Because Facebook's ad auctions are designed to maximise both advertiser and user value, ad creative affects the delivery of ads. There are three major ways that creative can affect delivery:

• Making a person who's eligible to see your ad more or less likely to enjoy or be interested in it
• Making a person who's eligible to see your ad more or less likely to produce your optimisation event
• Violating our advertising policies

Examples

Here are some simplified examples of these scenarios.

Note: In an actual auction, many factors are being considered at the same time (e.g. advertiser bid strategy plays a major role). Unless an ad is rejected for policy violations (in which case it can't enter auctions), it's very unlikely that the winner of an auction would be solely determined by one of the factors we focus on in the examples.

Enjoyment and interest

If we think that someone is likely to enjoy or be interested in an ad, we're more likely to show it to that person. Creative plays a major role in how enjoyable and interesting an ad is. Say there are two ads in the auction. One has been receiving negative engagement from people similar to the person eligible to see the ad (e.g. saying they don't want to see ads like it anymore). The other has been receiving positive engagement from people similar to the person eligible to see the ad (e.g. sharing the ad). We'd be more likely to show the person the second ad, which has been generating relevant positive engagement.

Optimisation events

If we think that showing someone an ad is likely to produce the ad set's optimisation event, we're more likely to show it to that person. Creative can be the difference between someone taking action based on an ad and scrolling past it. Say there are two ads in the auction. One has an effective call-to-action button. The other doesn't. The call-to-action button has been helping the first ad produce more optimisation events than the second. Because of this, we'd be more likely to show the first ad.

Policy violations

Violations of our ad policies cause delivery penalties (meaning it will be harder for the penalised ad to win auctions) or ad rejections (meaning it won't be delivered at all in its current state). Penalties are assigned for violations of our text and landing page quality policies. All other policy violations result in ad rejections. Learn how to appeal a rejection if you think it's erroneous.

If you're having trouble competing in auctions and getting delivery, read our guide to troubleshooting ad performance.

Additional information

Why did Facebook choose to deliver an ad with higher costs more than other ads in my ad set that have lower costs?

If your ad set has multiple ads, we test each one at the beginning of your campaign during the learning phase. Once we figure out which is the most effective, we primarily deliver that ad. In this context, "effective" means "capable of winning the most auctions, given your cost goals". This also means that we may choose to primarily deliver an ad that has a higher cost per optimisation event than other ads in your ad set. Here's a simplified example that explains why:

Say you have two ads in your ad set that use the lowest cost bid strategy without a bid cap: Ad 1 and ad 2. During the learning phase, when we're testing your ads and their creative against each other, Ad 1 wins two auctions that cost GBP 1 to win each, but loses every other auction. Ad 2 wins ten auctions – four for USD 3 each, four for USD 2 each and 2 for USD 1 each. Our system would determine that Ad 1 is not competitive and focus on delivering Ad 2.

Here's a simplified visualisation of what happened in the auctions that these ads were entered into. Ad 1 is purple. Ad 2 is blue. A red circle means the auction was lost. A green circle means the auction was won.

Keep this image in mind when viewing your results at the ad level. In this example, you'd just see that we spent USD 2 on Ad 1 – which had an average cost per result of USD 1 – and USD 22 on Ad 2 – which had an average cost per result of USD 2.20. These results might tempt you to turn off Ad 2 to try to spend your entire budget on USD 1 results from Ad 1. However, as you can see from the visualisation, your ad set would simply stop delivering after spending USD 2 since Ad 1 is not competitive in the auction.

* Nguồn: Facebook