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Quality of Clicks From Different Targeting/Placements Question (4)

02-19-2018 06:23 PM #1 duiyao (Member)
Quality of Clicks From Different Targeting/Placements Question

This question is bothering us for a while. So, provided the creatives are not misleading/clickbait, can we assume clicks through the FB ad have an equal chance to convert, regardless of the targeting/placements? They theory is that: since people are interested enough to click-through it, it doesn't matter where they click from, they all have similar interest to convert?

Another way of asking it is, does RS affect the conversion rate after the ad is clicked? (not the impression, please note)

02-19-2018 07:02 PM #2 matuloo (Legendary Moderator)

Quote Originally Posted by duiyao View Post
So, provided the creatives are not misleading/clickbait, can we assume clicks through the FB ad have an equal chance to convert, regardless of the targeting/placements?
Absolutely NOT ... and that goes for any traffic source... targeting is everything (or at least a HUGE factor).

Target the wrong audience and you can still get clicks, cause they are curious, but they won't buy, because they are not interested enough.

You need to get both factors in order ... quality angle to make a great AD and the right targeting for it, in order to actually convert.

02-19-2018 07:06 PM #3 mitchell (Member)

Quote Originally Posted by matuloo View Post
Absolutely NOT ... and that goes for any traffic source... targeting is everything (or at least a HUGE factor).

Target the wrong audience and you can still get clicks, cause they are curious, but they won't buy, because they are not interested enough.

You need to get both factors in order ... quality angle to make a great AD and the right targeting for it, in order to actually convert.
How do you think this ties into relevancy score though? Is it safe to assume that it's possible to have a high relevancy score but still be targeting a non-converting audience?

02-19-2018 07:27 PM #4 matuloo (Legendary Moderator)

Quote Originally Posted by mitchell View Post
How do you think this ties into relevancy score though? Is it safe to assume that it's possible to have a high relevancy score but still be targeting a non-converting audience?
High relevancy score should certainly tell something about your ads, but it's not a cure-all type of thing. Think of it as of CTR for example, it can be high but still those clicks might not convert... could be a problem with the angle, some misleading element etc ...

From FB guidelines :

Relevance score is calculated based on the positive and negative feedback we expect an ad to receive from its target audience. The more positive interactions we expect an ad to receive, the higher the ad’s relevance score will be. (Positive indicators vary depending on the ad’s objective, but may include video views, conversions, etc.) The more times we expect people to hide or report an ad, the lower its score will be.
So it's a mix of factors ... comments, views, conversions, negative/positive feedback ... and shows what they EXPECT the reactions to be, so yes, it's possible to come up with an AD that will be appealing to a lot of people from the audience you target, they will click it and wont post negative feedback ... but still, it could be a complete miss, when it come to converting.

So to answer your question :

Is it safe to assume that it's possible to have a high relevancy score but still be targeting a non-converting audience?
Yes it is, but it's often a problem of the AD as it attracts the wrong kind of users.

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