How to Build New Revenue Peaks
Ecommerce Playbook: Numbers, Struggles & Growth
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The Facebook Ad Algorithm and Total Value Score
Facebook is an auction for users' feeds. The brand that produces the highest total value score wins access to your feed and likely gets a purchase. Advertisers can arbitrage the Facebook algorithm by creating sudden changes in conversion rate relative to their expected conversion rate. That means you'll be bidding at a certain CPM but producing a higher conversion rate than Facebook's anticipating, which will lead to more efficient ROAS.
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