A pressing question lately: why is traffic and leads getting more expensive on Facebook. Let’s preface this by saying that the type of ad account doesn’t heavily influence the chance of entering the auction: whether it’s with a Business Manager, a personal account, or even with auto-registered accounts, pros squeeze out relatively cheap leads.
Overall Strategy
Facebook’s policy is aimed at rewarding regular advertisers. So, the more spend in your account, the more leads it aims to give you. The algorithm sees you as a consistent advertiser, reliable, meaning, there’s much more to gain from you than from auto-registered accounts that barely run ads and get banned, or simply abandon their accounts. Total spend directly depends on trust — the higher it is, the higher the daily limits, the longer the account stays unbanned, passes checks faster, and thus spends more.
Therefore, it makes sense to build up your account for long-term work. Eventually, it will yield higher spends and FB will try harder to promote your ads to give you more cheap leads. So, we cherish good accounts, don’t throw them away after the first check or risk payment, top them up on time, and pull them out by any means necessary. At least after spending $500–600, it’s worth holding onto the account.
But even in the account-building phase, you need to squeeze the most out of the auction, so let’s consider how it works and what to do to improve results in the moment, not just in the long run.
To work with the account for the long haul, use reliable anti-detection browsers and high-quality proxies. We use the MoreLogin anti-detect among all the anti-detects on the market (and there are now more than 10), we settled on MoreLogin because for now it’s the most stable and automated software that regularly rolls out necessary features for work. We’re actively testing their sync feature. It sounds scary, but in reality, this feature significantly reduces routine and frees up a bunch of time for the team. Essentially, it repeats the same actions from one (main) window, in others. Very useful when working with dozens of accounts at once. You can set action delays and a bunch of cool settings that aren’t in any other anti-detect. Also, uniquely, they have a cloud mobile phone. This is a full-fledged server phone, not just an Android emulator. Our farmers are currently using it on a regular basis to warm up accounts before launching ads.
Example of work MoreLogin Syncronizer
Automatic Facebook login script
How does the auction work and what determines entry into it?
You’ve selected an audience and launched an ad. Facebook spins it NOT across the entire audience, but only through a certain segment of it. Each time, this layer of users is different and chosen randomly. If your ad gets a response from these users early on, FB will start spinning it more actively within this same segment. And so on until conversions, clicks, and likes start to decline.
The higher the creative indicators (clicks, CTR, conversion) and the lower the CPC and CPA, the more intensively the creative spins within the chosen audience segment. Over time, the average frequency of showing to one user also increases. When it reaches values of 2 and above, the creative completely fades and brings very expensive leads. Of course, there are exceptions, but in general, this is how it goes.
If you create a new campaign with the same ad creative and the same audience, FB algorithms will take a different user segment for testing. And the ad will be spun based on the same principle described above.
The higher your daily budget, the larger the segment your creative will cover during the test phase, and the higher the likelihood that it will hook someone. And thus, it will spin more actively and get leads. So, to get somewhat cheap leads and relatively successful entry into the auction, it’s recommended to keep the daily spend on the ad set at least $50.
From here, two conclusions follow:
You need quality creatives;
You need high limits.
It’s also necessary to distribute ads properly so that each creative reaches as many audience segments as possible, and thus, with a greater chance of hooking onto at least one of them.
Limits
First, let’s touch on limits. If your limit isn’t very high at first, don’t rush to throw away the account or profile — it’s better to run ads to increase the allowable daily budget. By the way, this doesn’t always work right away, so it’s worth being patient. Perhaps, for this, it’s worth stopping one ad campaign and launching another.
Creatives
The trouble for most arbitrageurs and teams is simple copying or very minor unique creative. Learn to make quality creatives using your own imagination, as it’s within everyone’s power.
Guessing with creatives almost never works, so it’s better to test them. Don’t overload the creative with text and images — it’s better to put something innocuous but suggestive, with a couple of accompanying words.
The creative should not violate the rules but clearly convey to the user the final result in benign formulations.
Smart ad distribution
Each piece of the selected audience is tested within the ad set. The more ad sets, the more audience segments will be tested within one campaign.
That’s why the most foolish strategy is to duplicate creatives within one ad group. Instead, you should include different ad creatives in the ad set. But the same set of creatives can be repeated in another, third, and so on, ad sets.
Thus, different ad creatives will be tested on one segment, and at the same time, the same creative will go through different layers of the target audience. As a result, it’s almost guaranteed to catch leads until the audience burns out.
By the way, auctions work in a similar way in other targeted advertising networks — TikTok, Google, Bigo, Kwai, Xiaomi, and Huawei Ads. But there the audience is not so burned out, so there’s a better chance of entering the auction and hooking onto converting segments.
Result
Trust undoubtedly influences entry into the auction and the cost of a lead, but indirectly. The higher it is, the more the account will spend and the harder FB will try to squeeze leads out of your ads. The higher the limits and the fewer deviations, the more ads you’ll test.
