The principle behind Facebook advertising
When your Facebook ads are displayed as “not delivered”, in jargon, your ads have not been successfully displayed to users, so no impressions or clicks have been accumulated. This situation is like carefully preparing a party, but no one shows up.
So how do ads determine the audience? This depends entirely on the algorithm mechanism behind it. Let me briefly explain how it works:
Bidding mechanism: Whenever there is an ad space vacancy, Facebook will quickly start the bidding process to see which ad can take the lead and get the opportunity to be displayed. Ad rating: The key to determining the winning bid is the ad rating, which mainly depends on how much money you are willing to pay (bid) and the probability that the user will act according to your expectations (expected action rate). Relevance score: Facebook also considers the quality of the ad and the relevance of the user. If the ad is attractive and matches the audience, it can reduce costs while improving the effect. User feedback: The system considers user feedback on the display or hiding of the ad. If there are many opponents, your ad delivery may decrease. Display frequency: How many times the same user sees your ad. No matter how good the ad is, it will lose its appeal if it is always shown to the same person.
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Why did Facebook ads fail to meet expectations?
Overseas advertisers generally encounter many problems when placing advertisements. Here are some common problems for you:
- Advertisement rejection: Facebook has a strict set of advertising regulations. If the advertisement does not comply with the regulations, such as misleading content or promotion of prohibited items, it will be rejected and cannot be placed.
- Budget and bid problems: The budget and bid you set for your ad will have a particularly large impact on the delivery. If the bid is too low, the ad may lose the auction and fail to be displayed.
- Positioning problems: The audience positioning of the ad directly affects its delivery effect. If the positioning range is too wide, it will be difficult to accurately reach the target group, but if the positioning is too narrow, it will limit the coverage of the ad.
- Ad fatigue: Even the most attractive ads may cause the audience to lose interest after frequent display. When the audience is exposed to the ad more times than their tolerance limit, it may lead to a decrease in engagement, which in turn affects the delivery of the ad.
- Technical glitches: Errors in ad settings, matrix failures, or incorrect campaign settings may prevent the ad from being delivered. At this time, pausing and restarting the campaign, or copying a new one to try, may be the solution.