Facebook is updating three of its ad metrics in order to focus on improving relevance and reach as well as simplifying some of its less frequently used options.
The updated, ‘granular’ ad relevance diagnostics focuses on three areas:
- quality
- engagement rate
- conversion rate
Basically, if your ad does not appear to have the same perceived quality as others competing for the same audience or level of engagement or conversions - it's going to struggle.
“When used together, ad relevance diagnostics will help advertisers understand whether changes to creative assets, audience targeting, or the post-click experience might improve performance,” the company noted in a blog post announcing the change.
The ad relevance score was originally introduced in 2015, when it was supposed to be ‘based on positive and negative feedback we expect an ad to receive from its target audience’. There was an element of obfuscation in the explanation, but factors included video view and conversions.
This is an important change to note as those who believe Facebook suffered a major downturn in the wake of various revelations would seemingly be wrong. According to Hootsuite’s 2019 digital report, Facebook remained the most popular social media network worldwide, gaining 37 million monthly active users. Barclays, in its report focusing on how market forces would shape adtech, noted the continued influence of the FAANGs (Facebook, Apple, Amazon, Netflix and Google) and how brands needed to stay close, but not too close.
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