This month, Facebook will be rolling out a new ad relevance score update that you may want to keep an eye out for as it could have a big impact on how you manage your ads. In addition to the new update, we will also be getting an updated Ads Manager interface with more simplified navigation features, a cleaner design, and a new campaign management experience.
Ads Manager Update
You will be seeing a new navigation bar, providing more space to manage ads and highlight tools that offer more insight into ad performance and reporting.
They’re also updating the campaign creation experience with a copy and paste functionality that will offer more flexibility when building ads and they’re adding an auto-naming feature that will make it faster for you to customize your campaign, ad set, and ad names.
Ad Relevance Diagnosis
Currently, Facebook uses an Ad Relevance Score (based out of 10) that tries to diagnose how relevant our ads are to the audience we are targetting. That score is being phased out in favor of three new metrics that will be rolling out by April 30th. The new scores will give us better insights into what’s working and what’s not working. The current relevance score makes it difficult to determine why your ads may or may not be performing well.
Facebook gives the following definition on their website:
“People prefer to see ads that are relevant to them. And when businesses show their ads to relevant audiences, they see better business outcomes. That’s why we consider how relevant each ad is to a person before delivering an ad to that person. Ads that are more relevant cost less and see more results. This leads to better experiences for people and businesses alike.
Ad relevance diagnostics can help you diagnose whether the ads you ran were relevant to the audience you reached. If your ads aren’t meeting your advertising objectives, you can use ad relevance diagnostics to understand whether adjustments to your creative assets, post-click experience or audience targeting could improve performance.
The diagnostics assess each ad’s past performance in the ad auction over the date range you’ve selected. The diagnostics are:
Quality Ranking: How your ad’s perceived quality compared to ads competing for the same audience.
Quality ranking explains how your ad’s perceived quality compared to ads competing for the same audience. We measure ad quality through feedback from people viewing or hiding the ad and assessments of clickbait, engagement bait, and other poor user experiences.
Engagement Rate Ranking: How your ad’s expected engagement rate compared to ads competing for the same audience.
Engagement rate ranking explains how your ad’s expected engagement rate compared to ads competing for the same audience. The expected engagement rate calculates the likelihood that a person will click, react to, comment on, share or expand an ad. Engagement-baiting (For example, asking for likes, comments, and so on) will not improve your ad’s performance.
Conversion Rate Ranking: How your ad’s expected conversion rate compared to ads with the same optimization goal competing for the same audience.
Conversion rate ranking explains how your ad’s expected conversion rate compared to ads with the same optimization goal competing for the same audience. The expected conversion rate calculates the likelihood that a person who viewed your ad will complete your optimization goal. For example, the optimization goal for a campaign with the Video views optimization goal would be 10-second video views.”
These new ranking tools are going to give us much more insight into how your campaigns are performing. What’s interesting to note is that these kpi’s will be measured and ranked against your competition. In other words, you will now know how your ads compare against similar dealers in your area that are targetting the same interests and audiences.