How Facebook Determines When to Show Your Ads

Facebook advertising is an excellent platform that allows you to reach your target customers without spending a lot of money. It’s the single best alternative to Google AdWords, and you don’t have to pay $50-$100 per click. You can set your budget based on how much you want to spend each day and that’s it. 

As with other platforms, you won’t just win big if you launch any old campaign on Facebook. There are still best practices you’ll want to be aware of, as well as some tips and tricks to help you make the most of your advertising. Thankfully, Facebook has decided to share some information on how its ad system works. 

For starters, Facebook says that it uses two key factors to determine what ads to show to its users: 

  • Audience targeting. Audience targeting is where you choose which people are eligible to see your ads. 
  • Ad auction process. The ad auction process is based on a range of factors related to bid price, ad quality and individual user engagement

The first point is self-explanatory. When you set up a Facebook ad, you get to choose who you want Facebook to show the ad to. For instance, you can select the age, gender and interests of the people you want to target. You can even target people based on certain actions they take, such as liking a particular page. This ensures your ads are shown to people who are more likely to convert. 

But, once you make these determinations, there are still other factors at play. And that’s the second point – the ad auction process. After submitting your ad, Facebook will determine who to show your ad to by determining the best match. After all, you’re not the only business creating ads for your target audience. Therefore, Facebook must choose which ads they’re going to show to users. 

How Facebook Determines What Ads to Show 

Whenever a user signs into Facebook, they have different ads they could be shown. The “winner” is chosen by Facebook based on the following criteria:

  • Advertiser bid. This is how much you’re willing to spend on Facebook ads. The more you allocate, the greater your reach.
  • Estimated action rate. Facebook considers the chances that a user will take action on a particular ad based on their behaviors.
  • Ad quality. Facebook also measures the quality of the ad based on user feedback. Do people hide your ad? Report it? Other signs of low-quality ads include too much text, sensationalized writing or engagement bait.

While you can’t control all of these factors, you can control how much you’re willing to allocate and the quality of your ads. Be sure to pay attention to these areas, as they could make or break how successful your campaigns are. To learn more about advertising on Facebook and how to make the most of your campaigns, contact Yovia Social today.

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