What To Know About Your Quality Ranking On Facebook Ads In 2022

Know About Your Quality Ranking On Facebook Ads

According to Facebook, when you advertise with them, the goal from their perspective is to maximize the value for businesses but also for their users. Facebook says they conduct research and then look at feedback from the community to see the attributes of ads that could be considered low-quality.

A low-quality ad is one that diminishes the value for businesses and people.

The importance of quality rankings on Facebook ads is why you need to take the time to develop compelling, attention-grabbing social ads.

Before you can do that, you need to understand what makes an ad get a lower-quality score, which we detail below.

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What is the Quality Score?

The ad quality ranking on Facebook is one of the metrics that, in 2019, replaced the relevance score. The goal of the replacement was to help advertisers gain more insight and understanding as to where their ad wasn’t performing.

There are now three metrics that replaced ad relevance. Along with the quality ranking, the other two are engagement rate ranking and conversion ranking.

The score matters because it determines not only your cost per click (CPC), but it’s also going to affect how often your ad is delivered to your audience.

When you see that your quality score is low, it’s an indicator that you need to change things.

The quality ranking is an explanation of the perceived quality of ads that are specifically competing for the same audience as you.

Facebook says it measures ad quality through different signals like feedback from people who hide or view the ad. Facebook also looks at what they describe as low-quality attributes in the ad, like clickbait.

You can rank anywhere from above average to below average.

If you rank below average, that means you’re in the bottom 20% of ads. In that scenario, your perceived ad quality would be among the lowest 20% of all the ads that are competing for the same audience as you.

Features of Content Facebook Sees As Low-Quality

Facebook publishes guides about the content that’s seen as low-quality, and you should be familiar with it when you’re creating ads.

These features include:

  • Withholding information—if you don’t put information in an ad to intentionally get someone to click the link for full context, this is not viewed favorably in your quality ranking.
  • Sensationalized language—this is described as using exaggerated headlines to try and get a response for people, and then when they click an ad, they get an experience they weren’t expecting. Basically, this is a reference to clickbait.
  • Engagement bait—similarly, engagement bait is something spammy where Facebook feels that users are engaging with it inauthentically.

It’s not only the design of the ad that can lead to a lower quality ranking. Once someone clicks on your ad, if your landing page doesn’t have original or substantiative content, it can lower your score. If you have a landing page with pop-ups or interstitial ads, or there’s a high volume of ads relative to content, you may get a lower score.

Unexpected or misleading experiences on the landing page will also be problematic.

Best Practices for a High Score

General best practices to raise your score and make sure that your ads are being served to the best audiences include:

  • Make sure that you’re serving quality content. That’s the most important rule of thumb to follow when you’re using paid social advertising. Facebook wants its audiences to have a good ad experience. Use high-quality visuals, and make sure your copy is short, sweet, and direct. You should also optimize your content for mobile.
  • Choose the right format for your ads. There are a lot of different ad formats on Facebook, and each is tailored to distinct needs. Some formats are going to be better suited to an objective than others, so when you choose the right one and appropriately optimize your content, it’s going to improve your score.
  • Try video ads. A video tends to have a lot more engagement than a static post. Videos grab initial attention, and they also inspire people to take action more so than static posts.
  • Use your ads to encourage engagement and actions. You want positive interactions because they boost your relevance score. Your ad should have a clearly defined call-to-action so that your audience knows what type of engagement they should take.
  • Minimize your ad frequency. You don’t want to show the same users the same ad over and over again.
  • Make sure you target the right audience.

Finally, watch what your competitors are doing. Remember that your quality ranking is comparing your content to other ads that are in a similar market, so by looking at your competitor’s ads, you can figure out strategies and ways to improve on what they’re doing.

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