How to Reach More People & Lower Your Costs with Facebook Ads

Have you ever wondered how you can get your ads shown to more people at a lower cost? Well, Facebook actually has a formula for this. It's important to know what the formula is and how you can increase your score. In this blog, I am going to share more about the Facebook ad auction, what the total value score is, and why it matters.

 

Each time ads are created they go into an auction, and Facebook chooses to show your ads based on which ad has the highest total value score.

 

Your total value score is made up of your bid, your estimated action rates, and your ad quality. Your bid is the amount of money you are willing to pay to show your ads to your target audience. However, Facebook doesn't show your ads solely based on who is willing to spend the most money.

 

Facebook's main concern is that its users have a pleasant experience while on the platform. That is why Facebook chooses to show ads based on your bid but also the estimated action rates and ad quality.

 

The estimated action rate is determined by the probability of a person who sees your ad taking the desired action. For example, If you are running a traffic ad then Facebook will look to see who is most likely to click on your ad and go over to your landing page. The more likely your target audience is to take this action the higher score you will get in the estimated action rate.

 

The last piece that goes into determining your total value score is the ad quality. Multiple factors determine this. Including the user's experience with your ad, the image quality, the speed of your landing page, etc.

 

Now that you understand the ad auction and what goes into determining your total value score let's talk about ways you can increase your total value score so that your ad can be shown to more people at a lower cost!

 

 

Let's start by talking about ways to improve your estimated action rates. The first thing you can do is use the right campaign objectives. Facebook has 11 different types of campaigns and each one has a different end goal. Pick a campaign based on the action you want someone to take when they see your ad.

 

The second thing you want to do to improve your Estimated Action Rate is to ensure you have enough data points to exit the learning phase and optimize. A good benchmark is to get 50 conversions/results within 7 days. To reach this goal you will need to have a large enough budget to get 50 actions a week.

 

The last way to improve your estimated action rate is to have strong social proof. This means your ads have lots of likes, shares, and comments. When people come across your ad and see the other people have liked it and shared it they are more likely to take action as well. For this reason, You may want to include some warm audiences in your ad campaigns so that you have people already familiar with you who have had great experiences with your business willing to like, comment, and share your ads.

 

Improve Your Ad Quality

 

The next factor of your total value is your Ad Quality which is focused largely on the user experience. Here are some tips on ways you can improve your ad quality.

 

The first thing to do is to make sure you have high-quality ad creative. Think about having high-quality images and videos. Pick colors that resonate with your ideal clients, use captions for your videos, and follow the ad rules that Facebook gives. Make sure you don't have too much text over your images.

 

The second way to improve your ad quality is to have a strong landing page. You want to ensure that your landing page is loading quickly and converting. If your ads are performing well, but your landing page is not converting then your total value score will go down. You also want to make sure that you don't have a lot of pop-ups on your landing page.

 

The next way to improve your ad quality is to ensure that you are targeting an audience that is actually interested in what you are offering. Your relevancy score will go up if you're targeting an audience that is interested in your offers, which in turn will impact your ad quality. 

 

The last thing you will want to avoid is clickbait. Don't create ads with sensational headlines, false headlines, or too good to be true statements. Keep your ads positive, pleasant, and truthful.

If you feel like your total value score is low one way to improve your score is to run ads without asking for someone to buy something. For example, you can run traffic ads to blog posts that add value.

 

It's important to keep all of this in mind as you set up ads and run ads from your ad account.