By this point in our series, hopefully, we’re all feeling a little savvier about what Facebook has to offer as far as marketing and engagement value. Social media has become an integral part of any well-constructed marketing strategy, and Facebook has crafted a fantastic toolset for any business—especially authorpreneurs.
With that in mind, know that it is in your best interest to use all of the tools that Facebook is putting at your disposal. The social media giant has some great reporting tools that can be used to track how well a campaign is working, and as we have mentioned several times in past articles, your ability to understand analytics will help you nail down the right strategy and campaigns for your unique business profile.
Now let’s get into the relevance score. You may have heard of it before, as it was introduced back in early 2015 as a main part of Facebook’s Ad reporting strategy. Simply put, a relevance score is calculated on how well each Ad works. The score analyzes the positive and negative impacts of a campaign and calculates them against other campaigns targeting similar audiences. It then delivers a score between 1 and 10. Positive feedback is based on clicks, conversions, comments, and negative feedback on when people request to hide or remove your Ad. A relevance score of 1 means that your Ad is a lot less relevant than other Ads, while a relevance score of 10 means that it is much more relevant. Your relevance score basically tells you whether you are getting what you want out of your set target audience or not. A relevance score only becomes available after an Ad reaches 500 impressions.
It is important to look at your relevance score in tandem with the results your Ad yields. While a higher relevance score may lead to lower Ad costs in general, your score isn’t the be all and end all, and you don’t have to consistently aim for a 10. You may find that your Ad has a relevance score of 5 but that it is yielding great results. In that case, you should continue to do what you are doing without focusing too much on increasing your score no matter what. Basically, Facebook recommends using your relevance score as a benchmark and not as a driving goal: if you keep your focus on the creative (the look and feel of your Ad), and your target market, and tweak your Ad according to the response you get, your relevance score should organically rise.
That said, a higher relevance score may bring the cost of your advertising campaign down, and also help you hone in on where you are doing well. You can increase your score easily by focusing on your demographics so that your Ads are hyper-targeted. Using split test Ads, and also making sure your images and copy are highly relevant and of great quality can also help boost your score. You have one second to attract a customer’s attention before they scroll on, so it’s really crucial to make the most of that second!
Back in 2016 Facebook released a new and improved Ad Manager to the public. The new Ad Manager provides businesses with an all-in-one tool where they can create, develop, and edit Ads, as well as create and analyze reports. Facebook Ad Manager allows those new to Ad development to follow a guided creation process, and then to edit Ads at a later date if they want, but more importantly, it also has integrated reporting tools. As we know, reporting capabilities are very important to an ongoing marketing campaign, so having the ability to create reports on the fly is really helpful. You can create reports at any time on your account, on a campaign, an Ad set, or just on a specific Ad. Depending on the type of information you are looking for Facebook also allows you to customize and schedule reports.
You may be interested in seeing different types of data in your reports on an Ad or campaign basis, and Facebook Reporting can easily work with that. For example, if you are looking for conversions in the form of book sales then you will want to see performance reports based on what your Pixel has to tell you. Or, on the other hand, if you are more interested in expanding your target market you will want to see reports that show how well your Ad is reaching people and the number of impressions it has. You can even drill down the customization to specific times and actions to really pinpoint your relevance in different areas. And once you have created your customized reports you can schedule them to be sent to you on a daily, weekly, or monthly basis.
It’s a good idea to get to know your way around Facebook reporting tools, as they will yield highly effective reports that will help you create the best Ad campaigns for your business every time.
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