How to make the most of comments, shares and likes on your ads

In this article, we’ll show you how to take the social proof on your Facebook posts – the likes, comments and shares; and make sure you optimise them in your ads strategy.

There is nothing better when you have a post on Facebook that is going GANGBUSTERS and seeing it being shared far and wide. But how can you take that social proof and add it to your marketing strategy to turn that engagement into business?

I’m going to show the two easiest methods to do so, but first…

Why is social proof on your ads important?

If there is one thing that Facebook puts near the top of its priority list, it’s showing valuable content to its user base.

Facebook has tipped over the 2 Billion users and 5 Million advertiser mark so it’s more pertinent than ever to make sure that newsfeeds are designed to entertain and keep people on their platform.

This not only means that organic posts are affected (we’ve known this for a while now) but ads and the content they’re linking to, are now being evaluated to make sure they add value to the user the advertiser is trying to target.

What usually happens to social proof on your ads

The trouble that advertisers face when setting up multiple ad sets or updating ads is that each time a change is made, it creates a new Post ID.


This is the critical point of information that allows you to use this advertisement in multiple ad sets.


So this is usually what the ad setup will look like when you setup multiple ad sets


What we want to do is change the setup so all interactions flow to the same advertisement, like this


How to funnel social proof to the one ad

Step 1: Access the Post ID

There are two main methods you can use to access the Post ID and set any future ads up using that post.

Option 1: Access the post ID from the URL bar

This 16 digit number can be accessed by clicking on the post either:

  • On your page (if it is an existing organic post) Optimising-Facebook-Ad-Social-Proof-Facebook-Post-ID-from-page2
  • In Ads Manager, ticking and hitting the preview button for the ad then viewing the ‘post comments’ to again, access the URL and copy & paste the post IDOptimising-Facebook-Ad-Social-Proof-Facebook-Post-ID-from-ads-manager

Option 2: Via ‘Page Posts’

Every single post you make to your page or as an advert is listed in this section. It even lists the Post ID there for you so you don’t have to open the post elsewhere.


Optimising-Facebook-Ad-Social-Proof-Facebook-Post-ID-page-posts-post-IDHeads up, if you use Power Editor to manage your ads you need to upload the changes for the post to appear here.

Step 2: Use that Post ID to create a new advertisement

When you setup a new ad you are given the option to create a brand new ad OR you can use an existing post.

Facebook shows the existing posts (from your page only) that are eligible to be used. These are based on your Campaign objective and the Adset placements that have format restrictions.

If your post is an existing ad, you can enter the ‘Post ID’ in the field by pasting the Post ID here and the post will then populate in the preview window to the right.


Note, to make changes to a post you need to find the ‘Master’ post you created to do the edits. It’s also important to note that each time you make changes, you will need to update any other existing posts with the new Post ID, unfortunately they don’t change automatically.



Now you have a better method to be able to make the most of all that engagement, it’s time to make the most of it! Leave any questions in the comments if you need help with the method of want to know how to better make use of that social proof.