You may be aware of the recent changes to Facebook’s Ad Relevancy Scores. The conventional 1-10 rating has been removed and has been replaced with three new scores. These new scores are:
- Quality Ranking
- Engagement Ranking
- Conversion Rate Ranking
The old relevance score was a helpful tool to quickly see how well your ad aligned with your targeted audience. Now the metric split aims to show you more defined stats on what part of the ad is working well and what part needs improvement.
Each metric is compared to your competitors targeting the same audience in five different levels, which are:
Above Average (55% or higher)
Average (35% - 55%)
Below Average (Bottom 35% of ads)
Below Average (Bottom 20% of ads)
Below Average (Bottom 10% of ads)
The higher your ads are up the scale, the higher the possibility your ad is shown to the right audience.
Rundown on the Metrics
So now let’s take a look at what the different metrics will tell you.
This score compares your ad with your competitors (those competing for the same audience) and gives you a rating based on its perceived quality. Facebook judge the quality by how many people who have viewed or hidden your ad.
Facebook also have an algorithm that analyses ads to check for anything that might be click bait, engagement bait and poor user experience.
Poor User Experience
The algorithm will look for certain things such as incomplete landing pages and inaccurate portrayal of your brand. These will all lower the score. Facebook’s advertising guidelines will make sure your ad follows their policy. Clickbait and Engagement bait is not covered in Facebook’s advertising guidelines.
Clickbait is where an ad exaggerates important details to lure people into clicking. This will lead to high bounce rates.
These are ads that directly asks for likes, shares and comments to boost the position in Facebook’s feed. Some examples are:
Vote Baiting – Asking the audience which one they prefer using the different reactions. An example is “what do you prefer? Hotdogs (Heart Reaction) or Hamburgers (Thumbs Up Reaction).
React Baiting – Asking someone to like a post if a certain aspect applies to them, e.g. Like if you are an Aries.
Share Baiting – Shares are great for marketers as they help boost your content with Facebook’s Algorithm and get your content in front of brand-new people for no extra cost.
Using Giveaways and competitions to get your content shared is what Facebook consider ‘share baiting’ as the content is not being shared because it is interesting.
Competitions are still allowed and work well, as long as you follow Facebook's rules.
This stat shows your expected engagement rate compared to others competing for the same audience. It tells you if your target audience is reacting, commenting, sharing or expanding your ads.
Is your content engaging enough? Engagement ranking will help you judge if your content is compelling and whether you are targeting a relevant audience.
When targeting your audience, remember, try to be as specific as possible about your product, this will help with advertising to people who are more likely to engage.
Don’t forget, do not partake in engagement baiting.
This one compares your ad with others competing for the same audience for potential conversion rate. It measures everyone who has seen your ad and has completed the goal. This could be a click to your website, filling out a survey, etc.
It’s calculated from the goals you pick for your ad making it specific to you. Every industry has a different goal they want to achieve, such as, high end luxury items are going to see less conversions compared to a more budget item.
As long as you are aware of your goal and strategy, you may not need to make any changes if your expectations are met.
How Do You Use These Rankings?
The old metric could tell you when your ad needed improvement but didn’t give you any indication which areas needed improving. Now the new split metrics can help you to improve your ads where needed.
If Your Ranking is Low, What Areas Need Improving?
Quality Rank – Your ad is perceived to be low quality. Improve the creative assets or target an audience likely to perceive your ad as high quality.
Engagement Rank – Your ad isn’t spurring enough interest. Improve the ads relevance to the audience (more interesting, engaging and eye-catching) or target an audience that is more relevant to the ad.
Conversion Rate – Your ad isn’t producing conversions. Improve the call-to-action or post-click experience. Remember, some products may exhibit lower conversion rates than others. If your conversions match your needs, then no improvement is needed.
Kelan has worked in the Digital Marketing industry for 4 years, gaining experience in Facebook advertising, email marketing. video marketing. and Messenger bots. Kelan enjoys tabletop games and video games.