#(unless people want to pay for lower quality art made in a free and extremely limited art program)
Link
An old coworker told me an story about an accident that totaled his truck a while ago. He went through a greenlight, and a lady ran a red and t-boned him, totaling his truck. She paid off a witness at the bus stop and it was basically those two against his word. Fortunately, the bus was coming behind and caught the accident on it's cam. He tracked the bus down, and was able to get the footage from the bus and saved himself from jacked up premiums.Here's some advice on picking a dash cam, and towards the bottom there will be some helpful advice on installing a dash cam legally. You heard that, there's a legal and illegal way of installing a dash cam. I don't know everything there is to know about dash cams, but I'm sure at least a handful of people might benefit from this. If you don't have a dash cam, start looking for one after you're done reading.Picking a dash camHere are some must have features when picking a dash cam:Find your price range- I'll be honest, right now isn't a great time to be spending money, but if you don't have a dash cam, you should seriously invest in one (when you can). That's right, this is an INVESTMENT. You're investing money into this in hopes that your insurance company won't jack your rates out the wazoo if you get in a car accident and the other driver pays off witnesses. There are some decent dash cams out there for $50, but I recommend spending at least $100 on one. I won't link or suggest a specific dash cam in order to protect the integrity of this post, but you get what you pay for, unless you get that $50-60 dash cam that I'm thinking of. There are some steals out there. Also, make sure that you get a good micro SD card as well. You can pick one up from Best Buy for less than $10.Automatic overlapping- Make sure it has "loop" recording so that it'll automatically replace old videos. If you have this, you'll just install it and it'll pretty much take care of itself until it breaks down, but checking to make sure that it's recording every time you put on your seatbelt isn't a bad idea (just do a quick glance at it to check that it's actively recording- usually indicates by a blinking red dot). Odds are, if you have loop recording, you'll have the ability to lock a video so it doesn't get overwritten as the card gets full.Automatic recording- Another must have for a dash cam is automatic on and off. Dash cams will usually plug into your cigarette lighter and most will turn on and off automatically based on whether the key is in the on/ off position. Don't get some cheapo one where you'll have to manually press a button to turn it on every time you get in your car... This is the equivalent of getting a major in Art History and a minor in computer science.Camera quality- Make sure that your dash cam has a reasonably clear camera. With dash cams, if you're able to make out the make and model of another car, you're good to go. As long as it's better than a gas station security camera, you're good to go for the most part. Unless you're able to shell out for something upwards of $150, then it probably won't be able to read the license plate of the car in front of you. I usually aim for 1080p or above just so that it'll look less like a pixelated mess on a computer screen in the event that you need to send the footage to somebody. You can always try to say enhance like they do on TV and watch as it magically unpixelates itself, but this has a lower chance of occurring than an entrepreneur major in college landing that sweet 6-digit salary job.Night time recording- This goes along with number 4, but don't buy a dash cam that suffers from astigmatism and can't record anything at night. With your headlights on, it'll blind the dash cam and everything that's seen in the light will just be washed out due to the contrast in light. Watch dash cam footage from both day and night. Amazon usually has users footage from that specific dash cam. Be the judge and decide whether or not you're okay with the quality, and if the footage is useful. If you're a cameraphile/ videophile, can you pretty please drop a comment describing what to look for in regards of camera specs?Audio recording- What? You'll only capture your three-year-old screaming at the top of their lungs for more goldfish crackers. Wrong. This feature can be completely useful or utterly useless. If it records audio, then it's gonna be up to YOU to use it if you get into a vehicular incident. If you're able to read off the license plate of the car that swiped you, cut you off, and ran for it, then this will be valuable for tracking it down and confirming the identity of the driver if it comes to that. Like I said, most dash cams will have a tough time capturing license plates, but if you're able to read of the license plate of a car, you’ll have an easy time identifying the car and driver that ran off.These are just the "must haves" for me. If I'm missing anything that you feel is a must, then feel free to mention it below and I'll edit it in later. Here are some features that aren't necessary, but can definitely be nice to have. You can skip this section and go down to the next oneTemperature resistance- If you live somewhere sunny, this is a must for you. The inside of your car get hotter than Satan's asscrack on a sunny day, and you'll want a camera that can hold up against that temperature, so check what it's rated for. Edit, u/mattisstillhere mentioned dash cams with super capacitors. These super capacitors are able to hold onto electricity for a longer period of time, and do a lot better in hot conditions, so check these out if you live somewhere with a lot of sun.Gravity sensor- This is just a sensor that looks for a sudden change in g-force. Cameras that have these advertised usually come with a lithium battery that can begin recording if it feels a sudden jolt while the car's off. I've personally never been able to validate this feature, so take this one with a grain of salt.Wide angle view- A wide angle will capture more information at the cost of detail. Honestly this is more of a preference. I'd personally recommend a wide angle just because it'll capture more of what you’re seeing as opposed to just capturing what's directly in front of the lens.GPS/ Speed logger- Mine definitely doesn't have this feature. You'll only see it in higher end dash cams that cost upwards of $150. This might be useful if you're trying to prove that you weren't speeding, but once again, take this feature with a grain of salt. Save your money and be reasonable when picking a dash cam. Don't be that elitist that brags about their $350 dash cam.WiFi Data Transfer- Some dash cams advertise that this feature. What it does is it allows you to connect your phone to the dash cam and be able to load videos on your phone with it. I've had little success with mine, but if you have fast cellular data, this might be useful during a police report (hopefully you won't ever have an accident that's serious enough for a police report), but once again, this feature has proved gimmicky for me, and transferring video files can take a few long minutes.10ft cable- My dash cam came with a 10ft cable that's made the dash look a lot nicer. Most dash cams use a micro-usb cable, so it wouldn't be too hard to find a cable this size, but it's nice if your dash cam came with one. Use it correctly, more on that below.Rearview/ passenger cam- Some dash cams have cameras in both the front and the rear. This is definitely another useless feature unless you're a rideshare driver/ have an extremely clear view of the rear and happen to get rear ended. Even then, if you get rear ended, a regular dash cam and damage to your vehicle will be more than enough prove that you were stopped.Advice for installing and using a Dash CamI'm kind of happy that you've made it this far. Typing something other than college essays has been fun. I get to use my voice and type informally. I hope I've made this dull topic a little bit more fun to read. Honestly if I read my own post, I would've clicked out 500 words ago, so thank you for sticking around. I hope you install decide to install a dash cam if you haven't already.Read the manual and learn the buttons and what they do. Seriously, read the manuals for everything, your car, your fridge, everything. They all have valuable information that make using the product a lot easier and more intuitive.In some states, it's illegal for your dash cam (or anything for that matter) to be obstructing your view of the road. Make sure that the spot that you mount your dash cam is compliant with local laws. Don't let the other insurance company sucker punch you and use this as a reason to not pay out your claim.If your dash cam came with an extra long cable, use it. Loop it around the passenger side of the vehicle and gently push it between where the windshield meets the roofliner, and run it under your glovebox. Use some clear tape or adhesive clips to (discreetly) secure it to your windshield.Buy a high quality micro SD card. I recommend the ones that are advertised as "high endurance", as these are meant to withstand the constant recording and deleting of large files. The size of the micro SD card doesn't really matter, but a 32GB once is what I recommend. It should hold about 2 hours (don't quote me on this) worth of video at 1080p. If you get in a wreck, your micro SD card will have the footage on it, and you can upload it into a computer to save that footage.If you get into a car accident and you know you're at fault, you're not legally obligated to give footage to the other driver or a cop unless there's probable cause that you committed a crime, or if they have a search warrant. Once again, I’m writing this post from the US so check your country’s laws.Edit: Added spacing for a few walls of text. Fixed some grammar stuff too.I hope you won't ever need to use the dash cam, but 77% of drivers will be in an accident during their lifetime. That's the majority of us, and the average driver will be involved in 3 to 4 accidents in their life. Get a dash cam. Cover your butt and capture other drivers doing stupid things. Make an idiot driver compilation. Hopefully you aren't driving anywhere non-essential during these times, but if you are, take care and be careful. Stay healthy, and drive safe. via /r/LifeProTips
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Vinyl Lettering for Walls - Decorative Tiles
We are selling quality Vinyl stickers for decorate car,bumper,windows,wall,motorcycle,outdoor or indoor & more.Our stickers and decals are printed in high quality vinyl using original Roland ECO-SOL MAX eco-solvent link,used throughout for long life.ECO-SOL MAX offers fast drying time,high density wide color gamut,scratch resistance.In addition, ECO-SOL MAX graphics are water,scratch and UV resistance up to 2 years outdoors.
Vinyl lettering for walls provides extensive different ways to use you creative souls available. Apart from just decorating your walls and vehicle home windows, you are able to do as instructed in the following paragraphs to learn to create a ceramic ceramic tile decoration which makes an excellent gift.
ndecal stickers
To get this done project you have to visit a home improvement store, we've got ours in your own home Depot, and buy a ceramic ceramic tile. You'll need a tile that's relatively smooth and it has one that contrasts nicely together with your vinyl sticker. They often have a very good number of tiles that you can buy. I love to make use of a 12" by 12" or perhaps an 18" by 18" one.
Your vinyl sticker must be a minimum of 2 " smaller sized than your tile both horizontally and vertically. You will need to make certain your tile is neat and totally dry. Use a window cleaner like Windex to wash your tile. It will a fantastic job for cleaning off junk and dries fast.
nwindow stickers
Select a vinyl lettering design that's pre-made or create your own. Use a free graphics editor or perhaps a word processing program. Place your tile flat on the surface just like a table (if you do not would like it to provide simple facts you set it on place a towel under it). Carefully remove the shiny backing in your vinyl sticker. Be certain to fall into line the sticker in your tile so it's straight. If you have the sticker arranged gradually use it the tile and completely run it lower to make certain there aren't any trapped air bubbles. Remove the opaque vinyl application tape and you're done. It's very fast and quite simple.
Vinyl is rapidly becoming probably the most popular ways that people decorate their houses. There are plenty of different ways to use these awesome little vinyl stickers the uses are nearly endless. Take a look at a couple of ideas of cooking techniques effectively.
ncustom vinyl stickers
To begin with, vehicle decals have become extremely popular. If you're searching for the way to exhibit family pride but don't wish to turn to bumper stickers and writing on dirty home windows, then vinyl ought to be your go-to option. These stickers are wonderful simply because they can simply go directly on your home windows without departing any nasty residue or becoming impossible to consider off and clean. There are plenty of various stuff you can showcase in your vehicle home windows including stick figure images of everybody inside your family, or simply a little stating that you reside your existence by. If your little one plays sports you may place a picture of the number and also the team they play for.
An execllent idea for implementing vinyl is on t-shirts. These impressions will traverses many other sorts of cheap t-shirts that might be available and they'll look much classier. You may produce a t-shirt for any family reunion or possibly for any dance your children are likely to.
Kids love stickers and thus do adults! It's fun to select stickers that you're drawn to or that promote some cause or event which has meaning. Stick them almost anywhere and you've got fun-filled graphic art decor. Removing them ought to be always easy, if preferred, and with respect to the surface and also the materials for making the stickers themselves, they might be also multiple-use on another surface.
ncustom car decals
Just how can stickers be utilized year-round and also have meaning for a wide variety of occasions? They're just a universal little item which has true meaning for a lot of.
Probably the most discussed among all vinyl stickers is a that depicts the U.S. flag in certain form. Whether flat and rectangular fit, oblong, round, or square, the flag is proven either fully unfurled or perhaps in some type of "flight". Flying the flag is really a loyal factor to complete within this country in addition to many more so when a sizable flag isn't feasible stickers makes it happen!
ncustom vinyl decals
Refrigerators really are a popular receptacle for flag sticker magnets, small or large. And it's wise to determine the area you want to use your vinyl stickers to before choosing unless of course you want to pay for your whole fridge having a single sticker!
nanime sticker
All that you should do is appraise the height and width you want your sticker to pay for and multiply one through the other (say for example a 3" by 5" sticker would occupy 15 square inches of area). These measurements works for a lot of applications for example banners, decals, signs, and individuals little stickers we all like.
Owner Name: anime sticker shop
Owner Email: [email protected]
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What It Really Takes to Get a 10/10 Facebook Ads Relevance Score
Image via Shutterstock.
If you want an ad campaign to be profitable, it’s crucial that your ad is shown to the right audience. Your ad promoting beard oil might have the best copy, images and offer — but it will never convert well if it’s shown primarily to a female audience.
The ad would be irrelevant, and you would receive a relevance score which reflects this.
It’s not enjoyable (or profitable) to run a campaign that doesn’t resonate with your audience. Fortunately, poor relevance is a problem you can solve.
Relevance is one of the most important yet under-discussed metrics for Facebook advertisers. This metric is calculated based on implicit and actual feedback that Facebook expects the ad to receive (both positive and negative). The score is updated as people comment on the ad, like it and click through to your landing page (or not).
The ideal relevance score is 10/10. Although this is not common, it’s certainly attainable, and you should always be striving to hit this target through split testing and optimizing.
To find your ad’s relevance score, navigate to Ads Manager on Facebook and add the Relevance Score tab to your ad report. Image source.
Achieving a high score decreases your cost per click (CPC) and ensures your ads are delivered to your target audience — ahead of competitors with a lower relevance score.
If you want to improve your relevance score, check out the following tips.
1. Get super specific with targeting to find your niche audience
Find the fanatics
In order to achieve that perfect 10/10, you need to be extremely specific with your ad targeting.
Every niche has casual fans and diehard fanatics — it’s important to get your message in front of the latter group if you want to run successful campaigns.
Why? Let’s say you’re manufacturing mixed martial arts apparel and want to target fans of the sport. A casual fan might tune in every time there is a gigantic fight night, whereas a fanatic watches every single event, has Ultimate Fighting Championship (UFC) posters on their wall and even has fighter bobbleheads next to their computer.
Put simply, fanatics are the type of people who won’t think twice about making an impulse buy if they see an ad which correlates with their passion.
Facebook’s Audience Insights is a great tool for gleaning insights about people based on individual pages they like.
Image source.
In particular, the Page Likes dashboard gives you a highly insightful affinity score for pages. This shows how likely fans of a particular page will be to like other pages compared to the average Facebook user.
Quick example
A lot of people follow superstar fighter star Conor McGregor, but that doesn’t mean they’ll buy your mixed martial arts t-shirt.
Audience Insights shows that fans of Conor McGregor like a range of loosely focussed pages, such as Joe Rogan, the UFC commentator and comedian, as well as Dana White, the CEO of the UFC.
Also, a bunch of irrelevant pages come up such as Fake SportsCenter and NFL Memes:
Load Audience Insights and click the Page Likes tab.
Now, compare this to fans of Jorge Masvidal — a fighter with minimal mainstream recognition, but who has a strong fan base of diehard mixed martial arts fans.
The 50 most relevant pages for Jorge Masvidal fans are all highly specific to the mixed martial arts niche. In fact, the vast majority are pages for other fighters — which is great if you’re trying to identify the pages that diehard fanatics follow (so you can use them in your targeting).
Load Audience Insights and click the Page Likes tab.
Since you can’t target every interest in Audience Insights when you run ads (some are unavailable, for some reason), it’s a good idea to create a document and record the most relevant pages within your niche. You can specify the pages that are available when you run a campaign of the most relevant pages.
As a general rule of thumb, I like pages that have an affinity score of 100x and above. An affinity score of 100x means that your seed audience is 100 times more likely to like this page than everyone else on Facebook.
Cub Swanson, another niche fighter with a diehard following, has an outrageously high affinity score of 726x for fans of Jorge Masvidal’s page. This is great information if you’re trying to find highly specific pages to target in this niche.
Finally, ensure that at least 80% of the pages in the Top Categories section are relevant to your niche, for every interest you input.
Jorge Masvidal’s page passes this test if you’re looking to market mixed martial arts apparel — even though there are a few erroneous pages (NFL Memes may not be the greatest market for your mixed martial arts apparel).
Load Audience Insights and click the Page Likes tab.
Age and gender
It’s a good idea to create a buyer persona for your business, which includes demographic info such as age and gender. Doing so can help you tailor your messaging accordingly.
Even if they like the same Facebook page, a 22-year-old man probably won’t respond to the same messaging or product as a 62-year-old woman. Show the same ad to these two demographics and get a different relevance score.
Some niches are heavily dominated by one gender, and this should impact the tone of your ads, your copy and most obviously, the products you’re marketing.
For instance, 46% of Facebook users are men, whereas only 17% of those who like pages in the vegan niche are men.
Load Audience Insights and click the Demographics tab.
Unless your product is very specific to one gender, I would recommend running ads for men and women.
By running ads at a low cost, you can get great insights about who is purchasing and who isn’t — which will let you run more relevant ads in the future.
For instance, the following ad promoted a cork necklace to women of all ages who like eco-friendly and vegan Facebook pages. Using the “Age” filter in Facebook Ads Manager, you can see that all but one of the purchasers was over the age of 45.
Ad data taken from a campaign by Vegan Horizon.
With this valuable insight, a subsequent ad campaign was run specifically to women aged 45 and up — with much better results.
Custom and Lookalike Audiences
If people have purchased from you multiple times, you know they’re someone who resonates with your brand. To achieve a great relevance score, consider running an ad to a custom audience of your previous customers.
Follow these steps:
Export your customer list as an Excel spreadsheet (this is easy to do in Shopify).
Go to “Audiences” in Ads Manager.
Select “Custom Audience” from the “Create Audience” dropdown.
Click “Customer File.”
Upload your customer list.
Once your new audience is ready (you may have to wait a few hours), run an ad campaign for this custom audience.
Pro tip: Word your ad as if you are speaking to an old friend, since this is an audience who has already bought from you. Customers who have already purchased from you should convert at a much higher rate than cold traffic.
Lookalike Audiences can be extremely profitable when they work, although they’re somewhat hit and miss in my experience. If you have a seed audience of several hundred customers within a country (ideally, several thousand), click the Create Audience tab and select Lookalike Audience.
Marketing to a good Lookalike Audience can definitely get you a perfect 10/10 relevance score.
2. Split test meticulously
While targeting is the most important part of achieving a high relevance score, the quality of your ad is significant too. For me, a quality ad needs compelling images, persuasive copy, a clear CTA and an offer that your target audience can’t resist.
Quality is, however, subjective. Fortunately, you can use split testing to determine what types of ads resonate with your audience — then refine your advertising to be more resonant in the future.
Sometimes, the ads I think are superbly written fail to convert, while others I think will underperform become huge successes.
Innovate based on the data rather than your assumptions, and you can’t lose.
Innovate based on data rather than assumptions and you can’t lose at split testing.
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Copy
When I first launch a campaign, I like to fire three ads at an audience, each with the same image but with different copy. I’ll aim to highlight different features and benefits in order to determine what resonates.
One ad might mention free shipping, while another focuses on the emotional benefits of the product and the last takes a controversial standpoint in order to create a polarized reaction (and hopefully, more engagement).
Check out this example of a split test by Forbes, featured in AdBeat. Forbes ran four different ads to promote their article listing the top 20 highest paid athletes in the world.
Forbes found that option A proved most successful. At the time of running this ad, Floyd Mayweather had been heavily featured in the news. It was also rumored that he took home a big pay check from his recent fight with Manny Pacquiao. Naturally, fans were curious to learn just how much Mayweather had made that year.
While you might want to test a conversational tone versus a formal tone, I find the most significant gains can be made by split testing the headline and CTA.
Using powerful, persuasive language works well in the headline, as does opening your copy with a personalized greeting depending on your niche.
For example: “Hey fisherman/lawyers/cat lovers!”
Also, don’t be afraid to test using negative words. Oftentimes, people are compelled to action through avoidance of pain rather than pursuit of pleasure — as this powerful ad shows:
Images
Once I’ve perfected my copy and have an ad which resonates well with my audience, I start split testing different images.
It’s important that your image looks professional. You can find plenty of free images on Pixabay, or you can give your product image to a freelancer on Fiverr to add some text and make it suitable for an ad.
Some marketers like to use red borders around their images to make them stand out. I think this looks a bit unprofessional, but again, it’s not my opinion that counts — it’s the people who see the ad and convert (or not) that matter.
Interestingly, Search Engine Land found that images of happy women, colorful logos and self portraits tend to convert the best. In my experience, pets and children also convert well, and situational photos often beat traditional product photography — but you must test and see what works best for your niche.
Check out this split test I performed to help a client determine which image to use for a campaign. Using the exact same copy, we let both ads run for three days.
The results were dramatically different.
The first ad received a CTR of 0.60% and zero purchases, whereas the second ad received a 2% CTR and three purchases over the three-day period.
Interestingly, the first ad had a relevance score of 7, whereas the second got a 9 — despite the fact both ads featured the same offer, the same copy and were targeted to the same audience.
3. Landing page optimization
While a great landing page won’t directly influence your relevance score, it is still important to get right.
By including credible social proof (such as video testimonials), persuasive copy, a powerful CTA and keeping your landing page stylistically consistent with your Facebook ad, your ad won’t just be relevant, it will be profitable — which is the goal, after all.
I’ve had positive results attracting B2B clients using Facebook ads. A free strategy session offered in my ads sends cold traffic directly to a case study page on my website.
Because I have a clearly defined buyer persona for my business, I ensure all my case studies are representative of this buyer. Because I target very specific interests and demographics on Facebook, I can ensure that the vast majority of people who click through from my ad will relate to the client in my case study.
By reading about the great results I was able to obtain for similar clients, new prospects are encouraged to get in touch for a free strategy session — where we can begin our relationship.
Through split testing, I’ve found that a bold “Contact Us” section at the end of a case study page works well as a CTA — especially when the colors contrast with the rest of the page (orange is one of the most popular CTA button color choices for a reason).
Get better results for less
Put simply, achieving a 10/10 relevance score will help you lower the cost of getting your message in front of the right buyers.
Because Facebook advertising is becoming more competitive, it’s essential to make your campaigns as cost effective as possible (that is, if you want to be profitable). When multiple ads are targeted to the same audience, a high relevance score will be factored in when Facebook decides which ad will be shown.
When split testing a campaign at a low daily ad spend, relevance should be one of the first things you look at when determining which ad has the highest likelihood of being profitable. In my experience, ads with a 10/10 relevance score usually scale better than those with a lower score.
Can you think of any other ways to improve your relevance score? Please let me know in the comments.
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What It Really Takes to Get a 10/10 Facebook Ads Relevance Score
Image via Pixabay.
If you want an ad campaign to be profitable, it’s crucial that your ad is shown to the right audience. Your ad promoting beard oil might have the best copy, images and offer — but it will never convert well if it’s shown primarily to a female audience.
The ad would be irrelevant, and you would receive a relevance score which reflects this.
It’s not enjoyable (or profitable) to run a campaign that doesn’t resonate with your audience. Fortunately, poor relevance is a problem you can solve.
Relevance is one of the most important yet under-discussed metrics for Facebook advertisers. This metric is calculated based on implicit and actual feedback that Facebook expects the ad to receive (both positive and negative). The score is updated as people comment on the ad, like it and click through to your landing page (or not).
The ideal relevance score is 10/10. Although this is not common, it’s certainly attainable, and you should always be striving to hit this target through split testing and optimizing.
To find your ad’s relevance score, navigate to Ads Manager on Facebook and add the Relevance Score tab to your ad report. Image source.
Achieving a high score decreases your cost per click (CPC) and ensures your ads are delivered to your target audience — ahead of competitors with a lower relevance score.
If you want to improve your relevance score, check out the following tips.
1. Get super specific with targeting to find your niche audience
Find the fanatics
In order to achieve that perfect 10/10, you need to be extremely specific with your ad targeting.
Every niche has casual fans and diehard fanatics — it’s important to get your message in front of the latter group if you want to run successful campaigns.
Why? Let’s say you’re manufacturing mixed martial arts apparel and want to target fans of the sport. A casual fan might tune in every time there is a gigantic fight night, whereas a fanatic watches every single event, has Ultimate Fighting Championship (UFC) posters on their wall and even has fighter bobbleheads next to their computer.
Put simply, fanatics are the type of people who won’t think twice about making an impulse buy if they see an ad which correlates with their passion.
Facebook’s Audience Insights is a great tool for gleaning insights about people based on individual pages they like.
Image source.
In particular, the Page Likes dashboard gives you a highly insightful affinity score for pages. This shows how likely fans of a particular page will be to like other pages compared to the average Facebook user.
Quick example
A lot of people follow superstar fighter star Conor McGregor, but that doesn’t mean they’ll buy your mixed martial arts t-shirt.
Audience Insights shows that fans of Conor McGregor like a range of loosely focussed pages, such as Joe Rogan, the UFC commentator and comedian, as well as Dana White, the CEO of the UFC.
Also, a bunch of irrelevant pages come up such as Fake SportsCenter and NFL Memes:
Load Audience Insights and click the Page Likes tab.
Now, compare this to fans of Jorge Masvidal — a fighter with minimal mainstream recognition, but who has a strong fan base of diehard mixed martial arts fans.
The 50 most relevant pages for Jorge Masvidal fans are all highly specific to the mixed martial arts niche. In fact, the vast majority are pages for other fighters — which is great if you’re trying to identify the pages that diehard fanatics follow (so you can use them in your targeting).
Load Audience Insights and click the Page Likes tab.
Since you can’t target every interest in Audience Insights when you run ads (some are unavailable, for some reason), it’s a good idea to create a document and record the most relevant pages within your niche. You can specify the pages that are available when you run a campaign of the most relevant pages.
As a general rule of thumb, I like pages that have an affinity score of 100x and above. An affinity score of 100x means that your seed audience is 100 times more likely to like this page than everyone else on Facebook.
Cub Swanson, another niche fighter with a diehard following, has an outrageously high affinity score of 726x for fans of Jorge Masvidal’s page. This is great information if you’re trying to find highly specific pages to target in this niche.
Finally, ensure that at least 80% of the pages in the Top Categories section are relevant to your niche, for every interest you input.
Jorge Masvidal’s page passes this test if you’re looking to market mixed martial arts apparel — even though there are a few erroneous pages (NFL Memes may not be the greatest market for your mixed martial arts apparel).
Load Audience Insights and click the Page Likes tab.
Age and gender
It’s a good idea to create a buyer persona for your business, which includes demographic info such as age and gender. Doing so can help you tailor your messaging accordingly.
Even if they like the same Facebook page, a 22-year-old man probably won’t respond to the same messaging or product as a 62-year-old woman. Show the same ad to these two demographics and get a different relevance score.
Some niches are heavily dominated by one gender, and this should impact the tone of your ads, your copy and most obviously, the products you’re marketing.
For instance, 46% of Facebook users are men, whereas only 17% of those who like pages in the vegan niche are men.
Load Audience Insights and click the Demographics tab.
Unless your product is very specific to one gender, I would recommend running ads for men and women.
By running ads at a low cost, you can get great insights about who is purchasing and who isn’t — which will let you run more relevant ads in the future.
For instance, the following ad promoted a cork necklace to women of all ages who like eco-friendly and vegan Facebook pages. Using the “Age” filter in Facebook Ads Manager, you can see that all but one of the purchasers was over the age of 45.
Ad data taken from a campaign by Vegan Horizon.
With this valuable insight, a subsequent ad campaign was run specifically to women aged 45 and up — with much better results.
Custom and Lookalike Audiences
If people have purchased from you multiple times, you know they’re someone who resonates with your brand. To achieve a great relevance score, consider running an ad to a custom audience of your previous customers.
Follow these steps:
Export your customer list as an Excel spreadsheet (this is easy to do in Shopify).
Go to “Audiences” in Ads Manager.
Select “Custom Audience” from the “Create Audience” dropdown.
Click “Customer File.”
Upload your customer list.
Once your new audience is ready (you may have to wait a few hours), run an ad campaign for this custom audience.
Pro tip: Word your ad as if you are speaking to an old friend, since this is an audience who has already bought from you. Customers who have already purchased from you should convert at a much higher rate than cold traffic.
Lookalike Audiences can be extremely profitable when they work, although they’re somewhat hit and miss in my experience. If you have a seed audience of several hundred customers within a country (ideally, several thousand), click the Create Audience tab and select Lookalike Audience.
Marketing to a good Lookalike Audience can definitely get you a perfect 10/10 relevance score.
2. Split test meticulously
While targeting is the most important part of achieving a high relevance score, the quality of your ad is significant too. For me, a quality ad needs compelling images, persuasive copy, a clear CTA and an offer that your target audience can’t resist.
Quality is, however, subjective. Fortunately, you can use split testing to determine what types of ads resonate with your audience — then refine your advertising to be more resonant in the future.
Sometimes, the ads I think are superbly written fail to convert, while others I think will underperform become huge successes.
Innovate based on the data rather than your assumptions, and you can’t lose.
Innovate based on data rather than assumptions and you can’t lose at split testing.
Click To Tweet
Copy
When I first launch a campaign, I like to fire three ads at an audience, each with the same image but with different copy. I’ll aim to highlight different features and benefits in order to determine what resonates.
One ad might mention free shipping, while another focuses on the emotional benefits of the product and the last takes a controversial standpoint in order to create a polarized reaction (and hopefully, more engagement).
Check out this example of a split test by Forbes, featured in AdBeat. Forbes ran four different ads to promote their article listing the top 20 highest paid athletes in the world.
Forbes found that option A proved most successful. At the time of running this ad, Floyd Mayweather had been heavily featured in the news. It was also rumored that he took home a big pay check from his recent fight with Manny Pacquiao. Naturally, fans were curious to learn just how much Mayweather had made that year.
While you might want to test a conversational tone versus a formal tone, I find the most significant gains can be made by split testing the headline and CTA.
Using powerful, persuasive language works well in the headline, as does opening your copy with a personalized greeting depending on your niche.
For example: “Hey fisherman/lawyers/cat lovers!”
Also, don’t be afraid to test using negative words. Oftentimes, people are compelled to action through avoidance of pain rather than pursuit of pleasure — as this powerful ad shows:
Images
Once I’ve perfected my copy and have an ad which resonates well with my audience, I start split testing different images.
It’s important that your image looks professional. You can find plenty of free images on Pixabay, or you can give your product image to a freelancer on Fiverr to add some text and make it suitable for an ad.
Some marketers like to use red borders around their images to make them stand out. I think this looks a bit unprofessional, but again, it’s not my opinion that counts — it’s the people who see the ad and convert (or not) that matter.
Interestingly, Search Engine Land found that images of happy women, colorful logos and self portraits tend to convert the best. In my experience, pets and children also convert well, and situational photos often beat traditional product photography — but you must test and see what works best for your niche.
Check out this split test I performed to help a client determine which image to use for a campaign. Using the exact same copy, we let both ads run for three days.
The results were dramatically different.
The first ad received a CTR of 0.60% and zero purchases, whereas the second ad received a 2% CTR and three purchases over the three-day period.
Interestingly, the first ad had a relevance score of 7, whereas the second got a 9 — despite the fact both ads featured the same offer, the same copy and were targeted to the same audience.
3. Landing page optimization
While a great landing page won’t directly influence your relevance score, it is still important to get right.
By including credible social proof (such as video testimonials), persuasive copy, a powerful CTA and keeping your landing page stylistically consistent with your Facebook ad, your ad won’t just be relevant, it will be profitable — which is the goal, after all.
I’ve had positive results attracting B2B clients using Facebook ads. A free strategy session offered in my ads sends cold traffic directly to a case study page on my website.
Because I have a clearly defined buyer persona for my business, I ensure all my case studies are representative of this buyer. Because I target very specific interests and demographics on Facebook, I can ensure that the vast majority of people who click through from my ad will relate to the client in my case study.
By reading about the great results I was able to obtain for similar clients, new prospects are encouraged to get in touch for a free strategy session — where we can begin our relationship.
Through split testing, I’ve found that a bold “Contact Us” section at the end of a case study page works well as a CTA — especially when the colors contrast with the rest of the page (orange is one of the most popular CTA button color choices for a reason).
Get better results for less
Put simply, achieving a 10/10 relevance score will help you lower the cost of getting your message in front of the right buyers.
Because Facebook advertising is becoming more competitive, it’s essential to make your campaigns as cost effective as possible (that is, if you want to be profitable). When multiple ads are targeted to the same audience, a high relevance score will be factored in when Facebook decides which ad will be shown.
When split testing a campaign at a low daily ad spend, relevance should be one of the first things you look at when determining which ad has the highest likelihood of being profitable. In my experience, ads with a 10/10 relevance score usually scale better than those with a lower score.
Can you think of any other ways to improve your relevance score? Please let me know in the comments.
from RSSMix.com Mix ID 8217493 https://unbounce.com/ppc/10-10-facebook-ads-relevance-score/
0 notes
Text
What It Really Takes to Get a 10/10 Facebook Ads Relevance Score
Image via Pixabay.
If you want an ad campaign to be profitable, it’s crucial that your ad is shown to the right audience. Your ad promoting beard oil might have the best copy, images and offer — but it will never convert well if it’s shown primarily to a female audience.
The ad would be irrelevant, and you would receive a relevance score which reflects this.
It’s not enjoyable (or profitable) to run a campaign that doesn’t resonate with your audience. Fortunately, poor relevance is a problem you can solve.
Relevance is one of the most important yet under-discussed metrics for Facebook advertisers. This metric is calculated based on implicit and actual feedback that Facebook expects the ad to receive (both positive and negative). The score is updated as people comment on the ad, like it and click through to your landing page (or not).
The ideal relevance score is 10/10. Although this is not common, it’s certainly attainable, and you should always be striving to hit this target through split testing and optimizing.
To find your ad’s relevance score, navigate to Ads Manager on Facebook and add the Relevance Score tab to your ad report. Image source.
Achieving a high score decreases your cost per click (CPC) and ensures your ads are delivered to your target audience — ahead of competitors with a lower relevance score.
If you want to improve your relevance score, check out the following tips.
1. Get super specific with targeting to find your niche audience
Find the fanatics
In order to achieve that perfect 10/10, you need to be extremely specific with your ad targeting.
Every niche has casual fans and diehard fanatics — it’s important to get your message in front of the latter group if you want to run successful campaigns.
Why? Let’s say you’re manufacturing mixed martial arts apparel and want to target fans of the sport. A casual fan might tune in every time there is a gigantic fight night, whereas a fanatic watches every single event, has Ultimate Fighting Championship (UFC) posters on their wall and even has fighter bobbleheads next to their computer.
Put simply, fanatics are the type of people who won’t think twice about making an impulse buy if they see an ad which correlates with their passion.
Facebook’s Audience Insights is a great tool for gleaning insights about people based on individual pages they like.
Image source.
In particular, the Page Likes dashboard gives you a highly insightful affinity score for pages. This shows how likely fans of a particular page will be to like other pages compared to the average Facebook user.
Quick example
A lot of people follow superstar fighter star Conor McGregor, but that doesn’t mean they’ll buy your mixed martial arts t-shirt.
Audience Insights shows that fans of Conor McGregor like a range of loosely focussed pages, such as Joe Rogan, the UFC commentator and comedian, as well as Dana White, the CEO of the UFC.
Also, a bunch of irrelevant pages come up such as Fake SportsCenter and NFL Memes:
Load Audience Insights and click the Page Likes tab.
Now, compare this to fans of Jorge Masvidal — a fighter with minimal mainstream recognition, but who has a strong fan base of diehard mixed martial arts fans.
The 50 most relevant pages for Jorge Masvidal fans are all highly specific to the mixed martial arts niche. In fact, the vast majority are pages for other fighters — which is great if you’re trying to identify the pages that diehard fanatics follow (so you can use them in your targeting).
Load Audience Insights and click the Page Likes tab.
Since you can’t target every interest in Audience Insights when you run ads (some are unavailable, for some reason), it’s a good idea to create a document and record the most relevant pages within your niche. You can specify the pages that are available when you run a campaign of the most relevant pages.
As a general rule of thumb, I like pages that have an affinity score of 100x and above. An affinity score of 100x means that your seed audience is 100 times more likely to like this page than everyone else on Facebook.
Cub Swanson, another niche fighter with a diehard following, has an outrageously high affinity score of 726x for fans of Jorge Masvidal’s page. This is great information if you’re trying to find highly specific pages to target in this niche.
Finally, ensure that at least 80% of the pages in the Top Categories section are relevant to your niche, for every interest you input.
Jorge Masvidal’s page passes this test if you’re looking to market mixed martial arts apparel — even though there are a few erroneous pages (NFL Memes may not be the greatest market for your mixed martial arts apparel).
Load Audience Insights and click the Page Likes tab.
Age and gender
It’s a good idea to create a buyer persona for your business, which includes demographic info such as age and gender. Doing so can help you tailor your messaging accordingly.
Even if they like the same Facebook page, a 22-year-old man probably won’t respond to the same messaging or product as a 62-year-old woman. Show the same ad to these two demographics and get a different relevance score.
Some niches are heavily dominated by one gender, and this should impact the tone of your ads, your copy and most obviously, the products you’re marketing.
For instance, 46% of Facebook users are men, whereas only 17% of those who like pages in the vegan niche are men.
Load Audience Insights and click the Demographics tab.
Unless your product is very specific to one gender, I would recommend running ads for men and women.
By running ads at a low cost, you can get great insights about who is purchasing and who isn’t — which will let you run more relevant ads in the future.
For instance, the following ad promoted a cork necklace to women of all ages who like eco-friendly and vegan Facebook pages. Using the “Age” filter in Facebook Ads Manager, you can see that all but one of the purchasers was over the age of 45.
Ad data taken from a campaign by Vegan Horizon.
With this valuable insight, a subsequent ad campaign was run specifically to women aged 45 and up — with much better results.
Custom and Lookalike Audiences
If people have purchased from you multiple times, you know they’re someone who resonates with your brand. To achieve a great relevance score, consider running an ad to a custom audience of your previous customers.
Follow these steps:
Export your customer list as an Excel spreadsheet (this is easy to do in Shopify).
Go to “Audiences” in Ads Manager.
Select “Custom Audience” from the “Create Audience” dropdown.
Click “Customer File.”
Upload your customer list.
Once your new audience is ready (you may have to wait a few hours), run an ad campaign for this custom audience.
Pro tip: Word your ad as if you are speaking to an old friend, since this is an audience who has already bought from you. Customers who have already purchased from you should convert at a much higher rate than cold traffic.
Lookalike Audiences can be extremely profitable when they work, although they’re somewhat hit and miss in my experience. If you have a seed audience of several hundred customers within a country (ideally, several thousand), click the Create Audience tab and select Lookalike Audience.
Marketing to a good Lookalike Audience can definitely get you a perfect 10/10 relevance score.
2. Split test meticulously
While targeting is the most important part of achieving a high relevance score, the quality of your ad is significant too. For me, a quality ad needs compelling images, persuasive copy, a clear CTA and an offer that your target audience can’t resist.
Quality is, however, subjective. Fortunately, you can use split testing to determine what types of ads resonate with your audience — then refine your advertising to be more resonant in the future.
Sometimes, the ads I think are superbly written fail to convert, while others I think will underperform become huge successes.
Innovate based on the data rather than your assumptions, and you can’t lose.
Innovate based on data rather than assumptions and you can’t lose at split testing.
Click To Tweet
Copy
When I first launch a campaign, I like to fire three ads at an audience, each with the same image but with different copy. I’ll aim to highlight different features and benefits in order to determine what resonates.
One ad might mention free shipping, while another focuses on the emotional benefits of the product and the last takes a controversial standpoint in order to create a polarized reaction (and hopefully, more engagement).
Check out this example of a split test by Forbes, featured in AdBeat. Forbes ran four different ads to promote their article listing the top 20 highest paid athletes in the world.
Forbes found that option A proved most successful. At the time of running this ad, Floyd Mayweather had been heavily featured in the news. It was also rumored that he took home a big pay check from his recent fight with Manny Pacquiao. Naturally, fans were curious to learn just how much Mayweather had made that year.
While you might want to test a conversational tone versus a formal tone, I find the most significant gains can be made by split testing the headline and CTA.
Using powerful, persuasive language works well in the headline, as does opening your copy with a personalized greeting depending on your niche.
For example: “Hey fisherman/lawyers/cat lovers!”
Also, don’t be afraid to test using negative words. Oftentimes, people are compelled to action through avoidance of pain rather than pursuit of pleasure — as this powerful ad shows:
Images
Once I’ve perfected my copy and have an ad which resonates well with my audience, I start split testing different images.
It’s important that your image looks professional. You can find plenty of free images on Pixabay, or you can give your product image to a freelancer on Fiverr to add some text and make it suitable for an ad.
Some marketers like to use red borders around their images to make them stand out. I think this looks a bit unprofessional, but again, it’s not my opinion that counts — it’s the people who see the ad and convert (or not) that matter.
Interestingly, Search Engine Land found that images of happy women, colorful logos and self portraits tend to convert the best. In my experience, pets and children also convert well, and situational photos often beat traditional product photography — but you must test and see what works best for your niche.
Check out this split test I performed to help a client determine which image to use for a campaign. Using the exact same copy, we let both ads run for three days.
The results were dramatically different.
The first ad received a CTR of 0.60% and zero purchases, whereas the second ad received a 2% CTR and three purchases over the three-day period.
Interestingly, the first ad had a relevance score of 7, whereas the second got a 9 — despite the fact both ads featured the same offer, the same copy and were targeted to the same audience.
3. Landing page optimization
While a great landing page won’t directly influence your relevance score, it is still important to get right.
By including credible social proof (such as video testimonials), persuasive copy, a powerful CTA and keeping your landing page stylistically consistent with your Facebook ad, your ad won’t just be relevant, it will be profitable — which is the goal, after all.
I’ve had positive results attracting B2B clients using Facebook ads. A free strategy session offered in my ads sends cold traffic directly to a case study page on my website.
Because I have a clearly defined buyer persona for my business, I ensure all my case studies are representative of this buyer. Because I target very specific interests and demographics on Facebook, I can ensure that the vast majority of people who click through from my ad will relate to the client in my case study.
By reading about the great results I was able to obtain for similar clients, new prospects are encouraged to get in touch for a free strategy session — where we can begin our relationship.
Through split testing, I’ve found that a bold “Contact Us” section at the end of a case study page works well as a CTA — especially when the colors contrast with the rest of the page (orange is one of the most popular CTA button color choices for a reason).
Get better results for less
Put simply, achieving a 10/10 relevance score will help you lower the cost of getting your message in front of the right buyers.
Because Facebook advertising is becoming more competitive, it’s essential to make your campaigns as cost effective as possible (that is, if you want to be profitable). When multiple ads are targeted to the same audience, a high relevance score will be factored in when Facebook decides which ad will be shown.
When split testing a campaign at a low daily ad spend, relevance should be one of the first things you look at when determining which ad has the highest likelihood of being profitable. In my experience, ads with a 10/10 relevance score usually scale better than those with a lower score.
Can you think of any other ways to improve your relevance score? Please let me know in the comments.
from RSSMix.com Mix ID 8217493 https://unbounce.com/ppc/10-10-facebook-ads-relevance-score/
0 notes
Text
What It Really Takes to Get a 10/10 Facebook Ads Relevance Score
Image via Pixabay.
If you want an ad campaign to be profitable, it’s crucial that your ad is shown to the right audience. Your ad promoting beard oil might have the best copy, images and offer — but it will never convert well if it’s shown primarily to a female audience.
The ad would be irrelevant, and you would receive a relevance score which reflects this.
It’s not enjoyable (or profitable) to run a campaign that doesn’t resonate with your audience. Fortunately, poor relevance is a problem you can solve.
Relevance is one of the most important yet under-discussed metrics for Facebook advertisers. This metric is calculated based on implicit and actual feedback that Facebook expects the ad to receive (both positive and negative). The score is updated as people comment on the ad, like it and click through to your landing page (or not).
The ideal relevance score is 10/10. Although this is not common, it’s certainly attainable, and you should always be striving to hit this target through split testing and optimizing.
To find your ad’s relevance score, navigate to Ads Manager on Facebook and add the Relevance Score tab to your ad report. Image source.
Achieving a high score decreases your cost per click (CPC) and ensures your ads are delivered to your target audience — ahead of competitors with a lower relevance score.
If you want to improve your relevance score, check out the following tips.
1. Get super specific with targeting to find your niche audience
Find the fanatics
In order to achieve that perfect 10/10, you need to be extremely specific with your ad targeting.
Every niche has casual fans and diehard fanatics — it’s important to get your message in front of the latter group if you want to run successful campaigns.
Why? Let’s say you’re manufacturing mixed martial arts apparel and want to target fans of the sport. A casual fan might tune in every time there is a gigantic fight night, whereas a fanatic watches every single event, has Ultimate Fighting Championship (UFC) posters on their wall and even has fighter bobbleheads next to their computer.
Put simply, fanatics are the type of people who won’t think twice about making an impulse buy if they see an ad which correlates with their passion.
Facebook’s Audience Insights is a great tool for gleaning insights about people based on individual pages they like.
Image source.
In particular, the Page Likes dashboard gives you a highly insightful affinity score for pages. This shows how likely fans of a particular page will be to like other pages compared to the average Facebook user.
Quick example
A lot of people follow superstar fighter star Conor McGregor, but that doesn’t mean they’ll buy your mixed martial arts t-shirt.
Audience Insights shows that fans of Conor McGregor like a range of loosely focussed pages, such as Joe Rogan, the UFC commentator and comedian, as well as Dana White, the CEO of the UFC.
Also, a bunch of irrelevant pages come up such as Fake SportsCenter and NFL Memes:
Load Audience Insights and click the Page Likes tab.
Now, compare this to fans of Jorge Masvidal — a fighter with minimal mainstream recognition, but who has a strong fan base of diehard mixed martial arts fans.
The 50 most relevant pages for Jorge Masvidal fans are all highly specific to the mixed martial arts niche. In fact, the vast majority are pages for other fighters — which is great if you’re trying to identify the pages that diehard fanatics follow (so you can use them in your targeting).
Load Audience Insights and click the Page Likes tab.
Since you can’t target every interest in Audience Insights when you run ads (some are unavailable, for some reason), it’s a good idea to create a document and record the most relevant pages within your niche. You can specify the pages that are available when you run a campaign of the most relevant pages.
As a general rule of thumb, I like pages that have an affinity score of 100x and above. An affinity score of 100x means that your seed audience is 100 times more likely to like this page than everyone else on Facebook.
Cub Swanson, another niche fighter with a diehard following, has an outrageously high affinity score of 726x for fans of Jorge Masvidal’s page. This is great information if you’re trying to find highly specific pages to target in this niche.
Finally, ensure that at least 80% of the pages in the Top Categories section are relevant to your niche, for every interest you input.
Jorge Masvidal’s page passes this test if you’re looking to market mixed martial arts apparel — even though there are a few erroneous pages (NFL Memes may not be the greatest market for your mixed martial arts apparel).
Load Audience Insights and click the Page Likes tab.
Age and gender
It’s a good idea to create a buyer persona for your business, which includes demographic info such as age and gender. Doing so can help you tailor your messaging accordingly.
Even if they like the same Facebook page, a 22-year-old man probably won’t respond to the same messaging or product as a 62-year-old woman. Show the same ad to these two demographics and get a different relevance score.
Some niches are heavily dominated by one gender, and this should impact the tone of your ads, your copy and most obviously, the products you’re marketing.
For instance, 46% of Facebook users are men, whereas only 17% of those who like pages in the vegan niche are men.
Load Audience Insights and click the Demographics tab.
Unless your product is very specific to one gender, I would recommend running ads for men and women.
By running ads at a low cost, you can get great insights about who is purchasing and who isn’t — which will let you run more relevant ads in the future.
For instance, the following ad promoted a cork necklace to women of all ages who like eco-friendly and vegan Facebook pages. Using the “Age” filter in Facebook Ads Manager, you can see that all but one of the purchasers was over the age of 45.
Ad data taken from a campaign by Vegan Horizon.
With this valuable insight, a subsequent ad campaign was run specifically to women aged 45 and up — with much better results.
Custom and Lookalike Audiences
If people have purchased from you multiple times, you know they’re someone who resonates with your brand. To achieve a great relevance score, consider running an ad to a custom audience of your previous customers.
Follow these steps:
Export your customer list as an Excel spreadsheet (this is easy to do in Shopify).
Go to “Audiences” in Ads Manager.
Select “Custom Audience” from the “Create Audience” dropdown.
Click “Customer File.”
Upload your customer list.
Once your new audience is ready (you may have to wait a few hours), run an ad campaign for this custom audience.
Pro tip: Word your ad as if you are speaking to an old friend, since this is an audience who has already bought from you. Customers who have already purchased from you should convert at a much higher rate than cold traffic.
Lookalike Audiences can be extremely profitable when they work, although they’re somewhat hit and miss in my experience. If you have a seed audience of several hundred customers within a country (ideally, several thousand), click the Create Audience tab and select Lookalike Audience.
Marketing to a good Lookalike Audience can definitely get you a perfect 10/10 relevance score.
2. Split test meticulously
While targeting is the most important part of achieving a high relevance score, the quality of your ad is significant too. For me, a quality ad needs compelling images, persuasive copy, a clear CTA and an offer that your target audience can’t resist.
Quality is, however, subjective. Fortunately, you can use split testing to determine what types of ads resonate with your audience — then refine your advertising to be more resonant in the future.
Sometimes, the ads I think are superbly written fail to convert, while others I think will underperform become huge successes.
Innovate based on the data rather than your assumptions, and you can’t lose.
Innovate based on data rather than assumptions and you can’t lose at split testing.
Click To Tweet
Copy
When I first launch a campaign, I like to fire three ads at an audience, each with the same image but with different copy. I’ll aim to highlight different features and benefits in order to determine what resonates.
One ad might mention free shipping, while another focuses on the emotional benefits of the product and the last takes a controversial standpoint in order to create a polarized reaction (and hopefully, more engagement).
Check out this example of a split test by Forbes, featured in AdBeat. Forbes ran four different ads to promote their article listing the top 20 highest paid athletes in the world.
Forbes found that option A proved most successful. At the time of running this ad, Floyd Mayweather had been heavily featured in the news. It was also rumored that he took home a big pay check from his recent fight with Manny Pacquiao. Naturally, fans were curious to learn just how much Mayweather had made that year.
While you might want to test a conversational tone versus a formal tone, I find the most significant gains can be made by split testing the headline and CTA.
Using powerful, persuasive language works well in the headline, as does opening your copy with a personalized greeting depending on your niche.
For example: “Hey fisherman/lawyers/cat lovers!”
Also, don’t be afraid to test using negative words. Oftentimes, people are compelled to action through avoidance of pain rather than pursuit of pleasure — as this powerful ad shows:
Images
Once I’ve perfected my copy and have an ad which resonates well with my audience, I start split testing different images.
It’s important that your image looks professional. You can find plenty of free images on Pixabay, or you can give your product image to a freelancer on Fiverr to add some text and make it suitable for an ad.
Some marketers like to use red borders around their images to make them stand out. I think this looks a bit unprofessional, but again, it’s not my opinion that counts — it’s the people who see the ad and convert (or not) that matter.
Interestingly, Search Engine Land found that images of happy women, colorful logos and self portraits tend to convert the best. In my experience, pets and children also convert well, and situational photos often beat traditional product photography — but you must test and see what works best for your niche.
Check out this split test I performed to help a client determine which image to use for a campaign. Using the exact same copy, we let both ads run for three days.
The results were dramatically different.
The first ad received a CTR of 0.60% and zero purchases, whereas the second ad received a 2% CTR and three purchases over the three-day period.
Interestingly, the first ad had a relevance score of 7, whereas the second got a 9 — despite the fact both ads featured the same offer, the same copy and were targeted to the same audience.
3. Landing page optimization
While a great landing page won’t directly influence your relevance score, it is still important to get right.
By including credible social proof (such as video testimonials), persuasive copy, a powerful CTA and keeping your landing page stylistically consistent with your Facebook ad, your ad won’t just be relevant, it will be profitable — which is the goal, after all.
I’ve had positive results attracting B2B clients using Facebook ads. A free strategy session offered in my ads sends cold traffic directly to a case study page on my website.
Because I have a clearly defined buyer persona for my business, I ensure all my case studies are representative of this buyer. Because I target very specific interests and demographics on Facebook, I can ensure that the vast majority of people who click through from my ad will relate to the client in my case study.
By reading about the great results I was able to obtain for similar clients, new prospects are encouraged to get in touch for a free strategy session — where we can begin our relationship.
Through split testing, I’ve found that a bold “Contact Us” section at the end of a case study page works well as a CTA — especially when the colors contrast with the rest of the page (orange is one of the most popular CTA button color choices for a reason).
Get better results for less
Put simply, achieving a 10/10 relevance score will help you lower the cost of getting your message in front of the right buyers.
Because Facebook advertising is becoming more competitive, it’s essential to make your campaigns as cost effective as possible (that is, if you want to be profitable). When multiple ads are targeted to the same audience, a high relevance score will be factored in when Facebook decides which ad will be shown.
When split testing a campaign at a low daily ad spend, relevance should be one of the first things you look at when determining which ad has the highest likelihood of being profitable. In my experience, ads with a 10/10 relevance score usually scale better than those with a lower score.
Can you think of any other ways to improve your relevance score? Please let me know in the comments.
https://unbounce.com/ppc/10-10-facebook-ads-relevance-score/
0 notes
Text
What It Really Takes to Get a 10/10 Facebook Ads Relevance Score
Image via Pixabay.
If you want an ad campaign to be profitable, it’s crucial that your ad is shown to the right audience. Your ad promoting beard oil might have the best copy, images and offer — but it will never convert well if it’s shown primarily to a female audience.
The ad would be irrelevant, and you would receive a relevance score which reflects this.
It’s not enjoyable (or profitable) to run a campaign that doesn’t resonate with your audience. Fortunately, poor relevance is a problem you can solve.
Relevance is one of the most important yet under-discussed metrics for Facebook advertisers. This metric is calculated based on implicit and actual feedback that Facebook expects the ad to receive (both positive and negative). The score is updated as people comment on the ad, like it and click through to your landing page (or not).
The ideal relevance score is 10/10. Although this is not common, it’s certainly attainable, and you should always be striving to hit this target through split testing and optimizing.
To find your ad’s relevance score, navigate to Ads Manager on Facebook and add the Relevance Score tab to your ad report. Image source.
Achieving a high score decreases your cost per click (CPC) and ensures your ads are delivered to your target audience — ahead of competitors with a lower relevance score.
If you want to improve your relevance score, check out the following tips.
1. Get super specific with targeting to find your niche audience
Find the fanatics
In order to achieve that perfect 10/10, you need to be extremely specific with your ad targeting.
Every niche has casual fans and diehard fanatics — it’s important to get your message in front of the latter group if you want to run successful campaigns.
Why? Let’s say you’re manufacturing mixed martial arts apparel and want to target fans of the sport. A casual fan might tune in every time there is a gigantic fight night, whereas a fanatic watches every single event, has Ultimate Fighting Championship (UFC) posters on their wall and even has fighter bobbleheads next to their computer.
Put simply, fanatics are the type of people who won’t think twice about making an impulse buy if they see an ad which correlates with their passion.
Facebook’s Audience Insights is a great tool for gleaning insights about people based on individual pages they like.
Image source.
In particular, the Page Likes dashboard gives you a highly insightful affinity score for pages. This shows how likely fans of a particular page will be to like other pages compared to the average Facebook user.
Quick example
A lot of people follow superstar fighter star Conor McGregor, but that doesn’t mean they’ll buy your mixed martial arts t-shirt.
Audience Insights shows that fans of Conor McGregor like a range of loosely focussed pages, such as Joe Rogan, the UFC commentator and comedian, as well as Dana White, the CEO of the UFC.
Also, a bunch of irrelevant pages come up such as Fake SportsCenter and NFL Memes:
Load Audience Insights and click the Page Likes tab.
Now, compare this to fans of Jorge Masvidal — a fighter with minimal mainstream recognition, but who has a strong fan base of diehard mixed martial arts fans.
The 50 most relevant pages for Jorge Masvidal fans are all highly specific to the mixed martial arts niche. In fact, the vast majority are pages for other fighters — which is great if you’re trying to identify the pages that diehard fanatics follow (so you can use them in your targeting).
Load Audience Insights and click the Page Likes tab.
Since you can’t target every interest in Audience Insights when you run ads (some are unavailable, for some reason), it’s a good idea to create a document and record the most relevant pages within your niche. You can specify the pages that are available when you run a campaign of the most relevant pages.
As a general rule of thumb, I like pages that have an affinity score of 100x and above. An affinity score of 100x means that your seed audience is 100 times more likely to like this page than everyone else on Facebook.
Cub Swanson, another niche fighter with a diehard following, has an outrageously high affinity score of 726x for fans of Jorge Masvidal’s page. This is great information if you’re trying to find highly specific pages to target in this niche.
Finally, ensure that at least 80% of the pages in the Top Categories section are relevant to your niche, for every interest you input.
Jorge Masvidal’s page passes this test if you’re looking to market mixed martial arts apparel — even though there are a few erroneous pages (NFL Memes may not be the greatest market for your mixed martial arts apparel).
Load Audience Insights and click the Page Likes tab.
Age and gender
It’s a good idea to create a buyer persona for your business, which includes demographic info such as age and gender. Doing so can help you tailor your messaging accordingly.
Even if they like the same Facebook page, a 22-year-old man probably won’t respond to the same messaging or product as a 62-year-old woman. Show the same ad to these two demographics and get a different relevance score.
Some niches are heavily dominated by one gender, and this should impact the tone of your ads, your copy and most obviously, the products you’re marketing.
For instance, 46% of Facebook users are men, whereas only 17% of those who like pages in the vegan niche are men.
Load Audience Insights and click the Demographics tab.
Unless your product is very specific to one gender, I would recommend running ads for men and women.
By running ads at a low cost, you can get great insights about who is purchasing and who isn’t — which will let you run more relevant ads in the future.
For instance, the following ad promoted a cork necklace to women of all ages who like eco-friendly and vegan Facebook pages. Using the “Age” filter in Facebook Ads Manager, you can see that all but one of the purchasers was over the age of 45.
Ad data taken from a campaign by Vegan Horizon.
With this valuable insight, a subsequent ad campaign was run specifically to women aged 45 and up — with much better results.
Custom and Lookalike Audiences
If people have purchased from you multiple times, you know they’re someone who resonates with your brand. To achieve a great relevance score, consider running an ad to a custom audience of your previous customers.
Follow these steps:
Export your customer list as an Excel spreadsheet (this is easy to do in Shopify).
Go to “Audiences” in Ads Manager.
Select “Custom Audience” from the “Create Audience” dropdown.
Click “Customer File.”
Upload your customer list.
Once your new audience is ready (you may have to wait a few hours), run an ad campaign for this custom audience.
Pro tip: Word your ad as if you are speaking to an old friend, since this is an audience who has already bought from you. Customers who have already purchased from you should convert at a much higher rate than cold traffic.
Lookalike Audiences can be extremely profitable when they work, although they’re somewhat hit and miss in my experience. If you have a seed audience of several hundred customers within a country (ideally, several thousand), click the Create Audience tab and select Lookalike Audience.
Marketing to a good Lookalike Audience can definitely get you a perfect 10/10 relevance score.
2. Split test meticulously
While targeting is the most important part of achieving a high relevance score, the quality of your ad is significant too. For me, a quality ad needs compelling images, persuasive copy, a clear CTA and an offer that your target audience can’t resist.
Quality is, however, subjective. Fortunately, you can use split testing to determine what types of ads resonate with your audience — then refine your advertising to be more resonant in the future.
Sometimes, the ads I think are superbly written fail to convert, while others I think will underperform become huge successes.
Innovate based on the data rather than your assumptions, and you can’t lose.
Innovate based on data rather than assumptions and you can’t lose at split testing.
Click To Tweet
Copy
When I first launch a campaign, I like to fire three ads at an audience, each with the same image but with different copy. I’ll aim to highlight different features and benefits in order to determine what resonates.
One ad might mention free shipping, while another focuses on the emotional benefits of the product and the last takes a controversial standpoint in order to create a polarized reaction (and hopefully, more engagement).
Check out this example of a split test by Forbes, featured in AdBeat. Forbes ran four different ads to promote their article listing the top 20 highest paid athletes in the world.
Forbes found that option A proved most successful. At the time of running this ad, Floyd Mayweather had been heavily featured in the news. It was also rumored that he took home a big pay check from his recent fight with Manny Pacquiao. Naturally, fans were curious to learn just how much Mayweather had made that year.
While you might want to test a conversational tone versus a formal tone, I find the most significant gains can be made by split testing the headline and CTA.
Using powerful, persuasive language works well in the headline, as does opening your copy with a personalized greeting depending on your niche.
For example: “Hey fisherman/lawyers/cat lovers!”
Also, don’t be afraid to test using negative words. Oftentimes, people are compelled to action through avoidance of pain rather than pursuit of pleasure — as this powerful ad shows:
Images
Once I’ve perfected my copy and have an ad which resonates well with my audience, I start split testing different images.
It’s important that your image looks professional. You can find plenty of free images on Pixabay, or you can give your product image to a freelancer on Fiverr to add some text and make it suitable for an ad.
Some marketers like to use red borders around their images to make them stand out. I think this looks a bit unprofessional, but again, it’s not my opinion that counts — it’s the people who see the ad and convert (or not) that matter.
Interestingly, Search Engine Land found that images of happy women, colorful logos and self portraits tend to convert the best. In my experience, pets and children also convert well, and situational photos often beat traditional product photography — but you must test and see what works best for your niche.
Check out this split test I performed to help a client determine which image to use for a campaign. Using the exact same copy, we let both ads run for three days.
The results were dramatically different.
The first ad received a CTR of 0.60% and zero purchases, whereas the second ad received a 2% CTR and three purchases over the three-day period.
Interestingly, the first ad had a relevance score of 7, whereas the second got a 9 — despite the fact both ads featured the same offer, the same copy and were targeted to the same audience.
3. Landing page optimization
While a great landing page won’t directly influence your relevance score, it is still important to get right.
By including credible social proof (such as video testimonials), persuasive copy, a powerful CTA and keeping your landing page stylistically consistent with your Facebook ad, your ad won’t just be relevant, it will be profitable — which is the goal, after all.
I’ve had positive results attracting B2B clients using Facebook ads. A free strategy session offered in my ads sends cold traffic directly to a case study page on my website.
Because I have a clearly defined buyer persona for my business, I ensure all my case studies are representative of this buyer. Because I target very specific interests and demographics on Facebook, I can ensure that the vast majority of people who click through from my ad will relate to the client in my case study.
By reading about the great results I was able to obtain for similar clients, new prospects are encouraged to get in touch for a free strategy session — where we can begin our relationship.
Through split testing, I’ve found that a bold “Contact Us” section at the end of a case study page works well as a CTA — especially when the colors contrast with the rest of the page (orange is one of the most popular CTA button color choices for a reason).
Get better results for less
Put simply, achieving a 10/10 relevance score will help you lower the cost of getting your message in front of the right buyers.
Because Facebook advertising is becoming more competitive, it’s essential to make your campaigns as cost effective as possible (that is, if you want to be profitable). When multiple ads are targeted to the same audience, a high relevance score will be factored in when Facebook decides which ad will be shown.
When split testing a campaign at a low daily ad spend, relevance should be one of the first things you look at when determining which ad has the highest likelihood of being profitable. In my experience, ads with a 10/10 relevance score usually scale better than those with a lower score.
Can you think of any other ways to improve your relevance score? Please let me know in the comments.
from RSSMix.com Mix ID 8217493 https://unbounce.com/ppc/10-10-facebook-ads-relevance-score/
0 notes
Text
What It Really Takes to Get a 10/10 Facebook Ads Relevance Score
Image via Pixabay.
If you want an ad campaign to be profitable, it’s crucial that your ad is shown to the right audience. Your ad promoting beard oil might have the best copy, images and offer — but it will never convert well if it’s shown primarily to a female audience.
The ad would be irrelevant, and you would receive a relevance score which reflects this.
It’s not enjoyable (or profitable) to run a campaign that doesn’t resonate with your audience. Fortunately, poor relevance is a problem you can solve.
Relevance is one of the most important yet under-discussed metrics for Facebook advertisers. This metric is calculated based on implicit and actual feedback that Facebook expects the ad to receive (both positive and negative). The score is updated as people comment on the ad, like it and click through to your landing page (or not).
The ideal relevance score is 10/10. Although this is not common, it’s certainly attainable, and you should always be striving to hit this target through split testing and optimizing.
To find your ad’s relevance score, navigate to Ads Manager on Facebook and add the Relevance Score tab to your ad report. Image source.
Achieving a high score decreases your cost per click (CPC) and ensures your ads are delivered to your target audience — ahead of competitors with a lower relevance score.
If you want to improve your relevance score, check out the following tips.
1. Get super specific with targeting to find your niche audience
Find the fanatics
In order to achieve that perfect 10/10, you need to be extremely specific with your ad targeting.
Every niche has casual fans and diehard fanatics — it’s important to get your message in front of the latter group if you want to run successful campaigns.
Why? Let’s say you’re manufacturing mixed martial arts apparel and want to target fans of the sport. A casual fan might tune in every time there is a gigantic fight night, whereas a fanatic watches every single event, has Ultimate Fighting Championship (UFC) posters on their wall and even has fighter bobbleheads next to their computer.
Put simply, fanatics are the type of people who won’t think twice about making an impulse buy if they see an ad which correlates with their passion.
Facebook’s Audience Insights is a great tool for gleaning insights about people based on individual pages they like.
Image source.
In particular, the Page Likes dashboard gives you a highly insightful affinity score for pages. This shows how likely fans of a particular page will be to like other pages compared to the average Facebook user.
Quick example
A lot of people follow superstar fighter star Conor McGregor, but that doesn’t mean they’ll buy your mixed martial arts t-shirt.
Audience Insights shows that fans of Conor McGregor like a range of loosely focussed pages, such as Joe Rogan, the UFC commentator and comedian, as well as Dana White, the CEO of the UFC.
Also, a bunch of irrelevant pages come up such as Fake SportsCenter and NFL Memes:
Load Audience Insights and click the Page Likes tab.
Now, compare this to fans of Jorge Masvidal — a fighter with minimal mainstream recognition, but who has a strong fan base of diehard mixed martial arts fans.
The 50 most relevant pages for Jorge Masvidal fans are all highly specific to the mixed martial arts niche. In fact, the vast majority are pages for other fighters — which is great if you’re trying to identify the pages that diehard fanatics follow (so you can use them in your targeting).
Load Audience Insights and click the Page Likes tab.
Since you can’t target every interest in Audience Insights when you run ads (some are unavailable, for some reason), it’s a good idea to create a document and record the most relevant pages within your niche. You can specify the pages that are available when you run a campaign of the most relevant pages.
As a general rule of thumb, I like pages that have an affinity score of 100x and above. An affinity score of 100x means that your seed audience is 100 times more likely to like this page than everyone else on Facebook.
Cub Swanson, another niche fighter with a diehard following, has an outrageously high affinity score of 726x for fans of Jorge Masvidal’s page. This is great information if you’re trying to find highly specific pages to target in this niche.
Finally, ensure that at least 80% of the pages in the Top Categories section are relevant to your niche, for every interest you input.
Jorge Masvidal’s page passes this test if you’re looking to market mixed martial arts apparel — even though there are a few erroneous pages (NFL Memes may not be the greatest market for your mixed martial arts apparel).
Load Audience Insights and click the Page Likes tab.
Age and gender
It’s a good idea to create a buyer persona for your business, which includes demographic info such as age and gender. Doing so can help you tailor your messaging accordingly.
Even if they like the same Facebook page, a 22-year-old man probably won’t respond to the same messaging or product as a 62-year-old woman. Show the same ad to these two demographics and get a different relevance score.
Some niches are heavily dominated by one gender, and this should impact the tone of your ads, your copy and most obviously, the products you’re marketing.
For instance, 46% of Facebook users are men, whereas only 17% of those who like pages in the vegan niche are men.
Load Audience Insights and click the Demographics tab.
Unless your product is very specific to one gender, I would recommend running ads for men and women.
By running ads at a low cost, you can get great insights about who is purchasing and who isn’t — which will let you run more relevant ads in the future.
For instance, the following ad promoted a cork necklace to women of all ages who like eco-friendly and vegan Facebook pages. Using the “Age” filter in Facebook Ads Manager, you can see that all but one of the purchasers was over the age of 45.
Ad data taken from a campaign by Vegan Horizon.
With this valuable insight, a subsequent ad campaign was run specifically to women aged 45 and up — with much better results.
Custom and Lookalike Audiences
If people have purchased from you multiple times, you know they’re someone who resonates with your brand. To achieve a great relevance score, consider running an ad to a custom audience of your previous customers.
Follow these steps:
Export your customer list as an Excel spreadsheet (this is easy to do in Shopify).
Go to “Audiences” in Ads Manager.
Select “Custom Audience” from the “Create Audience” dropdown.
Click “Customer File.”
Upload your customer list.
Once your new audience is ready (you may have to wait a few hours), run an ad campaign for this custom audience.
Pro tip: Word your ad as if you are speaking to an old friend, since this is an audience who has already bought from you. Customers who have already purchased from you should convert at a much higher rate than cold traffic.
Lookalike Audiences can be extremely profitable when they work, although they’re somewhat hit and miss in my experience. If you have a seed audience of several hundred customers within a country (ideally, several thousand), click the Create Audience tab and select Lookalike Audience.
Marketing to a good Lookalike Audience can definitely get you a perfect 10/10 relevance score.
2. Split test meticulously
While targeting is the most important part of achieving a high relevance score, the quality of your ad is significant too. For me, a quality ad needs compelling images, persuasive copy, a clear CTA and an offer that your target audience can’t resist.
Quality is, however, subjective. Fortunately, you can use split testing to determine what types of ads resonate with your audience — then refine your advertising to be more resonant in the future.
Sometimes, the ads I think are superbly written fail to convert, while others I think will underperform become huge successes.
Innovate based on the data rather than your assumptions, and you can’t lose.
Innovate based on data rather than assumptions and you can’t lose at split testing.
Click To Tweet
Copy
When I first launch a campaign, I like to fire three ads at an audience, each with the same image but with different copy. I’ll aim to highlight different features and benefits in order to determine what resonates.
One ad might mention free shipping, while another focuses on the emotional benefits of the product and the last takes a controversial standpoint in order to create a polarized reaction (and hopefully, more engagement).
Check out this example of a split test by Forbes, featured in AdBeat. Forbes ran four different ads to promote their article listing the top 20 highest paid athletes in the world.
Forbes found that option A proved most successful. At the time of running this ad, Floyd Mayweather had been heavily featured in the news. It was also rumored that he took home a big pay check from his recent fight with Manny Pacquiao. Naturally, fans were curious to learn just how much Mayweather had made that year.
While you might want to test a conversational tone versus a formal tone, I find the most significant gains can be made by split testing the headline and CTA.
Using powerful, persuasive language works well in the headline, as does opening your copy with a personalized greeting depending on your niche.
For example: “Hey fisherman/lawyers/cat lovers!”
Also, don’t be afraid to test using negative words. Oftentimes, people are compelled to action through avoidance of pain rather than pursuit of pleasure — as this powerful ad shows:
Images
Once I’ve perfected my copy and have an ad which resonates well with my audience, I start split testing different images.
It’s important that your image looks professional. You can find plenty of free images on Pixabay, or you can give your product image to a freelancer on Fiverr to add some text and make it suitable for an ad.
Some marketers like to use red borders around their images to make them stand out. I think this looks a bit unprofessional, but again, it’s not my opinion that counts — it’s the people who see the ad and convert (or not) that matter.
Interestingly, Search Engine Land found that images of happy women, colorful logos and self portraits tend to convert the best. In my experience, pets and children also convert well, and situational photos often beat traditional product photography — but you must test and see what works best for your niche.
Check out this split test I performed to help a client determine which image to use for a campaign. Using the exact same copy, we let both ads run for three days.
The results were dramatically different.
The first ad received a CTR of 0.60% and zero purchases, whereas the second ad received a 2% CTR and three purchases over the three-day period.
Interestingly, the first ad had a relevance score of 7, whereas the second got a 9 — despite the fact both ads featured the same offer, the same copy and were targeted to the same audience.
3. Landing page optimization
While a great landing page won’t directly influence your relevance score, it is still important to get right.
By including credible social proof (such as video testimonials), persuasive copy, a powerful CTA and keeping your landing page stylistically consistent with your Facebook ad, your ad won’t just be relevant, it will be profitable — which is the goal, after all.
I’ve had positive results attracting B2B clients using Facebook ads. A free strategy session offered in my ads sends cold traffic directly to a case study page on my website.
Because I have a clearly defined buyer persona for my business, I ensure all my case studies are representative of this buyer. Because I target very specific interests and demographics on Facebook, I can ensure that the vast majority of people who click through from my ad will relate to the client in my case study.
By reading about the great results I was able to obtain for similar clients, new prospects are encouraged to get in touch for a free strategy session — where we can begin our relationship.
Through split testing, I’ve found that a bold “Contact Us” section at the end of a case study page works well as a CTA — especially when the colors contrast with the rest of the page (orange is one of the most popular CTA button color choices for a reason).
Get better results for less
Put simply, achieving a 10/10 relevance score will help you lower the cost of getting your message in front of the right buyers.
Because Facebook advertising is becoming more competitive, it’s essential to make your campaigns as cost effective as possible (that is, if you want to be profitable). When multiple ads are targeted to the same audience, a high relevance score will be factored in when Facebook decides which ad will be shown.
When split testing a campaign at a low daily ad spend, relevance should be one of the first things you look at when determining which ad has the highest likelihood of being profitable. In my experience, ads with a 10/10 relevance score usually scale better than those with a lower score.
Can you think of any other ways to improve your relevance score? Please let me know in the comments.
from RSSMix.com Mix ID 8217493 https://unbounce.com/ppc/10-10-facebook-ads-relevance-score/
0 notes
Text
What It Really Takes to Get a 10/10 Facebook Ads Relevance Score
Image via Pixabay.
If you want an ad campaign to be profitable, it’s crucial that your ad is shown to the right audience. Your ad promoting beard oil might have the best copy, images and offer — but it will never convert well if it’s shown primarily to a female audience.
The ad would be irrelevant, and you would receive a relevance score which reflects this.
It’s not enjoyable (or profitable) to run a campaign that doesn’t resonate with your audience. Fortunately, poor relevance is a problem you can solve.
Relevance is one of the most important yet under-discussed metrics for Facebook advertisers. This metric is calculated based on implicit and actual feedback that Facebook expects the ad to receive (both positive and negative). The score is updated as people comment on the ad, like it and click through to your landing page (or not).
The ideal relevance score is 10/10. Although this is not common, it’s certainly attainable, and you should always be striving to hit this target through split testing and optimizing.
To find your ad’s relevance score, navigate to Ads Manager on Facebook and add the Relevance Score tab to your ad report. Image source.
Achieving a high score decreases your cost per click (CPC) and ensures your ads are delivered to your target audience — ahead of competitors with a lower relevance score.
If you want to improve your relevance score, check out the following tips.
1. Get super specific with targeting to find your niche audience
Find the fanatics
In order to achieve that perfect 10/10, you need to be extremely specific with your ad targeting.
Every niche has casual fans and diehard fanatics — it’s important to get your message in front of the latter group if you want to run successful campaigns.
Why? Let’s say you’re manufacturing mixed martial arts apparel and want to target fans of the sport. A casual fan might tune in every time there is a gigantic fight night, whereas a fanatic watches every single event, has Ultimate Fighting Championship (UFC) posters on their wall and even has fighter bobbleheads next to their computer.
Put simply, fanatics are the type of people who won’t think twice about making an impulse buy if they see an ad which correlates with their passion.
Facebook’s Audience Insights is a great tool for gleaning insights about people based on individual pages they like.
Image source.
In particular, the Page Likes dashboard gives you a highly insightful affinity score for pages. This shows how likely fans of a particular page will be to like other pages compared to the average Facebook user.
Quick example
A lot of people follow superstar fighter star Conor McGregor, but that doesn’t mean they’ll buy your mixed martial arts t-shirt.
Audience Insights shows that fans of Conor McGregor like a range of loosely focussed pages, such as Joe Rogan, the UFC commentator and comedian, as well as Dana White, the CEO of the UFC.
Also, a bunch of irrelevant pages come up such as Fake SportsCenter and NFL Memes:
Load Audience Insights and click the Page Likes tab.
Now, compare this to fans of Jorge Masvidal — a fighter with minimal mainstream recognition, but who has a strong fan base of diehard mixed martial arts fans.
The 50 most relevant pages for Jorge Masvidal fans are all highly specific to the mixed martial arts niche. In fact, the vast majority are pages for other fighters — which is great if you’re trying to identify the pages that diehard fanatics follow (so you can use them in your targeting).
Load Audience Insights and click the Page Likes tab.
Since you can’t target every interest in Audience Insights when you run ads (some are unavailable, for some reason), it’s a good idea to create a document and record the most relevant pages within your niche. You can specify the pages that are available when you run a campaign of the most relevant pages.
As a general rule of thumb, I like pages that have an affinity score of 100x and above. An affinity score of 100x means that your seed audience is 100 times more likely to like this page than everyone else on Facebook.
Cub Swanson, another niche fighter with a diehard following, has an outrageously high affinity score of 726x for fans of Jorge Masvidal’s page. This is great information if you’re trying to find highly specific pages to target in this niche.
Finally, ensure that at least 80% of the pages in the Top Categories section are relevant to your niche, for every interest you input.
Jorge Masvidal’s page passes this test if you’re looking to market mixed martial arts apparel — even though there are a few erroneous pages (NFL Memes may not be the greatest market for your mixed martial arts apparel).
Load Audience Insights and click the Page Likes tab.
Age and gender
It’s a good idea to create a buyer persona for your business, which includes demographic info such as age and gender. Doing so can help you tailor your messaging accordingly.
Even if they like the same Facebook page, a 22-year-old man probably won’t respond to the same messaging or product as a 62-year-old woman. Show the same ad to these two demographics and get a different relevance score.
Some niches are heavily dominated by one gender, and this should impact the tone of your ads, your copy and most obviously, the products you’re marketing.
For instance, 46% of Facebook users are men, whereas only 17% of those who like pages in the vegan niche are men.
Load Audience Insights and click the Demographics tab.
Unless your product is very specific to one gender, I would recommend running ads for men and women.
By running ads at a low cost, you can get great insights about who is purchasing and who isn’t — which will let you run more relevant ads in the future.
For instance, the following ad promoted a cork necklace to women of all ages who like eco-friendly and vegan Facebook pages. Using the “Age” filter in Facebook Ads Manager, you can see that all but one of the purchasers was over the age of 45.
Ad data taken from a campaign by Vegan Horizon.
With this valuable insight, a subsequent ad campaign was run specifically to women aged 45 and up — with much better results.
Custom and Lookalike Audiences
If people have purchased from you multiple times, you know they’re someone who resonates with your brand. To achieve a great relevance score, consider running an ad to a custom audience of your previous customers.
Follow these steps:
Export your customer list as an Excel spreadsheet (this is easy to do in Shopify).
Go to “Audiences” in Ads Manager.
Select “Custom Audience” from the “Create Audience” dropdown.
Click “Customer File.”
Upload your customer list.
Once your new audience is ready (you may have to wait a few hours), run an ad campaign for this custom audience.
Pro tip: Word your ad as if you are speaking to an old friend, since this is an audience who has already bought from you. Customers who have already purchased from you should convert at a much higher rate than cold traffic.
Lookalike Audiences can be extremely profitable when they work, although they’re somewhat hit and miss in my experience. If you have a seed audience of several hundred customers within a country (ideally, several thousand), click the Create Audience tab and select Lookalike Audience.
Marketing to a good Lookalike Audience can definitely get you a perfect 10/10 relevance score.
2. Split test meticulously
While targeting is the most important part of achieving a high relevance score, the quality of your ad is significant too. For me, a quality ad needs compelling images, persuasive copy, a clear CTA and an offer that your target audience can’t resist.
Quality is, however, subjective. Fortunately, you can use split testing to determine what types of ads resonate with your audience — then refine your advertising to be more resonant in the future.
Sometimes, the ads I think are superbly written fail to convert, while others I think will underperform become huge successes.
Innovate based on the data rather than your assumptions, and you can’t lose.
Innovate based on data rather than assumptions and you can’t lose at split testing.
Click To Tweet
Copy
When I first launch a campaign, I like to fire three ads at an audience, each with the same image but with different copy. I’ll aim to highlight different features and benefits in order to determine what resonates.
One ad might mention free shipping, while another focuses on the emotional benefits of the product and the last takes a controversial standpoint in order to create a polarized reaction (and hopefully, more engagement).
Check out this example of a split test by Forbes, featured in AdBeat. Forbes ran four different ads to promote their article listing the top 20 highest paid athletes in the world.
Forbes found that option A proved most successful. At the time of running this ad, Floyd Mayweather had been heavily featured in the news. It was also rumored that he took home a big pay check from his recent fight with Manny Pacquiao. Naturally, fans were curious to learn just how much Mayweather had made that year.
While you might want to test a conversational tone versus a formal tone, I find the most significant gains can be made by split testing the headline and CTA.
Using powerful, persuasive language works well in the headline, as does opening your copy with a personalized greeting depending on your niche.
For example: “Hey fisherman/lawyers/cat lovers!”
Also, don’t be afraid to test using negative words. Oftentimes, people are compelled to action through avoidance of pain rather than pursuit of pleasure — as this powerful ad shows:
Images
Once I’ve perfected my copy and have an ad which resonates well with my audience, I start split testing different images.
It’s important that your image looks professional. You can find plenty of free images on Pixabay, or you can give your product image to a freelancer on Fiverr to add some text and make it suitable for an ad.
Some marketers like to use red borders around their images to make them stand out. I think this looks a bit unprofessional, but again, it’s not my opinion that counts — it’s the people who see the ad and convert (or not) that matter.
Interestingly, Search Engine Land found that images of happy women, colorful logos and self portraits tend to convert the best. In my experience, pets and children also convert well, and situational photos often beat traditional product photography — but you must test and see what works best for your niche.
Check out this split test I performed to help a client determine which image to use for a campaign. Using the exact same copy, we let both ads run for three days.
The results were dramatically different.
The first ad received a CTR of 0.60% and zero purchases, whereas the second ad received a 2% CTR and three purchases over the three-day period.
Interestingly, the first ad had a relevance score of 7, whereas the second got a 9 — despite the fact both ads featured the same offer, the same copy and were targeted to the same audience.
3. Landing page optimization
While a great landing page won’t directly influence your relevance score, it is still important to get right.
By including credible social proof (such as video testimonials), persuasive copy, a powerful CTA and keeping your landing page stylistically consistent with your Facebook ad, your ad won’t just be relevant, it will be profitable — which is the goal, after all.
I’ve had positive results attracting B2B clients using Facebook ads. A free strategy session offered in my ads sends cold traffic directly to a case study page on my website.
Because I have a clearly defined buyer persona for my business, I ensure all my case studies are representative of this buyer. Because I target very specific interests and demographics on Facebook, I can ensure that the vast majority of people who click through from my ad will relate to the client in my case study.
By reading about the great results I was able to obtain for similar clients, new prospects are encouraged to get in touch for a free strategy session — where we can begin our relationship.
Through split testing, I’ve found that a bold “Contact Us” section at the end of a case study page works well as a CTA — especially when the colors contrast with the rest of the page (orange is one of the most popular CTA button color choices for a reason).
Get better results for less
Put simply, achieving a 10/10 relevance score will help you lower the cost of getting your message in front of the right buyers.
Because Facebook advertising is becoming more competitive, it’s essential to make your campaigns as cost effective as possible (that is, if you want to be profitable). When multiple ads are targeted to the same audience, a high relevance score will be factored in when Facebook decides which ad will be shown.
When split testing a campaign at a low daily ad spend, relevance should be one of the first things you look at when determining which ad has the highest likelihood of being profitable. In my experience, ads with a 10/10 relevance score usually scale better than those with a lower score.
Can you think of any other ways to improve your relevance score? Please let me know in the comments.
What It Really Takes to Get a 10/10 Facebook Ads Relevance Score syndicated from https://unbounce.com
0 notes
Text
What It Really Takes to Get a 10/10 Facebook Ads Relevance Score
Image via Pixabay.
If you want an ad campaign to be profitable, it’s crucial that your ad is shown to the right audience. Your ad promoting beard oil might have the best copy, images and offer — but it will never convert well if it’s shown primarily to a female audience.
The ad would be irrelevant, and you would receive a relevance score which reflects this.
It’s not enjoyable (or profitable) to run a campaign that doesn’t resonate with your audience. Fortunately, poor relevance is a problem you can solve.
Relevance is one of the most important yet under-discussed metrics for Facebook advertisers. This metric is calculated based on implicit and actual feedback that Facebook expects the ad to receive (both positive and negative). The score is updated as people comment on the ad, like it and click through to your landing page (or not).
The ideal relevance score is 10/10. Although this is not common, it’s certainly attainable, and you should always be striving to hit this target through split testing and optimizing.
To find your ad’s relevance score, navigate to Ads Manager on Facebook and add the Relevance Score tab to your ad report. Image source.
Achieving a high score decreases your cost per click (CPC) and ensures your ads are delivered to your target audience — ahead of competitors with a lower relevance score.
If you want to improve your relevance score, check out the following tips.
1. Get super specific with targeting to find your niche audience
Find the fanatics
In order to achieve that perfect 10/10, you need to be extremely specific with your ad targeting.
Every niche has casual fans and diehard fanatics — it’s important to get your message in front of the latter group if you want to run successful campaigns.
Why? Let’s say you’re manufacturing mixed martial arts apparel and want to target fans of the sport. A casual fan might tune in every time there is a gigantic fight night, whereas a fanatic watches every single event, has Ultimate Fighting Championship (UFC) posters on their wall and even has fighter bobbleheads next to their computer.
Put simply, fanatics are the type of people who won’t think twice about making an impulse buy if they see an ad which correlates with their passion.
Facebook’s Audience Insights is a great tool for gleaning insights about people based on individual pages they like.
Image source.
In particular, the Page Likes dashboard gives you a highly insightful affinity score for pages. This shows how likely fans of a particular page will be to like other pages compared to the average Facebook user.
Quick example
A lot of people follow superstar fighter star Conor McGregor, but that doesn’t mean they’ll buy your mixed martial arts t-shirt.
Audience Insights shows that fans of Conor McGregor like a range of loosely focussed pages, such as Joe Rogan, the UFC commentator and comedian, as well as Dana White, the CEO of the UFC.
Also, a bunch of irrelevant pages come up such as Fake SportsCenter and NFL Memes:
Load Audience Insights and click the Page Likes tab.
Now, compare this to fans of Jorge Masvidal — a fighter with minimal mainstream recognition, but who has a strong fan base of diehard mixed martial arts fans.
The 50 most relevant pages for Jorge Masvidal fans are all highly specific to the mixed martial arts niche. In fact, the vast majority are pages for other fighters — which is great if you’re trying to identify the pages that diehard fanatics follow (so you can use them in your targeting).
Load Audience Insights and click the Page Likes tab.
Since you can’t target every interest in Audience Insights when you run ads (some are unavailable, for some reason), it’s a good idea to create a document and record the most relevant pages within your niche. You can specify the pages that are available when you run a campaign of the most relevant pages.
As a general rule of thumb, I like pages that have an affinity score of 100x and above. An affinity score of 100x means that your seed audience is 100 times more likely to like this page than everyone else on Facebook.
Cub Swanson, another niche fighter with a diehard following, has an outrageously high affinity score of 726x for fans of Jorge Masvidal’s page. This is great information if you’re trying to find highly specific pages to target in this niche.
Finally, ensure that at least 80% of the pages in the Top Categories section are relevant to your niche, for every interest you input.
Jorge Masvidal’s page passes this test if you’re looking to market mixed martial arts apparel — even though there are a few erroneous pages (NFL Memes may not be the greatest market for your mixed martial arts apparel).
Load Audience Insights and click the Page Likes tab.
Age and gender
It’s a good idea to create a buyer persona for your business, which includes demographic info such as age and gender. Doing so can help you tailor your messaging accordingly.
Even if they like the same Facebook page, a 22-year-old man probably won’t respond to the same messaging or product as a 62-year-old woman. Show the same ad to these two demographics and get a different relevance score.
Some niches are heavily dominated by one gender, and this should impact the tone of your ads, your copy and most obviously, the products you’re marketing.
For instance, 46% of Facebook users are men, whereas only 17% of those who like pages in the vegan niche are men.
Load Audience Insights and click the Demographics tab.
Unless your product is very specific to one gender, I would recommend running ads for men and women.
By running ads at a low cost, you can get great insights about who is purchasing and who isn’t — which will let you run more relevant ads in the future.
For instance, the following ad promoted a cork necklace to women of all ages who like eco-friendly and vegan Facebook pages. Using the “Age” filter in Facebook Ads Manager, you can see that all but one of the purchasers was over the age of 45.
Ad data taken from a campaign by Vegan Horizon.
With this valuable insight, a subsequent ad campaign was run specifically to women aged 45 and up — with much better results.
Custom and Lookalike Audiences
If people have purchased from you multiple times, you know they’re someone who resonates with your brand. To achieve a great relevance score, consider running an ad to a custom audience of your previous customers.
Follow these steps:
Export your customer list as an Excel spreadsheet (this is easy to do in Shopify).
Go to “Audiences” in Ads Manager.
Select “Custom Audience” from the “Create Audience” dropdown.
Click “Customer File.”
Upload your customer list.
Once your new audience is ready (you may have to wait a few hours), run an ad campaign for this custom audience.
Pro tip: Word your ad as if you are speaking to an old friend, since this is an audience who has already bought from you. Customers who have already purchased from you should convert at a much higher rate than cold traffic.
Lookalike Audiences can be extremely profitable when they work, although they’re somewhat hit and miss in my experience. If you have a seed audience of several hundred customers within a country (ideally, several thousand), click the Create Audience tab and select Lookalike Audience.
Marketing to a good Lookalike Audience can definitely get you a perfect 10/10 relevance score.
2. Split test meticulously
While targeting is the most important part of achieving a high relevance score, the quality of your ad is significant too. For me, a quality ad needs compelling images, persuasive copy, a clear CTA and an offer that your target audience can’t resist.
Quality is, however, subjective. Fortunately, you can use split testing to determine what types of ads resonate with your audience — then refine your advertising to be more resonant in the future.
Sometimes, the ads I think are superbly written fail to convert, while others I think will underperform become huge successes.
Innovate based on the data rather than your assumptions, and you can’t lose.
Innovate based on data rather than assumptions and you can’t lose at split testing.
Click To Tweet
Copy
When I first launch a campaign, I like to fire three ads at an audience, each with the same image but with different copy. I’ll aim to highlight different features and benefits in order to determine what resonates.
One ad might mention free shipping, while another focuses on the emotional benefits of the product and the last takes a controversial standpoint in order to create a polarized reaction (and hopefully, more engagement).
Check out this example of a split test by Forbes, featured in AdBeat. Forbes ran four different ads to promote their article listing the top 20 highest paid athletes in the world.
Forbes found that option A proved most successful. At the time of running this ad, Floyd Mayweather had been heavily featured in the news. It was also rumored that he took home a big pay check from his recent fight with Manny Pacquiao. Naturally, fans were curious to learn just how much Mayweather had made that year.
While you might want to test a conversational tone versus a formal tone, I find the most significant gains can be made by split testing the headline and CTA.
Using powerful, persuasive language works well in the headline, as does opening your copy with a personalized greeting depending on your niche.
For example: “Hey fisherman/lawyers/cat lovers!”
Also, don’t be afraid to test using negative words. Oftentimes, people are compelled to action through avoidance of pain rather than pursuit of pleasure — as this powerful ad shows:
Images
Once I’ve perfected my copy and have an ad which resonates well with my audience, I start split testing different images.
It’s important that your image looks professional. You can find plenty of free images on Pixabay, or you can give your product image to a freelancer on Fiverr to add some text and make it suitable for an ad.
Some marketers like to use red borders around their images to make them stand out. I think this looks a bit unprofessional, but again, it’s not my opinion that counts — it’s the people who see the ad and convert (or not) that matter.
Interestingly, Search Engine Land found that images of happy women, colorful logos and self portraits tend to convert the best. In my experience, pets and children also convert well, and situational photos often beat traditional product photography — but you must test and see what works best for your niche.
Check out this split test I performed to help a client determine which image to use for a campaign. Using the exact same copy, we let both ads run for three days.
The results were dramatically different.
The first ad received a CTR of 0.60% and zero purchases, whereas the second ad received a 2% CTR and three purchases over the three-day period.
Interestingly, the first ad had a relevance score of 7, whereas the second got a 9 — despite the fact both ads featured the same offer, the same copy and were targeted to the same audience.
3. Landing page optimization
While a great landing page won’t directly influence your relevance score, it is still important to get right.
By including credible social proof (such as video testimonials), persuasive copy, a powerful CTA and keeping your landing page stylistically consistent with your Facebook ad, your ad won’t just be relevant, it will be profitable — which is the goal, after all.
I’ve had positive results attracting B2B clients using Facebook ads. A free strategy session offered in my ads sends cold traffic directly to a case study page on my website.
Because I have a clearly defined buyer persona for my business, I ensure all my case studies are representative of this buyer. Because I target very specific interests and demographics on Facebook, I can ensure that the vast majority of people who click through from my ad will relate to the client in my case study.
By reading about the great results I was able to obtain for similar clients, new prospects are encouraged to get in touch for a free strategy session — where we can begin our relationship.
Through split testing, I’ve found that a bold “Contact Us” section at the end of a case study page works well as a CTA — especially when the colors contrast with the rest of the page (orange is one of the most popular CTA button color choices for a reason).
Get better results for less
Put simply, achieving a 10/10 relevance score will help you lower the cost of getting your message in front of the right buyers.
Because Facebook advertising is becoming more competitive, it’s essential to make your campaigns as cost effective as possible (that is, if you want to be profitable). When multiple ads are targeted to the same audience, a high relevance score will be factored in when Facebook decides which ad will be shown.
When split testing a campaign at a low daily ad spend, relevance should be one of the first things you look at when determining which ad has the highest likelihood of being profitable. In my experience, ads with a 10/10 relevance score usually scale better than those with a lower score.
Can you think of any other ways to improve your relevance score? Please let me know in the comments.
Original Source: What It Really Takes to Get a 10/10 Facebook Ads Relevance Score
0 notes
Text
What It Really Takes to Get a 10/10 Facebook Ads Relevance Score
Image via Shutterstock.
If you want an ad campaign to be profitable, it’s crucial that your ad is shown to the right audience. Your ad promoting beard oil might have the best copy, images and offer — but it will never convert well if it’s shown primarily to a female audience.
The ad would be irrelevant, and you would receive a relevance score which reflects this.
It’s not enjoyable (or profitable) to run a campaign that doesn’t resonate with your audience. Fortunately, poor relevance is a problem you can solve.
Relevance is one of the most important yet under-discussed metrics for Facebook advertisers. This metric is calculated based on implicit and actual feedback that Facebook expects the ad to receive (both positive and negative). The score is updated as people comment on the ad, like it and click through to your landing page (or not).
The ideal relevance score is 10/10. Although this is not common, it’s certainly attainable, and you should always be striving to hit this target through split testing and optimizing.
To find your ad’s relevance score, navigate to Ads Manager on Facebook and add the Relevance Score tab to your ad report. Image source.
Achieving a high score decreases your cost per click (CPC) and ensures your ads are delivered to your target audience — ahead of competitors with a lower relevance score.
If you want to improve your relevance score, check out the following tips.
1. Get super specific with targeting to find your niche audience
Find the fanatics
In order to achieve that perfect 10/10, you need to be extremely specific with your ad targeting.
Every niche has casual fans and diehard fanatics — it’s important to get your message in front of the latter group if you want to run successful campaigns.
Why? Let’s say you’re manufacturing mixed martial arts apparel and want to target fans of the sport. A casual fan might tune in every time there is a gigantic fight night, whereas a fanatic watches every single event, has Ultimate Fighting Championship (UFC) posters on their wall and even has fighter bobbleheads next to their computer.
Put simply, fanatics are the type of people who won’t think twice about making an impulse buy if they see an ad which correlates with their passion.
Facebook’s Audience Insights is a great tool for gleaning insights about people based on individual pages they like.
Image source.
In particular, the Page Likes dashboard gives you a highly insightful affinity score for pages. This shows how likely fans of a particular page will be to like other pages compared to the average Facebook user.
Quick example
A lot of people follow superstar fighter star Conor McGregor, but that doesn’t mean they’ll buy your mixed martial arts t-shirt.
Audience Insights shows that fans of Conor McGregor like a range of loosely focussed pages, such as Joe Rogan, the UFC commentator and comedian, as well as Dana White, the CEO of the UFC.
Also, a bunch of irrelevant pages come up such as Fake SportsCenter and NFL Memes:
Load Audience Insights and click the Page Likes tab.
Now, compare this to fans of Jorge Masvidal — a fighter with minimal mainstream recognition, but who has a strong fan base of diehard mixed martial arts fans.
The 50 most relevant pages for Jorge Masvidal fans are all highly specific to the mixed martial arts niche. In fact, the vast majority are pages for other fighters — which is great if you’re trying to identify the pages that diehard fanatics follow (so you can use them in your targeting).
Load Audience Insights and click the Page Likes tab.
Since you can’t target every interest in Audience Insights when you run ads (some are unavailable, for some reason), it’s a good idea to create a document and record the most relevant pages within your niche. You can specify the pages that are available when you run a campaign of the most relevant pages.
As a general rule of thumb, I like pages that have an affinity score of 100x and above. An affinity score of 100x means that your seed audience is 100 times more likely to like this page than everyone else on Facebook.
Cub Swanson, another niche fighter with a diehard following, has an outrageously high affinity score of 726x for fans of Jorge Masvidal’s page. This is great information if you’re trying to find highly specific pages to target in this niche.
Finally, ensure that at least 80% of the pages in the Top Categories section are relevant to your niche, for every interest you input.
Jorge Masvidal’s page passes this test if you’re looking to market mixed martial arts apparel — even though there are a few erroneous pages (NFL Memes may not be the greatest market for your mixed martial arts apparel).
Load Audience Insights and click the Page Likes tab.
Age and gender
It’s a good idea to create a buyer persona for your business, which includes demographic info such as age and gender. Doing so can help you tailor your messaging accordingly.
Even if they like the same Facebook page, a 22-year-old man probably won’t respond to the same messaging or product as a 62-year-old woman. Show the same ad to these two demographics and get a different relevance score.
Some niches are heavily dominated by one gender, and this should impact the tone of your ads, your copy and most obviously, the products you’re marketing.
For instance, 46% of Facebook users are men, whereas only 17% of those who like pages in the vegan niche are men.
Load Audience Insights and click the Demographics tab.
Unless your product is very specific to one gender, I would recommend running ads for men and women.
By running ads at a low cost, you can get great insights about who is purchasing and who isn’t — which will let you run more relevant ads in the future.
For instance, the following ad promoted a cork necklace to women of all ages who like eco-friendly and vegan Facebook pages. Using the “Age” filter in Facebook Ads Manager, you can see that all but one of the purchasers was over the age of 45.
Ad data taken from a campaign by Vegan Horizon.
With this valuable insight, a subsequent ad campaign was run specifically to women aged 45 and up — with much better results.
Custom and Lookalike Audiences
If people have purchased from you multiple times, you know they’re someone who resonates with your brand. To achieve a great relevance score, consider running an ad to a custom audience of your previous customers.
Follow these steps:
Export your customer list as an Excel spreadsheet (this is easy to do in Shopify).
Go to “Audiences” in Ads Manager.
Select “Custom Audience” from the “Create Audience” dropdown.
Click “Customer File.”
Upload your customer list.
Once your new audience is ready (you may have to wait a few hours), run an ad campaign for this custom audience.
Pro tip: Word your ad as if you are speaking to an old friend, since this is an audience who has already bought from you. Customers who have already purchased from you should convert at a much higher rate than cold traffic.
Lookalike Audiences can be extremely profitable when they work, although they’re somewhat hit and miss in my experience. If you have a seed audience of several hundred customers within a country (ideally, several thousand), click the Create Audience tab and select Lookalike Audience.
Marketing to a good Lookalike Audience can definitely get you a perfect 10/10 relevance score.
2. Split test meticulously
While targeting is the most important part of achieving a high relevance score, the quality of your ad is significant too. For me, a quality ad needs compelling images, persuasive copy, a clear CTA and an offer that your target audience can’t resist.
Quality is, however, subjective. Fortunately, you can use split testing to determine what types of ads resonate with your audience — then refine your advertising to be more resonant in the future.
Sometimes, the ads I think are superbly written fail to convert, while others I think will underperform become huge successes.
Innovate based on the data rather than your assumptions, and you can’t lose.
Innovate based on data rather than assumptions and you can’t lose at split testing.
Click To Tweet
Copy
When I first launch a campaign, I like to fire three ads at an audience, each with the same image but with different copy. I’ll aim to highlight different features and benefits in order to determine what resonates.
One ad might mention free shipping, while another focuses on the emotional benefits of the product and the last takes a controversial standpoint in order to create a polarized reaction (and hopefully, more engagement).
Check out this example of a split test by Forbes, featured in AdBeat. Forbes ran four different ads to promote their article listing the top 20 highest paid athletes in the world.
Forbes found that option A proved most successful. At the time of running this ad, Floyd Mayweather had been heavily featured in the news. It was also rumored that he took home a big pay check from his recent fight with Manny Pacquiao. Naturally, fans were curious to learn just how much Mayweather had made that year.
While you might want to test a conversational tone versus a formal tone, I find the most significant gains can be made by split testing the headline and CTA.
Using powerful, persuasive language works well in the headline, as does opening your copy with a personalized greeting depending on your niche.
For example: “Hey fisherman/lawyers/cat lovers!”
Also, don’t be afraid to test using negative words. Oftentimes, people are compelled to action through avoidance of pain rather than pursuit of pleasure — as this powerful ad shows:
Images
Once I’ve perfected my copy and have an ad which resonates well with my audience, I start split testing different images.
It’s important that your image looks professional. You can find plenty of free images on Pixabay, or you can give your product image to a freelancer on Fiverr to add some text and make it suitable for an ad.
Some marketers like to use red borders around their images to make them stand out. I think this looks a bit unprofessional, but again, it’s not my opinion that counts — it’s the people who see the ad and convert (or not) that matter.
Interestingly, Search Engine Land found that images of happy women, colorful logos and self portraits tend to convert the best. In my experience, pets and children also convert well, and situational photos often beat traditional product photography — but you must test and see what works best for your niche.
Check out this split test I performed to help a client determine which image to use for a campaign. Using the exact same copy, we let both ads run for three days.
The results were dramatically different.
The first ad received a CTR of 0.60% and zero purchases, whereas the second ad received a 2% CTR and three purchases over the three-day period.
Interestingly, the first ad had a relevance score of 7, whereas the second got a 9 — despite the fact both ads featured the same offer, the same copy and were targeted to the same audience.
3. Landing page optimization
While a great landing page won’t directly influence your relevance score, it is still important to get right.
By including credible social proof (such as video testimonials), persuasive copy, a powerful CTA and keeping your landing page stylistically consistent with your Facebook ad, your ad won’t just be relevant, it will be profitable — which is the goal, after all.
I’ve had positive results attracting B2B clients using Facebook ads. A free strategy session offered in my ads sends cold traffic directly to a case study page on my website.
Because I have a clearly defined buyer persona for my business, I ensure all my case studies are representative of this buyer. Because I target very specific interests and demographics on Facebook, I can ensure that the vast majority of people who click through from my ad will relate to the client in my case study.
By reading about the great results I was able to obtain for similar clients, new prospects are encouraged to get in touch for a free strategy session — where we can begin our relationship.
Through split testing, I’ve found that a bold “Contact Us” section at the end of a case study page works well as a CTA — especially when the colors contrast with the rest of the page (orange is one of the most popular CTA button color choices for a reason).
Get better results for less
Put simply, achieving a 10/10 relevance score will help you lower the cost of getting your message in front of the right buyers.
Because Facebook advertising is becoming more competitive, it’s essential to make your campaigns as cost effective as possible (that is, if you want to be profitable). When multiple ads are targeted to the same audience, a high relevance score will be factored in when Facebook decides which ad will be shown.
When split testing a campaign at a low daily ad spend, relevance should be one of the first things you look at when determining which ad has the highest likelihood of being profitable. In my experience, ads with a 10/10 relevance score usually scale better than those with a lower score.
Can you think of any other ways to improve your relevance score? Please let me know in the comments.
0 notes
Text
What It Really Takes to Get a 10/10 Facebook Ads Relevance Score
Image via Pixabay.
If you want an ad campaign to be profitable, it’s crucial that your ad is shown to the right audience. Your ad promoting beard oil might have the best copy, images and offer — but it will never convert well if it’s shown primarily to a female audience.
The ad would be irrelevant, and you would receive a relevance score which reflects this.
It’s not enjoyable (or profitable) to run a campaign that doesn’t resonate with your audience. Fortunately, poor relevance is a problem you can solve.
Relevance is one of the most important yet under-discussed metrics for Facebook advertisers. This metric is calculated based on implicit and actual feedback that Facebook expects the ad to receive (both positive and negative). The score is updated as people comment on the ad, like it and click through to your landing page (or not).
The ideal relevance score is 10/10. Although this is not common, it’s certainly attainable, and you should always be striving to hit this target through split testing and optimizing.
To find your ad’s relevance score, navigate to Ads Manager on Facebook and add the Relevance Score tab to your ad report. Image source.
Achieving a high score decreases your cost per click (CPC) and ensures your ads are delivered to your target audience — ahead of competitors with a lower relevance score.
If you want to improve your relevance score, check out the following tips.
1. Get super specific with targeting to find your niche audience
Find the fanatics
In order to achieve that perfect 10/10, you need to be extremely specific with your ad targeting.
Every niche has casual fans and diehard fanatics — it’s important to get your message in front of the latter group if you want to run successful campaigns.
Why? Let’s say you’re manufacturing mixed martial arts apparel and want to target fans of the sport. A casual fan might tune in every time there is a gigantic fight night, whereas a fanatic watches every single event, has Ultimate Fighting Championship (UFC) posters on their wall and even has fighter bobbleheads next to their computer.
Put simply, fanatics are the type of people who won’t think twice about making an impulse buy if they see an ad which correlates with their passion.
Facebook’s Audience Insights is a great tool for gleaning insights about people based on individual pages they like.
Image source.
In particular, the Page Likes dashboard gives you a highly insightful affinity score for pages. This shows how likely fans of a particular page will be to like other pages compared to the average Facebook user.
Quick example
A lot of people follow superstar fighter star Conor McGregor, but that doesn’t mean they’ll buy your mixed martial arts t-shirt.
Audience Insights shows that fans of Conor McGregor like a range of loosely focussed pages, such as Joe Rogan, the UFC commentator and comedian, as well as Dana White, the CEO of the UFC.
Also, a bunch of irrelevant pages come up such as Fake SportsCenter and NFL Memes:
Load Audience Insights and click the Page Likes tab.
Now, compare this to fans of Jorge Masvidal — a fighter with minimal mainstream recognition, but who has a strong fan base of diehard mixed martial arts fans.
The 50 most relevant pages for Jorge Masvidal fans are all highly specific to the mixed martial arts niche. In fact, the vast majority are pages for other fighters — which is great if you’re trying to identify the pages that diehard fanatics follow (so you can use them in your targeting).
Load Audience Insights and click the Page Likes tab.
Since you can’t target every interest in Audience Insights when you run ads (some are unavailable, for some reason), it’s a good idea to create a document and record the most relevant pages within your niche. You can specify the pages that are available when you run a campaign of the most relevant pages.
As a general rule of thumb, I like pages that have an affinity score of 100x and above. An affinity score of 100x means that your seed audience is 100 times more likely to like this page than everyone else on Facebook.
Cub Swanson, another niche fighter with a diehard following, has an outrageously high affinity score of 726x for fans of Jorge Masvidal’s page. This is great information if you’re trying to find highly specific pages to target in this niche.
Finally, ensure that at least 80% of the pages in the Top Categories section are relevant to your niche, for every interest you input.
Jorge Masvidal’s page passes this test if you’re looking to market mixed martial arts apparel — even though there are a few erroneous pages (NFL Memes may not be the greatest market for your mixed martial arts apparel).
Load Audience Insights and click the Page Likes tab.
Age and gender
It’s a good idea to create a buyer persona for your business, which includes demographic info such as age and gender. Doing so can help you tailor your messaging accordingly.
Even if they like the same Facebook page, a 22-year-old man probably won’t respond to the same messaging or product as a 62-year-old woman. Show the same ad to these two demographics and get a different relevance score.
Some niches are heavily dominated by one gender, and this should impact the tone of your ads, your copy and most obviously, the products you’re marketing.
For instance, 46% of Facebook users are men, whereas only 17% of those who like pages in the vegan niche are men.
Load Audience Insights and click the Demographics tab.
Unless your product is very specific to one gender, I would recommend running ads for men and women.
By running ads at a low cost, you can get great insights about who is purchasing and who isn’t — which will let you run more relevant ads in the future.
For instance, the following ad promoted a cork necklace to women of all ages who like eco-friendly and vegan Facebook pages. Using the “Age” filter in Facebook Ads Manager, you can see that all but one of the purchasers was over the age of 45.
Ad data taken from a campaign by Vegan Horizon.
With this valuable insight, a subsequent ad campaign was run specifically to women aged 45 and up — with much better results.
Custom and Lookalike Audiences
If people have purchased from you multiple times, you know they’re someone who resonates with your brand. To achieve a great relevance score, consider running an ad to a custom audience of your previous customers.
Follow these steps:
Export your customer list as an Excel spreadsheet (this is easy to do in Shopify).
Go to “Audiences” in Ads Manager.
Select “Custom Audience” from the “Create Audience” dropdown.
Click “Customer File.”
Upload your customer list.
Once your new audience is ready (you may have to wait a few hours), run an ad campaign for this custom audience.
Pro tip: Word your ad as if you are speaking to an old friend, since this is an audience who has already bought from you. Customers who have already purchased from you should convert at a much higher rate than cold traffic.
Lookalike Audiences can be extremely profitable when they work, although they’re somewhat hit and miss in my experience. If you have a seed audience of several hundred customers within a country (ideally, several thousand), click the Create Audience tab and select Lookalike Audience.
Marketing to a good Lookalike Audience can definitely get you a perfect 10/10 relevance score.
2. Split test meticulously
While targeting is the most important part of achieving a high relevance score, the quality of your ad is significant too. For me, a quality ad needs compelling images, persuasive copy, a clear CTA and an offer that your target audience can’t resist.
Quality is, however, subjective. Fortunately, you can use split testing to determine what types of ads resonate with your audience — then refine your advertising to be more resonant in the future.
Sometimes, the ads I think are superbly written fail to convert, while others I think will underperform become huge successes.
Innovate based on the data rather than your assumptions, and you can’t lose.
Innovate based on data rather than assumptions and you can’t lose at split testing.
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Copy
When I first launch a campaign, I like to fire three ads at an audience, each with the same image but with different copy. I’ll aim to highlight different features and benefits in order to determine what resonates.
One ad might mention free shipping, while another focuses on the emotional benefits of the product and the last takes a controversial standpoint in order to create a polarized reaction (and hopefully, more engagement).
Check out this example of a split test by Forbes, featured in AdBeat. Forbes ran four different ads to promote their article listing the top 20 highest paid athletes in the world.
Forbes found that option A proved most successful. At the time of running this ad, Floyd Mayweather had been heavily featured in the news. It was also rumored that he took home a big pay check from his recent fight with Manny Pacquiao. Naturally, fans were curious to learn just how much Mayweather had made that year.
While you might want to test a conversational tone versus a formal tone, I find the most significant gains can be made by split testing the headline and CTA.
Using powerful, persuasive language works well in the headline, as does opening your copy with a personalized greeting depending on your niche.
For example: “Hey fisherman/lawyers/cat lovers!”
Also, don’t be afraid to test using negative words. Oftentimes, people are compelled to action through avoidance of pain rather than pursuit of pleasure — as this powerful ad shows:
Images
Once I’ve perfected my copy and have an ad which resonates well with my audience, I start split testing different images.
It’s important that your image looks professional. You can find plenty of free images on Pixabay, or you can give your product image to a freelancer on Fiverr to add some text and make it suitable for an ad.
Some marketers like to use red borders around their images to make them stand out. I think this looks a bit unprofessional, but again, it’s not my opinion that counts — it’s the people who see the ad and convert (or not) that matter.
Interestingly, Search Engine Land found that images of happy women, colorful logos and self portraits tend to convert the best. In my experience, pets and children also convert well, and situational photos often beat traditional product photography — but you must test and see what works best for your niche.
Check out this split test I performed to help a client determine which image to use for a campaign. Using the exact same copy, we let both ads run for three days.
The results were dramatically different.
The first ad received a CTR of 0.60% and zero purchases, whereas the second ad received a 2% CTR and three purchases over the three-day period.
Interestingly, the first ad had a relevance score of 7, whereas the second got a 9 — despite the fact both ads featured the same offer, the same copy and were targeted to the same audience.
3. Landing page optimization
While a great landing page won’t directly influence your relevance score, it is still important to get right.
By including credible social proof (such as video testimonials), persuasive copy, a powerful CTA and keeping your landing page stylistically consistent with your Facebook ad, your ad won’t just be relevant, it will be profitable — which is the goal, after all.
I’ve had positive results attracting B2B clients using Facebook ads. A free strategy session offered in my ads sends cold traffic directly to a case study page on my website.
Because I have a clearly defined buyer persona for my business, I ensure all my case studies are representative of this buyer. Because I target very specific interests and demographics on Facebook, I can ensure that the vast majority of people who click through from my ad will relate to the client in my case study.
By reading about the great results I was able to obtain for similar clients, new prospects are encouraged to get in touch for a free strategy session — where we can begin our relationship.
Through split testing, I’ve found that a bold “Contact Us” section at the end of a case study page works well as a CTA — especially when the colors contrast with the rest of the page (orange is one of the most popular CTA button color choices for a reason).
Get better results for less
Put simply, achieving a 10/10 relevance score will help you lower the cost of getting your message in front of the right buyers.
Because Facebook advertising is becoming more competitive, it’s essential to make your campaigns as cost effective as possible (that is, if you want to be profitable). When multiple ads are targeted to the same audience, a high relevance score will be factored in when Facebook decides which ad will be shown.
When split testing a campaign at a low daily ad spend, relevance should be one of the first things you look at when determining which ad has the highest likelihood of being profitable. In my experience, ads with a 10/10 relevance score usually scale better than those with a lower score.
Can you think of any other ways to improve your relevance score? Please let me know in the comments.
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