Hey folks, I’m trying to better understand the mechanics of Facebook Ads. I’ve been running the ads without any interference for about seven days now. I have two different videos, both optimized for traffic and targeted at all US 18-65 Men and Women. Each video has two different links - the first one is a URL to a website, and the second one is a URL with a dynamic link that leads to the App/Play Store. A few questions: • What leads to the huge disparity in impressions between the “Melli” and “Ahmet” is it simply that viewers consider the “Melli” video more engaging, and FB pushes it to more people? • Why does the video with the website URL have a better reach when the “engagement and conversation” rate is the same, is it because the link description in the preview might make people hesitant to click the dynamic link? • I’ve watched a bunch of YouTube videos about different targeting strategies. Still, it seems counterproductive to manually target different groups when the algorithm is optimized for maximum traffic, or am I missing something? Thanks!

Are all these ads in the same ad set? If so, Facebook is going to optimize for your objective (not rotate the ads evenly) so it’s essentially finding early indicators of success and putting budget towards what it thinks will perform best. To avoid this, you have to use Rules that stop an ad from running when a % of money is spent. Example, stopping an ad once 25% of the budget (you have 4 ads) is spent.

Yes, they’re in the same ad set. I actually don’t mind that the algorithm has identified the most successful video, that was my objective. Just wanted to understand if this is why the video is getting more views or if it could be related to something else

Yep, FB is optimizing for it