Facebook Ads: Three Factors that Determine Ad Ratings
Posted: Wed Dec 11, 2024 6:25 am
That was a bit of a long introduction, but what can you do to improve your relevance score in terms of ad operations? Here are three things you can do:
Narrow your target
For example, if you deliver to an unspecified number of people, such as "men and women in their teens to 40s," your appeal will be scattered and your ad will likely be shown to people who pakistan phone number material are not relevant. By using custom audiences to narrow down your targeting to specific regions, age groups, hobbies, interests, behaviors , etc. , you can reach more relevant targets and increase engagement with your ads (the number of actions taken by the target).
Replace the image or message in your ad
Vary your images and messaging (headline, text, call to action, news feed link description) and consider what appeals to your target audience will increase your relevance score.
Keep your ads fresh
Over time, even targets who originally responded positively to your ad may start to respond less to it. You don't necessarily need to determine the frequency quantitatively, such as "replace it once every two weeks," but you should be flexible and consider making changes based on information such as "the ad's relevance score has dropped," "the number of impressions has decreased," or "the frequency has increased."
As mentioned above, relevance scores can be improved by repeatedly testing and improving targeting, the images and messages of ad materials, and freshness.
3.Estimated action rate
It indicates the likelihood that a user will take the action required to get the result you have chosen to optimize for .
Of the three factors that determine overall value, estimated action rate is the factor you need to pay the most attention to because it is not an indicator that can be visualized like "bid amount" or "relevance score."
Since the estimation rate is calculated based on the actions taken by users who see the ad and the performance of the ad to date, you first need to establish a track record that shows that the set "optimization target" has been achieved as a result of ad delivery.
There are many different combinations of objectives and optimization targets, but let's take "website conversions" as an example, as it is a particularly popular option.
Here, we will assume that you have set up automatic bidding with Facebook's recommended optimized conversions and billable impressions .
Optimizing ads for "website conversions" (maximizing estimated action rate) is only possible after analyzing a statistically significant number of conversions, so it is essential to obtain a sufficient number of conversions.
Narrow your target
For example, if you deliver to an unspecified number of people, such as "men and women in their teens to 40s," your appeal will be scattered and your ad will likely be shown to people who pakistan phone number material are not relevant. By using custom audiences to narrow down your targeting to specific regions, age groups, hobbies, interests, behaviors , etc. , you can reach more relevant targets and increase engagement with your ads (the number of actions taken by the target).
Replace the image or message in your ad
Vary your images and messaging (headline, text, call to action, news feed link description) and consider what appeals to your target audience will increase your relevance score.
Keep your ads fresh
Over time, even targets who originally responded positively to your ad may start to respond less to it. You don't necessarily need to determine the frequency quantitatively, such as "replace it once every two weeks," but you should be flexible and consider making changes based on information such as "the ad's relevance score has dropped," "the number of impressions has decreased," or "the frequency has increased."
As mentioned above, relevance scores can be improved by repeatedly testing and improving targeting, the images and messages of ad materials, and freshness.
3.Estimated action rate
It indicates the likelihood that a user will take the action required to get the result you have chosen to optimize for .
Of the three factors that determine overall value, estimated action rate is the factor you need to pay the most attention to because it is not an indicator that can be visualized like "bid amount" or "relevance score."
Since the estimation rate is calculated based on the actions taken by users who see the ad and the performance of the ad to date, you first need to establish a track record that shows that the set "optimization target" has been achieved as a result of ad delivery.
There are many different combinations of objectives and optimization targets, but let's take "website conversions" as an example, as it is a particularly popular option.
Here, we will assume that you have set up automatic bidding with Facebook's recommended optimized conversions and billable impressions .
Optimizing ads for "website conversions" (maximizing estimated action rate) is only possible after analyzing a statistically significant number of conversions, so it is essential to obtain a sufficient number of conversions.