeed ad and those that are manually created. The difference between a manual dark post and a standard newsfeed ad dark post is simply the way it's created - and this has big implications as you'll see shortly.
To create a standard newsfeed ad, you go into an ad set on power editor or ads manager and click the "create ad" button. This takes you to a window where you input an image, landing page URL, ad copy, choose CTA buttons, etc. Once you've created the ad, Facebook automatically generates an "unpublished page post" (which you can see under the "page post" section of the Facebook ads platform). Each time you create a new ad in a different ad set or campaign, it creates a separate dark post even if the ad creative is exactly the same.
How to Create a Manual Dark Post Ad:
Step 1: Create an Unpublished Page Post
Step 2: Create an Ad
How Much Do Dark Posts Really Help?
The improvement was substantial across the board. Each metric showed significant improvement, with a 43% higher clickthrough rate, 22% higher conversion rate, 15% lower cost per click, and 30% lower cost per acquisition on average.
Read the full article here: How To Boost Facebook Ad Performance With Dark Posts.