Scaling Facebook ads involves continuous monitoring and optimisation. While Facebook’s algorithm plays a significant role, we can influence it by sending specific signals. This post explores how to guide the algorithm towards your goals by adjusting your budget allocation.
Facebook’s Algorithm: Not Quite AI
It’s important to remember that Facebook’s advertising algorithm is rule-based, not true artificial intelligence. While machine learning is likely on the horizon, the current system relies on a set of programmed inputs and outputs. These factors determine how often your ads are shown, where they appear, and the optimal bids.
While some data points are beyond our control (like user demographics), we can influence the algorithm by strategically adjusting our budget allocation.
Choosing Your Signal Metric
Before implementing this method, select a key metric to act as your signal. Consistency is crucial here. By focusing on a specific metric (e.g., Add to Cart), Facebook’s algorithm will recognise the pattern and optimise accordingly.
Defining Rules for Sending Signals
For better precision and effectiveness, establish rules around your chosen metric. Let’s use timeframes as an example. Imagine Adset A has strong Add to Cart performance between 1 PM and 5 PM, while Adset B underperforms during that time. Here’s a possible rule based on this scenario:
if (Adset A.ATC > Adset B.ATC && time > 13:00 && time < 17:00) {
signalAlgorithm();
}
(Note: This is a basic example, and there may be more efficient ways to write the code.)
The idea is to send a signal (adjust budget) whenever Adset A outperforms Adset B within the specified timeframe. We'd also want a similar rule for the opposite scenario (Adset B outperforming Adset A).
Signaling the Algorithm Through Budget Adjustments
Once the rule is met, it's time to signal the algorithm. A simple yet effective method is to adjust the budget allocation between the ad sets. Increase the budget for the outperforming ad set (Adset A in our example) and decrease the budget for the underperforming one. This communicates your preference to Facebook's algorithm.
By observing these subtle budget adjustments, Facebook's algorithm can refine its understanding of your campaign goals. Automating this process with rules and intervals can further enhance your results. Remember, even small budget adjustments can send effective signals.
