Training Facebook’s Algorithm in Finding Qualified Prospects with Less Wasted Ad Spend
When finding people that share common data points with those who engage with our ads…
..is Facebook’s way of deciding who to show our ads to…
…then it’s absolutely paramount that our ads do a proper job of ‘Optimizing’ who that ‘ideal customer’ is.
Sure we can target interests and lookalike audiences to give the algorithm an ‘idea’ of who we want it to go after…
…but the reality is not everyone in our target audience is qualified for our offer.
That’s just the nature of Facebook Targeting, they don’t make it that easy.
However if we can help the algorithm ‘cut through the noise’ and go straight for the qualified people inside of our target audience…
…then we can train it to show our ad to more people like this a lot faster.
In this video we explain how we’re consistently doing this by leveraging what we call ‘Contextual Targeting’.
Whether it’s consciously or subconsciously, readers usually only ‘scan’ the ‘top text’ that sits above the image or video to decide if it’s relevant for them to engage with.
…making the ‘Top Text’ our first and most important shot at pre-qualifying who our ad attracts.
So as a ‘pre-qualifying measure’ we always begin our ‘Top Text’ with a headline that sets context around a specific:
- Problem
- Desire
- Emotion
- Challenge…
…that we know resonates strongly with our ideal prospect.
Then and only then does the prospect scan the ‘creative’ [Image or Video]…
…then they scan the “bottom caption” last.
Although Facebook calls this the ‘Headline’ inside the As Manager interface, we’re just going to chalk that up to whoever created that interface wasn’t a marketer lol.
Here’s what I mean…
Clearly the “HEAD-Line” is supposed to the “Heading” of a piece of content…
…not the bottom of it.
But someone forgot to tell Facebook that little detail.
So to make it clear in our agency we call it the “Below Creative Headline” or “BCH” for short.
So when we say “Headline” we are talking about the “Top Text” in the post.
Which Facebook just aptly calls the “Text”.
(You watch the video above to see how we applied these ‘context elements’ to an ad that’s getting opt-in rates as high as 90%)
So in the “Top Text”…
When we’re ‘setting proper context’ it allows us to attract a specific type of person that’s been pre-qualified…
…while simultaneously ‘filtering-out’ unqualified people who shouldn’t be seeing our ad in the first place.
Then as the algorithm sees that the people engaging on our ad have multiple data points in common…
…it can finally start defining a data profile that more accurately represents our ideal prospect…
…and start spending our budget more efficiently on qualified people who are 2X-5X more likely to convert into leads and sales.
On the other hand if we’re ‘loose’ with who we allow our ad to attract, then we risk exposing the algorithm to the wrong data…
…and it will learn to ‘waste’ ad spend on the wrong people.
Yes, you read that right…
You will literally train the algorithm to waste your money.
However using a context-specific headline in ‘Top Text’ is only step 1 of 4 in our ‘pre-qualification process’ we refer to as “C.O.D.E. Methodology”
Which stands for
Context Optimal Directed Elements
Within that Methodology we have a specific conversion formula we follow in all of our ads (even our videos) that we call the E.P.I.C. Formula.
On our next ‘Trade Secret’ we’ll take a closer look at that ‘conversion formula’ and how we use it with our clients. (Along with proof)
You can see that training by clicking the button below