The reality for brands is that you have to include paid ads as part of your Facebook strategy. Without ads, brands get little or no exposure on the platform. Facebook has added tools to help marketers to fine tune the impact of their ads.
Facebook has expanded ad metrics to provide more granular ad performance data and help advertisers drive better response.
- Quality ranking – How your ad’s perceived quality compares with ads competing for the same audience.
- Engagement rate ranking – How your ad’s expected engagement rate compares with ads competing for the same audience.
- Conversion rate ranking – How your ad’s expected conversion rate compares with ads that have the same optimization goal, and compete for the same audience.
If you’re looking to maximize your ads, Facebook offers a table of tips based on each measurement.
Here are more tips for creating the most effective Facebook ads.