Louis Guerrero, Sr. Product Marketing Manager, Social @ Kenshoo
Three new metrics are set to replace the Facebook ad relevance score. Here’s what you need to know.
Facebook recently announced they will stop using their ad relevance score on April 30th. As you might expect, this is happening to usher in a new way to gauge what is most relevant to the consumers you’re trying to reach.
Facebook’s ad relevance score was presented as a number value between 1 and 10 (with 10 being highest). If your target audience was likely to find your ad highly relevant to their needs or interests, you’d see a high ad relevance score. Highly relevant ads also typically see high engagement, such as likes, video views or conversions. Ads with low scores indicate the ad will likely receive negative feedback, such as being hidden or reported, because the content is not relevant to the audience.
The idea of testing ads and messaging to understand which creative will lead to the best results is nothing new to social media practitioners. But what’s often neglected is the relevance and impact beyond the click.
While this particular number score is being retired, ad relevance will remain an important area of focus for Facebook and its advertisers. In fact, Facebook is introducing new metrics that will make gauging ad relevance on the platform even more comprehensive.
To help you better diagnose whether the ads you ran were relevant to the audience you targeted, Facebook’s ad relevance diagnostics will roll out these three metrics:
Quality ranking: How your ad’s perceived quality compared with ads competing for the same audience.
Engagement rate ranking: How your ad’s expected engagement rate compared with ads competing for the same audience.
Conversion rate ranking: How your ad’s expected conversion rate compared with ads that had the same optimization goal and competed for the same audience.
In addition to supporting Facebook’s ad relevance diagnostics, Kenshoo gives advertisers even more ways to measure and increase ad relevance. Below are some examples of how Kenshoo enables Facebook advertisers to scale.
One of the most common ways ads earn low relevance is if they’re repeatedly delivered to the same audience and receive no engagement. Imagine you get a call from a telemarketer and you say you’re not interested in the offer. Then that same telemarketer calls you again… and again… and again. That’s ad fatigue. Kenshoo helps you stay ahead of ad fatigue with a machine learning-powered solution. It identifies 14 data points and automatically notifies you if an ad is fatigued or forecasted to fatigue if it remains active and unchanged. Detecting and alerting you to ad fatigue helps you proactively identify ads with low relevance and take action easily.
There’s another way to know when your ad is no longer relevant: when your audience tells you so. Like literally hits the “this ad is irrelevant” button. Kenshoo’s creative sentiment feature analyzes your ad’s reactions and comments and aggregates an overall sentiment value based on the total feedback your audience gives you. Even deeper than this, creative sentiment showcases an in-depth analysis that shows the trend in sentiment and summary of comments and reactions. This layers social listening and management to make it possible to know your brand’s sentiment and optimize seamlessly.
With custom metrics, advertisers on Kenshoo can define a KPI to track and optimize towards based on any Facebook or 3rd party metrics. If losing relevance means your ad was shown at an average frequency of 4 and your CTR is below 0.50% then you can automatically track and optimize against this formula. Knowing that savvy advertisers like to measure things their own way, custom metrics makes this easy and scalable.
If you’re already a Kenshoo Social client, talk to your rep to make sure you’re doing everything you can to stay on top of Facebook ad relevance measurement. Want to learn more about how Kenshoo Social can help you scale? Contact us for a demo today!
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