Tag Archive for: paid media advertising

How To Improve Facebook Ad Performance and Measurement

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Per ususal, the last quarter of the year is a busy one and a very important time for businesses like yours. For 2021 in particular, you are most likely attempting to execute paid social media strategies with Facebook ads and digital marketing plans while navigating through a sea of privacy and platform changes across the entire online advertising industry.

Facebook estimates that in aggregate they are underreporting iOS web conversions by approximately 15%. however this is an overarching number with a broad range for individual advertisers. Facebook claims that the conversions occurring in the real world, like sales and app installs, are higher than what is being reported for many advertisers. Onimod Global experts are here to help you understand these changes, specifically in Facebook ads, and optimize performance in this new environment.

Actions to Improve Facebook Ad Performance and Measurement

As you build your campaigns, try to keep these Facebook advertising best practices in mind:

  • Before you analyze performance, allow some time: Delayed data is a real pain. Due to the fact it’s almost inevitable as well as modeled reporting, we advise waiting a minimum of 72 hours or the full length of the optimization window selected before evaluating the performance for campaigns that are optimized for conversions. Daily assessment is of course still possible for campaigns and should be monitored, but waiting to analyze and report will ensure you get the most accurate picture of performance.
  • Analyze at the campaign level, not the creative level: Where it’s possible and makes sense for your analysis, analyze reporting at the campaign level. While you can always assess performance at the ad set and ad level is possible, some estimated conversions are aggregated and reported with a delay. We advise to take this into account when assessing ads performance.
  • Enable Aggregated Event Measurement: This essentially means to choose the web events (like a sign-up or a purchase) that are most aligned with your core business outcomes and are frequently used as the events to optimize against in your campaigns. If you are running ads optimized against events that have not been prioritized in Events Manager, it may potentially effect your results negatively.
  • Set up the Conversions API: The Conversions API creates a simple, reliable and privacy-safe connection between your marketing data, such as website events and offline conversions, and Facebook. Adding the Conversions API to your existing setup will help you optimize your ad campaigns, decrease cost per action and more accurately measure campaign outcomes while offering the same privacy protections we’ve put in place across our other Business Tools. Many advertisers are already seeing success with Conversions API, and you can check out their stories here.
  • Use the learning phase help Facebook discover the best way to deliver your ads: One tip we recommend to be able to exit the learning phase sooner is to consolidate your ad sets, expanding your audience or choosing an optimization event that occurs more frequently. Another way you can make the most of the learning phase is reducing the frequency of manual edits or expand your audiences, so there are more opportunities for people to complete your optimization event.
  • Take all available tools into account: You may also want to consider all measurement solutions available to you, on Facebook Ads platform and off. During this period of transition, it’s crucial to review all measurement solutions to identify potential underreporting that may be occuring for your business.
  • Continue to test and learn: Through testing new bidding, format and audience strategies, you can identify what is working today and evolve over time as Facebook Ads continue to improve. Testing new creative and marketing strategies is essential for improving your performance over time.

Final Thoughts on Facebook Ads

When there’s even more to take into account in terms of making your Facebook Ads perform better, it’s important to know how each will benefit you and drive results. We will continue to share case studies and considerations to help you drive your business. Our goal is to ensure we help improve your marketing and drive success.

At Onimod Global, we have endless experience and expertise when it comes to all things Facebook advertising, general social media advertising, and digital marketing. Got questions about Facebook advertising or want to learn more about us? Contact us here today.

How To Improve Your Facebook Relevance Score

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Improving your Facebook relevance score can help you save money and reach more consumers. However, what can you do to boost your relevance score without taking away time from your already busy schedule?

Experts at Onimod Global are here to share everything you need to know about Facebook’s relevance score and how to improve yours!

What is Facebook Relevance Score?

The Facebook Relevance Score is all about the relevance of your ad to your targeted audience. A number from 1-10 (10 is highest and one is lowest) will tell you how relevant your ad will be to your target audience. To improve your ad’s relevance score, you can work on your targeting and the ad creative.

How Does Facebook Calculate Relevance?

There are a number of factors to be considered here. However, before your ad will calculate a relevance score, your ad has to be shown 500 times. After you exceed 500, you can check your relevance score in Ad Manager or any other campaign managing software.

How to see your score in the Ad manager:

  1. Go to Facebook Ad Manager
  2. Click “Campaigns”
  3. Click “Ads”
  4. Click “Relevance Score”

Ads with high relevance scores (8+) often deliver great CPA (cost per action).  Ads with low relevance scores (4 or less) rarely generate great results, at least not for very long.

Why It Matters

The goal is actually to help all parties involved. Facebook grades ads with their relevance score system to provide advertisers with useful feedback, and more importantly, to ensure their platform isn’t cluttered with annoying irrelevant advertising. Ads with low relevance scores result in higher costs, while ads with high relevance scores are rewarded with lower costs.

So, if your ads receive a low relevance score, you need to improve it. This will not only save you money, but will also make sure your ads reach the right audience. The more attention you pay to the relevance score of your ads, the more likely your campaigns will succeed.

How You Can Improve

The good news is improving a Facebook relevance score is quite simple. Here are a few easy fixes to make sure your score is consistently high:

Be specific with targeting: Before you can target the right people, you need to figure out who, exactly, you want to see your ads. While you may think every 18-65 year old in the United States may potentially be interested in your product, Facebook won’t be interested in showing it to everyone. If you’ve never done audience research or created buyer personas before, now is the time to start.

The perfect combination of visual and copy: This may sound logical, but that doesn’t always mean it’s obvious.  Focus on improving the visual to improve your relevance score. Also, keep your copy simple and related to what you’re promoting.

Steer clear of offensive and misleading content: This may seem obvious yet again, however it is something to always keep in mind. Always follow the Facebook advertising guidelines and community standards. Besides, social media is a network of millions of people sharing stories. Remember, you want a build a brand and not a bad reputation.

Refresh your ad: This one is crucial, and probably the most common problem you will have with your relevance score. Prevent the target audience getting tired of your ad and try creating another ad creative with new content. If you keep refreshing your ad, your relevance score will continue to rise.

Contact Onimod Global

Onimod Global releases the latest digital marketing news and essential marketing tips every Tuesday and Thursday! To catch up on the top digital marketing news and trends, click here. To find out more about who we are and what we do, click here.