So I've been going in deeper than the Mariana Trench into the murky world of Facebook Ads - or should I say Meta.
And it is a murky world indeed.
Scary in fact.
I've been learning from a Facebook ads specialist by the name of Mike Rinard. He's been involved in spending millions of $$$ on FB advertising.
He knows his shit.
And one of the things he told me was that the infamous algorithm has 52,000 data points for every single user.
52,000.
It looks at 52,00 ways you use and interact with what you see on the screen.
It looks at the dwell time - how long you pause on a post or ad.
Whether you click, like, comment, share or convert from a post or ad.
How likely you are to buy from an ad.
What time of day you use Facebook, for how long, who's posts you interact with, who's you scroll
past.
Honestly, these are just the ones off the top of my head, and I'm running out of ideas now.
I can't even begin to imagine what 52,000 data points looks like.
Not to mention that there are roughly 500,000 new users per day.
These are crazy numbers.
This is well beyond George Orwell's 1984. It's like a real-life sci-fi movie
unfolding before our very eyes.
The Algorithm knows all...
OR does it...
Because I wanted to share a little less scary insight with you today...
One common question I've seen in author groups is about ads dropping off in performance.
They start an ad that goes well for a little bit, but then the performance drops.
One cause for this, Mike tells me, is because the algo doesn't have enough data to know who to show the ad to. Ironic, hey.
And that basically translates into
people not interacting with your ad. Whether that's clicking the 'see more button' or liking, sharing, commenting, or clicking the 'shop now' button.
Because Facebook values user experience above all else, it stops showing your ad and makes it more expensive for you when it does.
So, if you've got an ad with a high CPM (cost per 1,000 impressions), it might be worth checking if your ad copy and image speaks to your target audience.
And if you want to know a little more about how to do that, then feel free to check out the author's guide to market awareness.
Angie (hiding-from-the-algorithm) Archer
