All About Facebook Ad Quality Ranking And How To Improve It

Facebook is the king of social media platforms.

With 2.95 billion active users, it offers a plethora of opportunities to individuals and brands around the world.

The biggest asset of the social media giant is its advertisement platform.

Over the years, Facebook has upgraded its advertising features by adding advanced tools to help businesses get the most out of their budgets.

You can create ads, assign unique goals, track performance to gain crucial insights and drive customers through successful sales funnels with ease.

While these tools are available to all, only a handful of brands generate profit from Facebook Ads.

This is because most businesses cannot create quality advertisements that resonate with the audience.

Facebook reviews every ad and ranks them based on a few relevance diagnostics.

In this process, Facebook also rejects ads that lack quality and violate their advertising policies.

Higher the quality of your ads, the better is their performance compared to similar ads.

Hence, you must focus on creating high-quality advertisements for your brand to beat the competitors. This means understanding how Facebook ranks advertisements.

In this article, we’ll discuss all about Facebook Ad quality ranking and learn a few tricks to improve ad quality.

Let’s get started…

What is Facebook Ad quality?

Facebook ad quality is a standard that shows the quality of an ad, determined from many parameters like feedback from people viewing or hiding the ad and assessments of low- quality attributes.

The company focuses on providing value to the users and uses ad auctions to promote higher quality ads.

This means if you create high-quality ads, you can perform better at auctions and generate massive meaningful interactions from the audience.

Why is Facebook Ad quality important?

Facebook has designed its auction algorithms to favor higher quality ads.

This means, high-quality ads perform better in auctions than the low-quality ones, which are often costly and hence reduce the distribution of the ads.

Say you created an advertisement which contains a massive amount of text with low readability.

Such a low-quality ad will derive no results from the audience. In fact, Facebook will disapprove of it immediately.

If you continue to post low-quality ads, Facebook’s systems will consider every advertisement on your Page, domain, and ad account as lower quality.

Hence, it’s critical to create high-quality ads that provide value to the customers.

How does Facebook measure Ad quality?

Facebook used to measure ad quality by assigning a relevance score to the advertisements.

The relevance score is a rating from 1 to 10 which estimates how well your target audience responds to your ad.

But you can’t see a relevance score unless your advertisement receives over 500 impressions.

Facebook has replaced this score with its unique Ad quality ranking system comprising three ad relevance diagnostics.

This is because the relevance score didn’t provide any insight into improving your advertisements.

Let’s understand the three diagnostics.

Quality Ranking

Quality Ranking tells your ad’s perceived quality compared to ads competing for the same audience.

This ranking depends on many parameters like feedback from people viewing or hiding the ad, assessments of low-quality attributes and post-click experience.

Facebook assigns four potential values for quality ranking:

  • Above average
  • Average
  • Below average (bottom 35% of ads)
  • Below average (bottom 20% of ads)
  • Below average (bottom 10% of ads)

Here, the average represents the 35th to 55th percentile.

For instance, say your quality ranking is below average (bottom 10% of ads). This means your ad’s perceived quality is among the lowest 10% of the ads competing for the same audience. The rest 80% have a higher perceived quality for the same audience.

Engagement Rate Ranking

The Engagement rate ranking tells your ad’s expected engagement rate compared to ads competing for the same audience.

In simple words, it explains the probability of a person to click, react, share, comment and expand on an advertisement.

Facebook assigns four potential values for quality ranking:

  • Above average
  • Average
  • Below average (bottom 35% of ads)
  • Below average (bottom 20% of ads)
  • Below average (bottom 10% of ads)

Here, the average represents the 35th to 55th percentile.

For instance, say your engagement rate ranking is below average (bottom 20% of ads). This means your ad has an expected engagement rate among the bottom 20% of ads competing for the same audience. The rest 80% have a higher expected engagement rate for the same audience.

Conversion Rate Ranking

The Conversion Rate Ranking tells your ad’s expected conversion rate compared to ads with the same optimisation goal competing for the same audience.

In simple words, it explains the probability of a person to complete your optimisation goal after viewing your ad.

Facebook assigns four potential values for quality ranking:

  • Above average
  • Average
  • Below average (bottom 35% of ads)
  • Below average (bottom 20% of ads)
  • Below average (bottom 10% of ads)

Here, the average represents the 35th to 55th percentile.

For instance, say your expected conversion rate is below average (bottom 20% of ads). This means your ad has an expected conversion rate among the bottom 20% of ads competing for the same audience. The rest 80% have a higher expected conversion rate for the same audience.

There are also products and services with lower conversion rates than others competing in the same ad auction, for instance, jewelry compared to t-shirts.

How to determine Ad’s quality?

You can determine your ad quality in ad relevance diagnostics.

This data is available in the Ads Manager under the campaign you want to examine. Here, you’ll find additional columns at the ad level.

The columns will show you three relevance diagnostics: quality ranking, engagement rate ranking, and conversion rate ranking. 

But if your ad has over 500 impressions, you’ll see a ranking of Below Average, Average, or Above Average for each of the three metrics.

How to improve Facebook Ad quality?

Now that you know how Facebook measures Ad quality, let’s discuss how you can improve the quality of your Ad’s. Here are a few pointers that will help you get results.

Create for your audience

Every customer goes through a journey, divided into three stages.

The first involves generating awareness of your service/product by teaching the audience about who you are, how you can help them and the features of your service.

In the second stage, you influence the consideration of your audience by telling them how you can solve their issues effortlessly and urge them to consider your services above others in the market.

The ultimate stage involves converting the audience into customers by offering them what they need to seal the deal, like a discount or free products.

Every business must understand the three stages and drive their audiences through the funnel to get results. This means you can’t push conversion-based ads to customers who are in the first stage.

Hence, understand the customer’s journey to create relevant ads.This’ll not only improve the quality of your ad’s but also attract massive impressions.

Use top-quality creatives

Creatives play a critical role in making your ads standout against the competition. There are millions of advertisers who post everyday on Facebook and Instagram. This means to beat them, you must create attention-grabbing ads.

You can do this by using top-quality creatives like high-resolution images relevant to your copy, eye-catching offers, to-the-point videos, font, call-to-actions and more.

A brief research into what’s working for your target audience would give you a plethora of insights for selecting your ad creatives.

Avoid low-quality attributes

There are many low-quality attributes Facebook encourages advertisers to avoid while creating Ads.

By avoiding these attributes, you can improve the quality of your advertisements. 

Facebook wants your ads to interact honestly with your audience.

Hence, never withhold information to urge the audience to click a link to understand the full context of what you’re offering.

This also means avoiding spammy content that entices the audience to interact with your ads for likes, comments, and shares.

Use less text on images

Although there’s no limit on the number of words you can use on your ad image, using a large amount of text often decreases the quality of your ad. Hence, you must always go with a smaller font and minimum text on your ad image copy.

TIP: Images with less than 20% of text derive maximum results. 

Write fantastic headlines

The headline is one of the first things people notice about your ads. 

An attention- grabbing headline can urge the customer to engage with the ad and affects the ad’s CTR. 

Hence, you must spend some time creating the best headline for your ad copy.

Follow Facebook’s advertising policies and practices

Facebook reviews every advertisement to check whether they are violating the policies.

You can find a list of policies instructing to avoid use of certain types of content, categories, and practices.

If you violate these policies, Facebook rejects your Ads.

But the good news is, Facebook also shares some practices you can apply to your ads to improve their quality.

Conclusion

There you have it. Now, you know all about Facebook’s Ad quality ranking. You also know how Facebook measures and ranks the ad’s based on three relevance diagnostics.

Higher the quality of your advertisements, better is their chance of performing in the auction and getting results with the customers. Hence, you must follow some standards to create high-quality ads.

This means following Facebook’s advertising policies and practices.

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Paco Vermeulen

Paco Vermeulen is a Facebook advertising expert, with over 8 years of experience. Prior to starting his entrepreneurial journey he gained experience as a digital marketer, growth marketer and CMO. He is a MSc Marketing graduate from VU University Amsterdam.

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