Facebook gets its name from “paper facebooks.” This form is a form that schools or schools in the US fill students, teachers, and employees and promote them. Facebook, the world’s most user-owned social network, has members from many countries and cultures. The social network, which has more than 2 billion users worldwide. It reaches all people and all communities of all ages around the world. Moreover, it provides this transportation by broadcasting in the language of that country and for free. Besides, having an easy-to-use interface, constantly making updates and improvements, shows how Facebook’s popularity has increased. Facebook isn’t just a social network. We’re talking about a huge structure with many technology companies and social networks! Shall we talk about computers? It’s software that runs an algorithm in the Facebook background, which we use for entertainment purposes. So how does this amazing Facebook algorithm work?
Since the whole world’s agenda is digital marketing, we do not consider Facebook for entertainment purposes in this article. How can Facebook, which we use for social media marketing, make our ads more efficient? To solve this, we must first solve its algorithm, the principle of operation. Let’s look at it together.
Facebook has a large share of 30%, with an average of 1.7 Billion active users per year in the digital advertising market. The Facebook ad algorithm is software for understanding users’ behavior. Thanks to this algorithm, Facebook can analyze users’ purchasing behavior. It can direct companies to the target audience where they can sell.
With this algorithm, Facebook determines which ads to show to which users based on likes and shares. In this way, it is much easier for companies to reach users who need products and services or are related to this product and service.
Facebook generally uses the logic of computing by movements in the algorithm system. The same thing about advertising. Various assumptions of actions and advertising goals are also formed. Facebook also offers a variety of benefits for advertisers!
How Facebook Ad Algorithm Works?
The News Feed algorithm, which aims to show users exclusive content, is very impressive in terms of social media marketing. This algorithm uses routed traffic. The algorithm, which works with inventory, signals, estimates, and points mechanisms, determines the content shown to users by this mechanism.
The Facebook ad algorithm is based on the analysis of content in many ways. What kind of responses the user has previously reacted to such content is one of the most important factors affecting the calculation. Factors such as time spent on content, comments, interaction determine the data score. According to this data score, the most appropriate content is selected and offered to the user. This means that the user encounters content that they like.
Variable of Ads
The result from a Facebook ad you created may not always be standard. Unlike ad results, it can change constantly, and the conversion from advertising is variable in this direction.
Let’s explain this with an example. Let’s assume that there are 10 conversions as a result of an advertising campaign that allocates a budget of $30 per day, and you’ve made a net profit of $150 in total from this conversion. When you encounter this result, the first thing that comes to mind is to increase the budget to $30 and increase the profit rate to $300.
All advertisers think that way and hope that’s how it happens. Unfortunately, the situation is not that simple. If Facebook ads worked like the example we just gave, the advertiser would be rich on the same day by immediately increasing the budget to 1,000 times. The conversion you get from Facebook ads is completely variable. To avoid being affected by these changes, you need to keep track, follow, and deal with ads. Otherwise, even if ads get a good conversion, you may start to dull and suffer damage over time. Another rule is to deal with ads and measure the results.
Facebook Ad Structure
When you first enter the Facebook ad panel, everything can sound complicated. It’s complicated, but not exactly. Over time, everything becomes clear, and that happens as you start using the ad panel. When the algorithm tries to understand what we call the event, it is necessary to understand the ad structure because the algorithm is the whole of them. We categorize an ad on Facebook as a campaign, ad set, and ad.
The next step you take after you select your ad type is to set a campaign. The campaign includes ad sets. Ads are also included in the ad sets. That’s how the hierarchy is. The campaign is the main category, and the ad sets below it depending on the campaign. There can be multiple ad sets, and there can still be multiple ads within each ad set.
The important point here is that the overall changes you make to campaign and ad sets directly affect ad performance. Changes you make to some ads can directly affect ad sets. If you are an advertiser, you should keep an eye on this structure all the time!
What Does Facebook Ad Algorithm Want?
To answer this question, you have to go to the ground. So we need to talk about the main purpose of Facebook. What was the main purpose? Entertainment, hearing from the environment, having a pleasant time, appreciation, sharing, and interaction.
Advertisers should not forget this basis. As a result, the algorithm requires the same basic feature in exported ads. Fun and remarkable ads, pleasant graphics, acclaimed ads, shared and highly interacting ads are very important. There is tremendous data from humans in the Facebook database. This data recognizes and analyzes people very well. That’s why it tries to get your ads in front of the right people based on the audience. If good advertising interacts well, the advertiser will increase the budget. Facebook generates revenue from this. The advertiser has the same status. More interaction means advertising reaches more people, and the revenue from it is increasing!
The bottom line is that with plenty of interaction and quality ads, Facebook doesn’t go beyond its goal, and people gain revenue by clicking on Facebook ads while they’re having fun.
Although movements such as interaction, likes, sharing mean positive results for the Facebook algorithm, the actual result for the advertiser should not be measured in this way. So far, we’ve talked about what the Facebook algorithm and algorithm want. So what does the advertiser want? What’s the advertiser’s purpose? Let’s take some consideration.
Sharing and very important for the advertiser. But it’s wrong to measure the ad’s return in this way. The advertiser requests a click and requests valuable conversions such as sales, registration, and so on the page it directs. People run ads to achieve these transformations, and they spend a certain budget. So how is that value measured? Our answer is ROI (Return on Investment).
ROI is a system for calculating the conversion cost of advertising. We’re talking about a system that calculates how much the advertiser invests in advertising and what it achieves in its transformation. Advertisers who can’t calculate ROI properly or analyze their results can’t properly measure the ad’s efficiency. Your ROI result will give you whether the ad adds value to you.
Newsfeed is one of the most valuable areas for Facebook, which is also valuable to advertisers. Because the news feed is where users pay the most attention and browse. There are some sorting factors for streaming content in the Newsfeed. Now let’s look at these factors and see which factor is a priority.
Inventory is facebook, a section of posts, likes, and shares of people like family, friends, and your immediate surroundings.
Uses signals when Facebook needs to decide which content it will post. This is a list of criteria. We’ve listed some of them to you, even if not all of them are disclosed.
• Likes and comments about a person’s photo status
•Interactions in content posted by your friends
•Shares in Messenger
•Comments and responses to comments made to a video
•Information about who sent the content
•Date and time to send content
•Technology (Mobile device, PC, 3G)
•Type of content
•The average amount of time people spend on the content
•Information of the shipment
•The fullness and accuracy of a person’s profile
Also, remember that Facebook values people’s conversations among themselves more than the conversation between pages!
This metric is a metric that Facebook has decided to show you. Facebook generates estimates of how much you can interact based on your profile and previous behavior based on the data it receives. When you see a post, it tries to show you the post during that time, predicting when you will react to it. It is a very important metric when viewed for the ad side.
This score refers to the level of relevance of the user’s interest in the content. The higher the score, the more people see the content in the news feed. Remember the relevance score in ads. Facebook created a similar structure for users.
As a result of the above metrics, Facebook uses this score in each user’s news feed, since there is now a score of content. Facebook gives this score to each user’s specific and calculates according to the user profile and previous habits.
When your mother or a loved one shares something, we can easily understand how much work is actually in the background. Facebook tracks your reactions to a video, picture, and ad step by step, resulting in a score. This information directly affects the likelihood of seeing future posts or what types of content they will show in your news feed.
Active Pages vs. Inactive Pages
After looking at the Algorithm processes above, we can make the subject more basic with a small sample.
Think 2 Facebook pages. Both pages have about 15,000 followers, and followers are organic. So the page is not fake accounts, but real users liked it.
One of the pages is constantly sharing. They share fun and useful posts and hundreds of people like each sharing. The other page only announces its hired staff on this page by sharing 4 or 5 a year. This page has the same number of followers as the other, while 1 or 2 people like each post. There’s a big difference, isn’t there?
As a result, pages that actively share, send fun, and useful content interact better than other passive pages. Because the page also means a profile, and pages have scores, just like contact profiles. A passive page profile now categorizes Facebook in this way, makes posts less in front of people, and prevents people from dedicating their time to this page because they don’t see the page as useful and fun.
EdgeRank is the name widely used for the algorithm that Facebook uses to decide which posts will be viewed in the News Feed app.
Because of 2011, Facebook had avoided using the EdgeRank method and employed a machine learning algorithm that takes over 100,000 variables into account as of 2013. EdgeRank has been developed and introduced by Serkan Piantino.
Facebook continues to refine the algorithm when it made the mark in 2020. These changes have been made with a focus on transparency, privacy, and the creation of improved user experience.
In this article, we told you about how the Facebook algorithm works. Before you decide what to do, you need to take a closer look at Facebook’s fresh strategies. I guess the change in the Facebook algorithm has not escaped the eyes of any user. Because change doesn’t seem to be realized. When you grasp a large segment, it’s even easier to separate smaller pieces individually with these kinds of questions. In this way, you can more or less predict how much you will need creative ideas to reach the target. While it seems simple to understand people, think like your possible audience and provide trust, motivate them, you need some research and experience.
We wish you to help you discover what’s needed on your Facebook page, and then we recommend that you try your page again before giving up hope. Feel your customers and your visitors who will hear your name and feel that you are taking care of them and that you are developing and moving forward with them. Because there’s no obstacle stopping you from showing your value on a great network like Facebook! And why not evaluate this world of communication?