miles Beckler here miles Becker calm and
in this video I'm gonna help you answer
the question why is Facebook not
displaying my advertisements I've seen a
of threads on some Facebook groups where
people are attempting to display
advertisements on Facebook but for some
reason Facebook either isn't showing
their ads or isn't spending all of their
daily ad budget this can be really
frustrating if you're an advertiser on
Facebook I don't care if you're a new
advertiser or if you've been around for
a while when you're trying to spend a
hundred bucks a day and Facebook's only
spending twenty or when you're trying to
run a split test on three or five
different ads and Facebook's only
showing one of them maybe two of them
you can't effectively accomplish the
goal that you set out to accomplish so
I've kind of touched on the two
scenarios in which this happens time and
time again we're gonna go a little bit
deeper into both of those talked about
why the problem is occurring more
importantly we're going to talk about
how to debug or fix that problem so you
can get your displays because that's
obviously the goal so the first
situation is an advertiser who has one
ad set that has multiple advertisements
inside of that ad set whether it's three
or five or eight different ads for some
reason Facebook is only displaying one
maybe two of your ads this is actually
really common and the reason is
Facebook's trying to anticipate out of
all of those advertisements that you've
put up Facebook's automatically trying
to figure out which one is going to be
the best user experience for the
audience that you've targeted right
Facebook is trying to make sure it
doesn't display something that's going
to give their users a poor user
experience on Facebook because if that
happens that user doesn't come back they
can't sell more advertisement Facebook
loses
so what Facebook's doing is they're
looking in your ad set right and all the
different ads that you've created
they're like I think one and three are
the ones we're gonna show the other ones
man we're just not going to show it and
that's totally normal so what do you do
because you obviously want to split test
your advertisements what you need to do
in order to force Facebook to display
all of your advertisements is you need
to duplicate out your ad set and run
one advertisement per ad set so if
you've got one main ad set right now
that's got like a million people inside
of the ad set and you're trying to run
five different ads what you'll do is
you'll break it out and you could
duplicate that ad set out five times you
put one unique advertisement in each of
those ad sets so each ad set has one ad
then you divide your budget by five and
you put that divided number right so
let's say you were doing a hundred
dollars per day you would put twenty
dollars per day in each of the five ad
sets you're essentially distributing
your budget and distributing your
advertisements into five separate ad
sets if you had eight do eight the
question comes up at this point well
wouldn't I have overlapping audiences
the answer is kind of maybe like
obviously at some point you would but
you only need enough displays to see
which one of those ads against the
highest click-through rate and the best
cost per lead for you or cost per sale
whichever your KPI is so you're not
going to be running it long-term in this
structure short term I'm comfortable
I've done this many times and I'll run
that same ad set that same audience and
I'll run it against each other if you
want to make sure that people who liked
or commented or clicked on ad set a
don't see ad sets B through e simply
create a custom audience that is the
people who have engaged on your posts
and then exclude those individuals from
all five of those ad sets so if somebody
clicks the angry face if they comment if
they like if they make any sort of
engagement and click including the read
more button up top on the top text then
it would remove them so you won't be
double displaying to those individuals
this is how I would approach making sure
that your split test data is solid
because if you're running a split test
you need somewhat scientific data right
you need five different ads to see the
exact same amount of ads been from a
very very similar audience this is why I
don't like doing audience a for ad a
audience B for ad B because you now have
two variables in your setup so I prefer
to go with kind of a larger
audience sighs if you're trying to do a
split test 500,000 to a million five it
depends on your niche it's going to vary
significantly and then just break that
up so each ad set has its own budget
that cumulative right all of them added
together reach the daily spend that you
want to spend and then each of those ad
sets has its own individual ad this will
give you true data this will force
Facebook to show your ad for all of
those ad sets and you should be able to
get all of your display going so that's
how you solve the first scenario the
second scenario is when you've set up an
ad set you've got one ad in your ad set
and you're not getting any displays at
all and you've got everything you feel
like you've set everything up right your
campaign is set up your ad set is set up
your audience's targeted and then your
advertisements in there in this
situation I think it's the same problem
I think Facebook for some reason doesn't
believe that your advertisement is going
to create a positive user experience for
Facebook users
therefore Facebook is kind of got you
down at the lowest part of the auction
you're getting maybe the leftover ad
spend between 2:00 in the morning and
5:00 in the morning in your targeted
areas which is like the worst time to
spend your ad budget so first of all how
do you know if this is going on the
first thing I want you to go look at is
load that advertisement inside of your
ad manager go load the advertisement in
the data and look at your relevance
score awed are and I'll put my money on
it cuz I'm a little bit of a betting man
I'd put my money on it that you're
seeing somewhere between a 4 or lower in
the relevant score it would surprise me
if you even have a 6 as your relevant
score and this is Facebook's feedback
mechanism that's just showing you that
Facebook doesn't believe that your
audience is interested in what you're
talking about now this is the
identifying kind of data point that
confirms my suspicions and just about
every time I've had a little
conversation in the comments with
someone this has been the situation
they're like oh my relevant score is a 3
or my relevant score is a 2 so how do
you get your relevant score to go up
well first let's understand how that's
calculated Facebook is an auction
situation right if you and I and 10
other people
are all bidding on the same audience
there's gonna be one winner there's one
person who has the best content and the
best cost-per-click ready to be spent or
cost per conversion or cost per thousand
displays whatever that that kind of
pricing mechanism is but there's one
person who actually wins the auction and
they will get the best time slots and
they will get the best traffic out of
that audience everyone else who doesn't
win the auction gets to kind of to do
feed on the scraps if you will and
unfortunately this actually is the way
that it works so you your goal should be
to win the auction and how do you know
when you've won the auction when you see
a relevant score of 10 so what does
Facebook Facebook factoring into this
relevant score well the first thing
they're looking at is the audience
they're analyzing all of the people in
the audience and they're analyzing the
different interests and likes and
demographic things that they know about
this audience then they're looking at
your ad copy they're also looking at
your image everything to do with your
advertisement they're checking out and
then they're going over to your landing
page and they're actually reading the
words on your landing page and they're
actually taking all of this data to
figure out does this audience and this
advertisement copy this ad and this page
they're going to is that relevant
because what they don't want to happen
is they don't want clickbait to go
through they don't want certain topics
to be advertised subtly right they don't
want you to actually be advertising a
dating site with an ad that doesn't
really sound like a dating ad but the
landing page is clearly a dating site in
that kind of a situation you're going to
get a terrible relevant score because
the ad doesn't line up with the actual
landing page therefore they're gonna be
kind of hindering your reach the best
way I like to create advertisements they
get really good relevant scores is to
put a lot of text above the image on the
ad so the ad main components you got
your image that's the probably the
biggest attention grabber you have your
headline that's directly below the image
that's the biggest boldest text in your
ad those are very limited into what you
can put but it's important above the
actual image that text field you can put
hundreds if not thousands of characters
I wrote one ad it's it's several hundred
words long I don't know exactly how many
words you can fit in there but I like to
tell stories in that situation I like to
get it to where users are clicking the
read more button the more button they're
reading the entire advertisement I'm pre
indoctrinating them to my ideas I'm pre
framing them through my ad copy to want
what they're gonna see when they get to
my landing page and when they get inside
of my funnel that way people who click
the read more and the more button
they've engaged with my ad that's a good
signifier to increase my relevant score
they get down they click on the link
they're ready to obtain that which I'm
giving away in the top of my funnel
Facebook sees all of this process
including all of that top copy text that
you create and it creates a much better
appearance of a more positive user
experience for Facebook users on
Facebook wow that felt like a mouthful I
don't know if that was or not but did
you get what I'm saying here so more
copy more relevant copy tell stories
case studies testimonials can work great
in there and make sure that you're being
really consistent right that the
audience you're targeting is truly
interested in that what you're offering
and that you use almost identically
right in my below the image in my
advertisement that headline text I often
put that text on my landing page the
main keywords the verb the adjective the
thing they're gonna get the big promise
the hook whatever you want to call it
that needs to be the same from your
advertisement to your landing page and
that needs to be something that Facebook
thinks that the audience you're
targeting is truly interested in and
that is how you will create a new ad
that has a higher likelihood of getting
a much higher relevant score and when
you start seeing 8's 9s and 10s your
cost per action is gonna go down your
cost per display is going to go down
you're probably going to be getting into
better segments of Facebook's audiences
at that point in time and your cost per
lead should go down and your conversion
rates should go up those are the two
biggest things I keep seeing it over and
over and over now haha I have a video
to link people to when they asked this
question but you obviously found this
video on your own therefore go about
doing and implementing what I've talked
about here whether you need to run your
split tests and get full display on all
five or three or seven however many ads
you're running take that approach or if
you're not getting any displays on the
one and only ad you've got in there now
you know the trick to get a higher
relevant score and monitor that
relevance to Gore and you'll notice as
that number goes up you'll be getting
more displays and you'll be able to
spend all of your budget I've never seen
someone with a relevant score of an 8 9
or 10 not be able to spend their entire
daily budget Facebook has more users
than we could ever spend money on
there's over two billion monthly users
on Facebook so there's plenty of
spending on advertising to be had for
all of us we just need to make sure that
Facebook will mate when they analyze and
it's done with a bot at first sometimes
it goes to a human butt but it's pretty
much the bot is looking at your ad when
you submit your ad this is all automated
and that bot is deciding yes this is
gonna create a good user experience high
relevance no this isn't really gonna
create a good user experience low
relevant score you might even see that a
low relevant score once you start to get
some engagements that number can go up
but if you're starting with a four or
five or six I wouldn't sit on my hands
and wait and hope that number goes up I
would be proactive I would create new
advertisements I would test long copy up
top ads I think that's really the path
that's what's working for me that's work
that's what's working for my friends who
have helped kind of improve their kind
of situation and their Facebook
advertising it really works so now you
know you're on the inside track I thank
you very much for your time if you
enjoyed this video give me a thumbs up
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that's what I'm doing thanks for joining
me I'm glad we've connected I hope this
helps you improve your Facebook
advertising have any questions hit me in
the comments and I will catch you on the
next video until then be well
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