Jan 28
Facebook Ads: How to Avoid Pitfalls in iOS14’s Algorithm Changes
Facebook Ads are referenced by their Post ID.
Each Post ID is its own webpage within Facebook. When you make an ad, all you’re really doing is building web pages, and then spending money to show that page to more people.
The Facebook news feed is actually a rich media listing of many web pages, the same as Instagram, and every other social media platform.
Facebook measures the CTR, the Stickiness, Bounce Rate, Engagement Rate; the Time on Site, and the behavior that occurs after someone is shown each webpage (webpages being the content of the feed, posts & reels, etc)
Facebook, just like all other oCPM platforms, analyzes each user’s behavior against every single webpage within the Facebook app/site. Machine Learning is built around showing users content that they want to see, and engage with, based on literally TRILLIONS of data points, and it does this in real-time.
Your post, your reel, your TikTok, your YouTube video, your Pin, etc… are all just web pages within each respective platform’s website. The social media platform is built around giving you a dynamic feed of webpages that you want to see, based on your behavior both on the site, and on other sites, plus how you behave in the real world.
The organic feed of every platform runs on the exact same logic as the Paid Media engine of the platform… the only difference, is in paid media, you pay for that attention.
Your CPM is based on how desirable your content is, to the audience you are targeting. This is yet another reason why “Broad” is the only targeting you need!
Every ad is a Post ID. The data of how this Post ID is received by the users of that platform is called “the learnings”. The “Learnings” happen at the Ad Level… that’s a stone cold fact!
