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Will Facebook’s New Ad Features Help Social Marketers Increase Conversions?

Facebook new advertiser product announcements
Facebook’s new features will help performance marketers find their perfect match.

Facebook has been busy rolling out new features for advertisers. After several iterations of AdWords-esque reporting tools (including a brief run with something actually called Quality Score), they have now announced their new Relevance Score.

Just a few days later they announced Product Ads, a new feature that will allow businesses to showcase multiple products.

While each of these features will help Facebook to increase clicks (and therefore, their bottom line), these are features that marketers can really take advantage of to improve campaign performance. Let’s take a look at both of them.

Facebook Relevance Score in a nutshell

Facebook’s Relevance Score will be based on both positive and negative feedback as ads are displayed. Reach your objectives with your ads (get likes, shares, clicks, etc) and your score goes up. People start asking to not see your ads, or are not interacting? You guessed it, your score goes down.

relevance-score

Relevance is a metric that Facebook advertisers have always contended with, and this new change gives them the opportunity to actually see how well they’re doing.

Advertisers will be able to test ad creative prior to launching full-blown campaigns, as well as use it to optimize campaigns that are already running.

Facebook marketers have had different reporting functions over the years that have offered some measure of insight into how they might improve their ads. In 2009 Facebook displayed a Quality Score with rankings from 0-1,000 in an early iteration of their reporting dashboard.

Since then there have been several different changes to the Facebook advertising interface, but nothing to really guide marketers towards a means of improving their ad performance.

As Marc Poirier, CEO of pay-per-click management software company Acquisio, says:

Relevance Score has been a hidden entity of Facebook ads for years, but marketers knew about it all along. It’s now much easier to quantify the problem and find solutions for ads that don’t work, and could impact your entire account performance.

With the Relevance Score, you’ll start to get feedback once an ad has been served 500 times. By increasing your score, you’ll be able to actually reduce the cost of serving your ads, and you’ll get deeper insight into how well your ads are performing.

A word of caution

Facebook is careful to offer up this caveat:

Of course, relevance isn’t the only factor our ad delivery system considers. Bid matters too.

You’re still competing against other bidders, and if you have a higher Relevance Score but they outbid you, chances are your ad will go to the back of the queue.

Also keep in mind that the Relevance Score is not intended to be the main gauge of your success — it’s merely there to guide you in the right direction. There is no indication that lower scores will necessarily mean less successful campaigns, and that you should adjust your campaign due to a low Relevance Score.

Remember that your ultimate goal is always a conversion. A higher Relevance Score may help you get there, but at the end of the day you want ads that increase your income more so than any related scoring system.

Facebook Product Ads: One ad, multiple products (and landing pages)

Next up is Product Ads. You can now create one ad with multiple products, which will scroll across the ad, as in the image below.

facebook-product-ads

Regardless of how obnoxious it may seem to the average Facebook user, the new ads will allow businesses to display multiple products in one space, in a way that is likely to attract eyeballs to the ads.

Each of the images will have its own URL, which will allow you to create a dedicated landing page for each of the products you’re advertising.

The feature will also allow for retargeting of existing customers through Custom Audiences, extending your reach even further.

It will be interesting to see who gets creative with this feature. There seems to be a real opportunity to do some fun storytelling with the images, as opposed to just showing all the shoes.

Product ads are available right now in the Facebook API and those who access Facebook ads through the Power Editor will start to get access over the next few weeks.

What’s next?

As each of these products are still just being rolled out, the impact the new features could have on performance media campaigns is still unknown. We’ll be talking to a few Facebook advertisers over the next month to get their take on whether or not they’re improving their bottom line with these tools.

Once we’ve had a chance to really take a good, hard look at performance, we’ll share what we know with you, so be sure to watch for that.

If you’re advertising on Facebook, are using these features, and would like to share your experience, please let us know by leaving a comment below!

— Mark John Hiemstra
Facebook new advertiser product announcements

About Mark John Hiemstra
Mark John Hiemstra is a content marketer who formerly worked out of Unbounce’s Montreal office. A writer by day and a reader by night, he is loathe to discuss himself in the third person, but can be persuaded to do so from time to time. Find him on Twitter here: @markjohnh
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  • Ramez

    I have noticed that the usual ads reach is much weaker the past two days, does it have anything to do with the development and updates you mentioned

    • Mark John Hiemstra

      I think it’s still too soon to say, Ramez. FB is constantly changing their algorithms, just like Google, so changes can happen any time. If you noticed anything extremely unusual, please let us know.

  • Unfortunately, Facebook has evolved from a social network to the commercial one and lost the spirit of freedom, which he had a few years ago. Certainly it is still popular, but not so unique.

  • It’s pretty obvious that mobile is where the volume is. But exactly how much of a lift do we really get?

  • the multiple product ads that are currently being rolled out only seems to make FB a bit more ‘commercialized” than ever. Yes, it is cool for companies, but I wonder how receptive FB users will be to this kind of too blatant advertising?

    • Mark John Hiemstra

      This is always the question with each new advertising feature. Although most Facebook users say that they hate the ads, the reality is that enough of them do to keep the site profitable enough to exist. This is, though, a huge change for Facebook and it will be really interesting to see the reception to it, and whether or not it’s successful.

  • jan

    Very interesting write up Mark and will certainly be following your results. We’ll soon be utilizing the “one ad/multiple products” soon but the “relevant scoring” is intriguing. Always a board-game feel as to what Facebook will roll out next. Thanks again for the insight. ~jan

  • Winnie

    I still don’t see the multi-product ads option via power editor though, but my friends are using it already. Kinda bumped. would love to try it asap haha

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  • Hi,

    Actually it will reduce your traffic when compared to old Facebook campaign but it will not reduce Facebook income :P

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  • Very deep guide about Facebook advertisement we should considered before using it

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  • Thanks for writing this wonderful article on new facebook ad feature. The ad feature of facebook is not so straight forward as the ad owner has to bid enough to overcome other ad publishers.