Insights on recent changes in Facebook ads algorithm and policies
Insights on recent changes in Facebook ads algorithm and policies.
Facebook went through a public intervention and it was painful to watch. But how does this impact you and your ability to make money using Facebook ads? Because if you play by Facebook’s rules, you make money.
Alright, so the biggest take away that you need to know is the fact that Facebook rewards ads that are designed to provide value.
Soo… What does that mean?
Well, it simply means Facebook doesn’t want the people to feel like they’re obviously being sold to. It has to be structured in a way that presents value.
For example… you know those QVC types of ads, where the video shows what life is like without the product… and with their excessive exaggeration of pain or annoyance.
Also, they usually have a black and white scene of someone not happy and then switch to a colourful one of them smiling and enjoying the product…
Yeah, Facebook doesn’t want those. That’s a low quality ads… according to them.
Even if it converts well for you.
What Type Of Ad Creatives Convert Better On Facebook?
Basically, Facebook is trying to push for a more positive user experience.
By positive, I actually mean positive as in happy and that. Ads that emphasise pains or discomforts create negative emotions.
I’m not saying, Facebook ONLY wants positive ads, but the way they wrote their policies — they sure as hell prefer it.
Here’s a few things you can do to make sure Facebook loves your ad creative:
Focus on the benefit of the product and how it’ll make their life easier.
Maintain a positive vibe throughout the video.
Avoid using extremely shocking or uncomfortable scenes
Avoid using scenes showing ‘life before the product’ in a negative light.
Other things worth mentioning:
Facebook does not like the depiction of violence or painful scenes.
So yeah, just keep a smile on the people’s faces (metaphorically or literally) and Facebook will give you the nod to make boats loads of money.
How To Write Good Quality Ad Text That Win In The Auction?
Alright, so getting this part right is also super important, so you can have a good quality ad… in the all seeing-eyes of Facebook.
Unlike the creative, where the focus was on removing negativity… for the Ad text, the focus is on eliminating clickbait and exaggeration.
Clickbait according to Facebook is the withholding of information to bait the person into clicking. Now whether that information is true or not, Facebook doesn’t want that.
So if your headline says, “You won’t believe how… blah blah blah” — Facebook doesn’t like it. Even if after clicking the ad the person is left in pure disbelief, Facebook doesn’t give a crap. No clickbait.
Writing Headlines For ads:
Pretty much a headline focused on creating curiosity will mostly be considered clickbait. Maybe not, but curiosity is centered around withholding information… which they clearly say they don’t want.
So test that at your own risk.
And in regards to exaggeration and sensationalisation (sidenote: you won’t believe how much they love that word — it’s literally repeated over and over)
This simply means you can’t exaggerate certain things like:
Life after using the product
Reaction once receiving the product
Or Certain features of the product slash benefit (can’t exaggerate… you can emphasis but exaggerate)
For example, a sensationalised headline (using their word here) would be something along the lines of:
“Life Will NEVER Be The Same after…”
“Feel 20 Years Younger…”
Also, you can’t add phrases like, “… The BEST”, “…#1 Best Selling” or like “… For Women ages 24 – 36”
Honestly, there’s so many rules. So I’ll just list some of the main ones:
No assumption of personal characteristics – like saying “Meet ‘Other Black’ Men Now” etc.
Use of correct grammar – So you can’t overuse characters, punctuations, symbols and emojis… and even over capitalisation of letters is no no.
Asking for engagement like ‘Comment below..’
False or misleading information – e.g. using five stars to represent reviews… “Miss me with that bullshit” – Facebook