Facebook’s changes to their Ad Relevance Score and what it means for your content
By Chris Le'Cand-Harwood
We keep our ears to the ground, especially in the world of social media. Our social team is plugged into social media all the time keeping an eye on developments. The Facebook social ecosystem (Facebook, Instagram, Messenger and WhatsApp) is a big part of that.
Facebook constantly adapt their platform and, in particular, the advertising engine behind it. A recent change has got our attention because of the impact it will have on the content brands create for social media.
Welcome to Ad Relevance Diagnostic toolkit...What is it? It’s how brands are able to measure the performance of ads on Facebook and Instagram. Ultimately it comes down to the performance of content.
Previously there was an overall relevance score out of ten which takes into factor things like engagement, clicks, actions, conversions and general response from the audience to measure how relevant the ad is to the audience.
This has been replaced by the Ad Relevance Diagnostic toolkit which is broken down into 3 categories.
1. Quality Ranking: A ranking of an ad's perceived quality. Quality is measured using feedback on ads and the post-click experience. The ad is ranked against ads that competed for the same audience.
2. Engagement Rate Ranking: A ranking of an ad's engagement rate. Engagement includes all clicks, likes, comments and shares. The ad is ranked against ads that competed for the same audience.
3. Conversion Rate Ranking: A ranking of an ad's conversion rate. The ad is ranked against ads with your optimisation goal that competed for the same audience.
Facebook have done this for a very good reason. They want to ensure that their users only have the most relevant content in their newsfeed. And that their advertisers invest more into Facebook’s platforms because they know what works.
For advertisers this means that if you don’t get the following things right you won’t be getting the most from Facebook:
- Knowing your audience: not just demographics but what they need to make an informed decision. This will inform the content you create for them.
- Get your targeting right: make sure you don’t spam people with your targeting. And don’t forget retargeting those people who’ve already engaged with your content.
- Think about your content on your website: if you send people to a destination that is irrelevant and doesn’t retain their interest then this will have a negative impact on your score.
- Know what works and optimise: keep an eye on the performance of your content by tapping into ad insights. It gives you valuable data to improve the content you’re creating and your targeting.
We run hundreds of social media campaigns for our clients each year. So we’re excited about this change. If you want to get the best from your advertising on Facebook and Instagram with great content and awesome targeting then get in touch.