Grizzly New Marketing today here would provide some in depth knowledge on relevancy diagnostics. The effectiveness of Facebook advertising has been tentatively analysed using relevancy scores found in advertising reports (on a scale of 1-10). Relevancy points change, and in the future, the effectiveness of your advertising can be analysed using three different relevancy metrics: Quality Score, Engagement Rate, and Conversion Rate. Read the blog to learn how to leverage relevancy diagnostics to help improve your Facebook advertising.
With the upcoming reform, relevancy diagnostics will help analyse the effectiveness of advertising among a selected target group. From the point of view of the target group, ads designed and relevant are more affordable and generate more results. In the past, advertising reports have been able to be tentatively analysed by relevance scores (on a scale of 1 to 10). In the future, Facebook will evaluate through three relevancy metrics (quality, engagement, conversion) based on the performance of competing ads from the same audience.
Quality Score tells you how well your ads are performing compared to other similar ads showing to the same audience. Quality is measured based on feedback from users who have seen the ad (e.g., hiding from the news feed, reporting the ad), click content of the content, and other functionalities that degrade the user experience.
Commitment tells you about the engagement of your ad and how it generates engagement compared to other similar ads shown to the same audience. The Advertising Tool seeks to evaluate the expected level of engagement and the response of users who have seen your ad (= clicks, ad reactions, comments, clicks, and other clicks on your ad, such as “read more”). Facebook also seeks to analyze situations where likes and comments in particular are “fished” and the effectiveness of advertising is not improved by “fishing”.
A conversion compares how well an ad is converting to a campaign’s optimization goal compared to other similar ads showing to the same audience. The advertising tool seeks to estimate the expected conversion event, that is, how likely a user who saw the ad is to meet the goal set for the ad campaign (e.g.
The visibility / availability of the relevancy metrics above will vary depending on the goal of the selected ad campaign.
How does relevancy diagnostics help analyze the effectiveness of advertising?
With Ad Relevance Diagnostics, you can study your effectiveness and design measures to help you create more effective and relevant advertising for your audience. These include editing your audience, editing your ad content, and improving your post-click experience (i.e., your website experience and landing page relevance to your advertising content). Information about Ads Relevance Diagnostics is available when your ad has accrued more than 500 impressions, and will provide you with useful information to optimize your advertising instead of interpreting individual data.
The chart below illustrates the interpretation of advertising relevancy diagnostics. The following comparison is used for ratings: above average, average, below average (lowest 35% of ads) below average (lowest 20% of ads) | below average (lowest 10% of ads).
Example: A below-average engagement rating (lowest than 35% of ads) means that your ad is likely to reach a level of engagement equal to 35% of the weakest ads shown to the same audience. Correspondingly, 65% of competing ads are likely to achieve a higher degree of engagement. It is therefore worth focusing on improving areas that are low-rated ads based on diagnostics. (rencenter.org)
Choose your campaign goal and ad content
Every campaign on Facebook or Instagram starts with choosing a goal and producing the right ad content. Advertising can be in the form of an image or video ad, or a combination of these, in the form of a carousel ad, a collection ad, a slideshow, or an Instant Experience page on a mobile phone. The availability of these different ad formats will always vary depending on the goal of the ad campaign you choose.
A variety of ads can be implemented through Facebook’s Ad Manager, but at least one ad created through the Ad Tool must have one image. The availability of different ad content and formats will therefore vary depending on the campaign goal you choose.
To select a goal for your Facebook ad campaign:
The goal of an advertising campaign is to define what you want your advertising to accomplish. You can choose between 13 different goals: do you want to achieve visibility to the widest possible audience, direct users to your website, improve the visibility of your existing good publication to your target audience, or direct visitors to shop online? It’s important to pay attention to the goal of your ad campaign, because your ad will be shown within the selected audience to users whose habits match the goals set for your ad.
Brand Awareness: The goal of the campaign is to show ads to users who are more likely to pay attention to and remember the ad.
Reach: The goal of the campaign is to show ads to as many users as possible.
Traffic: The goal of the campaign is to direct visitors to your website or app.
Commitment: The goal of the campaign is to create ads that improve the engagement and effectiveness of the update, or that they market a page, offer, or event.
Application installation: The goal of the campaign is to get the application downloaded. Use this ad campaign to direct users to the app store.
Video Views: The goal of the campaign is to increase brand visibility and market the video ad to users who are likely to watch the video.
Lead Generation: The goal of your campaign is to use the form to collect users’ contact information (e.g., email address).
Page Likes: The goal of the campaign is to attract new fans to the page.
Event Responses: The goal of the campaign is to raise awareness of the event and attendees, or direct users directly to purchase tickets.
Messages: In this campaign, advertising is shown in Messenger to users who are most likely to start a conversation with your business.
Conversion: The goal of the campaign is to direct users to the website, e-commerce, app, and trigger a conversion event, such as a visit to the site, add to cart, purchase e-commerce (requires Facebook pixels or app activity tracking).
Catalogue Sales: The goal of this campaign is to introduce the right products to your target audience based on your product catalogue. Especially suitable for marketing online stores (requires the introduction of a product catalogue).
Visits to the store: The goal of this campaign is to market the company’s various locations to nearby users.