Struggling with Facebook ads performance?
Wondering how to use Facebook ad relevance diagnostics to improve your ads?
In this post, you will learn how to use Facebook ad rankings to diagnose your ad campaigns.
Facebook Ads Relevance Diagnostics:
Facebook ad rankings diagnostics can help you identify whether the ads you have been running were relevant to the audience you targeted. If any of your ads aren’t meeting your advertising goals(purchases, leads, etc), you can use ad relevance diagnostics to understand whether adjustments to your ad’s creative assets, post-click experience, or audience targeting could improve performance. I have already discussed what Facebook ad rankings are in my previous post.
High ad relevance is correlated with high performance, but that’s not always the reason behind high performance. You can use ad relevance diagnostics to diagnose underperforming ads. The following chart below will give you a combination of all three rankings.
Facebook ads aren’t meeting your advertising objectives:
It is more effective to move a ranking from low to average than it is to move a ranking from average to above average, so focus on improving low rankings instead of improving average rankings. Rather than seeking the ideal creative or the ideal targeting, seek the ideal creative/targeting fit for your ad campaigns.
Conclusion: When you’ve invested a lot of time, energy, and resources into putting an ad campaign together and noticed it is not working as per your expectation. The great news is that the above Facebook ad relevance diagnostics chart can help improve your current ad campaigns.
REMEMBER if any or all of your ads are achieving advertising goals then reviewing these ad relevance metrics may not be necessary. Sometimes high-performing ads have a below-average score and that’s fine. Always optimize your ads for advertising objectives based on the chart above, not for any of these 3 ad rankings.
What do you think? Do you use Facebook’s ad rankings to diagnose your ad campaigns? Please let me know your thoughts in the comments below.