Have you ever found yourself throwing stuff at the wall for a Facebook Ads campaign, just hoping that something will stick enough for you to call it a success?
Most of us are doing that just about every day. Anybody who tells you that they know exactly what will happen with a completely new campaign or funnel is lying to you.
However, there are ways to troubleshoot your Facebook Ads campaigns when you know the right things to watch out for, and the places to make tweaks to cause your ad performance to change for the better.
In this short article we’re going to pull back the curtain on how Facebook’s advertising algorithm works. As you read what follows, you’ll discover the secret sauce that makes the algorithm tick, which means you’ll finally have control over the success of your Facebook ad campaigns.
The Facebook Ads algorithm can be explained using the acronym B.E.A.R.
Or at least what we are allowed to know about the algorithm publicly…
What does B.E.A.R. Stand For?
- Bidding – How many auctions you’ll win/ how many people your ad will be shown to
- You can use manual bid to outbid your competition
- Expected Actions
- How likely is audience you’ve targeted to take your desired action based on previous data?
- Has the target audience taken actions that would make Facebook think they’re interested in your ad?
- Relevance (Quality)
- Is your landing page congruent with the ad?
How do I use B.E.A.R. in practice?
If your campaign stalls, or isn’t performing, look to manipulate your bidding, targeting or the items that increase the relevance and quality of your ad.
If you aren’t getting impressions for your ad, try using a high manual bid — something like $500 — to outbid your competitors in the ad auction. You won’t pay the full bid amount, but it will make your offer more than what anyone else is wiling to pay for the best impressions.
The B.E.A.R. concept was shared by Cat Howell on a Facebook Live webinar in the Facebook Ad Hacks Facebook group. On behalf of The Alliance, Thank You Cat!