2022-07-25 | 250 Print PDF
Have you ever been in a situation where you had to create a Facebook engagement campaign ad with the primary aim of your campaign focused on getting engagements in terms of Facebook or Whatsapp messages? With the hopes of not having to deal with designing a landing page or collating data, you are being connected directly to your advert's interested audience.
Out of the optioned objectives for a Facebook Advertising Campaign, the Messages Objective has come under heavy scrutiny, especially with the way it's easily deterred from its main goal to you getting unrelated messages or other sidetrack advertisers trying to sell their advert slots to you.
This is so common that the impact on sincere advertisers cannot be overlooked, a simple case study should shed light on the conversion rate issues for the Facebook Messages campaign objectives.
So we had a client that came to us with the dilemma that his Facebook campaign was no longer converting, the objective of his campaign was clear, to have his advert prospects message him, which was a simple easy piece task...so we thought, but after setting up his Facebook campaign ads based on his objectives, our client still came back to us complaining that he was getting messages but from unrelated prospects.
But one of the issues Facebook advertising does face is the hijacking or pirates on Facebook most especially that are always trying to hitch on your advert campaigns by running their ads on your comment section of the ads or even direct messaging you (if you choose messages) for their advert offers, from our observation we can deduce we have three types of audience issues here, the first being those that are redundant, they do not follow up on their request, and those that are mismatched with their request, finally the ones that are literally spammers, just as seen in the images below.
This type of lead generated from Facebook message adverts is basically low balls targeted audience, for one they are interested in what you have to offer, but they are not willing to pay for it. One major factor that changes these leads is when they see words like payment or it has to involve money.
Such leads are not suitable for your products if they cost more than $10 in value, the best choice will be for you to streamline your audience set up on the Facebook Campaign Manager.
None responsive prospects
These happen frequently on Facebook ads, to the point where you begin to wonder if there was a saboteur on your campaign team. The truth of the matter is these are set of audiences in your large audience set (reach) that are looking for something similar or intend to make an inquiry for other services or products you offer. By so doing they are counted as a conversion, hence raising your cost price of conversion without you converting anything.
mismatch responsive prospects
There is one cancer on Facebook advert campaigns, you will find them on your ads comment section trying to coerce your targeted prospects or message you directly to offer their own service. A good example is the one screenshot below, this affects the overall advert if this is not checked in place.
Facebook Message Ads spammers
These were the three cases we highlighted for the client and to resolve it was to edit the audience and location of where they wanted to target.
Some Facebook Terms you need to be familiar with on the Facebook Campaign Manager are relevancy score, quality rate, conversion rate, and engagement rate.
A Relevancy Score of 5 was an average score, and anything lower was an indicator that your ad was not resonating with your selected audience. Generally, a higher Relevancy Score meant you could expect better results like lower cost per click, higher click-through rate, etc.
Engagement rate ranking explains how your ad's expected engagement rate compared to ads competing for the same audience.
Above 1% engagement rate is good; 0.5%-0.99% is average, and below 0.5% engagement likely means that you need to realign your messages to that of your audience's expectations and in the process attract more compelling and engaging messages from your community members.
Any campaign whose ads are Less than 1% = has a low engagement rate. Between 1% and 3.5% = average/good engagement rate. Between 3.5% and 6% = high engagement rate. Above 6% = very high engagement rate.
Quality Ranking is the sum of two other quality metrics: Engagement Ranking and Conversion Rate Ranking. Facebook also includes in the Quality Ranking calculations the number of times your ad was hidden and assessments of clickbait, engagement bait, and other negative experiences.
conversion rate ranking denotes the expected conversion rate for an ad compared to other ads displayed to the same audience. Facebook calculates the likelihood that users will complete your ad objective and convert. All three metrics can have one of three values: Above average (100% to 55%) Average (35% to 55%).
With the definitions of each factor to consider, one can now easily optimize their Facebook Ads issues, without consulting an expert. They will serve as guides as to what might be wrong with your ads if you fall short of converting any of your ads visits.