28/12/2020
We always strive to get the best return on our clients’ ad spend. One way to do that is to look at Ad Relevancy Scores.
Facebook/Instagram want to put ads in front of people that are relevant to them. It makes for a better user experience. So, businesses who make sure that their ads are highly relevant see lower ad costs and better performance. This is what we want! 🚀
But how do you know if your ads are hitting the mark? One of the metrics that you can check are the Ad Relevance Scores. Each of your ads are ranked against other ads that are competing for the same audience.
👍 Quality Ranking: measured using feedback received on your ads and the post-click experience. It takes into account how eye-catching your images or videos are, how compelling the ad copy, headlines and call to action buttons are.
💬 Engagement Ranking: measures how much your audience is interacting with your ad (clicks, reactions, comments, shares). If your ads are spurring comments from different users, then that will lead to a higher engagement score.
✅ Conversion Ranking: this compares your conversion rate against other ads who have the same conversion goal and competing for the same audience. Let’s say that you’re looking to optimise purchases: if your ad leads to a higher number of completed purchases, your ad will rank higher than a competitor who may have a higher cart abandonment rate.
⚡️ Remember, if you’re NOT seeing good relevance metrics, it gives you an opportunity to assess where things are falling short. It could be that your ad creatives or copy aren’t compelling enough, or maybe your landing page is failing to persuade people to take the next step. Perhaps your website is just too slow or payment methods are cumbersome and so users abandon the purchase?
