The Facebook Ad Algorithm — Need to Know Changes

The Facebook Advertising algorithm has made significant changes to targeting, Campaign Budget Optimization (CBO), and cold audiences. This article covers the key changes you need to know.

Understanding the Algorithm

When a product or service is already in demand, it's easy for the Facebook algorithm to find prospects. But where the market is not actively looking for what you're offering, you need to create top of the funnel awareness ads to warm up your target audience first.

Campaign Budget Optimization (CBO)

CBO represents a major shift in how Facebook distributes budget across ad sets. Understanding how the algorithm allocates spend is critical for maintaining campaign performance.

Don't Kill Winning Campaigns

When a campaign is performing well after the Facebook Algorithm has identified a responsive audience, you don't want to alter that campaign. Facebook is sometimes sensitive to changes that can kill a campaign entirely.

Testing and Optimization

It's always better to give the algorithm more ground to play with, but testing is the pragmatic approach. Balance between giving the algorithm room to optimize and maintaining control over your targeting and creative.

Cold Audience Targeting

Changes to cold audience targeting require new strategies for reaching people who haven't interacted with your brand before. The key is creating effective top-of-funnel content that warms up prospects before pushing for conversions.

Key Takeaways