hey miles here miles Becca calm this
video reveals the three pieces to the
Facebook advertising algorithm puzzle
and the one key that will help you
unlock it all so you can get better
displays better views and access to
Facebook's best users first off what is
essentially the machine learning or the
AI or the program that was written that
decides which users on Facebook are
gonna see which pieces of content at
what time
now this runs organically with the
native content that people publish to
Facebook but it also runs their
advertising system as well so when you
log into Facebook next what shows up on
your newsfeed both your friends and the
groups and all those posts that you're
connected to but also which
advertisements are going to be shown to
you that's all controlled by the
algorithm and there's three main things
that the algorithm is looking for as an
advertiser when you play to all three of
these things in the way that Facebook
likes you are going to access the best
segments of your audience by Facebook so
let's jump into these three separate
puzzle pieces what are they and they're
in order so number one is more important
than number two is more important than
number three and number one is the user
experience on Facebook so users the
Facebook users their attention is the
product of Facebook right Facebook
doesn't charge anyone for anything other
than advertisers and what are they
charging advertisers for the attention
of the users the right to be displayed
inside of that users timeline so they
need to and they being Facebook Facebook
always needs to make sure that their
users are having a positive experience
this positive experience is what gets
Facebook users to come back if Facebook
users have negative experiences if they
grow tired of the platform they don't
like being on it because it frustrates
them or it makes them angry that's at
odds with Facebook's long-term goal of
remaining a viable corporation so your
advertising needs to play into this and
you have a few metrics that you can
monitor inside of your ad account and
I'm talking beyond just the basic
click-through rate stuff so at the ad
level you can look at the relevance
score and then they have a negative
feedback
call him and a positive feedback column
now these don't show up automatically
you need to go add them to your display
in the ads manager but you want to be
monitoring do you have a high positive
feedback and a low negative feedback
rate or is it inverted do you have a
high negative feedback and a low
positive feedback if you do have a
higher negative feedback rate this means
that Facebook is gonna throttle you they
might stop displaying your content
altogether and if you're on the
borderline of breaking one of their
Terms of Service they might just ban
your account whereas if you're creating
ads that give users a positive engaging
experience they make their users feel
good about themselves to get the smiley
face of the hearts the thumbs up the
likes they get comments and engagements
then Facebook's gonna want to display
your advertisement to more people
because you're creating a positive
experience so that's a really really big
key factor is how does your
advertisement make those users feel and
this is a big reason why Facebook
doesn't allow much on the make money
online space or the weight loss space
you can advertise these niches but you
have to be really creative about your
wording you can't say things like would
you like to lose ten pounds next week or
are you tired of being overweight
because those kinds of phrases go
directly against their Terms of Service
and they'll just make the users feel bad
about themselves and Facebook's trying
to create this this false happy
ecosystem where everything's rose petals
and rainbows on there and although
that's not life that's what they're
trying to create so if your ad kind of
works in that direction you have a
chance of getting better kind of reach
with the algorithm if you're working
against that that's gonna be a problem
and that could be a slippery slope all
the way to getting your ad account
banned also think or keep in mind why do
Facebook users come back
generally it's to see new stuff it's
what's going on right what are my
friends talking about what's going on in
the world today I'm gonna go to Facebook
and take a look at what's going on at
the kind of the coffee shop or the water
cooler the digital water cooler that's
gonna come into play a little bit more
in the key on the third one number two
is revenue Facebook's of corporation
Facebook is a for-profit corporation and
Facebook has investors right now as of
this recording Facebook stock has had a
very bad year
it's going down this makes investors
weary and if it if lots of investors
continue to sell their stock their stock
price continues to drop how can Facebook
convince investors to remain invested
and or how can Facebook attract more
investors to raise their stock price
well
generating more revenue where does
Facebook's revenue come from the
advertising system so that's really
truly the second goal of the algorithm
is to make as much money for the
corporation as it possibly can so let's
flip this around for you as an
advertiser what does that mean well if
you have an ad that gets a high
click-through rate and you get lots of
conversions inside of your funnel
Facebook is gonna display your
advertisement more than someone who has
a low click-through rate and low
conversion rates through the funnel why
is that because Facebook realizes that a
funnel that's optimized an ad that gives
a good user experience and gets users to
take action is going to create revenue
right every time they click every time
they engage that means that they
Facebook are going to earn income so
Facebook looks at quality advertisers
who have great ads and great funnels as
partners and Facebook realizes that
someone who's got their funnel dialed in
that's the kind of person that might
spend 50 thousand a hundred thousand
five hundred thousand or millions of
dollars over the lifetime of that
advertiser whereas if you've got a
rubbish funnel your ad doesn't get
people to click no one's actually
engaging on your landing page Facebook's
tracking all of this data and they
realize you're really not cutting it as
a professional advertiser and the odds
of you spending hundreds of thousands or
millions of dollars over your lifetime
are very low so you don't get the
quality displays and you just might not
get any displays because Facebook is
busy displaying the advertisements of
their positive partners who are covering
number one right that good engagement
that good experience but they're also
making lots of money with these partners
because every time they display it they
make some money so you have to have your
funnel dialed in you have to have your
ads dialed in you must be a student of
copywriting and you got to be doing a
lot of testing on your end Facebook's
not responsible for your conversion
rates
right your click-through rates the the
number of people who opt in who see your
page and also the number of sales that
you're getting that's your job as an
advertiser as a copywriter I see so many
people kind of this is one of the
biggest mistake I think people make is
they just start running ads thinking
that somehow the ad is a solution when
they're sending them to random Shopify
home pages or they're sending them to
their home page and there's like 0.0001
percent chance that a human's ever going
to convert you gotta build a high
converting funnel first and then you add
on the Facebook ads and obviously you
can use Facebook to test while you're
getting it going so that's really key is
keeping in mind that Facebook really
cares about their stock price they
really care about their impression with
their investors and that all is
circulated around how much money did
Facebook make last year how much money
did Facebook make in q4 how much money
did Facebook make in q3 there's a little
function of what's their user growth but
boy those investors want to see money
they want to see how much revenue is
coming in number three is happy
advertisers they do care about you and I
they do actually want to partner with
you as an advertiser with me as an
advertiser they like it when an
advertiser has a really good ad and a
really good funnel and it gets displayed
it gets positive engagements people take
action into the funnel they actually
convert because Facebook knows if you're
making money and Facebook's making money
and people are having a good experience
that has the likelihood of becoming you
know a multi thousand ten hundred
million dollar plus advertising
adventure there's a lot of digital
marketers who spend like what I would
call small digital marketers and when I
say small I mean you know small teams
teams of four or five six people a
little info product businesses that
spend hundreds of thousands dollars I've
spent hundreds of thousands of dollars
of my own money and that's I'm not
running any client ads right like I'm
just handling this for myself so
Facebook likes it when we do well
because I'm still going back and not
only am I going back to their platform
for more I'm running ads right now I'm
teaching you how to run ads because I've
found a way to get it to work so so
Facebook does care about our experience
as advertisers and they do want us to be
profitable but Facebook knows that it's
not in control of your funnel your ad or
any of that stuff
that's on
you so Facebook's only really able to
kind of partner with and scale on the
side of displays those advertisers who
are giving good positive experiences for
their users and who are actually making
money because that's how Facebook makes
the money so really if your ad sucks if
your funnel sucks facebook can't fix
that by showing you two different people
so what Facebook's can do is they're
just gonna stop showing your stuff which
is kind of the the true reason which
comes right back to that whole idea of
copywriting so those are the three main
kind of factors that the algorithm is
always waiting the moment you fire up
your ad it is instantaneously looking at
so many data points it's looking at how
fast people are scrolling over your
advertisement it's looking at the the
angry faces versus the thumbs up and the
hearts it's looking at the types of
comments it's looking at the words
inside of the comments so every little
bit of data that's going and feeding the
Facebook algorithm determines your
long-term success so what's the one
thing that you can do right that one key
that you have to be able to bring to
your ads through your ad account to
trigger the algorithm in a positive way
it's using lots and lots of different
variations of creative because what this
allows you to do and of audiences so
it's just variations is really the work
right like variations is ultimately the
key word so I've always taught that you
want to break out your different
audiences and advertise to them each
individually then if you so if you've
got 30 audience's that you're
advertising to and then you use three or
four different images and then you use
three or four different hooks and you
mix in a couple of video ads the number
of potential variations there right
between the different hook which a hook
is essentially the the lead-in or the
text or the the big idea behind your ad
so different hooks with different images
with different videos and different
audiences there ultimately becomes this
kind of multiplying effect where there
becomes thousands upon thousands of
unique variations of your ad essentially
to your your kind of ad to audience
combination you give them you seed them
thousands potentially of variations
through managing a relatively small
number of variations on your n again a
few different ad
a few different videos a few different
hooks they all multiply together and
they create a lot of different potential
results mix that with a lot of different
audiences and you have the potential for
literally thousands of different
variations now
Facebook's not going to show all of your
variations every time they're gonna show
the ones they think are going to work
best so sometimes you need to limit the
number of variations to get more display
as to different ones and what you're
gonna find is out of all these random
variations some variations are gonna
massively outperform others with certain
audiences and then different variations
are gonna massively outperform others
with different audiences and what you're
ultimately doing is you're creating a
collection of add audience combinations
that you can run moving forward for long
periods of time my best advertisement
has been displayed over two million
times at this point and it's been
running for just about two years this at
one point was a random variation that I
tested it was an idea for a long coffee
ad I had I ran it with several different
images when I was testing the ad and I
found this one image and ad combo that
did really really well but it doesn't do
really well for every single audience
and I'm always testing new variations to
try to a beat my click-through rate and
beat my funnels but be trying to find
those ad image and hook combinations
that work well for other audiences so
the byproduct of all of this is I'm
creating lots of unique combinations of
content that Facebook is able to display
which goes right back to number one the
rule number one that Facebook wants to
create positive engaging experiences for
their users part of that is by showing
them new content so if your ads are
always able to be mixed up and new
Facebook's able to keep testing your ads
and it's a new ad the last thing
Facebook wants to do is show that same
advertisement for a fourth time to that
user right one way to think about this
is how often do you see the same post
even natively if you just skip over a
post that someone that your friend your
sister your mom posted and you
skip over it you don't engage you don't
comment you scroll right past it how
many times in a row do you see that when
you open your Facebook app or when you
go to the website generally that's it it
was that one time and one time only
and you don't get another additional
attempt with it rarely the user will see
it two times more often than not it's
just the one time so what does that mean
it's all about the variation I hope this
has been helpful so one more quick recap
number one the user experience is
absolutely the most important thing
number two is is Facebook able to make
revenue as a partner with you as the
advertiser and that all comes down to
what your click-through rate and how
good is your conversion number three is
you they do want you to be happy
advertiser they do want you to make
money but they know Facebook's algorithm
knows it can't control your copy it
can't control ultimately the conversions
that happen off-site and the one key for
you is a massive amount of variations
and testing you could do small tests
with two options per ad set and you
could just run that and keep mixing up
the two options you can seed your ad set
with four images and four separate hooks
which creates a lot of different
variations but if you put too many
variations in Facebook's just not going
to display half or more so you might
need to run with smaller cycles and then
just keep running through them and
you're looking for those ads that work
with specific audiences and create high
click-through rates high conversion
rates because at that moment you become
one of those positive advertising
partners for Facebook you keep that one
and you want to create a collection of
these high converting ads that's the
trick to the game I hope this has been
helpful if you've enjoyed it give me a
thumbs up here if you'd like to see the
case study that I put together where I
show you exactly how I generated about
14,000 leads in 30 days for a total
out-of-pocket of about 800 bucks click
on the little thumbs up icon that's
displaying here and I'm gonna call it
now at this video so subscribe leave me
a comment engage do what you do I
appreciate you and I'll see on the next
video
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