Facebook Fundamentals

Sonder
March 3, 2020

Facebook and Instagram can get confusing sometimes for people.

It gets confusing because the whole platform is based off of superstitions; no one knows for sure what works and everyone just guesses.

When you have a dynamic like that it's best to focus on the fundamentals - instead of asking what makes a Facebook ad successful, it's better to ask: what are the fundamental things that are absolutely required to make a Facebook Ad successful? That if you took away one of these things the ad wouldn't be successful. Well here is a short list of some Facebook Fundamentals

Internal

1) Algorithm - How does the auction dynamics work? Is your audience budget overlapping with your other adsets? What is the platform favouring and disfavouring right now? What is allowed and not allowed? How can you optimize your ads to work with the algorithm instead of against it? 

2) Intent - When working with Facebook are you understanding the intent of the platform? The intent is that Facebook wants to make money. When you understand this profit motive, you have a clearer understanding of where things are going or at least likely to go.

External

1) Offer - (A) Creative: Is the creative something special? (B) Copy - Does the copy of the ad actually connect with people? (C) Post Click Experience - Does what happens after this initial ad make sense? 

2) Journey - (A) Funnel: How does this ad connect with the brand and the customer as a whole? (B) Tribes: What will my friends think of me engaging with this ad? (C) Identity: How did this ad make me feel? Did it understand me and respect me?

3) Native - Did the ad feel like a part of the platform or did it feel off - like a sad interruption?

Instead of trying to optimize posting time - optimize the fundamental components that your Facebook ad can't live without.

Overview
Overview
Overview