How To Use Ad Relevance Diagnostics
Back in March, Facebook announced that it was replacing its single ad relevance score with three new metrics: Quality ranking, Engagement rate ranking and Conversion rate ranking. With these metrics, Facebook was looking to provide more granular ad performance data and help advertisers get a better response.
I explain more in detail each one::
- Quality ranking: How your ad's perceived quality compares with ads competing for the same audience.
- Engagement rate ranking: How your ad's expected engagement rate compares with ads competing for the same audience.
- Conversion rate ranking: How your ad's expected conversion rate compares with ads that have the same optimization goal, and compete for the same audience.
According to Facebook: "High relevance is correlated with high performance, but it's not always the reason for high performance". Therefore, you should use relevance diagnostics to diagnose ads with poor performance, and not to optimize those that already meet your advertising goals. How can you do it? Facebook has recently published the following graphic that can help you interpret a particular combination of ad relevance diagnoses.
If you want to know more you can visit the Facebook post here.
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