Understanding Facebook's Trust Algorithm: A Guide for Advertisers

It’s no secret that successful marketing on Facebook requires advertisers to earn the trust and support of the platform. Only high-trust accounts can expect loyalty from Facebook and achieve broad ad reach. But how does this process work, and what is the basis of Facebook’s trust policy?

How Facebook’s Trust Algorithm Impacts Ad Campaigns

Facebook ad performance involves targeting one of the largest global audiences. To ensure advertisements are both effective and well-organized, Facebook employs tools to rank accounts and their content, prioritizing quality and distributing it efficiently.

What Is Facebook’s Trust Algorithm?

The Facebook trust algorithm evaluates user actions to create a "trust score." Both personal and business accounts undergo this evaluation. This helps Facebook ensure reliability while tailoring user feeds with content—both organic and promotional—suited to their interests and preferences.

Factors That Affect Facebook’s Trust Score:

1. Account age: Older accounts generally earn more trust.

2. Consistency and activity: Gradually growing accounts with consistent activity receive higher trust ratings, while inactive periods can lower trust.

3. Verified information: Verified Facebook accounts significantly boost trust by confirming account details.

4. Geolocation: Facebook verifies that IP addresses match the account’s registration location. Discrepancies may lower the trust score.

5. Reliable payment methods: Mismatches between registration details and payment methods, using risky payment sources, or abrupt changes in payment information can decrease trust or even lead to account suspension.

6. User complaints: Accounts without complaints gain more trust.

Boosting Ad Performance with Facebook’s Trust Algorithm

Understanding the Facebook algorithm provides insight into strategies for improving trust scores, which directly impact organic ad reach.

How to Optimize Your Account for Higher Trust Scores

1. Key elements of an account trust strategy include verification and account age. Building trust with Facebook is particularly challenging for new or unverified accounts.

2. Gradual budget increases: Stable and steady ad campaigns are essential for earning Facebook’s trust. This approach allows advertisers to develop scalable advertising accounts, making future activity increases appear natural.

3. Compliance with Facebook policies: Following Facebook’s advertising guidelines is crucial for maintaining a high trust score, while violations can result in account suspension.

Tips for Long-Term Success Using Verified Accounts

• Maximize verified account benefits:
  Verified accounts enjoy higher daily ad limits and full access to advanced ad tools.

• Leverage ad campaign optimization tools:
  Target ads to specific audience segments to improve campaign efficiency and reduce the risk of user complaints. The verification badge holds significant value not only for Facebook but also for users.

• Develop long-term strategies:
  Scale campaigns gradually to ensure organic growth and avoid sudden spikes in activity.

• Monitor account quality:
  Regularly check your account quality score in Ads Manager to address any issues promptly.

• Focus on quality content:
  High-quality, targeted ad content is one of the most effective trust-building tips to maintain a positive relationship with Facebook.

Ad trust tips are rooted in ethical and consistent marketing practices. Gradual growth, verified accounts, avoiding inactivity, logical campaign scaling, and high-quality content aimed at the right audience all contribute to earning Facebook’s trust. Over time, this trust strengthens, resulting in better performance, broader ad reach, and higher returns for advertisers.