Facebook relevance is no longer relevant. The single- score approach has been abandoned and replaced with the new quality ranking. The Facebook relevance score helped estimate it to your target group. This score is created by drafting your ads based on the Audience’s feedback, both the negative and the positive. The feedback determines your score update, which is given a range of 1-10. However, only ads that have generated over 500 impressions are legible to receive the score.
There have been mixed reactions on what this change will bring, and today I have chosen to share what quality ranking is all about. I know you would love to know the impact that it will have on your ads because possibly you have been battling low scores for a long period of time before we embark on how the main subject; it is important to make it clear that the relevance score had become outdated in meeting the needs of most users.
The downside of this score is that it doesn’t give directions on improving a low score. You will not get to know why you are getting the low score because it doesn’t know where the problem is, so you will be left guessing if it is the target audience, the ad itself, or the conversion you are bidding.
Most people have a misconception that you will not get results if you have low ratings on your ads. That is not the case because still, with the low score on the ads, you will get results only that it is an indication for you to put in more effort.
Facebook has played a key role in helping you access your performance by embracing the current diagnostics. These metrics are entirely used to access ad value, the expected conversion rate on the ad, and the engagement. With such a scope, you can easily identify which need extra attention.
What is Quality Ranking And How Is It Different From Relevancy Score
The current quality ranking will have three metrics to give the advertisers possible reasons and ways to improve their ads.
The three metrics will include:-
This ranks compared to your ads with the ones in the same group of a particular audience. Once comparisons have been made, you will be ranked based on your ads’ reaction with the ones of your competitors.
Well, I know you are curious to know how Facebook comes up with the ranking based on the Audience, right? Before I clear up on that, I should caution you not to think that reactions and reporting or even sharing the ads are being used when doing this calculation.
Facebook uses data from the hidden ads by asking the reasons behind why it was hidden. In addition to such feedback, it will access related engagement bait, clickbait.
This ranks your ads based on the engagement of the ads competing on the same target group. This gives speculations on how your Audience is likely to comment, react, share, and expand the ad. . A well-designed ad that is clear is good for elevating your engagement ranking. However, you should be cautious about the means you use to attain your ranking.
Conversion Rate Ranking
This type of ranking is based on competing for ads within the same target audience group. It compares ads with the same optimization of goals.
Conversion and engagement ranking are not available on ads to recall lift, impression, reach of conversion.
Furthermore, the rankings are broken down into:-
1. Above average
3. Below average-35%
4. Below average -20%
5. Below average -10%
Below average implies it is among the lowest group of competing for ads against the same audience.
How to use ad relevance diagnostic and improve quality ranking, engagement rate ranking, and conversion rate ranking
Have you heard about the ad relevance diagnostic program? Well, it’s quite a crucial process that can help you diagnose underperforming ads on Facebook. Needless to say, Facebook is one of the most popular social media platforms where millions of advertisements are posted on an everyday basis. Of course, not all of them can be converted to a high-performing ad. Certain factors come to play for determining whether a posted advertisement is high-performing or under-performing.
If your advertisement is not performing as high as you have expected, please do not worry! All you are needed to check the following sections where you will reveal detailed insights on sd relevance diagnostic.
A brief overview of ad relevance diagnostic on Facebook
As mentioned earlier, you can easily diagnose underperforming ads using ad relevance diagnostic metrics on Facebook. This program helps you identify if an ad is relevant enough to meet its advertising objectives or not. Please note that high relevant advertisements are often correlated with high-performing ads. But, for those ads that have already fulfilled the targets and met your advertising objectives, you may not need to use ad relevance diagnostic in such cases.
But, when your ad isn’t performing well enough or has failed to meet your advertising objectives, you can take advantage of this program and make the required adjustments. For example, factors like post-click experience, engagement rate, ad quality, and audience targeting play a significant role in making an ad well-performing and well-relevant. These factors also collectively help in improving the Facebook quality ranking of your advertisements.
Are you now quite interested in improving the Facebook quality ranking of your advertisements? If yes, then please keep reading and reveal more details about this topic in the following sections.
Key factors of ad relevance diagnostics program
The ad relevance diagnostics program has three primary factors: quality ranking, engagement rate ranking, and conversion rate ranking.
i) If all of these three factors, i.e., quality ranking, engagement rate ranking, and conversion rate ranking, are either average or above average, then it’s implied that the ad performs well. All you are needed to focus a bit more to optimize your advertising objective.
ii) If the factor, i.e., quality ranking, is marked as below average, then it’s implied that your ad is of low quality. As a result, it may be soon converted into a low performing ad. To overcome this problem, all you are needed to improve the overall quality of your creative assets. Otherwise, you may need to tweak your audience, and you should target those who perceive your advertisement as high quality.
iii) If your ad’s conversion rate ranking is below average, then it’s implied that your ad is not producing enough conversions. In such cases, please focus more on improving the call-to-actions of your advertisements. Otherwise, you may also need to focus on improving the post-click experience of your ads. Additionally, you may even consider tweaking your target customer base and target a better and higher-intent audience.
iv) If your ad’s engagement rate ranking is below average, then it’s implied that your ad seems to be boring and monotonous for the audience. Please note that customers always prefer viewing engaging and eye-catching advertisements. So, if your ad is not spurring adequate interest, please make your ad more relevant for your audience and try to make it more interesting, engaging, stimulating, and eye-catching.
v) If your ad’s quality ranking is below average and the other factors like engagement rate ranking and conversion rate ranking have received an above-average score, then it’s implied that your ad has been perceived as a low-quality advertisement. In this case, you will also focus on improving your ad quality or targeting a different audience.
vi) If both of the two factors, i.e., engagement rate ranking and conversion rate ranking, have received a below-average score, then you need to focus on two aspects simultaneously. The first course of action for you is to make your ad as engaging and interesting as possible. Secondly, apply call-to-action to your ads, persuade the customers to interact with your ads, and improve its post-click experience.
vii) If both of the two factors, i.e., engagement rate ranking and quality ranking, have received a below-average score, you must also work on two primary aspects. First of all, please ensure that your ad is more relevant to your target audience by improving its creative assets or making it more engaging and eye-catching. Similarly, you are recommended to focus on a different set of customers who perceive your ads as high quality. They are more likely to be interested in interacting with your advertisements.
viii) If both of the two factors, i.e., conversion rate ranking and quality ranking, have received a below-average score, then it’s implied that your ad is either controversial or clickbaity. In this case, you will need to tweak your ads so that it can clearly represent the products or services you’re trying to advertise in an interesting, convincing, and engaging way.
ix) If all of the three factors, i.e., quality ranking, conversion rate ranking, and engagement rate ranking, have received a below-average score, then your ad surely needs lots of improvements. As a recommendation, you can try using a different targeting strategy. You should also ensure to define creative optimization goals. Plus, you must even improve the post-click experiences of your ads.
The following are tips that can help you have a good score.
1. Reevaluate Your Audience
The audience is essential for having a positive review of your score. Start by working on the content you are sharing based on your audience, considering the sales funnel. You will need to start by creating awareness of the product since you wouldn’t want to expect marvelous from a cold audience. Therefore always cross-check your audience to help you improve Facebook ads.
2. Check your Frequency
When people keep seeing your ad every other time without taking action, your frequency metric will be getting higher; thus, your ad will experience some fatigue. This will have a huge impact on your ad scores.
3. Have high-Quality creative Content
Several ads are being promoted on social platforms, with Instagram and Facebook being among the best advertisement platforms. This implies there is stiff competition, which will require you to come up with unique content. Ensure your images have high resolution and good quality, which will be attractive. Therefore before you start advertising your content, you need to make it outstanding, and gradually you will receive a positive score on your ads. You need to also think of creating content which aims at the audience with intersecting interest.
4. Have Good Timing
Improving your ad timing will greatly improve your score. Your ads can be relevant depending on the time your audience is engaged. First, you need to evaluate the kind of audience you have to help you choose the day’s appropriate time. Therefore by doing that, you will be in a good position to manage your ads using analytic tools such as Hootsuite to check when most people are more engaged.
I hope the information I have provided in this article has shed some light on your success path. This knowledge will help you appreciate Facebook’s new quality Ranking. You are in a good position to know what prevents you from having a good score on your ads. It is also important to know the behavior of the audience in your target group. Know their expectations and interest to come up with quality content that will meet their needs.
If your ad is already fulfilling your advertising objectives, then performing an ad relevance diagnostic may not be necessary for you! However, in such cases, when your ads can’t meet your advertising goals, then you should closely analyze the parameters like quality ranking, engagement rate ranking, and conversion rate ranking. Based on the scores of these three parameters, you should take adequate actions. In this way, you can successfully optimize your advertising objectives.
Finally, it is now your turn to work on your ads because your ads’ success will depend on the efforts and commitment.