Facebook users are sick of ads. They see them all the time. Day after day, from new brands that want to sell them their "amazing" products. As the user base is heavily saturated by generic ad campaigns, people are less engaged with these types of ads and you need to understand how to create ads that deliver value and high relevance scores. You basically want to create ads that feel native to the platform and don't resemble ads.
Before we dive deeper into this, it's important that you understand how Facebook's relevance score algorithm works.
Ad relevance score or relevance diagnostic as it's now called is a score Facebook's delivery algorithm gives your ads based on how they resonate with your audience. If your score is low, your audience is not resonating with your ad/messaging and/or you could be targeting the wrong people.
Facebook explains in more detail how this works here: Ad relevance diagnostics can help you diagnose whether the ads you ran were relevant to the audience you reached. If your ads aren't meeting your advertising objectives, you can use ad relevance diagnostics to understand whether adjustments to your creative assets, post-click experience or audience targeting could improve performance. Learn more about how to use ad relevance diagnostics.
The diagnostics assess each ad's past performance in the ad auction
over the date range you've selected. The diagnostics are:
- Quality Ranking: How your ad's perceived quality compared to ads competing for the same audience.
- Engagement Rate Ranking: How your ad's expected engagement rate compared to ads competing for the same audience.
- Conversion Rate Ranking: How your ad's expected conversion rate compared to ads with the same optimization goal competing for the same audience.
Now that you understand Facebook's relevance diagnostics, what type of ads should you avoid when targeting cold traffic? Pushy sales ads in today's landscape is a huge no-go unless, as mentioned before, you're a massive brand with solid brand awareness.
By pushy sales ads I refer to ads that read a little something like this: "Want to achieve clean and healthy-looking skin? Discover our amazing skincare products and get 10% OFF today. Click to buy now before the offer expires: link
If you focus on providing value in your ads rather than selling, you will receive a higher relevance score and gain more trust from your target audience.