Content MarketingFacebook AdvertisementMiles Beckler

Facebook’s Algorithm For Ads Exposed! 3 Ways To Manipulate FB’s Algorithm Revealed

hey miles here miles Becca calm this video reveals the three pieces to the Facebook advertising algorithm puzzle and the one key that will help you unlock it all so you can get better displays better views and access to Facebook’s best users first off what is the Facebook algorithm this is essentially the machine learning or the AI or the program that was written that decides which users on Facebook are gonna see which pieces of content at what time now this runs organically with the native content that people publish to Facebook but it also runs their advertising system as well so when you log into Facebook next what shows up on your newsfeed both your friends and the groups and all those posts that you’re connected to but also which advertisements are going to be shown to you that’s all controlled by the algorithm and there’s three main things that the algorithm is looking for as an advertiser when you play to all three of these things in the way that Facebook likes you are going to access the best segments of your audience by Facebook so let’s jump into these three separate puzzle pieces what are they and they’re in order so number one is more important than number two is more important than number three and number one is the user experience on Facebook so users the Facebook users their attention is the product of Facebook right Facebook doesn’t charge anyone for anything other than advertisers and what are they charging advertisers for the attention of the users the right to be displayed inside of that users timeline so they need to and they being Facebook Facebook always needs to make sure that their users are having a positive experience this positive experience is what gets Facebook users to come back if Facebook users have negative experiences if they grow tired of the platform they don’t like being on it because it frustrates them or it makes them angry that’s at odds with Facebook’s long-term goal of remaining a viable corporation so your advertising needs to play into this and you have a few metrics that you can monitor inside of your ad account and I’m talking beyond just the basic click-through rate stuff so at the ad level you can look at the relevance score and then they have a negative feedback call him and a positive feedback column now these don’t show up automatically you need to go add them to your display in the ads manager but you want to be monitoring do you have a high positive feedback and a low negative feedback rate or is it inverted do you have a high negative feedback and a low positive feedback if you do have a higher negative feedback rate this means that Facebook is gonna throttle you they might stop displaying your content altogether and if you’re on the borderline of breaking one of their Terms of Service they might just ban your account whereas if you’re creating ads that give users a positive engaging experience they make their users feel good about themselves to get the smiley face of the hearts the thumbs up the likes they get comments and engagements then Facebook’s gonna want to display your advertisement to more people because you’re creating a positive experience so that’s a really really big key factor is how does your advertisement make those users feel and this is a big reason why Facebook doesn’t allow much on the make money online space or the weight loss space you can advertise these niches but you have to be really creative about your wording you can’t say things like would you like to lose ten pounds next week or are you tired of being overweight because those kinds of phrases go directly against their Terms of Service and they’ll just make the users feel bad about themselves and Facebook’s trying to create this this false happy ecosystem where everything’s rose petals and rainbows on there and although that’s not life that’s what they’re trying to create so if your ad kind of works in that direction you have a chance of getting better kind of reach with the algorithm if you’re working against that that’s gonna be a problem and that could be a slippery slope all the way to getting your ad account banned also think or keep in mind why do Facebook users come back generally it’s to see new stuff it’s what’s going on right what are my friends talking about what’s going on in the world today I’m gonna go to Facebook and take a look at what’s going on at the kind of the coffee shop or the water cooler the digital water cooler that’s gonna come into play a little bit more in the key on the third one number two is revenue Facebook’s of corporation Facebook is a for-profit corporation and Facebook has investors right now as of this recording Facebook stock has had a very bad year it’s going down this makes investors weary and if it if lots of investors continue to sell their stock their stock price continues to drop how can Facebook convince investors to remain invested and or how can Facebook attract more investors to raise their stock price well generating more revenue where does Facebook’s revenue come from the advertising system so that’s really truly the second goal of the algorithm is to make as much money for the corporation as it possibly can so let’s flip this around for you as an advertiser what does that mean well if you have an ad that gets a high click-through rate and you get lots of conversions inside of your funnel Facebook is gonna display your advertisement more than someone who has a low click-through rate and low conversion rates through the funnel why is that because Facebook realizes that a funnel that’s optimized an ad that gives a good user experience and gets users to take action is going to create revenue right every time they click every time they engage that means that they Facebook are going to earn income so Facebook looks at quality advertisers who have great ads and great funnels as partners and Facebook realizes that someone who’s got their funnel dialed in that’s the kind of person that might spend 50 thousand a hundred thousand five hundred thousand or millions of dollars over the lifetime of that advertiser whereas if you’ve got a rubbish funnel your ad doesn’t get people to click no one’s actually engaging on your landing page Facebook’s tracking all of this data and they realize you’re really not cutting it as a professional advertiser and the odds of you spending hundreds of thousands or millions of dollars over your lifetime are very low so you don’t get the quality displays and you just might not get any displays because Facebook is busy displaying the advertisements of their positive partners who are covering number one right that good engagement that good experience but they’re also making lots of money with these partners because every time they display it they make some money so you have to have your funnel dialed in you have to have your ads dialed in you must be a student of copywriting and you got to be doing a lot of testing on your end Facebook’s not responsible for your conversion rates right your click-through rates the the number of people who opt in who see your page and also the number of sales that you’re getting that’s your job as an advertiser as a copywriter I see so many people kind of this is one of the biggest mistake I think people make is they just start running ads thinking that somehow the ad is a solution when they’re sending them to random Shopify home pages or they’re sending them to their home page and there’s like 0.0001 percent chance that a human’s ever going to convert you gotta build a high converting funnel first and then you add on the Facebook ads and obviously you can use Facebook to test while you’re getting it going so that’s really key is keeping in mind that Facebook really cares about their stock price they really care about their impression with their investors and that all is circulated around how much money did Facebook make last year how much money did Facebook make in q4 how much money did Facebook make in q3 there’s a little function of what’s their user growth but boy those investors want to see money they want to see how much revenue is coming in number three is happy advertisers they do care about you and I they do actually want to partner with you as an advertiser with me as an advertiser they like it when an advertiser has a really good ad and a really good funnel and it gets displayed it gets positive engagements people take action into the funnel they actually convert because Facebook knows if you’re making money and Facebook’s making money and people are having a good experience that has the likelihood of becoming you know a multi thousand ten hundred million dollar plus advertising adventure there’s a lot of digital marketers who spend like what I would call small digital marketers and when I say small I mean you know small teams teams of four or five six people a little info product businesses that spend hundreds of thousands dollars I’ve spent hundreds of thousands of dollars of my own money and that’s I’m not running any client ads right like I’m just handling this for myself so Facebook likes it when we do well because I’m still going back and not only am I going back to their platform for more I’m running ads right now I’m teaching you how to run ads because I’ve found a way to get it to work so so Facebook does care about our experience as advertisers and they do want us to be profitable but Facebook knows that it’s not in control of your funnel your ad or any of that stuff that’s on you so Facebook’s only really able to kind of partner with and scale on the side of displays those advertisers who are giving good positive experiences for their users and who are actually making money because that’s how Facebook makes the money so really if your ad sucks if your funnel sucks facebook can’t fix that by showing you two different people so what Facebook’s can do is they’re just gonna stop showing your stuff which is kind of the the true reason which comes right back to that whole idea of copywriting so those are the three main kind of factors that the algorithm is always waiting the moment you fire up your ad it is instantaneously looking at so many data points it’s looking at how fast people are scrolling over your advertisement it’s looking at the the angry faces versus the thumbs up and the hearts it’s looking at the types of comments it’s looking at the words inside of the comments so every little bit of data that’s going and feeding the Facebook algorithm determines your long-term success so what’s the one thing that you can do right that one key that you have to be able to bring to your ads through your ad account to trigger the algorithm in a positive way it’s using lots and lots of different variations of creative because what this allows you to do and of audiences so it’s just variations is really the work right like variations is ultimately the key word so I’ve always taught that you want to break out your different audiences and advertise to them each individually then if you so if you’ve got 30 audience’s that you’re advertising to and then you use three or four different images and then you use three or four different hooks and you mix in a couple of video ads the number of potential variations there right between the different hook which a hook is essentially the the lead-in or the text or the the big idea behind your ad so different hooks with different images with different videos and different audiences there ultimately becomes this kind of multiplying effect where there becomes thousands upon thousands of unique variations of your ad essentially to your your kind of ad to audience combination you give them you seed them thousands potentially of variations through managing a relatively small number of variations on your n again a few different ad a few different videos a few different hooks they all multiply together and they create a lot of different potential results mix that with a lot of different audiences and you have the potential for literally thousands of different variations now Facebook’s not going to show all of your variations every time they’re gonna show the ones they think are going to work best so sometimes you need to limit the number of variations to get more display as to different ones and what you’re gonna find is out of all these random variations some variations are gonna massively outperform others with certain audiences and then different variations are gonna massively outperform others with different audiences and what you’re ultimately doing is you’re creating a collection of add audience combinations that you can run moving forward for long periods of time my best advertisement has been displayed over two million times at this point and it’s been running for just about two years this at one point was a random variation that I tested it was an idea for a long coffee ad I had I ran it with several different images when I was testing the ad and I found this one image and ad combo that did really really well but it doesn’t do really well for every single audience and I’m always testing new variations to try to a beat my click-through rate and beat my funnels but be trying to find those ad image and hook combinations that work well for other audiences so the byproduct of all of this is I’m creating lots of unique combinations of content that Facebook is able to display which goes right back to number one the rule number one that Facebook wants to create positive engaging experiences for their users part of that is by showing them new content so if your ads are always able to be mixed up and new Facebook’s able to keep testing your ads and it’s a new ad the last thing Facebook wants to do is show that same advertisement for a fourth time to that user right one way to think about this is how often do you see the same post even natively if you just skip over a post that someone that your friend your sister your mom posted and you skip over it you don’t engage you don’t comment you scroll right past it how many times in a row do you see that when you open your Facebook app or when you go to the website generally that’s it it was that one time and one time only and you don’t get another additional attempt with it rarely the user will see it two times more often than not it’s just the one time so what does that mean it’s all about the variation I hope this has been helpful so one more quick recap number one the user experience is absolutely the most important thing number two is is Facebook able to make revenue as a partner with you as the advertiser and that all comes down to what your click-through rate and how good is your conversion number three is you they do want you to be happy advertiser they do want you to make money but they know Facebook’s algorithm knows it can’t control your copy it can’t control ultimately the conversions that happen off-site and the one key for you is a massive amount of variations and testing you could do small tests with two options per ad set and you could just run that and keep mixing up the two options you can seed your ad set with four images and four separate hooks which creates a lot of different variations but if you put too many variations in Facebook’s just not going to display half or more so you might need to run with smaller cycles and then just keep running through them and you’re looking for those ads that work with specific audiences and create high click-through rates high conversion rates because at that moment you become one of those positive advertising partners for Facebook you keep that one and you want to create a collection of these high converting ads that’s the trick to the game I hope this has been helpful if you’ve enjoyed it give me a thumbs up here if you’d like to see the case study that I put together where I show you exactly how I generated about 14,000 leads in 30 days for a total out-of-pocket of about 800 bucks click on the little thumbs up icon that’s displaying here and I’m gonna call it now at this video so subscribe leave me a comment engage do what you do I appreciate you and I’ll see on the next video

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