Paid Ads Improve Reach and Post Performance
According to the 2013 Social Rich Media Benchmark Report (ShopIgniter), promoting your Facebook posts with a paid ad increases organic and viral reach significantly but reduces click-throughs.
Promoting Facebook posts with paid ads increases reach but reduces CTR.
Paid ads make a big difference on Facebook—at least in terms of reach and impressions. But before you start investing in Facebook ads, think about your target audience, focus on your marketing goals and understand how different post types perform when they’re promoted with ads.
Paid ads are used for promotional content, which by default draws less engagement than non-promotional content.
But if you’re trying to build your email list (you’ll need folks to click through to a landing page), then paying to promote the post might be a waste of cash, according to the research.
And don’t forget, whenever you want people to click, give them lots of images!
source: social media examiner