Did you know that Facebook ranks your ads in the backend and qualifies them? These quality scores, along with your budget, directly impact your auction chances, meaning your ads are served to desired audiences before your competitors. Facebook uses advanced algorithms to weigh budget-quality scores to give advantages-disadvantages in auctions.
Although the weighing of these two elements is not disclosed to the public, the common sense is that “the higher the budget, the more chance you get in the auction”, and “the more your quality score is, the more chance you have in the auction”. Despite the weighing is not disclosed, you can still observe your quality ranking in Ads Manager. There are many instances that even with a double size budget, your ad might lose the auction to your competitors, should your quality score rank worse than theirs.
What determines your quality score is a combination of variables such as: Ad relevancy, engagement ratio, image quality, conversion rate, etc.
In this review, we will take a look at a couple of ads by TIER: One of the biggest mobility apps that advertise on Facebook to drive app installs and rides.
Health Check – Background
TIER is a mobility app that offers scooter and motorbike rides in operating cities. We took a look at their ads on Facebook Ads Library and found areas that need improvement.
- Exclusions not implemented
- Bad choice of thumbnails
- Too much text on images
1- Targeting Exclusion
I am an active user of TIER and kept seeing the below ad on Facebook, Instagram, and Audience Network until I hid it. The ad offers 2 free rides to new clients with the specific code.
The problem here is that I have already installed the app, and used the code a long time ago.
NOTE: Advertising platforms give opportunities to exclude certain audiences from your ads.
Clearly, TIER does not use this feature. With the iOS14 update, certain inclusions and exclusions are limited, however, I am an Android user, and including-excluding audiences on Android is not a problem.
What happened with this particular ad? Even though I used the code before, I kept seeing the ad frequently (frequency is another important topic!) and in the end, I hid the ad selecting “Already purchased” and “I see it too often”. These actions on Facebook greatly impact the quality score and auction chances. Facebook wants its users to have a good time when navigating through Facebook and Instagram, that is why engagement (likes, clicks, comments), and user reporting play a crucial role for Facebook to determine what to showcase. Thinking about the fact that they don’t make the necessary targeting exclusion, I am certainly not the only one who keeps seeing the exact same ad copy over and over again, even if they have already converted.
2- Video Thumbnails
TIER has many competitors and the market is overwhelmed. To stand out, they need “Concept – Correct Targeting – Quality Images – Concise Ad Copy”. The ads below are delivered actively and whatever the video content is, the thumbnails look not so appealing, at least to me. They are of low quality. In Facebook video format, thumbnails are the most important elements that drive users to watch the video, and you can adjust your thumbnails from the video sequences.
User behavior and characteristics vary, however, many people would definitely skip this ad without engagement.
3 – Message and text on Image
Until the past year, Facebook used to penalize the ads that had too much text on the images. This is no longer the issue, at least the algorithm doesn’t deliberately lower your reach, however, it is always recommended using as little text as possible. One thing to remember is that the ads don’t really look like “ads” usually perform better. Imagine the user flow on Facebook and Instagram after navigating through your friend’s posts or stories: you experience something that has very long text, is repetitive, and doesn’t actually look good. The ad below from TIER is a good example;
The same message -“Get the code”- is repeated in the primary text, on the image, and also on the headline.
It looks like the users are “forced” to take action. Remember that people spend time on Facebook and Instagram to enjoy, not to be forced. The best strategy is to create copies that match with the natural feed-story flow and let users really “want” to explore more of your product.
Another issue with the above ad is the Call-To-Action button. The ad link directs users to the App Store where either they can install or open the app if already installed (would be also wise to use Deeplinking). After separating the audiences correctly, you can have “Install Now”, “Download” or “Use App” CTA’s, since the action takes place within the app, “Sign Up” does not cover the real meaning of the intended action.
The analysis above is of course limited to what information is available on Facebook Ads Library. Although we cannot see their overall concept and targeting, based on what is available, we can say that ads from TIER need improvements in the following areas;
- Use targeting exclusion
- Separate messages, CTA’s for the audience segmentation
- Use short and concise ad copies
- Lower the amount of text on images
- Use eye-catching thumbnails on videos
- Don’t be repetitive in messaging