Advertising on Facebook has become a marketing mainstay for many businesses, but few appreciate the intricacies and quirks involved. Most Facebook advertising managers are aware of the importance of ad relevance, but Facebook recently made things quite a bit more complex.
Instead of the unitary relevance score that used to be calculated, Facebook’s algorithms now break things down into three distinct measures. A veteran well-known for his writings about the the Five Channels of marketing recently went into the details at a site popular among advertising industry professionals.
Relevant, Engaging Ads are Best for All Involved
Facebook knows that its users will be more likely to keep viewing and clicking on ads if those they are presented with are relevant to their interests and engaging. That is not just true on the level of individual placements, but also with regard to how attitudes about Facebook ads evolve and trend over time.
As a company that rakes in many billions in advertising revenue each year, Facebook has a deeply vested interest in keeping things positive and mutually beneficial. Ads that alienate viewers or simple cause them to become even more cynical about marketing do nothing to help anybody, when all is said and done.
A Three-Dimensional Take on Ad Relevance
Facebook has for quite a few years used the notion of ad relevance to help ensure that its users would not be confronted with creatives that were of no possible interest or value. That simple take on the situation, though, has recently given way to a more complex one.
The three measures that Facebook now uses are meant to describe particular aspects of relevance more precisely. Instead of having a single relevance score assigned to each spot, advertisers will now need to think about quality, engagement, and ad conversion.
The powers that be at Facebook clearly hope that this more nuanced take on what makes for a worthwhile ad will prove more useful and reliable than the previous one. That has yet to be seen, but it is already clear that advertisers need to react to this recent development if they hope to maximize the effectiveness of their own campaigns.