We all know that positive and negative engagement can have an impact on your Facebook ad, but do you really understand how much of an impact the engagement has on your bottom line? In this post, we'll explain why engagement matters and show you three ways to improve the quality of your engagement - and your Facebook performance metrics.
Check Relevance Scores and schedule ad refreshes
Facebook now provides a relevance score in its reporting. Relevance score is determined by the amount of positive (clicks, comments, shares) and negative (hiding an ad) engagement an ad receives. Relevance scores are on a 1-10 scale; the higher the score, the more positive the user experience - and the lower the CPMs will be for that ad. Even if you are not tracking engagement, it is still important to check on relevance scores from time to time to see if you need to do an ad refresh.
An ad refresh is when you simply rebuild the exact same ad in order to wipe out any negative engagement you have received. It takes about 2 minutes, at most, per ad to refresh. Yet the outcome can be quite noticeable. Below is one of our direct response clients (which gets a decent amount of negative feedback because of the nature of their brand). After each refresh, we saw CPMs (and CPLs) drop dramatically because there was no longer any negative engagement tied to the ads. As a result, we've scheduled ad refreshes twice as a month.
Make use of your data
If you work with a Facebook rep, you can ask them to send an x-out report. The Facebook x-out report shows the type of negative engagement your ads are receiving. This can be helpful in determining what you need to change in order to make your ads more relevant.
Ratchet up CTR to lower CPMs
The best way to improve relevance score is to bring up the positive engagement by increasing the CTR on your ad. In order to do this, try to find engaging creative and strong copy. Of course, this may come at the cost of your CVR (we often see that less engaging creative, such as product images, can have high CVRs), but often the improved CPMs will back out to a strong CPA.
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