{"id":301,"date":"2019-05-19T13:00:00","date_gmt":"2019-05-19T10:00:00","guid":{"rendered":"https:\/\/oanaandreescu.com\/wp\/?p=301"},"modified":"2023-02-24T14:45:14","modified_gmt":"2023-02-24T12:45:14","slug":"social-advertising-paid-metrics-to-optimize-or-not-to-optimize","status":"publish","type":"post","link":"https:\/\/oanaandreescu.com\/ro\/2019\/05\/social-advertising-paid-metrics-to-optimize-or-not-to-optimize\/","title":{"rendered":"Social Advertising: Paid Metrics, To Optimize Or Not to Optimize?"},"content":{"rendered":"<p>Two questions on my mind this Friday:<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">#1: <strong>Ad Relevancy Score: To Use Or Not To Use?<\/strong><\/h2>\n\n\n\n<p>On Facebook I\u2019ve had ads with relevancy scores lower than 5 perform better than ads with higher scores. I was puzzled. If it\u2019s driving conversions I\u2019d say it\u2019s relevant. The platform says it\u2019s not, it\u2019s counterintuitive to me.<\/p>\n\n\n\n<p>But then I came across this quote: <em><a rel=\"noreferrer noopener\" href=\"https:\/\/www.wordstream.com\/blog\/ws\/2017\/09\/14\/facebook-relevance-score\" target=\"_blank\">\u2018determines your audience\u2019s\u00a0<strong>expected<\/strong>\u00a0reaction to your ad creative\u2019<\/a>.<\/em><\/p>\n\n\n\n<p>So maybe, just maybe, Facebook cannot predict user behaviour after all?<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">#2: <strong>Frequency is a tricky metric. How many times should one person see your ad?<\/strong><\/h2>\n\n\n\n<p>From my experience it depends on the industry and market. And on ad goal, of course.<\/p>\n\n\n\n<p>You might see that you need to serve a shoe ad 3 times before you get a specific target to convert. In contrast, for B2B contact forms your user might need to be reminded 5 or 6 times about the benefits of the product before they actually take time to fill in your lengthy form. And then you just need to track if such a high frequency affectrs your result rate or costs.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Any thoughts on this Please comment if I am way off, let me know what you think.<\/strong><\/h2>","protected":false},"excerpt":{"rendered":"<p>Two questions on my mind this Friday: #1: Ad Relevancy Score: To Use Or Not To Use? On Facebook I\u2019ve had ads with relevancy scores lower than 5 perform better than ads with higher scores. I was puzzled. If it\u2019s driving conversions I\u2019d say it\u2019s relevant. The platform says it\u2019s not, it\u2019s counterintuitive to me. [&hellip;]<\/p>","protected":false},"author":1,"featured_media":147,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_et_pb_use_builder":"off","_et_pb_old_content":"","_et_gb_content_width":"","footnotes":""},"categories":[36,20],"tags":[17,26],"class_list":["post-301","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-advertising","category-analytics","tag-advertising","tag-social-media-marketing"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v16.9 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Social Advertising: Paid Metrics, To Optimize Or Not to Optimize? - Oana Andreescu<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/oanaandreescu.com\/ro\/2019\/05\/social-advertising-paid-metrics-to-optimize-or-not-to-optimize\/\" \/>\n<meta property=\"og:locale\" content=\"ro_RO\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Social Advertising: Paid Metrics, To Optimize Or Not to Optimize? - Oana Andreescu\" \/>\n<meta property=\"og:description\" content=\"Two questions on my mind this Friday: #1: Ad Relevancy Score: To Use Or Not To Use? 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