Facebook Advertising: Goodbye Relevance Score, Hello Quality Ranking!
Over the next coming weeks, Facebook is updating its ad reporting, replacing the single ‘relevance score’ with three new relevance metrics. The full rollout planned to take place by the 30th of April 2019.
Does this change apply to you? If you advertise your health care business on Facebook, then the answer is yes.
Previously, Facebook’s ad relevance score was a single metric used to measure how effective an ad was at reaching its intended audience.
The new Quality Ranking will actually be broken out into 3 different metrics. The new breakdown is an effort on Facebook’s part to give advertisers a better understanding of exactly why their ad is not performing.
The three metrics are broken down as follows:
- Quality ranking: An ad’s perceived quality compared with ads competing for the same audience.
- Engagement rate ranking: How an ad’s expected engagement rate compared with ads competing for the same audience. (Potential customers or employees tagging friends in your offer, comments and questions [e.g. How much does the position pay?])
- Conversion rate ranking: How an ad’s expected conversion rate compared with ads that had the same optimisation goal and competed for the same audience. (Clicks, Landing page views, etc.)
Facebook’s new quality ranking is an important ad quality signal that will affect both your ad delivery and the cost you pay for your Facebook campaigns.
Think of it like Google’s quality score. Quality ranking explains how your ad’s perceived quality compared to ads competing for the same audience of potential carers or clients.
An Ad’s quality is measured through feedback from people viewing or hiding the ad. Also, quality is measured by assessments of clickbait, engagement bait and other poor user experiences.
Possible values for quality ranking are (where average represents the 35th to 55th percentile):
- Above average
- Below average (bottom 35% of ads)
- Below average (bottom 20% of ads)
- Below average (bottom 10% of ads)
For example, a quality ranking of below average (bottom 20% of ads) means that your ad’s perceived quality was amongst the lowest 20% of ads competing for the same audience. At least 80% of ads competing for the same audience were perceived as higher quality.
To improve the quality of your ads try the following tips:
- Use high-quality, high-resolution images that tie in well with your copy and have emotional appeal. This will make your ad stand out compared to your competitors. Skip low resolution, blurry, stock-quality images.
- Keep ad copy direct and to the point; short and sweet copy is always best.
- Limit text in visuals. Keep your main call to action within the copy.
- Check the frequency of your ads. If your frequency metric is getting too high, anywhere from 6 & above, it can mean you are experiencing ad fatigue (the same people seeing your ad over and over and not taking action) and can have a big impact on your overall scores. Pause your ads for a few days to give them a refresh.
- Optimise for mobile. 88 % of people use Facebook on mobile.
For a free, no strings strategy session on how to best use digital marketing tools for your care business, book a discovery call today.