Did you know that Facebook advertisements can reach 2.14 billion people?
And approximately 16 million Australians are active Facebook users?
This means access to 64% of our entire population!
Pretty epic, I know.
Unfortunately, you’re not the only one with this superpower.
There are over 4,000 property developers in Australia and your competitors are also working relentlessly to capture the attention of your target audience through Facebook ads.
So the million-dollar question is…
In this increasingly cluttered space, how do you stand out?
How do you create ads that generate appointments and enquiries for your project?
The key is to use the right combination of eloquent captions, headlines and subtitles, a strong CTA, and striking creatives.
Each component is crucial in driving your ad’s performance and results, so you need to make sure everything is on-point to successfully evoke a connection with your audience and stop burning cash.
Ads take a significant share of your marketing budget and spending money on a poor-performing ad is ridiculous.
The GREAT news is, you can now improve your ads with poor performance through data-driven decision-making.
Facebook Ad Relevance Diagnostics is a tool that gives businesses the opportunity to enhance underperforming ads by giving you access to valuable and results-driven insights.
By reviewing your ad and giving it a ranking, it lets you identify the part of the ad that needs tweaking, be it creative assets, post-click experience or audience targeting.
Where You Can Find Facebook Ad Relevance Diagnostics
- Go to Facebook Ads Manager.
- Choose the campaign you want to check then click the “Ads” tab.
- Choose the ad you want to analyse then scroll to the right and you will find Facebook Ad Diagnostics (Quality Ranking, Engagement Rate Ranking, and Conversion Rate Ranking)
Important note: you should only use Facebook Ad Relevance Diagnostics to improve underperforming ads and not to optimise ads that have already met your goal.
In short, your job is to meet your ad’s objective and not to increase your relevance rankings.
For example, if your ad’s goal is to amplify your project’s brand awareness, getting an above-average or even average engagement rate ranking is already enough and getting a low conversion rate ranking should not matter anymore.
This demonstrates the importance of understanding the goal of your ad to make sound conclusions and actions when reviewing your diagnosis.
Let’s take a closer look at the three metrics that determine your ads ranking and performance.
Quality Ranking. This is your ad’s perceived quality compared to ads competing for the same audience. Facebook measures it through feedback from users viewing or hiding the ad and assessments of low-quality attributes in the ad.
Ad quality takes into account how impactful and eye-catching your words and creatives are so a low-quality ranking tells you to amend these components. Assess with fresh eyes whether your images look spammy or annoying.
Engagement Rate Ranking. This reveals your ad’s expected engagement rate compared to ads competing for the same audience. The expected engagement rate calculates the likelihood of a user to click, react, comment, share or expand your ad.
You need to make sure your visuals and storytelling appeal to your target audience to improve engagement. Let’s say you’re targeting first home buyers. With 66% of first home buyers being millennials, you need to sell the lifestyle your property offers that appeals to them. Millennials are often credited for driving the $4.2 trillion global wellness market because of their love for meditation, yoga, and boutique fitness. With this knowledge, what you can do is highlight your project’s state-of-the-art gymnasium, purpose-built yoga studio, and high-quality nature zones within and around your project.
Craft your ads with your target audience in mind. Engagement will follow.
Conversion Rate Ranking. This is your expected conversion rate compared to ads with the same optimisation goal competing for the same audience. The expected conversion rate calculates the likelihood that a user who viewed your ad will complete your optimisation goal.
If the ad relevance diagnostics reveals that you have a low conversion rate ranking, it simply tells you to change your CTA or your ad’s key message into a stronger one. CTAs are your gateways in generating high-quality leads, so it needs to be strong, clear, and striking. You might also want to check your post-click experience to see if you can make improvements on the customer journey.
For example, every ultra-luxury property developer understands that their buyers don’t just visit the display suite and would most likely prefer to set up a private appointment. So you need to create thoughtful CTAs that will appeal to your target audience. “If you would like to visit our display suite, just call ____ to book a private appointment at a time that suits you” is an epitome of a purposeful CTA that strikes a distinctive balance between offering them convenience and evoking action. And sometimes, directing them to your website is already a powerful CTA because it’s not too aggressive and heightens the sense of exclusivity your project offers.
So at the end of the day, a deep and intimate understanding of your audience is key to creating ads that hit the mark.
Quality, Engagement Rate, and Conversion Rate rankings are the most fundamental and are automatic metrics in the Performance Column Preset but you have the option to add more metrics if you want.
You must also know that you cannot use Facebook Ad Relevance Diagnostics with ads that have fewer than 500 impressions.
For a deeper understanding of Facebook Ad Relevance Diagnostics, refer to the chart by Facebook below:
Top Tips When Reviewing Ad Relevance Diagnostics
- Design your ad for your target audience. A fitness centre or an extensive swimming pool amenity may be visually appealing to millennials but mature homebuyers may prefer to learn more about how you incorporate wellness into your property and the spaciousness of your apartments. Remember, the key to creating ads that generate results is understanding who your buyers are, what they’re willing to pay a premium for, what they hate, what gets their heart pumping, and WHY.
- Review your diagnosis from a general perspective. When checking the information from Facebook Ads Diagnostics, you need to view it as a whole and not just focus on the recommendations to increase a specific ranking.
- Focus on improving low rankings. As mentioned, you should only use Facebook Ad Relevance Diagnostics to improve an underperforming ad and not to optimise ads that are already meeting your objective. So focus on moving a ranking from low to average rather than trying to elevate a ranking from average to above average.
Understanding your audience intimately will always be key to a successful marketing strategy. Times and distribution channels may have changed but human psychology will remain the same.
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