Digital Dealer - September 2019 - 41

MAR K E TIN G & AD V E R TISIN G: S ocial Medi a

By Brad Highland
Director, Digital Marketing,
Naked Lime Marketing

Mastering
Facebook's New
Ad Relevance
Diagnostics
Earlier this year
Facebook announced
they were changing ad
relevancy scores to help
marketers easily identify
why their ads weren't
getting ranked as highly as
they might like. While the
previous system told
marketers how relevant
their ads were on a scale
of 1-10 (with 10 being the
most relevant), those
scores didn't tell them why
their ads were or weren't
relevant.
This led marketers to
spend extra time and effort
researching and analyzing
their ads to pinpoint potential problems - a drain on
efficiency, productivity, and
effectiveness.
Enter Facebook's new
ad relevance diagnostics.
You can still look at the
old 1-10 rating for your
ads, but now Facebook
is giving marketers three
different diagnostics for
their ad relevancy: quality
ranking, engagement rate
ranking, and conversion
rate ranking. Each one of
these diagnostics will be
rated with scores of above

average, average, or below
average.
At first glance, this might
seem less specific than the
original 1-10 scale, but in
practice, it's providing far
more valuable information to
advertisers.
In a fast-paced world, you
must stay on top of current

trends in marketing, and the
direct explanations of your
ad relevancy make that easier. Of course, this change is
also beneficial to advertisers' wallets because better
relevance scores mean your
budget is only being spent
on your target audience.
For a better understand-

ing of how Facebook's new
ad relevance diagnostics
work, here are explanations of all three - and how
to master them.
QUALITY RANKING

Facebook claims the
quality ranking diagnostic explains "your ad's
perceived quality compared to ads competing
for the same audience."
That quality is measured
through the behavior of actual users who view the ad:
people who have the ability
to hide it from their feeds. If
a lot of people hide the ad,
your ad's quality ranking
will be lower because
people simply don't want
to see it.
Facebook also assesses
the amount of clickbait and
engagement bait you put

Continued on pg. 42

SIMPLY PUT, OPTIMIZING EACH
RANKING WILL GIVE YOU THE HIGHEST
PROBABILITY OF SUCCESS FOR EACH
ONE OF YOUR ADS."
D I G I TA L D E A L E R . C O M

SEPTEMBER 2019

41



http://www.DIGITALDEALER.COM

Digital Dealer - September 2019

Table of Contents for the Digital Edition of Digital Dealer - September 2019

Digital Dealer - September 2019
A Message from the Show Director
Rally Around Common Ground
Want to Build a Dealership Where People Want to Work?
Leading With Purpose
Auto Retail Comes Roaring Back in 2019
Off the Sidelines & in the Game
Is Improved Profitability
Interview with Danny Zaslavsky of Country Hill Motors
12 Content Tactics to Strengthen Your Digital Reputation
Digital Retailing: Part 1: What is Digital Retailing?
Marketing to Your “Personas” and Not Your Target Audience
Mastering Facebook’s New Ad Relevance Diagnostics
Keeping Techs AND Consumers Happy, While Remaining Profitable
Forecasting Fixed Ops Performance – It’s the Little Things
Profiles of Success
Are You Reaching the Older Consumer?
DD27 Recap
Digital Dealer - September 2019 - CT1
Digital Dealer - September 2019 - CT2
Digital Dealer - September 2019 - Digital Dealer - September 2019
Digital Dealer - September 2019 - Cover2
Digital Dealer - September 2019 - 1
Digital Dealer - September 2019 - A Message from the Show Director
Digital Dealer - September 2019 - 3
Digital Dealer - September 2019 - Rally Around Common Ground
Digital Dealer - September 2019 - 5
Digital Dealer - September 2019 - Want to Build a Dealership Where People Want to Work?
Digital Dealer - September 2019 - 7
Digital Dealer - September 2019 - 8
Digital Dealer - September 2019 - 9
Digital Dealer - September 2019 - Leading With Purpose
Digital Dealer - September 2019 - 11
Digital Dealer - September 2019 - Auto Retail Comes Roaring Back in 2019
Digital Dealer - September 2019 - 13
Digital Dealer - September 2019 - 14
Digital Dealer - September 2019 - 15
Digital Dealer - September 2019 - 16
Digital Dealer - September 2019 - 17
Digital Dealer - September 2019 - Off the Sidelines & in the Game
Digital Dealer - September 2019 - 19
Digital Dealer - September 2019 - Is Improved Profitability
Digital Dealer - September 2019 - 21
Digital Dealer - September 2019 - 22
Digital Dealer - September 2019 - 23
Digital Dealer - September 2019 - Interview with Danny Zaslavsky of Country Hill Motors
Digital Dealer - September 2019 - 25
Digital Dealer - September 2019 - 26
Digital Dealer - September 2019 - 27
Digital Dealer - September 2019 - 28
Digital Dealer - September 2019 - 29
Digital Dealer - September 2019 - DD27 Recap
Digital Dealer - September 2019 - 31
Digital Dealer - September 2019 - 32
Digital Dealer - September 2019 - 33
Digital Dealer - September 2019 - 12 Content Tactics to Strengthen Your Digital Reputation
Digital Dealer - September 2019 - 35
Digital Dealer - September 2019 - 36
Digital Dealer - September 2019 - 37
Digital Dealer - September 2019 - Digital Retailing: Part 1: What is Digital Retailing?
Digital Dealer - September 2019 - Marketing to Your “Personas” and Not Your Target Audience
Digital Dealer - September 2019 - 40
Digital Dealer - September 2019 - Mastering Facebook’s New Ad Relevance Diagnostics
Digital Dealer - September 2019 - 42
Digital Dealer - September 2019 - Keeping Techs AND Consumers Happy, While Remaining Profitable
Digital Dealer - September 2019 - 44
Digital Dealer - September 2019 - Forecasting Fixed Ops Performance – It’s the Little Things
Digital Dealer - September 2019 - 46
Digital Dealer - September 2019 - Profiles of Success
Digital Dealer - September 2019 - Are You Reaching the Older Consumer?
Digital Dealer - September 2019 - Cover3
Digital Dealer - September 2019 - Cover4
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