If your Facebook ads are costing you more than they should, then this video is for you. In it, I'm going to explain why some people pay more to reach the same audience with their Facebook ads and how you can make sure that you don't pay more than you have to.
Larry, what the hell, you? Larry! Larry! You can't just laugh. So, what am I talking about here? Why does Meta charge some advertisers more than others to reach the same people? That doesn't seem fair. Well, basically what's going on is that Meta analyzes your destination—your website, your landing page—wherever it is that you're sending people to after they click on your Facebook and Instagram ads. And if they don't like something about the destination that you're sending people to, you will end up being charged more. And the difference can be really significant.
Now, I've got Meta support to discuss this. It's got some really good detail in here that we're going to go through because it's really, really important. I'm going to start by reading some of the sentences just from this top section up here, starting with the second paragraph. It says, "Below you'll find some of the key attributes of ad content and post-click experiences like landing pages that we consider low quality. If your ad contains any of these attributes, the ad quality component of your ad's total value may be relatively lower. Skip the next bit and go to the next sentence." The next paragraph which says, "That means it will cost more and see fewer results than it would if it did not contain these attributes and associations."
And that's really what we're talking about here. If you have things on your landing page, on your website that Meta doesn't like or wherever you're sending people, that will hurt your results. Meta is going to charge you a lot more to reach the same people. This is particularly important if you're seeing high CPMs. I have to get people messaging and commenting saying my CPMs are really high. And one of the most common reasons is this: Meta doesn't like something either about your ad or your post-click experience, and you need to change that if you want to bring your CPMs down and, obviously, if you want to improve your overall Facebook ad results.
I'm going to talk about this ad quality stuff in a second. Before I do that, I want to get to the stuff that I think is actually most important where most advertisers go wrong if they are running into issues with this. And that's their post-click experience—landing page, website, etc.
Q: What is the video about regarding Facebook ad costs?
A: It explains why some people pay more to reach the same audience with their Facebook ads and how to avoid overpaying.
Q: What factors influence ad costs on the Meta platform?
A: Meta charges some advertisers more if they don't like the destination (website, landing page) to which the ads are leading, leading to significant differences in costs.
Q: What factors affect ad quality and cost?
A: Ad content and post-click experiences like landing pages play a significant role. Low quality attributes in ad content can result in higher costs and fewer results.
Q: How can one improve the post-click experience for better results?
A: By ensuring that the landing page or website being directed to meets Meta's standards, one can reduce costs and achieve better Facebook ad results.
Q: What are some common issues with post-click experiences in ads?
A: Many advertisers face issues with their post-click experiences (landing pages, websites), which can significantly impact the effectiveness and cost of ads.
