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***Mini Guide by fbQueen*** Facebook and Quality Score (34)

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Aloha!

When you're advertising on Facebook you need to watch your quality score. It is something you can identify by looking at your cpc, ctr and ad account performance in general.

As you are competing with many many advertisers, Facebook's algorithm measures the performance of your ads, making sure the ads you post provide good content and engage their users (in other words it creates good user experience).
Fb will give you a quality score on a per account level, per targeting, per ad/post and even per fb page.

The algorithm takes into consideration how many users flag your stuff, how many hide it and even how long they are on your site/page.

Your engagement rate and quality score directly affect your ctr(click-thru-rate) and cpc(cost-per-click) and the other way around. You gotta make sure you have ads up with high ctr which will eventually lead to lower cpc.

When I want to work on my account's quality score I always create a new page (related to the offer I plan on running in the near future) and just post quality information (valuable info with eye-catching images) that people would like, share and comment on! Boosting these quality posts will increase your account's QS and help your future ads to get better placements (especially when you use the same targeting), higher ctr and lower cpc.

Regarding moderation and comment hides... I personally wouldn't touch the comments. Even if those comments are negative or bad. Deleting too many comments would lower your QS plus it may lead to manual review pretty fast. If you feel you need to try it out, go ahead and do a test, for me it didn't affect conversions as much.

I have to add Zeno's ninja measurement hint to make this mini-guide complete:
“FB calculates an equivalent CPM bid (eCPM) for all ads as part of delivery, where eCPM for a
CPM bid = bid x quality score x negative feedback rate
on CPC = bid x eCTR x QS x negative feedback rate
on oCPM/CPA = bid x eCVR x QS x negative feedback rate”

Now go and apply these when setting up your next fb campaigns!

Happy stackin'

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The FBQueen strikes again! Nice tip about boosting page posts for increasing QS. What do you think about just promoting the fan page instead?

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Nope, a like campaign would def not get as much engagement (clicks, shares, comments) as a page post boost! Plus getting likes usually costs more than getting clicks on your posts!

Tested, proven, no bueno!!

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tested and proven too. proven = wasted ad money :-(

awesome post FBQueen!

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Boom! Great post!

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Wish I knew commend deleting triggers manual review.. I just used to delete them like crazy and ended up with banned account.

Anyways, great post thanks bro!

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Thanks for the really helpful post fbqueen! What do you think about making a campaign pointing to FB tab on a fanpage instead? Will I get cheaper clicks? Will my QS be higher if the traffic stays inside of FB?

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Great info fbqueen, mucho appreciated!

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As of starting out with a new account I recommend pointing your very first ads to the fan page (I just do post boosts for max engagement) and also make sure your posts are "published" so Facebook treats your ads with more love!

Once you've built up your QS you can maintain it with ads that point outside of Fb! Just give it a try and see for yourself!

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Prefer to be called a "lady" or "sis" but thank you, I'm glad you learned something new about fb!

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Haha sorry lady, I didn't notice your nickname..

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Your Majesty should also work.

http://www.royal.gov.uk/ThecurrentRo.../Overview.aspx

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Hahaha that just made my day!

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Nice. What do you think of promoting "genuine offers" first, like a lead gen offer for a local car driver school.. and then slowly trying to do some grey or black hat stuff on FB. Could that increase the longevity of an account, taking into consideration that the account has a pretty good QS score?

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Most definitely! It is a good way warming up your accounts before doing what you've described!

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Thanks FBQueen! When you say make sure your post is 'published' do you mean that your FB post is automatically being sent out to an external blog or another social network?

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Ooops, I had a campaign where I deleted +200 comments. Damn I dind't know at all it worked with QS score... That's probably why I always have to bid super high to get some reach

Thanks!

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Published meaning it's live and present on your page's timeline. All other posts are unpublished but usable as ads.

I think there's a pro and con there... lots of comments that are negative > poorer user response. Delete comments > may make ads work better. I can guarantee that removing comments won't remove them from the eyes of FB and will likely look bad... so there's some weighing of priorities to be done.

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Thanks for the tips, FBQueen! How would you calculate quality score and negative feedback rate?

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Damn! I had no idea about the QS and that deleting comments was bad. Now everything makes sense when spying ads...

Thanks for the tip queen.

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Its here...
http://www.adweek.com/socialtimes/fa...reports/614939

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re: Deleting comments:

Sometimes negative comments can be a GOOD thing.

Why, you ask?

Everyone loves to argue on FB. Often times, people will
start arguing and replying to one another. And the original
"hater" will get POUNCED on! And if you have your settings
on the fanpage to NOT show the top comments, the neg
ones that are getting a lot of replies will end up getting
pushed down anyways and .... from the outside looking in,
just create a higher "comment" number under the post
giving the add more viral/social credibility.

But you need to make sure you go in the fanpage and turn off
top comments .... to where it only shows the most recent
comments at the top.

If comments have bad language in them, I do not think FB minds
deleting those, unless you go on a deleting frenzzzzzy! (bad idea).

Another thing to note: Look for things negative commenters are
saying and add them to the security filters on the page, so when
people post something like "this sucks" etc it will auto hide, keeping
you safe from showing that you are going around and manually
deleting comments that you don't like.

Just my two cents. But, everything is always different for everyone on the book.

They are very hard to read and change thing so often. I agree with the queen,
sometimes it's better to not touch anything. You def have to weight the pros/cons
for each unique situation.

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Anyone tried to use a network of fb accounts to boost likes and positive comments on ads?

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Love this comment haha

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Yes! I did... And it didn't make much difference for me... But I suggest to try it for your campaign, it might work for you! Make sure you get the positive comments liked so they get bumped to the very top so ppl see it!

oDesk is a great source to find such "network of accounts" lol

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does "quality score" apply when running RHS also?

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Yes it does!

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If I don't remove comments, ctr plummets. I've been moderating comments (deleting every single comment that's not a tag) for 4-5 months on $3k spend/day and I can confirm it does not lead to account reviews. Using vague, non descriptive or outrageous claims in your ad text, seem to lead to further review.

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Hey, some "fake comments" would help QS?

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Does Quality Score has like a timeframe. So for example: if you have a few people that reported your ad (for whatever reason) after a while like a week or so of no reportings your quality score go's up again? Or does it work with how many people saw the add / reportings? Or is it just like reported is reported and it will keep that way for always?

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Hey FB Queen,

At least for us RHS gets 0 engagement, literally 0 while boosted tons get a lot.

Will RHS ads hurt our Account QS ?

Cheers

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How would the moderation tool affect your quality score? I have mine set to auto delete comments containing a bunch of negative words. In this case it's FB's tool doing the deletion not me.

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where can you find this Quality Score? or is that something we have to ask our Facebook rep to find out for us?

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It's hidden, media buyers can "feel" it - FB rewards good advertisers (accounts with high QS) with cheaper prices and better quality traffic...

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