As you can see from a quick Google search, there are a million and one ways to optimize your ads on Facebook, but today, we will be breaking down one of the two main strategies that advertisers use to effectively bring in good ad performance.
Most people often forget about this one, so check it out even if you have a go-to strategy!
The first and most typical way to generate ad performance is getting your customers to engage with your ads and take action from them. We won’t cover this in detail today, but we will have other blogs covering this!
Working with the Algorithm
The second way to do this is working with the Facebook Algorithm and actually feeding it the information it needs so that it can help prioritize your ads. There are 3 different concepts that can help you understand the best actions to take when working with the algorithm.
1. Feed the Algorithm What it Wants to Eat
The algorithm wants to “eat” consistent data, so if you stop feeding it, it will essentially reset. This means you aren’t building.
Ex: If you create a new account with new ads, and none of them are performing, you still do not want to delete these ads. It may be tempting, given the lack of performance, but if you do so, you lose all your data. Unless all of the ads aren’t bringing back data, do not cut them.
Typically there is one ad that has more traction and will have metrics like ATC (Add-To-Cart), Clicks, Product Views, and more. Even if you see no sales coming in and you see data, leave the top creative, or ad, running. If you’re testing 3 creatives, and the first is getting more hits, cut the bottom 2, and continuously test against this top one so you keep feeding the algorithm.
These ads that consistently perform well are called hero creatives. These are favored by the algorithm and most of the traffic is sent to these ads. Even if this one falls off and you introduce other ads, they never compare. Keep this ad alive because it has a lot of valuable data.
2. Social Proof is King
The Facebook algorithm is built upon social proofs. Facebook prioritizes ads with lots of Social Proofs so that can explain why some ads perform better than others. This is good to remember when it comes to hero ads. They typically have higher social proof.
There are ways to get more social proof, which will be covered in another blog, so stay tuned!
3. Run Multiple Types of the Same Ad
When you run the same ad in the exact same ad set, with the exact same audience, they are not necessarily showing to the same audience. Facebook is very quickly testing new creatives and making subsets of those audiences to show that ad to, to see which one responds to it better.
This is why it may make sense to keep 2-3 different types of creatives alive, as long as they are performing decently, so Facebook can find you a potentially new and better audience.
As you can see, understanding the background of the algorithm can really be powerful in helping you optimize your ads! Have you incorporated this into your strategy?