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]
you