FB-Ad-Tips-1

THE FACEBOOK ADS EXPERIMENT: 12 TIPS TO CRAZY ENGAGEMENT
NEGATIVE IMPACT OF ORGANIC DISTRIBUTION
It’s rare that this will be a problem, but organic distribution created
some very real issues for this experiment. Keep in mind that I have
very strict controls on this — I want to show specific ads to specific
people and I want to exclude specific people as well.
When organic distribution is over 50%, some chaos can ensue. And
that happened.
People would repeatedly tell me that they were seeing an ad
multiple times even though they had already read that tip —
something that should have excluded them. In all likelihood, this was
due to organic distribution.
People would tell me that they opted out of the experiment
but were still seeing the ads. This is also likely due to organic
distribution.
And finally, there was the issue of the occasional troll. This was
rare — particularly within the tips themselves — but it will happen
due to organic distribution.
LESSONS LEARNED
Overall, I learned several things here.
First, it’s very difficult to put tight controls on who sees your ads.
While you will pay to reach the right people, organic distribution
will throw that off.
Second, while the jury is still out on this, I’m convinced that one
of the most important contributing factors to organic distribution
of an ad was my participation in the comment thread. If you want
to reach more people — whether it’s an ad or an organic post —
engage more with users in that post!
People would tell me that they were seeing tips out of order. Very
likely due to organic distribution.
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