How Facebook’s Ad Algorithm Works
Do you know how Facebook’s ad algorithm works? It has to deal with thousands of advertisers trying to reach the same audience. Facebook has a lot on its plate to determine when to show what ad.
Good news for us — the algorithm is crazy smart. That means you’re probably doing too much work on your Facebook ad campaigns. Seriously, do less.
Facebook tracks approximately 272,000 attributes about each person. It doesn’t give advertisers access to all of those attributes, but it uses them in its ad algorithm and you need to let that algorithm do the heavy lifting with ads. When you tweak your Facebook ads too much, the algorithm ends up adjusting too much. This means it can’t get a good estimate of who is likely to convert on your ad and who isn’t.
Key takeaways from today’s Listen (in case you don’t have time to listen to this):
- Do less. Do less tweaking and use fewer ad sets
- Trust the algorithm. Facebook knows more about your audience than you do. Let it find the people most likely to convert.
- Facebook wants your ads to perform well because if they don’t perform well, advertisers will pull their money from the platform.
- Focus on the big things you can change. Use eye-catching creative, amazing ad copy, and useful offers.
HEY! If you dig what you’re reading, sign up for our marketing newsletter, The Daily Carnage. Get it here and become the smartest marketer in the room.
17 Ways to Get Your Landing Page to Convert (Better)
While visitors come to a page with different pain points, most need a little help being nudged in the right direction. What happens if your landing page isn’t giving your visitors the right push? Your conversions drop and your brand suffers.
Today’s Read provides super-helpful (and easy) ways to get your landing pages to perform better. KlientBoost is serving some of their go-to landing page tests that they found to have the best conversion rate lift, tested with over 120+ clients.
There are a ton of great examples and case studies in this article, but here are 10 to get you started:
- Keep it minimal. In a previous Carnage, we listed the best landing pages to see in 2017.
- Chill with the fluffy headlines. Make them simple and succinct. Doing so provides significant lift with little time and effort.
- Honor the gold 1:1 attention ratio. When the only clickable action is your main CTA, conversion rates go up.
- Stay consistent with your CTA. If your call-to-action is to get a free e-book, everything in your landing page — from copy to imagery — should support that e-book.
- Polish your CTA button. Make it personal. Make it stand out. Sometimes choosing an entirely different color for your CTA button might just be what your page needs.
- Quell fears with disclaimers. Like placing a disclaimer directly below your “Get Free Trial” CTA that says “no credit card needed.”
- Put a face on it. Naturally, a human presence creates relatability and a stronger emotional connection. When KlientBoost changed their image from hands to the whole person, they saw a 47% increase in conversion rate!
- Optimize for mobile by eliminating the need for typing as much and trimming copy (without sacrificing quality, of course).
- Use ‘The Decoy Effect’. Go on, tell a little white lie. By incorporating “a fake, more expensive product (like this “Baller” plan), you make the one you actually want people to buy not seem so bad.”
- Create a competitor’s page. Use a comparison chart to get people to lean towards a better solution — your solution.
“There’s No Better Feeling…”
Could y’all use a good laugh? We know we could. The two ads in today’s Watch couldn’t have come to us at a better time. Yes, two. Because, sometimes, we need an extra dose of creative genius and stuff that makes us smile.
These commercials by Droga5 for an app called Kwiff use humor to create a particularly lasting impression and very relatable feelings.
“Brands are no longer telling consumers what brands are. Consumers are telling brands what brands are.”