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All right, so I’m sitting outside at my favorite café in Bird Rock, San Diego area, and I’m reviewing an ad that I put up yesterday that’s kicking some serious ass right now and just kind of looking through stuff and checking out different metrics and just looking for ways that I can maybe improve this or get it crushing for a long time. Right?
So you understand what I’m looking at here, I’ve spent about $150 already. I’ve gotten 207 outbound clicks and 116 leads that have opted in from that. So, I’m getting better than a 50% conversion rate.
It’s costing me $1.25 to get a single opt-in to my email list right now with this particular campaign, which is really, really, really unusual for my particular business.
Generally, I’m running plus $8 or more for leads. I’ve had periods throughout this year that were costing me $10-20-plus a lead.
It’s really awesome and I’m just kind of reviewing everything right now. Relevant score is good, but the big thing that I wanted to look at here was these rankings that have showed up now.
I can see here, my engagement ranking, and my conversion rate ranking are showing as above-average, but the quality is saying below-average, the bottom 35% of ad.
I wanted to see what that meant here and I just kind of hovered this and then I clicked this little “see more” button and it brought this thing up.
I read through all this stuff to get me some information about this, but what I found was I clicked on this little link right here.
Because it said, “See recommendations on how to improve your ad’s performance for each combination rank.” So, I wanted to see what the hell that took me to.
It took me out to this page right here and I’m going to give you the link along with this post, and what they’re doing here is actually—the whole article is about optimizing your campaigns for ad delivery and getting the best results.
Now, what they’ve got here is they actually give you a chart that will lay out every possible scenario of what you’re ranking could be in these three different ad relevance diagnostics, and then it has a cause of what’s going to happen if you are in these scenarios. And it gives you a freaking recommendation of what to do to fix it.
So, Facebook will tell you on this article exactly what you need to do to fix your ads or your landing page and they break down like all the stuff in here that would cause these issues across everything.
I’m going to send you the link to this. You can review this, and you can learn a lot about this
This is more just of an FYI, as I literally just started reading this a few minutes ago, but the most important piece here that you need to know is actually down here, because it says, “When an ad is meeting your advertising objectives,” so in this case, this is exactly the case for me.
This is actually exceeding my advertising objectives quite a bit.
It says down here, “If an ad is already meeting your objectives, reviewing ad relevance diagnostics may not be necessary.”
It may not be necessary. Sometimes high-performing ads have below-average ad relevance diagnostics rankings and that’s okay! Optimize for your advertising objectives, not for quality ranking, engagement ranking, or conversion rate ranking.
This speaks to a very common issue that I see a lot of people have, is they’ll have an ad that’s working and then like they see some kind of metric and it’s not within some kind of benchmark or it’s not where they have other ads that are at that and then they feel like they need to just start testing, tweaking, refining things to try to improve that metric.
But the fact of the matter is, is if it’s working and you have like a low CTR or you’ve got below-average quality ranking, if the whole thing is working, it doesn’t matter. That’s what trumps everything, all right?
In this case, Facebook is actually telling me, this is fine. It’s totally fine. Because my thing is kicking butt and I’ve got higher numbers over here, so I’m doing really well, it’s fine.
I’m not seeing any slowing down of my ad or anything like that.
Keep that in mind when you’ve got ads, if they’re working and they’re producing results consistently for you, you do not need to change things for the sake of changing things, or you do not need to try to get some metric to a certain level just for the sake of having it at that level.
It doesn’t mean it’s going to perform better. If it’s working, you leave it.
There you go. That’s what I wanted to share with you today. Check these quality rate rankings. Look at this stuff and click out to these links.
I’m going to give you the link to this page right here so that you don’t need to go in there and find it but use this material that Facebook gives you.
This basically breaks down everything that they’re looking for on your ads for determining quality and what you should do to improve it.
You get the deep understanding of how the algorithm works.
Then you can even go through some of these other articles on here. I haven’t looked at any of them yet, but they’ve got some pretty good looking topics right here that I think I’m going to be able to find a lot of cool stuff on, and then I can share with you my thoughts and test some of these things.
To the victor belong the spoils,
Jason Hornung
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