How to Improve Facebook Ad Quality and Performance?
Facebook Ads are all about channeling value both for viewers, business owners and businesses alike. That’s one of the primary reasons why advertisers and social media marketing pros engage in thorough analysis and research so that they can sift through different advert qualities and determine which ones hit home and which ones are poor in quality and may diminish value both for viewers and businesses.
But, here’s the real question of the hour-
We know in order to stand out in the field of Facebook Marketing, you have to produce superior advert quality, but, how do you derive which advertising is low quality?
Before we let you in on this secret, let us tell you
What happens when your adverts are low quality?
Your business value diminishes significantly. This generally means, you’ll be spending more on adverts but you’ll see fewer results. This means low business value, decreased brand face, and above all, a poor social media presence.
Now let us tell you about some attributes that diminishes your advert quality. Avoiding this will be the key to your Facebook Marketing success.
Clickbaits & Pop-ups
Anything that disrupts user experience will be perceived in a negative manner. If they are browsing something on the internet and your advertisement pops-up suddenly, or worse is misleading in any manner, you’ll be losing brand value immediately. This will also include concealed information or partial truth which is a common malpractice businesses follow during discounts and special offers. It’s always best to be clear and precise about your offers or you can even put a clear *T&C sign notifying customers of the terms included.
Lack of original content
Search engines like Google will never recognize copied content, but, even if you manage to slip by, your target audience will know the truth. Viewers are always on the lookout for fresh, unique content and if your business fails to deliver, Facebook marketing advertisements won’t do much for your social presence.
Don’t overdo with your content
We are talking about content that spreads over multiple pages. If your user has to click more to read your content or wait for multiple pages to load, chances are that your viewer will lose interest in the piece causing higher bounce rates and lower ad value.
Content Type
The type of content you put across is quite possibly one of the crucial scalable points there is. If you’re putting out content that is spammy or uncertain in nature, your users would refrain from engaging or connecting with the content. For example, content that asks for likes, comments, or shares, or content that seems scrupulous or unclear will be perceived as ‘not genuine’
Don’t overhype your Ad
Users looking at your business or advertisement, are also looking at multiple other alternative products or services put out by your competitors. At this point, the user has a fair idea of the scope of these industry or business nature. Now if your ad is overhyped using exaggerated content, your user engagement and advert value will be perceived as fake excitement.
Avoid Content Jargon
Lastly, ads that are crowded with written content or have a lot of cramped elements making it look stuffy would have low clicks as compared to an advert that has a clear picture with crisp, clear taglines. Let your creativity do the talking instead of spelling it all out in your ad picture copy.
Then there are some community standards that Facebook is quite strict about. Your advertisement should not contain any of the following content type-
Adult content
Controversial content
Non-functional landing page
Sensational content
Misleading or low-quality content
Your advert quality can also be measured by your user behavior. If your advert has any of the attributes we have mentioned above, chances are that during scalability, Facebook will record the reasons why your advert value was so low.
Some of them are-
Landing page bounce rates or dwell times
Number of times user clicked ‘Hide Ad’
‘Hide Ad’ or ‘Skip Ad’ caused by frequent repetition of the same content
Number of times user clicked ‘Report Ad’
If you comply with Facebook’s policy and stick to creating fresh content, your advertisement value will soar high naturally.
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