More than two billion people use Facebook ads each month, and for good reasons: this digital advertising method is relatively straightforward to use and can be tailored to any level of marketing expertise. Whether you’re planning to work with a digital advertising consultant to supercharge your results or you’re simply interested in self-serve ads, Facebook ads may be a valuable component of your campaign. Regardless of the path you choose, having an understanding of how Facebook’s delivery system for ads works is crucial. Here, we share an overview of the delivery system and offer tips for improving your ads’ visibility and performance.
How Facebook Ads Delivery System Works
Facebook uses an algorithm and auction system to determine the placement of ads and who sees them. Facebook’s algorithm is among the most sophisticated in the world and has the ability to determine which posts are engaging and likable. The algorithm and auction both play important roles: the algorithm’s system determines the timing and location of ad placement, while the auction decides which ads by which advertisers will be displayed to viewers. The auction uses a rating system based on engagement, audience, and bid.
Tips For Achieving Success Through Facebook Ads
Each ad that enters the auction is subject to the algorithm’s learning phase. During this period, the algorithm learns how to deliver your ads most effectively. The algorithm analyzes patterns, which take time to emerge. The more impressions your ads make, the better the algorithm becomes at deciphering patterns. Once your ads have reached approximately 50 events (such as purchases), your ad will leave learning mode and begin delivering in active mode.
Tips to Optimize For Facebook Ads
As a marketer, your goals are to reach your target audience, drive engagement, and create conversions. To meet these goals when using Facebook ads, try implementing the following tips:
- Determine which phase your ads are in. Most ads perform best when they’re out of the learning phase, so you’ll probably want to avoid advertising an important sale before the algorithm has had time to get familiar with your ads’ patterns.
- Change your budget slowly. Changing your budget too dramatically can result in your ads reverting to the learning phase, so aim to increase your budget by a safe margin. A 10-20% increase each day is considered optimal.
- Implement creative changes in batches. If you’ve determined that your ads need a new look, be sure to make changes all at once. Something as simple as changing a comma placement or one word of text is enough to kick your ads back to the learning phase.
Mastering the science of using Facebook ads can be challenging, but we’re here to help you navigate these waters. When you’re busy focusing on other aspects of your business, working with an experienced digital advertising consultant will ease your mind regarding your marketing campaign. Our team expertly handles a plethora of marketing tools, and we’d love to help you create a customized plan for success. When you’re ready to learn more about our services, please contact us for a consultation.