14/06/2020
Facebook's algorithm
If you are a coach or a course creator and you are running ads, this will be especially beneficial to you. The reason is because if you sell a high-ticket item/service, your ad copy is going to be the #1 factor that will determine how well your ad campaigns will perform.
The stuff I am going show will drastically benefit you...
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Firstly, the Facebook algorithm is an all-seeing machine that makes billions of decisions each moment, each one of its decisions contribute to the singular most important intent: which is to survive.
This can be done by keeping users on its platform and keeping the users engaged. And to do this, it needs to provide a good user experience.
Why?
Because Facebook needs to make money, so their priority is to make BOTH the users happy and the advertisers happy. Therefore, the machine has biases.
What do I mean by biases?
I am talking about your inputs such as your ad copy and your ad image. The better the input, the better the ad will perform. Its algorithm is constantly giving preference to this ad over another ad.
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To optimize your inputs, you need to appeal to:
1. Lexical sentiment bias
2. Graphical sentiment bias
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Lexical Sentiment Ad Bias
Lexical sentiment ad bias is basically the text in your ad creative.
Facebook already has an existing database of trillions of posts and videos. So when you launch an ad, Facebook already knows whether people will like it or not by matching it against previous liked and hated posts because of the texts in the ad.
To "maximize" the lexical sentiment bias, you need to add an element of happiness to your ad copy. The algorithm has a bias towards positive content because it wants users to stay on the platform. What other ways to make users stay on the platform than to make them happy?
Therefore, you need to eliminate bad words, trigger words, and offensive words. Maximize happy words in your ad creative without changing the core message of your ad.
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Graphical Sentiment Bias
This is the image of your ad creative.
This is going to sound absolutely unbelievable.
Facebook scans images and detects the objects, scenes, and emotions in the photos. It analyzes everything in the photo. It knows if a person is smiling in the photo, it knows how many people are in the photo. It knows if you are wearing a hat or not. It recognizes whether or not you are on a beach.
Don’t believe me? check out “Playing to the bias of Facebook” by Sam Ovens and go to 1:48:25. I guarantee you it would blow your mind.
Just like lexical sentiment bias, to "maximize" this bias, it needs an element of happiness to it. Don’t add filters, don’t add stock images, put YOU, put your brand and put real people. Ever wonder why the “ads” that look like a regular post perform the best? Because usually, those images are natural, it shows a person with his/her family, so Facebook is going to favor it more.
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Final Note:
To recap, add more elements of happiness in your ad copies and ad images. Make your ad look like a traditional Facebook family post. This will make your ad perform much much better, it will be appealing to the Facebook algorithm and prospects on Facebook.
