Facebook to replace relevance score with 3 new metrics in April

Facebook to replace relevance score with 3 new metrics in April

Facebook to remove relevance score for ads starting April 30.

Facebook announced Wednesday it is replacing its ad relevance score with three new “more granular” metrics. It will also be removing six additional ad metrics, replacing them with what it calls “more actionable” measurements.

Goodbye relevance score. Facebook’s relevance score offered advertisers insight into how relevant an ad may be to the audience it targeted. The relevance score was reported as single metric, but starting Wednesday, Facebook will begin rolling out three new metrics to replace the relevance score. The single score will no longer be available after April 30.

Three new relevancy metrics. The new metrics are quality ranking, engagement rate ranking and conversion rate ranking.

The quality ranking metric will measure an ad’s perceived quality compared to ads competing for the same target audience.

The engagement rate metric will work the same way, showing an ad’s expected engagement rate compared to ads competing for the same audience.

The conversion rate ranking shows an ad’s expected conversion rates when compared to ads with the same optimization goals and audience.

As with the previous relevance score, these new metrics are not factored into an ad’s performance in the auction, but instead provide insights into how changes to creative assets, audience targeting or post-click experience may impact ad performance.

Other metrics sunsetting. In addition to the relevance score, Facebook is shuttering six other ad metrics next month.

  • Offers Saved
  • Cost Per Offers Saved
  • Messaging Replies
  • Cost Per Messaging Replies
  • Mobile App Purchase ROAS
  • Web Purchase ROAS

Facebook said it regularly updates its metric offerings, and removes any that are no longer being used, replacing them with more effective measurement tools.

New metrics to replace those being shuttered. Facebook is introducing new metrics that will aggregate data from the shuttered metrics.

“We are introducing Posts Saved metric so business can see how many people saved their ads,” wrote Facebook, “Offer ads will be counted in the new Posts Saved metric, so we’re removing the offers saved metric.”

The Message Replies and Cost Per Messaging Replies metrics are being replaced with new Messaging Connections and Messaging Conversations Started metrics.

“We heard feedback that Messaging Replies were not as valuable because marketers are more interested in the NEW conversions that began with people who had never messaged with their business before OR messaging conversations that started after a period of inactivity,” wrote Facebook on the Help Center page. The company says the new Messaging Connections metric will only measure new conversations.

The mobile and web purchase ROAS will now be wrapped into one consolidated metric showing ROAS across all channels.

Why you should care. Facebook’s relevance metric updates should offer advertisers more nuanced insights into predicted performance and where to focus optimization efforts. If you are using any of the other metrics in you’re reporting, plan to update those reports in the coming month.


About The Author

Amy Gesenhues is Third Door Media’s General Assignment Reporter, covering the latest news and updates for Marketing Land and Search Engine Land. From 2009 to 2012, she was an award-winning syndicated columnist for a number of daily newspapers from New York to Texas. With more than ten years of marketing management experience, she has contributed to a variety of traditional and online publications, including MarketingProfs.com, SoftwareCEO.com, and Sales and Marketing Management Magazine. Read more of Amy’s articles.

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Facebook lost 15 million users? Marketers remain unfazed

Facebook lost 15 million users? Marketers remain unfazed

Source: Edison Research 2019

Facebook has lost an estimated 15 million users in the U.S. during the last two years, according to a report from Edison Research. The firm’s “The Infinite Dial 2019,” surveyed 1,500 U.S. citizens age 12-years and older and found that Facebook usage overall has dropped from 67 percent to 61 percent in two year’s time, with the 12 to 34-years age segment down from 82 million in 2017 to 65 million this year.

Twitter usage is also on a downward slope, going from 23 percent to 19 percent between 2017 and 2019. The report found, overall, social media use has stagnated since 2016, with the number of respondents claiming to be on social remaining around 77 to 80 percent for the past three years. But social media marketing experts said they’re not seeing any impact from declining social media use.

People aren’t leaving social, just shifting platforms. While the report showed Facebook users numbers were dropping, Facebook-owned Instagram is experiencing a steady rise. Instagram’s audience reach is still much smaller than Facebook’s, but Edison’s survey found Instagram usage has climbed from 34 percent in 2017 to 39 percent.

Steve Weiss, CEO of digital marketing agency MuteSix, said he doesn’t believe Facebook users are leaving, but instead the current user base is simply aging.

“While the younger demographics may be shifting to Instagram and Snapchat, Facebook is also seeing increased gains from the 55+ segment. In other words, users aren’t exactly leaving, they are simply shifting,” said Weiss. According to Edison’s report, the 55+ age segment of respondents were the only group whose Facebook usage had increase since 2017.

Yuval Ben-Itzhak, CEO of social media marketing platform Socialbakers, said his company doesn’t have any data indicating a drop in Facebook user numbers.

“In Q4, Facebook reported an increase,” said Ben-Itzhak, “As for Twitter, they have stopped reporting on users which could mean users did not grow.”

Ben Heiser, a content strategist for the Drum Agency, agrees with Weiss in terms of Facebook versus Instagram user numbers.

“Everyone likes to take shots at Facebook usage being down as the end of social media as we know it, but social media is more of a media channel now than ever before. Facebook has global saturation at this point and active users are just switching over to Instagram, which Facebook owns,” said Heiser.

“Here’s the thing – surveys are always skewing perception towards something. One survey cites the 15 million loss in young Facebook users as their rallying cry to jump to audio. However, if you look at the actual numbers, not survey results, Facebook reported that there were 1.52 billion daily active users in Q4, an increase of nine-percent year-over-year.”

Facebook advertising still delivering. Weiss said his ad agency is not seeing an impact from any drops in usage. He believes the Facebook’s Stories ad product, which the company rolled out in the News Feed last year, will drive more advertising on the platform.

“With Facebook’s continued investment in analytics across all its platforms, we also expect to see advanced engagement metrics for Stories, which will ultimately boost bottom-line revenue for Facebook,” said Weiss.

He is confident Instagram advertising revenue will continue to climb, also spurred by Story ads.

“As a matter of fact, advertising revenues on Instagram’s Stories are projected to increase as early studies demonstrate brands can expect to see higher ad recall and click-through rates than from previous ads that were posted on the Instagram feed,” said Weiss.

And then there’s WhatsApp. Edison Research’s survey did not include historical usage data on WhatsApp, the encrypted messaging app owned by platform, but did show 23 percent of the survey participants age 12 to 34 years old were using it this year.

“While Facebook doesn’t report on individual app growth regularly, you can easily infer that the growth is happening on WhatsApp and Instagram, which cater and are heavily used by a younger target,” said Heiser.

Facebook has been making subtle moves to get more people on WhatsApp — announcing in January that it plans to integrate its WhatsApp, Instagram and Facebook Messenger platforms, making it possible for users to communicate between the three apps. Facebook also said it is planning to roll-out WhatsApp ads this year.

Why you should care. While the Edison Research may show declining user numbers, a loss of 15 million users on Facebook may not amount to much for a platform that has 1.5 billion daily active users. And recent reports show advertisers are ahead of the curve with Instagram, with lifts in incremental ad spending from loyal advertisers driving ad spend growth on the platform — money that is still going into Facebook’s pocket.

As Heiser noted, Facebook’s most recent earnings report isn’t showing any major impact from a drop in usage with ad revenue climbing to $16.6 billion during the fourth quarter of 2018. In fact, the company reported the average price of an ad decreased 2 percent, while ad impressions were up 34 percent. Twitter also saw increased ad revenue during the last quarter of 2018, up 23 percent year-over-year.

Overall, marketers shouldn’t make any knee-jerk reactions when it comes to their social media strategy based on one survey, marketers say.

“If you’re planning to use media, you shouldn’t be a fan of one or the other. The focus should be where your audience is most engaged: is it podcast? Instagram? Facebook? If so, that’s where you need to be,” said Heiser.


About The Author

Amy Gesenhues is Third Door Media’s General Assignment Reporter, covering the latest news and updates for Marketing Land and Search Engine Land. From 2009 to 2012, she was an award-winning syndicated columnist for a number of daily newspapers from New York to Texas. With more than ten years of marketing management experience, she has contributed to a variety of traditional and online publications, including MarketingProfs.com, SoftwareCEO.com, and Sales and Marketing Management Magazine. Read more of Amy’s articles.

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Facebook dynamic ads: A beginner’s guide

facebook dynamic ads, a beginners guide

facebook dynamic ads, a beginners guide

Facebook constantly expands its advertising offerings by introducing new features to accommodate advertisers in their effort to make the most out of their platform.

Whether it is creating ads that tell the brand’s story with carousel ads, immersing users in their brand’s world with Canvas or Stories ads, or cutting down the time to create creatives while at the same time tailoring the ad to the ad viewer with dynamic ads, Facebook wants to ensure that it gives advertisers the tools to drive results across its platforms.

In a world where personalization is vital to make experiences more engaging, Facebook Ads are no different. Advertisers need to customize their offering, ad copy and ad creative to ensure the best experience possible. A great experience tailored to the user’s needs hopefully equals higher engagement — or, in terms of Facebook advertising, conversions.

Tailoring your ads to your user, the manual and tedious way

One way you could promote your products to potential customers before dynamic ads were available was to create a single image or carousel image ad and guide people to specific product pages on your website.

But if you were a business with a large inventory to promote, you needed to create as many ads (creative and links to product pages) as your products. And if you wanted to tailor your ads based on where they are on the marketing funnel or the actions they performed (e.g. they viewed or added to the cart a particular product), then things could become really complicated really fast.

Dynamic ads (or dynamic product ads as they are formerly known) allow advertisers to not only automate this tedious process but also create highly personalized ads that promote products with up to date information.

Dynamic ads: The definition and requirements

Facebook dynamic ads help advertisers display the right product to the right people at the right time. Here is how this happens:

A potential customer visits your site and browses through your products. Facebook, through the Pixel, will pair products and users and ‘take notes’ on how they interacted with them. When you create a dynamic ad you can include everyone that exhibited the same behavior, bring them back to your website by displaying the very same products each user engaged with using accurate and updated information available in the product feed. This how dynamic ads can help your visitors to complete the transaction.

To be able to run dynamic ads you need to have the following in place:

  1. A business manager: This serves as a big folder where all of your assets (Facebook page, Ad account, Pixel, and Dynamic ads-related assets mentioned below) will be organized.
  2. Product feed(s): This is the file where all your products and product information will be stored.
  3. Product catalog(s): This is where your product feed is hosted.

How to get started with dynamic ads

Dynamic ads are a powerful offering that can be used across a variety of verticals. Currently, dynamic Facebook ads are available to businesses that sell products (ecommerce), hotel, flight, destination, and home listings.

Your business type will dictate the events (standard or custom) you need to implement. Here are the typical standard events needed for ecommerce businesses.

Table of typical e-commerce business standard events for Facebook dynamic ads

Source: Facebook

You can add as many events you need to align them to your funnel. Once you have the events implemented, you need to create the feed.

1. Creating a product feed

Facebook requires Facebook advertisers to list all of their products in a file following a specific format. This file is the product feed that will feed the products to your catalog. Depending on your ecommerce platform, you may need to create a data feed using a .csv, .tsv, or .xml file or a third-party feed provider to facilitate this process.

Download the data feed template and fill in the information. Here is what your feed needs to include:

Creating a product feed in Facebook dynamic ads

Source: Facebook 

Be sure to test your feed with Feed Debugger to ensure that your feed is set up correctly and fix any issues that may arise.

2. Creating a product catalog

Now, we can create a product catalog. Visit Catalog Manager in your business manager and choose the type that best describes your needs.

Creating a product catalog in Facebook dynamic ads

Name your product catalog and click on the ‘Add Products’ button to upload your product feed.

Ad product screen in Facebook dynamic ads

Next, choose how you will upload the data (schedule or a one-time upload) and insert the URL of your product feed.

Uploading product data in Facebook dynamic ads

When done, go to the ‘Diagnostics’ tab to check for any issues, if you have done so with Feed Debugger. Now, that your product catalog and product feed are all set up, we can move to the exciting part; creating the dynamic ads campaign.

3. Setting up a dynamic ads campaign

To create a dynamic ads campaign, head over to Ads Manager and choose ‘Catalog sales’ as the campaign’s objective. Setting up a dynamic Facebook ads campaign

At the ad set level, create a product set. The product set is a subset of your product catalog, and it contains the products that will be displayed through this campaign.

Product set in Facebook dynamic ads

Next, in the audience section, choose ‘Define a broad audience and let Facebook optimize who sees your products’ so you can reach new people (prospecting campaign). To remarket to existing visitors, use the option “Use info from your Pixel or app to create a retargeting audience “.

Defining the audience in Facebook dynamic ads

Scroll down below the connections menu and click ‘Show Advanced Options’. Here are some options that let you refine your audience and exclude people who are less likely to take action, such as someone who has already visited your website or bought from you.

adding a connection type in Facebook dynamic ads

Next, you want to optimize for the right event type. Choose the event that you want to optimize for (View Content, Add To Cart, or Purchase) and set the conversion window to one that suits your needs.

optimizing a Facebook dynamic ad

Be sure to fill in any other information (i.e. targeting, budget, etc.) the way you usually do. Now, we will create the ad.

When choosing the ad format (single or carousel), take into account the type of images used in your product feed.  Typically, landscape images will look great with the single image ad format while vertical images will look better with the carousel ad format.

Now for your ad copy, you don’t need to manually insert the product name, description, or any other product information. You can use the ‘+’ button inside each box to pull a catalog field from your product feed.

For instance, click the ‘+’ button in the text field, and select ‘Price’ from the drop-down list.

Adding ad copy details in Facebook dynamic ads

There you have it. You’ve successfully created your first dynamic ad.

Using dynamic ads creatively

As mentioned previously, dynamic ads are currently available if you promote products, vehicle, flights, destination, or home listings. If you don’t see your business type here, don’t get discouraged as dynamic ads can be used for all verticals. Here are some examples of using dynamic ads creatively.

1. Using dynamic ads to promote your blog posts

When using dynamic ads to promote your articles, the articles serve as products, and all product info will be the article’s information. For example, the product id will be the article’s id; the product description will be the article’s description and so on. Have in mind that you don’t need to rename the product feed’s, only the contents of it.

Promoting your articles this way, allows you to save time and automate a tedious process. Plus, you can easily choose whom you will target; new or existing audience.

promoting blog posts on Facebook dynamic ads

2. Using dynamic ads for a betting company

To use dynamic ads top promote betting services, we substitute the products for matches/games and take of advanced product feed offerings by changing product availability based on time. Since matches are time-sensitive, we need to ensure that no match would get advertised after the betting period has ended.

Although these are just two cases, dynamic ads can be used for the majority of the verticals out there.

Making the most out of your dynamic ads

Dynamic ads are a powerful tool in Facebook advertiser’s arsenal. Since its launch, new possibilities are constantly being added. Here are some possibilities that you will find interesting:

1. Customizing the appearance of your Dynamic Ads

In an endless newsfeed where a majority of the ads look the same, you should create and apply custom templates to your dynamic ads to help stand out and grab your ad viewer’s attention. Depending on the period you are advertising in you can create Christmas, Valentine’s day, Black Friday inspired templates. You can also create “evergreen” templates that include your logo and your brand’s colors.

Customizing your ad Facebook dynamic ad experience

2. Multi-language and multi-country dynamic ads

Recently, Facebook released two new features that help you target your ideal audience within a country where many languages are spoken. Creating multi-language dynamic ads is very straight forward. Set up the dynamic ads campaign the way you normally would, and use the ‘Create in Different Languages’ option.

Multi-language and multi-country dynamic ads

Have in mind that this will only change the ad’s copy, not the information that comes from your product feed.

If you are promoting your products across countries that have different currencies and you need to tailor product information to the language of your audience, then you need to create additional feeds that will include currency information (one feed) and country/language information (second feed).

Add product information screen

Both secondary feeds can be set up in your Catalog Manager. If you are targeting an international audience consider tailoring your ads to match their language. The chances are that your ads will convert better.

Screenshot of description

A secondary feed that holds information on different languages will look something like the above screenshot. You need the product id which uniquely identifies your product, then state the overrides for each country-language combination and provide the all necessary product info for each language.

For currencies, you will work similarly. Provide the product id, the country and the price in the country’s currency.

Screenshot of price

3. Using animations in dynamic ads

Using animations in Facebook dynamic ads

The slideshow dynamic ads format helps display your products to users from different angles, including close-ups, without users having to click on the ad. This way, you bring the web experience straight in the users’ NewsFeed. To create Slideshow Dynamic Ads you only need to include multiple images of the same product in the feed as opposed to only one and check the box ‘show when available’ under ‘Catalog Assets’.Screenshot of catalog assets

Final words

Facebook Dynamic ads are a great advertising solution and should be part of your online advertising strategy. They allow you to automate ad creative creation, tailor your offering to your ad viewer and optimize for success. When done correctly, Facebook dynamic ads can help achieve your KPIs and make more bang for your buck.

Related reading

Google Ads 2019: What to look out for
how Google Ads is fighting click fraud
facebook is a local search engine. Are you treating it like one?

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