Facebook has more than two billion users worldwide. This mind-boggling audience makes it a must for every business, and its advertising platform is a great option for expanding your reach.
Facebook Ads actually underwent an interesting change recently: the Facebook Relevance Score has been replaced with ‘ad relevance diagnostics’, which incorporates three metrics: Quality Ranking; Engagement Rate Ranking; and Conversion Rate Ranking.
Let’s take a closer look at this update.
The Three New Facebook Relevance Metrics
What does each new metric mean?
This compares an ad’s perceived quality with that of another one vying for the same audience.
Obviously, countless brands utilize Facebook’s PPC platform to attract new customers, and actually registering among all of them can be an overwhelming prospect. Hopefully, this new tool should help to make it a little easier.
Engagement Rate Ranking
The way in which the ad’s engagement rate is expected to compare with competing ones. Again this is incredibly important: the more engaging an ad, the more likely prospects are to actually click through.
Attracting clicks and — ultimately — conversions through Facebook can make it a valuable cog in your digital-marketing machine. You have to make your ads as engaging as they can possibly be though, tailoring them to your ideal customer.
Conversion Rate Ranking
Last but not least, the Conversion Rate Ranking relates to the conversion rate your ad’s expected to generate compared with competing ones.
Your ad and others Facebook considers similar are all ‘fighting’ for the same audience share, and you have to keep this in mind when building Facebook ads.
An Exciting New Approach
This new approach will take effect from April 30, and should help marketers understand what changes they can make to achieve better performance through paid ads.
Facebook offers multiple advertising formats, from text-based ones to videos, each with its own advantages and disadvantages. Businesses can benefit from experimenting with the different formats and reaching audiences in various ways, keeping your ads fresh.
It can increase your chances of appealing to diverse segments too, as some users may browse past a video but stop for text and vice versa.
Paid ads can help to increase your online visibility and give you greater prominence on SERPs, especially when combined with an effective SEO campaign.
Our Orange County digital marketing team will tailor a PPC campaign to suit your company goals, values and preferred channels.
Want to know more? Please don’t hesitate to get in touch with our experts!