1. Bypassing Facebook’s algorithm
We handled the instability with a rotation strategy where we would use an ABO structure with the same ad sets, but we would keep restarting them after 2 days, because the results were always better in the first 2 days.
When using the ABO structure, Facebook will put your ad set in an audience pool which is tempted to buy more. In that same period, Facebook will predict if your ad set will reach the 50 events required to learn more about the ad set and your ads to see if they’re relevant for that audience pool, and then, optimizes for that pool. If Facebook predicts that they won’t, the ad set will be assigned a “Learning Limited” message and put it into a worse audience pool - which caused the before-mentioned instability.
Using the rotation strategy, we were able to bypass Facebook’s algorithm and gain more conversions.