Facebook Replaces Ad Relevance Score With 3 Relevance Diagnostics

author image Written by: Lia           Categories - In The News, Pay-Per-Click (PPC) Marketing

New Approach to Relevance Gives More Info to Paid Advertising Specialists and Marketers

Facebook is replacing the “Relevance” score in its ad platform with three relevance diagnostics that measure an ad’s quality, the engagement it’s receiving, and the expected conversion rate compared to ads that are also targeting your target audience. If you’ve spent any time working with Facebook Ads, you’ve probably experienced some frustration with the vaguely defined “relevance” score. This score, on a scale of 1 to 10, was only available to ads that had generated 500 or more impressions. It also didn’t really provide much context beyond a score of 1 being the lowest score and a 10 the highest. These three new relevance diagnostics rate ads give quick and easy reference points. Ads are either above average, below average, or average. This cuts out a lot of the guesswork of the old relevance score and provides a bit more context while doing so. For example, “Below Average” ratings are in the bottom 20% of ads. Your ad might be average for quality and above average for expected conversion rate, but below average in engagement. This means it’s getting to the right people, but something about it isn’t connecting. These ratings are provided for each diagnostic, and give you greater insight into ad relevance—a huge boon for marketers and paid advertising specialists using Facebook Ads. This handy new diagnostic approach can also be applied to campaigns and ad sets, but you’ll have to activate this yourself through Facebook Ads Manager. If you haven’t seen the new tool, don’t worry—it’s rolling out gradually. Give it some time and you’ll have it before you know it!


Paid Search Continues to Dominate Digital Ad Spend


Paid Search Leading the Digital Ad Landscape

According to new data, paid search remains the dominant digital ad channel, accounting for the largest chunk of most marketers’ digital ad budget. A recent survey conducted by Marin Software’s State of Digital Advertising found that on average, paid search accounts for 39% of total digital ad budget. Growth remains a top priority for advertisers, and driving brand awareness is central to that goal. The data of this report was collected from 500 digital marketing professionals from B2B to B2C, in both the US and the UK. Other top priorities are increasing brand awareness, followed by customer experience.

Paid Social Ads Are Not Too Far Behind

The second highest contender in this race is paid social ads, which accounted for 18% of digital ad budget. Of the high-level digital marketers that were surveyed, 61% expected to increase their budget for Instagram this year. This increase does not suggest that advertisers are spending less on other social media. Instagram’s budget is taken from new funds rather than budgets allocated to Facebook. Other highest-paid digital advertising channels include display (16%), YouTube (11%), Mobile/In-App ads (9%), Amazon (8%), and other e-commerce (4%).

Marin Software paid ad spend chart comparison
Source: Marin Software

The Rise Of Amazon

Amazon is a promising player at the moment. 60% of respondents indicated that they will be increasing their Amazon budget this year. This allocated budget is also said to be progressive. The survey participants also acknowledge that they see Amazon as a source of significant growth and opportunity. However, some respondents still consider the platform to be less sophisticated than Google or Facebook, as 37% indicated that they feel the tools on Amazon are not optimal.

Other Important Insights

Here are some other key takeaways from the State of Digital Advertising survey:

  • Responsive Search Ads is currently a popular trend that will influence 2020 spending.
  • Shopping ad usage is also a growing trend.
  • 32% of participants said that videos were the most responsive ad format, followed by stories (23%).
  • Google, YouTube, and Amazon top the list of most trusted publishers with a trust index of 5, 4.3 and 4.2, respectively.
  • Data privacy, tracking restrictions and ad blocking were listed as some of the top challenges impacting respondents’

Marin Software paid ad spend chart comparison
Source: Marin Software
Check out Marin Software for more information.

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Facebook Ads Gets Consumer-Focused Clear History Tool


New Tool Will Let Users Clear History on Facebook, Offer Greater Transparency for Marketing Data and Facebook Ads

Have you ever searched for something on Amazon or another online store then watched, mildly creeped out, as Facebook Ads suddenly start promoting exactly what you looked for? It’s a little disconcerting–and Facebook agrees. That’s why they’re introducing a “clear history” that will allow users to delete the off-site activity that marketers track through the Facebook pixel. While this is great for transparency and offers a more ethical approach to user data and how it is used in marketing, it does mean some significant changes for digital marketers using Facebook.

How Does the Facebook Pixel Work? How is it Changing?

The Facebook Pixel is a feature that tracks when Facebook users visit advertiser websites, allowing that information to be used for ad targeting on Facebook itself. Basically, it’s a marketing tool that makes it easier to target specific audiences and users already interested in a topic or product. It uses off-site data to help marketers make more effective ads and serve up ads that directly target primed users. As mentioned above, though, the targeting can come across as creepy, especially when it runs into the idiosyncrasies of human behaviour. Clear History is the name of Facebook’s platform tool that will let users see all the tracking, pixel, and search data and then opt-out of the tracking.

What Does this Mean For Marketers?

Basically, this tool is an opt-in feature. If users want this sort of tracking and marketing info, they don’t need to do a thing–but considering Facebook’s recent history, it’s likely more and more users will want to opt out. This means that marketers dependent on data from the Facebook Pixel and other channels might be in for a bit of a rough time adjusting to these changes. Targeted ads are great when done properly, but no one wants to see tons of ads for a screen protector once they’ve looked up tips for repairing their phone screen. Facebook is attempting to make things a bit more transparent and open, at least with regards to off-site data and targeting. Our advice? Don’t put all your eggs in one basket when it comes to advertising, and develop and grow your own audience!

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