Facebook recently released a new scoring system that is
focused on ensuring that engaging, interesting and relevant ads are shown to
users, and about time too. But from a marketer’s perspective since Facebook and
Instagram have become cluttered platforms, it has become increasingly challenging
to stop the scrolling thumb with our ads.
The scoring system consists of three parts:
- Your engagement rate ranking
- Your conversion rate ranking
- Your overall ad quality ranking
All three are ranked against ads that are competing for the
same audience and they are ranked from above average to the bottom 10%
The higher the ranking the greater the benefits – such as greater
reach or a lower CPM which will reward you with a lower CPA.
How to increase your Facebook Ad Relevancy ranking
Reassess your target audience
This may seem obvious but it is vital to ensure you’re
targeting the right audience. You may find that your ad quality and engagement
rate ranking is above average but your conversion rate ranking is below average.
This is when you may want to rethink your audience and
adjust your targeting to a higher intent user.
Be bold with your creative
Think outside the box and be playful and memorable with your
ads. They need to stand out above your competitors’ ads in order for you to
increase the chance of increasing your conversion rate and engagement rate
Keep the assessment and analysis consistently fresh
In order to increase your conversion rate ranking, keep
testing and experimenting. Find out what works and what doesn’t by trialling
small yet effective changes. Uncover what ad format resonates most with your
target audience. Play with in-feed versus stories. Try instant
experience in addition to testing a range of CTAs.
And have fun with it. At RocketMill, we’re big believers in
passion translating to your work. If you enjoy what you do, it shows.
- CTA – call to action. An instruction to the audience to provoke a response e.g. read more.
- CPA – cost per acquisition. Used to calculate the price the advertiser pays for specified acquisition.
- CPM – cost/impressions x 1000. Used to calculate the total cost of an ad campaign.