Facebook Ads Quality Ranking (How to Use it to Lower Ad Costs)

Key Takeaways

wondering what the facebook ad quality score is and whether it even matters in this video i'll walk you through exactly what the facebook ad quality ranking is why it's important because it is actually a really important thing to be looking at and most importantly how you can improve your facebook ad quality ranking to actually lower your ad costs so let's get straight into it the facebook ad quality ranking is actually one of three facebook ad diagnostics that facebook provides to help us improve the quality of our ads you can find the quality ranking along with those other two relevance diagnostics by going into the ad manager going down to the ad level and clicking the columns drop down and then choosing targeting and creative from the columns list or you can go down customize your columns and you can actually choose the facebook ad quality ranking the engagement rate ranking and the conversion rate ranking which are those two other diagnostics that i mentioned now each ad you run is going to get its own quality ranking and what that ranking indicates is your ads perceived quality compared to other ads that are targeting that same audience so the quality score is really important i'm going to dig into that very soon but first let's have a look at how facebook determines what this quality score is on each of your ads so when you look at your quality score you'll notice that it's going to be one of the following it's going to be above average average or it's going to be below average and it's going to actually show you if it's in the bottom 35 percent of ads the bottom 20 percent of ads or even the bottom 10 percent of ads so if it is below average you can actually get a feel for how far below average it is and as i said you need to remember that it's measuring these ads against your competitors who are trying to target the same audience and in order to determine your quality score it actually looks a range of different factors that are coming in from users so users give signals either positive or negative and facebook uses those signals to determine what your ads quality score is going to be it's kind of like how youtube uses the likes on a video to determine how many people it should show that video to so if you haven't already tapped that like button please make sure you tap the like button below this video really does help with the algorithm and helps get this video and this channel out in front of more people all right so let's talk about what the signals are that facebook actually looks at first of all it looks at how people are engaging with your ads in a positive way in a negative way so for example a positive way that somebody might engage with an ad is if it's a video ad they sit there and they watch the entire video or if it's a image ad maybe they sit there and they look at the image for longer than the average image ad or they click that see more button and read all of the copy and spend a lot of time looking at the ad that's a positive signal on the flip side a negative signal might be if somebody clicks on the button in the top right of your ad and actually clicks hide add that is a very negative indicator to facebook because the user is telling facebook hey i don't want to see this ad anymore other signals that facebook are looking at are if people click the hide all ads from this user button so in addition to just hiding a single ad users can actually hide all ads from a particular page and obviously again that's a negative signal to facebook people can also report ads meaning if they think it's inappropriate or if it's spam they can report ads to facebook again that's a very negative signal another signal facebook look at is the landing page bounce rate meaning how many people are clicking on your ad going to your landing page and then bouncing meaning they're not converting so facebook is looking at that as a negative signal and the other thing they're looking at is the dwell time on that landing page meaning that facebook are actually looking at how long people are spending on your landing page if they're not spending long on those pages then that again is a negative signal to facebook where on the flip side if they're spending a long time on those pages and then they're actually converting into a lead or a customer that's a positive signal to facebook so those are the signals facebook uses from its users users from its users yep got that right in order to determine quality but there's one other thing that facebook looks at as well and that is a set of low quality attributes that facebook have determined that can exist on your ad or your landing page so this isn't based on user behavior these are actually attributes that facebook have themselves come up with and if they determine that your ad has these attributes or your landing page has these particular attributes then facebook will actually lower your overall ad quality score so let's look at what those low quality attributes are and the first one is withholding information so if an ad is deliberately vague or deliberately withholds information facebook sees that as low quality so one example of this that you might have seen around the place is you won't believe what she looks like now you know a headline like that is deliberately leaving out information so that people click in order to see whatever it is they want to see they want to find out you know what it is that the ad is talking about to narrow down to one word it's clickbait avoid using clickbait the other one is sensationalized language so this is where you're deliberately over hyping something either in the headline or the ad copy but deliberately sensationalizing something to the point where when people click the add it doesn't actually deliver on what they are expecting based on what they read on the ad itself so it's exaggerated headlines exaggerated copy the example facebook use on their page is seven mind-blowing uses for carrots okay that's pretty sensationalized i don't think there's any real mind-blowing use of a carrot maybe there is i don't know and the third one is engagement baiting so this one is pretty straightforward it's asking for or deliberately using spammy sort of tactics to get people to engage with the ad meaning to like or comment or share the ad so that could be saying things like like this ad if you also like music and stuff like that so avoid engagement baiting and deliberate engagement baiting because facebook are going to see that as a low quality indicator and therefore they'll lower your overall ad quality score so finally before we move on from this one thing i want to reiterate is it's also important to note that facebook don't just look at your ads they also look through to your landing pages so all of these low quality attributes also apply to landing pages and there are a few that are actually specific to landing pages themselves so a landing page might be seen as low quality if it's got things like pop-ups if it lacks substantive or original content meaning if there's barely anything on the landing page if there's nothing original there's just a few words facebook might determine that it's actually low quality if there are lots of ads on the page meaning you've got adsense or something like that on the page facebook can also deem that low quality or if there's unexpected content or misleading experiences all of those can lead to facebook saying this landing page is low quality therefore the ad quality score is going to go down all right so now we know what the facebook quality score is and how facebook calculates it why do we actually care the reason is essentially because a better quality score on your ads leads to lower ad costs and the reason why is because facebook ads work on an auction based system so whenever somebody is going to see an ad in the news feed facebook says hey we need to show this person an ad who have we got that wants to put their ads in front of this person and all of those ads go into an auction now in order to win that auction each ad is assigned a value and the value that each ad gets assigned is based on three different factors the first one is bid meaning how much the advertiser is willing to pay in order to show that ad the second one is the estimated action rate so facebook actually estimate how likely this particular user is to complete the action that the advertiser wants them to complete whether it's a click or to become a lead or a purchase or whatever that is and the third one probably guessed it already is the ad quality ranking so that means that you can actually win an auction with a lower bid than another advertiser if your expected action rate and your ad quality rate is higher than theirs and that's how you get lower ad costs by improving your ad quality ranking that means you can actually win more auctions with a lower bid than your competitors now something else you should know is that facebook actually state in their documentation that if you consistently create low quality ads or get ads rejected quite often they might associate your page ad account domain or other assets with being low quality and therefore all of the ads you run from those assets meaning the page the ad account your instagram account your domain to your landing page may be deemed low quality which will drag down the overall performance of not just a single ad that has a low facebook ad quality ranking but it will bring down the performance of the overall ad account okay so if that is not incentive enough to start improving your facebook ad quality rankings then i don't know what is so that's a good segue into how do you actually do that the first way to do it is to subscribe to this channel to make sure you don't miss any of my videos coming up that will help you improve your facebook ads in general so all of the videos i put out on this channel are about facebook ads for online course creators coaches consultants who want to create better ads and grow their business so make sure you hit that subscribe button hit that little bell to get notified if you want to see future videos from me all right but seriously if you do want to improve your ad quality ranking the first thing you should do is make sure you don't have any of those low quality attributes on your ad or landing page so we talked about those briefly earlier i won't go into them in detail again but basically with your ads make sure you're not withholding any information there make sure you don't have any sensationalized content and make sure you're not using engagement bait with your landing pages make sure you've got a bit of content on there and it's not just really thin in terms of content make sure you don't have any pop-ups on your landing pages don't put ads on your landing pages there's no real reason to do that and try to avoid any unexpected content experiences on those landing pages or poor user experiences the second thing you can do is actually create ads that people want to engage with so the easiest way to do that is through video ads if you can create really good high quality engaging video ads then people are naturally going to watch them they're naturally going to comment and maybe even like the ad as well so that's going to bring your quality score up the third thing you can do is improve your targeting so think about it like this if you're putting your ads in front of people who are just not a fit at all then of course a higher percentage of people are going to click and hide that ad because they're going to see it it's not relevant they want to hide it whereas if you can get your targeting right then obviously fewer people are going to hide the ad but also more people are probably going to engage with the ad because it's relevant to a larger percent of the audience that you're putting the ad in front of the next thing you can do is keep your frequency down so the frequency indicates how often people are seeing a particular ad and if people are seeing the same ad over and over and over again what do you think they're going to do they're going to click and hide that ad and maybe even hide all ads from you if they get irritated enough so you really want to make sure that you're keeping your frequency down by creating new ads regularly changing out your creative and your copy regularly so that people don't get sick of your ads the other way you can do it is make sure your audiences aren't too small if you're retargeting then chances are you're using smaller audiences and that means your frequency is going to get higher quicker so keep your frequency scores low and that will help improve your ad quality rankings and i mean the last thing i will say on this is just create better quality content in general really work on improving your ad copy really work on creating ads that your audience actually likes seeing in their news feed if you're just using cookie cutter ads copying what everybody else is doing then chances are you will see lower quality rankings because these quality rankings are based on you versus your competitors in the auction so if you can stand out above them in terms of creating better quality ads that people want to see that people want to engage with that of course will bring up your quality score right so i've just mentioned a few ways you can do that but overall work on creating better ads in terms of copy in terms of images and in terms of video and you will see your quality scores rise and now if you've enjoyed this video again all i ask is that you tap that like button and if you want to hear more from me hit subscribe hit that little bell to get notified whenever i release a new video and if you want to learn how to create even better ads i've got a video right here that you can check out that's going to show you how to create better graphics for your ads thanks for watching i'll talk to you soon bye [Music] [Music] you