10 Tips to Raise Your Facebook Quality Score

What Is a Facebook Quality Score and Why Is It Important for Your Campaigns?

There is a saying in Texas, “if you don’t like the weather, wait 10 minutes”. On Facebook, there should be a saying, “if you don’t like the metrics, wait 10 minutes”. Once again, Facebook has changed the metrics to calculate the Facebook Quality Score of your ads. Quality scores are helpful because they give an indication of your ad campaign’s success, and how well it reaches potential customers. They can also specify when campaign changes are required to improve your campaign reach. Changing from the Relevancy Score to the improved 3 tier Facebook Quality Ranking will give Facebook advertisers a clearer picture of their ad campaign’s quality.   

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Facebook’s Relevancy Score rated ads on how strongly the target audience responded. With a rating system of 1 to 10, anything below a 5 was considered an indication that your ad was not relevant to the audience. A high score could expect better results and benefits, including lower costs per click and more displays. Scores were based on anticipated ad feedback, including shares, engagement, conversions, etc. Ad quality looked at relevance, image quality and freshness. This made it difficult to decipher in which areas ad improvements were needed to increase the Relevancy Score. If you liked the Relevancy Score metric it is still available in your ad manager. However, you need to customize your view to access it.

A new system has been introduced to give Facebook advertisers more detail and focus on how their campaign performs. It is more “granular”. The new metrics for Facebook Quality Scores is 3 tiered:

1. Quality Ranking assesses the quality of your ad against competitor ads competing for the same target audience. This includes the quality of images, videos, copy, CTA, etc. 
2. Engagement Rate Ranking measures the ad’s expected engagement rate against ads competing for the same target audience. The more the ad is liked, shared, commented on, clicked on, etc., the better the rating. Ads that invoke interaction among multiple users, i.e.: comment conversations vs. only likes and reactions, indicate a higher rate of engagement.
3. Conversion Rate Ranking looks at the ad’s expected conversion rate, ranked against competitor ads with the same optimization goal and the same target audience. In short, is the ad leading to the desired outcome of conversions?

Three-Tiered Ranking Metrics Means Better Feedback on Ad Campaigns

The new ranking system no longer gives a numerical score of 1 to 10. Rather, the ad is qualified in each category as:

• Above Average
• Average
• Below Average (Bottom 35% of ads)
• Below Average (Bottom 20% of ads)
• Below Average (Bottom 10% of ads)

Remember, this is a ranking against ads competing for the same target audience, not all ads on Facebook.

Nobody wants to be at the bottom of the Facebook Quality Score scale, so if your ad is rated at the bottom, there is room for improvement. Follow these tips to help you increase your rankings. A bonus tip is that you will get more bang for your buck by focusing on improving Below Average rankings. Above Average rankings are a great goal, but often an Average ranking is good enough. 

Quality Ranking Tips:

1. Is your ad and CTA geared towards and speak to your target demographic? Would your selected audience feel that your ad is high quality?
2. Revisit your creative elements. Is the copy good? Are you using high quality images that will attract your selected audience?
3. Ensure that your ad is optimized for mobile viewing.
4. Avoid ad fatigue by rotating ads and changing ad frequency

Engagement Ranking Tips:

1. Try a video instead of an image to increase the amount of time spent viewing your ad.
2. Change the frequency and rotation of your ads to avoid ad fatigue.
3. Make sure your ad is enticing and invites interaction. How can you stand out more?

Conversion Ranking Tips:

1. If your conversions meet your expectations, you might not need to make adjustments. Keep a strong ad running for a bit longer to take full advantage of its success!
2. Improve your call to action and make sure it reaches your target audience and their intentions.
3. Evaluate the post click experience of the ad and make improvements to gain more conversions. Consider testing multiple landing pages.

In your ad manager, you can see Facebook Quality Scores and even tips for improving your results. Utilize them, and the ones given in this blog. You want to have a successful campaign to increase your revenues. Facebook has incentives for your ad campaign to be successful, too. Good ads improve user experience. Good user experience means more Facebook users and growth. More Facebook users and growth mean more companies will advertise on Facebook. You get the idea.

In summary, the new metrics for Facebook Quality Scores will help you narrow down specific areas in which your ads can improve. Incorporated improvements will help your ad campaign reach more users with better results.  

Depend on the Digital Marketing Experts at D Media

We Help Companies with Social Media Marketing Services

How is your Facebook Quality Score? If you want to see improved results, D Media can help. Our social media marketing services fosters connections to prospects and customers with quality, engaging content that drives conversions. Contact us to let us know how we can partner with you for your marketing needs.