We’ve purposely been ignoring the Cambridge Analytica/Mark Zuckerberg drama lately. Well, guess what? Today is the day we get into it.
KIDDING. We’re not talking about that noise.
What we are talking about today is Facebook ads. Regardless of what’s going on in the news, it’s still a really good time to be running Facebook ads. DigitalMarketer recently spent some time at Facebook’s offices to uncover a TON of insight about Facebook ads.
Let’s get into it:
- (06:00) Wanna geek out about Facebook’s ad algorithm? Join the group, FB Auction Live. The group is built by Facebook itself and you’ll get to hear from Facebook employees.
- (10:10) When using “Conversions” as your FB ad goal, use lowest cost bidding. Don’t worry about the other options. Just not worth your time or money.
- (12:39) If your costs are low when you start a campaign, they’re going to rise. That’s because Facebook targets the most likely converters first.
- (13:20) To get around this, keep your ads fresh by changing up the creative often.
- (14:28) Big takeaway: When things are going well with your campaigns, it’s time to make new ads.
- (15:50) Use Dynamic Creative to extend the life of your campaigns.
- (17:02) Facebook’s ad algorithm uses three things to determine when your ad will show: your bid, your estimated action rate, and user-value.
- (17:44) Estimated action rate is really interesting. Basically, Facebook looks at your ad account history to determine if you’re serving up quality ads or just junk.
- (19:56) User-value is a panel of people who review ads and assign scores to them. That’s real people reviewing ads, not an algorithm. This one blew our minds!
- (21:40) Facebook also tracks how people interact with your website—mostly through bounce-rate.
- (27:00) And if you, as a marketer, are worried about the current Facebook drama, don’t be. DigitalMarketer thinks it’s going to blow over. DigitalCarnage (us) also agrees.
We’re just scratching the surface of this podcast. Still 20-minutes to go.
