#Facebook Ads In #2020: Make Algorithms Your Friend - Social Media Explorer
#Facebook Ads In #2020: Make Algorithms Your Friend
#Facebook Ads In #2020: Make Algorithms Your Friend
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It’s set to be a big year for anyone using Facebook Advertising.

We’ve already seen changes on Facebook such as:

  • Donate buttons added for charities and fundraisers
  • A further drop in engagement on posts which followed on from 2018 
  • Heavier focus on dynamic ad creation = more interactive +personalised ads
  • Multiple text optimisation feature added that work similar to Google Ads responsive display ads 

And with statistics projecting key trends in the world such as:

  • There being more people connected to the internet than not
  • By 2020, more people will have mobile phones than running water or electricity

It’s no wonder that you need to keep up with the Joneses in order to be successful on Facebook.

Good Artists Copy, Great Artists Steal

Just like Google, Facebook is moving more towards algorithms rather than allowing marketers or businesses have complete control over their ads.

For example, according to insiders in the Facebook groups we watch closely, CBO is set to be default with no option to alter the bidding at the ad-set level.

This is a huge move by Facebook and we’re honestly not sure that it is going to be optimal for advertisers. 

For example, we had ad sets that we were 99.99% sure would do well but weren’t spent when put into a CBO; when it comes down to important functions such as this, CBO can be a real bummer for marketers and businesses using Facebook Ads.

We’ve had great success with it, but we’ve also had great success bidding at the ad-set level too.

How To Make The Facebook Ads Algorithm Your Friend – Part 1

If you can’t beat them, join them.

Until some Facebook whiz-kid finds a loophole (and then gets shut-down abruptly), we’re going to have to work with Facebook to get  as much juice from their squeeze as we can. 

And where there’s a will, there’s a way.

So, how have we made Facebook’s algorithm our friend?

We’ve found a great + simple way to maximise both ours and our clients chances with Facebook CBO. 

For example, if you’re starting to run ads on a fresh account with no data, you can simply:

  1. Create a campaign titled “Cold_Audience” 
  2. Flick on the “CBO” button (like the screenshot below)
  3. Select your related-interests because you will have no data for custom or lookalikes
  4. If you have a large budget (£40+ a day is a minimum) then you can split your interests into separate ad sets

Once you’ve done this, then Facebook’s Algorithm will decide for you which is the best ad-set.

You can pretty much sit-back and wait for things to happen because there’s nothing you can possibly do at this point to help improve things; you will actually do more harm than good if you keep tinkering with your campaigns and ads in the first few days and dare we say…week.

However, when you start getting the data coming in and results (good or bad) are generating, you can then begin to tweak. 

You will then see which ads are getting a higher response rate whether it’s down to copy, headline, image or the format it’s displayed as (carousel, single-image or collection). 

How To Make The Facebook Ads Algorithm Your Friend – Part 2

After this, you can begin to generate warmer audiences who are aware of your business page and ads.

For example, these people may have been on your website or engaged with your page. 

Again, you can break-it-down by:

  1. Create a campaign titled “Warm_Audience” 
  2. Flick on the “CBO” button (like the screenshot below)
  3. Select your warm audiences such as Facebook Page Engagers or Website Visitors
  4. If you have a large budget (£40+ a day is a minimum) then you can split your interests into separate ad sets

How To Make The Facebook Ads Algorithm Your Friend – Part 3

You’ve now got cold-audience and warm-audience targeting running in your account.

But it doesn’t stop there.

Here’s the most crucial audience you can use in the Facebook Ads platform…

Lookalike Audiences.

These audiences are still cold-audiences who have never heard of you but look-like your (now) warm audience(s).

Now, we used to be big proponents of using 1% lookalikes straight-off the bat, but we’ve found massive success from increasing that range slightly to 1% – 3% lookalikes.

Why?

Because most of our client accounts don’t have the volume in data to start off as small as 1%.

You can make lookalikes from warm audiences such as:

  • Website Visitors
  • Past Purchasers
  • FB Page Engagers

How To Make The Facebook Ads Algorithm Your Friend – Part 4

We’ve found that there is one audience that you wouldn’t think would be profitable and it shocked us when we tested it!

Broad Audiences.

No targeting – nothing.

Keep it wide-open for Facebook’s algorithm and literally take your hands off the steering wheel because this audience can be a massive advantage once you have enough data in your account.

WARNING: Do not use this on a fresh account unless you’re happy to risk your advertising money. 

The key point here is that you have sufficient data behind you to run this sort of campaign.

Why?

Because Facebook’s algorithm will have a good idea about your account, your business and your customers when you’ve followed Parts 1, 2 & 3.

Please, do not use this straight off the bat!

Conclusion 

The best thing about the info above is that it applies to the new business just starting out, and the business who has been running Facebook Ads for a number of years.

It’s very simple and we are almost certain that people will dismiss the information given above as being too simplistic but we’ve tried the complicated stuff that we’ve had to pay thousands of pounds for and guess what…

It does not work as good as simple does!

Bio – The Good Marketer is a Marketing Agency in London which drives more traffic, generates conversions and increases sales for Small-To-Medium Sized Businesses.

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