Relevancy matters in advertising.
Consumers want to see advertisements that resonate with their needs. Companies want their advertisements to appear for customers that are more likely to purchase their goods.
Facebook uses ad relevance diagnostics to determine advertisements’ relevancy for its users. Ads that are more relevant cost less and produce more results. The diagnostics provided by Facebook can help companies “understand whether adjustments to your creative assets, post-click experience or audience targeting could improve performance.”
Here are some tips for understanding how to best use Facebook’s ad relevance diagnostics to help your future marketing campaigns!
Companies want their advertisements on Facebook due to its massive audience. The platform enjoyed 2.93 billion monthly users in Q1 of 2022, according to statista.com. Advertisements also flow well within Facebook and the platform is one of the more affordable options.
There is obviously competition on such a widely used platform, and that’s where ad relevance truly matters. You don’t want to be utilizing advertisements that miss the mark.
Ad relevance diagnostics assess ads’ performance in the ad auction within a specific time frame based on three factors: quality ranking, engagement rate ranking, and conversion rate ranking. In simple terms: Ad relevance is gauging how relevant your advertisement is to users.
It’s important to note that these diagnostics are only available for advertisements that have at least 500 impressions.
Quality ranking analyzes how the “perceived quality” of the ad compares to similar advertisements within your targeted audience. It’s based on audience feedback, including whether your ads are hidden and the “assessment of low-quality attributes.”
One important caveat: Quality ranking is only available for the prior 35 days and is not available for dynamic creative.
Engagement rate ranking details how the advertisement’s “expected engagement rank” compares to competing advertisements within that audience. This ranking projects how well your advertisement will fare in terms of being shared or creating reactions.
Facebook notes that engagement-baiting does not help this ranking, and it’s also only available for the last 35 days. It cannot be used for dynamic creative or optimizational goals centered on ad recall lift, impression, reach, custom conversions, or value.
Finally, conversion rate ranking measures how the advertisement’s “expected conversion rate” compares to competing advertisements with the “same optimization goal” within that audience. This ranking measures whether or not consumers will use the call to action (CTA).
This ranking is, again, only available for the last 35 days and not available for dynamic creative or optimization goals focused on ad recall lift, impression, reach, custom conversions or value.
Within these rankings, there are five levels based on the percentile your ad ranks.
Above average: 55th percentile and above Average: 35th-55th percentile Below average: Bottom 35% Below average: Bottom 20% Below average: Bottom 10%
The goal, obviously, is to be at least average or above average in each category.
Advertisements that are below average for quality ranking will want to boost the quality of their assets, while those that are below average in conversion rate need to improve their CTA. Ads that are below average in engagement rate need to make their content more exciting/engaging.
Facebook notes it’s more important to improve from below average to average than it is to go from above average to average. Having your ads all be at least average is a good spot to be in.
If you are looking to improve your rankings, here are some strategies that will help.
For starters, you need great content. We always stress that here at Digicom. Content is key. You need to have engaging, compelling content that consumers will be engaged with. You have to immediately capture their audience and hold it. It all starts with your content.
Video content is recommended since they are more engaging than other forms of advertisements and are most likely to stand out. So many individuals watch video content on their phones and computers that you need to prioritize creating compelling video content.
It’s also wise to keep your advertisements fresh to avoid consumers seeing the same advertisement over and over. You’re more likely to tune out an advertisement you have seen repeatedly compared to one that you are seeing for the first time.
This tip may sound simple, but be sure to make your CTA easy to find. Whether that’s clicking on the advertisement or simply sharing it, make sure it’s easy for users to interact with the ad. If you make life difficult for your consumers, they are not going to stick around long.
If you believe you need to change your scope, perhaps your company can try more granular targeting since Facebook has so many options for targeting, whether it’s interest, age group, demographics, or location. If your advertisement isn’t functioning as well in one group as expected, you can always adjust your targeting list to see if you receive better results.
It’s important to monitor the data, along with how your competitors are faring. Check your competitors’ Facebook pages to see what they are doing and see if you can learn anything. You’re not going to see where you can succeed if you don’t keep tabs on your competition.
In addition to keeping tabs on your competition, be sure to monitor the latest trends and strategies in marketing. Digicom provides fresh articles each week with tips and strategies to help your marketing campaigns reach the next level and outshine your competition.
We hope these tips have helped you better understand ad relevance on Facebook and how you can upgrade your marketing campaigns!
SO, WHERE DO YOU FIND THIS PARTNER?
Well, aren’t we glad you asked! We at DigiCom are obsessive data-driven marketers pulling from multi-disciplinary strategies to unlock scale. We buy media across all platforms and placements, provide creative solutions alongside content creation, and conversion rate optimizations. We pride ourselves on your successes and will stop at nothing to help you grow.