Whichever way you choose to slice or dice the numbers, the relevance and importance of Facebook can’t be avoided or denied. Let us look at some current numbers. If you use the internet, there is an 80% probability that you have a Facebook account. Because of the meteoric rise in the number of internet users and the gradual lowering of the age group that uses the internet actively, about 65% of all adults today use Facebook, and this figure is expected to grow exponentially in the coming years. Again, of all the 2 billion average monthly users of Facebook, more than 1.25 billion access Facebook on a daily basis (or sometimes more than once a day).
So there you have it, if there is something that every internet user is bound to be seeing on a very regular basis, it is Facebook. And if there is something that you wish to advertise among the internet users of the world, then you have no better choice than Facebook.
Measuring the Effectiveness of Facebook Ads
Table of Contents
- 1 Measuring the Effectiveness of Facebook Ads
- 2 How Is Relevance Score Calculated?
- 3 Use of Split Testing To Get Better Relevance Score
- 4 How to Improve Relevance Score?
While no one can deny the importance and efficacy of advertising through Facebook, it is also true that you can get the best benefit out of it only by taking regular dipsticks and seeing how good the returns on the investment (ROI) are. The metric that gauges the quality of your ads on Facebook is called Relevance Score. It gives you an assessment of not only the quality of the ad you have created and placed on Facebook, but it also gives you an idea of how well the ad is able to engage the Facebook users who are seeing it.
The Facebook relevance score is a number between 1 and 10, and the higher the score is, the better your ad quality is. When you want to use the relevance score as a measure of assessing your Facebook ad, you should understand why this metric is named relevance score and not quality score. Your ad on Facebook might have very crisp and hard-hitting copy or the best visual images, but these would give your ad a high quality. The relevance of the ad won’t come from the copy or the images, though, but it will come from how relevant it is to what the Facebook user is looking for.
If you are running a consolidated advertisement campaign, then you would be very keen to know what returns on your investment (ROI) you are getting against the money spent. When you are bidding for ads, the value at which you bid would determine which of the ads are actually displayed to visitors by Facebook. But relevance score would tell you how useful and relevant the visitor finds your ad.
How Is Relevance Score Calculated?
The relevance score of a Facebook ad is not a static number or score, but it is a calculated metric which depends on other data points. If you have a high relevance score it doesn’t lead to more clicks on it. But the converse is completely true – if you are getting more clicks on your ad, your relevance score will surely be high.
How high your ad’s relevance score is would depend on the objectives you set for that ad. Some ads target likes, some target clicks on the ad, while others base their success on the number of conversions from the ad. So if your ad is targeting conversions, for instance, then a huge number of likes will not improve your relevance score. Conversely, for an ad which is aiming for conversions, even if visitors do not ‘like’ the ad but are generating revenue from it, then the relevance score would surely improve.
Use of Split Testing To Get Better Relevance Score
A filmmaker might create a movie which he feels is the best movie of the year. But the proof of that cake would be in the eating. Only if the audience actually accepts the film and laps it up would it become hugely successful. But a filmmaker can’t afford to create two versions of the same film and hope that at least one of them would click with the audience.
Thankfully, that option is there when it comes to Facebook advertising. The solution is called Split Testing, or A/B Testing. It involves putting up two versions of the same advertising campaign with the same audience, or testing the same version of the ad campaign with two different audiences, and comparing the response and relevance in each case. When two versions of the ad are split tested, any one variable is changed from one version to another, so that this particular variable can be tested. Split testing allows you to test variables like ad placement locations, creative (copy/images), delivery modes, target audience and also product sets. Split testing can also be done by keeping all other variables constant but only changing the target audience.
How to Improve Relevance Score?
While designing the advertising campaign or while creating specific ads, there are certain things to be kept in mind which can ensure that the ads get better relevance scores. Let us look at eleven ways to get a high relevance score in Facebook ads:
You must remember that the entry barrier to Facebook advertising is very low because it is pretty cheap and it is easily accessible to almost everyone. Therefore, the Facebook advertising space is filled with a large number of ads. Unless your advertisements and overall campaigns have copy, images, and matter that help it stand out from the crowd, it would be very difficult to get a higher relevance score.
An advertising campaign is most likely to hit its target if it is clear what the target is, and what the purpose of the campaign is. If getting traction on Facebook is the only purpose of a new company, then its advertising campaign would be different from a well-established brick and mortar company which is looking to get additional revenue through Facebook conversions. The trick is to be clear about the exact purpose of the campaign.
The advertiser should be very clear about the target audience. Facebook’s big advantage is that it is naturally built to enable a great degree of targeting. If the advertiser uses target audiences described by phrases like ‘18 – 25 years old’, ‘working women’, ‘living and working in Europe’, then the advertising campaign is likely to be most relevant.
An advertiser needs to remember that a huge percentage of Facebook users access Facebook on their mobile phones instead of their desktops. Therefore the ads should be designed in such a way that they are responsive to mobile use.
5. What If:
It is imperative that you test different variations of your campaign to see the likely impact on the audience. Split testing allows the advertiser to try out different ‘what if’ scenarios and zero in on the one which has the highest likelihood of getting good relevance score.
Once you have carried out split testing, you would already have an idea of which variations of the ad seem to be most relevant to your target audience. You should keep rotating these most relevant ads within the same ad set, to continue getting good responses.
Just like a mass email campaign might fall flat because a majority of the recipients do not even open the email, similarly, a Facebook advertising campaign directed at a huge target audience (say of 500k or more people) is usually likely to get very poor relevance scores. You can utilize the Lookalike function on Facebook to create a more relevant Facebook audience for your campaign.
8. Divide to Rule:
Because Facebook has such deep hyper-targeting abilities, you do not be limited by a one-size-fits-all campaign. You can easily segment the user base of Facebook into very small groups relevant to you and then design ads or even campaigns directed specifically at those segments.
A happy customer at a restaurant is most likely to come back to the same place again and again. The same principle can be applied to Facebook advertising as well. Someone who has already demonstrated high levels of engagement with your earlier ads would be a great target for your subsequent ads. This can be achieved by retargeting your ad campaigns with people who have exhibited certain trigger actions, like clicking, liking, sharing, and forwarding or even saving your post or page.
Facebook has introduced a new feature called Automated Audience Optimization, which allows you to apply selections and filters for the audience you would like to target for a new ad or for a new campaign. These selections could be on the basis of location, age, sex, language spoken etc.
11. Commit Wisely:
Your Facebook ad might be reaching audiences of many kinds – some who haven’t ever heard of you, some who have some knowledge of you, some who are very well acquainted, and some who are committed customers already. That’s why your Facebook ads shouldn’t always promise the moon, because some audiences who are not aware of you might find it difficult to believe and choose the ‘hide this ad’ option, which would push down your relevance score.