Improving ads quality with Facebook Creative Compass
Quality of creatives on Facebook is critical for their results. Facebook algorithm rates all ads assigning them a score ranging from 1 to 10, based on the estimated relevance. Facebook ratings takes into account he quality of the visuals, the texts, and the relevance of the ads for the targeted audience. For example, if an ad for children's clothes is displayed to people who have no kids, the relevance score is obviously going to be low. Ads with high relevance scores are more likely to be displayed and get lower CPMs.This may lead to performance underdelivery.
Unfortunately, it is often uneasy to know exactly what makes relevance scores high or low.
A new tool called Facebook Creative Compass is aimed to solve the issue. This tool will analyze 13 criteria that influence quality, relevance of the visuals and the texts and rate them as "high, medium +, medium, medium – or low".
These 13 criteria are as follows:
- Noticeability: Does the ad catch the customer’s attention easily?
- Showcase 15s
- Brand association 15s: Do people remember which brand was displayed in the ad after seeing the ad for 15 seconds.
- Brand association 3s : Do people remember which brand was displayed in the ad after seeing the ad for 3 seconds.
- Brand fit 15s
- Message comprehension 3s : Do people understand the message of the ad after seeing it for 3 seconds
- Message comprehension 15s : Do people understand the message of the ad after seeing it for 15 seconds
- Believable 15s
- Different 15s
- Information content 15s
- Emotional reward 15s
- Call to action 15s
Unfortunately the exact definitions of some of these criteria are not disclosed yet, even if mock-ups are already available (see above).
Advantages are obvious: optimization of content, A/B testing, etc
Facebook Creative Compass is said to be deployed this year (2019) without any more details at this stage.