Improve Facebook Ads with Ad Relevance Diagnostics

What do you do if your Facebook ad is not performing well? You scramble your brain to figure out where you went wrong, rectify it the next time, and keep your fingers crossed that this will work. If it does, great. If it does not, then welcome back to the loop. But are we living in the Stone Age? Surely there must be an easier way to get this done. There is a way, which is Ad relevance diagnostics.

If you have never heard about this, then read on to get your mind absolutely blown!

What is Ad Relevance Diagnostics, and how is it measured?

When you run your ads, you need to know how they are performing to optimize it, and Ad relevance diagnostics can help you with that. Ad relevance diagnostic measures how well your ad is performing compared to ads that target the same audience.

It takes into account 3 major factors to determine this, which are:

• Quality ranking
• Engagement rate ranking 
• Conversion rate ranking

Based on these factors, Facebook assigns you a score from 1 to 10, where 1 is the worst and 10 is the best. In older versions, you will only be able to see the value, and you have to figure out how to optimise the ad yourself. But thankfully, Facebook released an Ad relevance diagnostic feature that allows you to pinpoint the exact issue.

So, why should you be concerned about this score? Well, because ads with better scores usually have to spend less to get a higher ROI. So, it is a good practice to try to make your ad work better for your money.

Using Ad Relevance Diagnostics to Improve Your Performance

Let us start by saying that ad relevance diagnostics are not the ultimate judgment on whether your ad is performing well or not. If your ad is showing an average rating but bringing you the results you want, then there is no need for you to change anything.

This is for the ones who got a bad rating and bad results. Let us see how you can make your ad perform better.

• Always keep in mind to look at all the metrics in a holistic view to ensure you see the whole picture. Because that is where the answers lie.
• Don’t spend too much time improving the above-average metrics; instead, work on the poor ones to see better results immediately.
• If you are not sure about your target audience, it is always a good idea to go big and target a huge audience. This way, you minimize your chances of not being in front of your target audience.

5 Ways You Can Improve your Ad Relevance Diagnostic score

Okay, your Ad relevance diagnostic score is low. What is it now? How do you make your ads better? Here is a 5-point checklist for you to verify in your ad. If your ad follows these points, then that is good. If it does not, then you know what to do.

1. Rethink your audience selection

Having the right audience can be a vital element in the success of your ad. When selecting an audience in Facebook ads, make sure you have done the following:

• The audience size should be big enough for Facebook to target people. If your niche is very small, then your ad might not get seen by enough.
• Upload your list of customers and their details to use custom audiences.
• Find lookalike audiences who share similarities with your customers.
• Try to find any other similarities between your customers and filter the new audience based on those attributes.
• Segment the audience based on where they are in the funnel. For example, if you send a high-ticket offer to someone who is seeing your ad for the first time, they will ignore it. But an email subscriber of yours might find it intriguing. 

2. Make your Ad Creative Awesome

No matter how amount effort you put into the back-end, if your ad at the front is not working for you, then it is a waste. Ultimately, your ad should be capable of catching the eye of the user. This is why marketers spend a lot of resources to get the right kind of ad.

But with half that time, effort, and money, you can generate your ad creative with Predis AI. Predis AI uses its generative capabilities and creates a whole ad from scratch with the help of smart AI. But if you want a more hands-on approach, then there is a whole suite of template libraries to help you get started. Check it out today!

With your ad ready, now it is time to see if all the best practices have been followed, which is as follows:

• Videos are the most engaging format, so if you are using one, then make sure it is of the highest quality.
• Less than 20% of the text should be in your ad to avoid overwhelming the reader.
• Use relevant, high-quality, original images in your ad.
• The content in your ad should be clear and concise, with a gentle push towards interacting with the CTA.
• A/B test different ad formats to figure out the versions that work the best.

3. Work on your Post-click experience

Your ad journey does not end when they hit the CTA button. The customer conversion journey actually starts here. So, this is where your optimization efforts should be greater as well.

What happens after the CTA? They are directed to the landing page of your choice. Now, make sure your landing page has the following characteristics:

• Text snippets from the ad assure the audience that they are receiving what they were promised in the ad.
• Uniform language, brand voice, and tone for a consistent experience.
• Concise content but delivers the required information clearly.
• No pop-up or interstitial ads in the landing page.
• Do not fill your landing page with any sort of ads, which is unappealing and also takes the attention away from your main CTA.

4. Analyze the metrics

Although Ad relevance diagnostics can be a huge help in finding out what went wrong with your ad. Combining it with Facebook Ad Manager’s analytics dashboard can help paint the whole picture.

So, check your ad relevance diagnostics in line with analytics by taking into account metrics such as:

• Conversion rate
• Click-through rates (CTR)
• Cost per click (CPC)
• Cost per thousand impressions (CPM)

For example, if your CPC is high, but the Engagement rate ranking is low, then that means more people are clicking but not interacting with your ad. This means you are spending more money but not getting a good enough ROI. So you need to turn things around if you hope to see a good ROAS.

5. Take advantage of retargeting

If you have not focused on retargeting in your ad strategy, then you are missing out. Retargeting the audience who have interacted with your ad in the past can help brand recall and easier conversions.

When retargeting, keep the following pointers in mind:

• Keep the retarget window within 14 to 30 days to stay on top of your audience’s mind.
• Instead of showing the same ads repeatedly, plan out different ads each time. But keep in mind that all these ads together should convey a whole narrative.
• Offer incentives when the retargeted ad audience comes in. They are most likely to be finding your site for the first time, so incentives will be welcomed. This can be anything from a coupon code, a referral bonus, or free products.

The Final Takeaway

Navigating ad performance without a proper diagnostic is doable, but with years of industry experience and honing your analytic mind. But this ad relevance diagnostic takes that out of the equation and offers you insights on a platter. With a little learning curve, you can make the most of it and optimize the performance of your ads.

But learning to design an ad or write a copy from scratch, now that is a daunting task that you cannot perfect in a fortnight. But with Predis AI, you can get the ad design of your dreams with or without prior design experience.

With Predis AI, you can provide the prompt for your ad, tell us a little about your business, and that is it. Our intelligent AI will generate a whole ad, static image, or video, with captions in a matter of seconds. You can hit Publish and post it to your social media without even switching platforms.

Don’t take our word for it. Sign up to get your free Predis AI account and check out the features for yourself! We bet you will be pleasantly surprised.