Did you know this about Facebook Ads?
Facebook uses “two key factors” in determining which ads to show users.
First, advertisers choose their target audience through Facebook’s self-service tools. Audiences are created based on categories like age and gender, as well as actions people take on Facebook apps such as liking a Facebook Page or clicking on an ad.
Next, when determining which ads to show someone, the Facebook system gathers ads that include that person in the advertiser’s chosen audience. These ads move to the auction stage.
Facebook then chooses the top ads to show to a user based on ads with the highest “total value score”, which combines ad quality with advertiser value.
What is Ad Quality?
Facebook says “ad quality score is determined by the overall quality of an ad. We use machine learning to inform this process”.
Ad Quality is also informed by responses from users, including how often an ad is reported or hidden.
What is Advertiser Value?
Facebook says “We find advertiser value by multiplying an ad’s bid by the estimated action rate. This is an estimate of how likely that particular person is to take the advertiser’s desired action, like visiting the advertiser’s website or installing their app.
“Low-quality attributes” are also assessed as part of ad quality, such as too much text in the image, sensationalised language or clickbait.
Facebook noted that ads with the highest bids don’t always win auctions, stating that lower bids “often win” if the system finds that a person is more likely to interact with them, or that they’re of a higher quality.