How to measure marketing relevancy?
Ultimately your relevancy boils down to how well your business stays afloat. But there’s more to it. If your product or service isn’t relevant for the market, you will eventually go bankrupt no matter how much money you throw into marketing (make something people want). If your product is relevant, but your marketing isn’t, you will not reach your full potential. If you have both lined up properly, it should show in your bottom line.
So how do you measure your marketing relevancy? Luckily it has been made accessible (at least to some extent) in some platforms, such as Google Ads and Facebook Ads Manager.
Google Ads Quality Score
Google Ads provides you a few metrics to diagnose the quality and relevancy of your keywords. Metrics such as Quality Score, ad relevance, expected CTR, and landing page experience all give nuggets of insights that you can use to tweak your funnel and messaging. The Quality Score functions well as a general metric to identify how relevant Google thinks your result is compared to the searcher’s intent.
Disclaimer: Quality Score and other quality metrics shouldn’t be used as standalone metrics for determining your performance. However, high-quality ads can result in a higher Ad Rank, which can bring lots of benefits, such as more impressions, better ad positions, and lower cost-per-click.
The Quality Score has a value of 1-10, where 10 is the best achievable result.
As for the other quality metrics, each can have one of the following values:
- Above Average
- Below Average
Facebook Ads Ad Relevance Diagnostics
Facebook’s Ad Relevance Diagnostics contains three metrics that can help you analyze how relevant your ads are. Quality ranking can tell you how your ad’s perceived quality compares to ads competing for the same audience. Engagement rate ranking can give you insights on how your ad’s expected engagement rate fares against ads competing for the same audience. Conversion rate ranking is useful for identifying how your ad’s expected conversion rate performs against advertisements with the same optimization goal competing for the same audience.
Disclaimer: The same goes for Facebook’s quality metrics; don’t use them as primary metrics for determining performance. Use it to diagnose underperforming ads.
Each metric can have the following values:
- Above Average
- Below Average (Bottom 35% of ads)
- Below Average (Bottom 20% of ads)
- Below Average (Bottom 10% of ads)
Average represents the 35th to 55th percentile.
Negative feedback from people viewing or hiding your ad, too much text in your ad’s image, withholding information, and engagement baiting can all decrease your quality ranking.
Engagement rate is affected by the likelihood of a person clicking, reacting to, commenting on, sharing, or expanding your ad.
When looking at the conversion rate ranking, consider that some products and services can have a lower conversion rate than others competing in the same ad auction. For instance, high-price or high-consideration products like consulting services should expect lower conversion rate rankings than lower-price or lower-consideration products like t-shirts.
How to improve your relevancy?
High performance is associated with high relevance. However, it’s not always so black and white. Therefore, use quality score and relevance diagnostics to analyze ads that are not performing according to your expectations. If your ads meet your objectives, you should ignore these metrics (I’ve seen ads with a low-quality score or relevance rankings perform exceptionally well and vice versa). To conclude, achieving high-quality scores or relevance rankings should not be your primary goal.
Now that we got that out of the way, let’s look at how you could improve your underperforming ads by using the quality score (Google Ads) and relevance diagnostics (Facebook Ads).
The Quality Score gives you a good overview of how relevant your landing page and ads are to the keywords you’re bidding on. For instance, if you’re bidding on a competitor’s brand name, your Quality Score will inevitably be below them for obvious reasons.
Let’s take a look at another keyword, such as “roof maintenance.” If you offer roof maintenance services, you can expect a high Quality Score when bidding on that keyword. However, it requires that your ads and landing page experience match what the user is searching. Imagine that the user is looking for maintenance services of metal roofs, but you only offer maintenance of clay and concrete roofs.
The expected CTR will probably be high if you have tailored your ads around the “roof maintenance” query. Your landing page experience might be below average because the user is not getting what they are looking for to find. Here’s a good article on how to improve your quality score by diving deeper into the three components of ad quality: ad relevance, expected CTR, and landing page experience.
If your ads aren’t meeting your objectives, have a look at ad relevance diagnostics to understand if there is anything you can do to improve your performance. It might mean making adjustments to your creative assets, post-click experience (e.g., a landing page), or the audience you are targeting. Looking at the different ad relevance diagnostics metrics together can give you a better understanding than reviewing each diagnostic individually.
The image above is a useful tool for diagnosing what might be wrong with your Facebook ads. When optimizing your campaigns and ads, consider that it is more impactful to move a ranking from low to average than it is to run a ranking from average to above average.
To make your life easier, I made an interactive tool on Google Sheet that you can use to set your Facebook Ads rankings and get the potential causes and recommendations for each scenario. Here’s the Facebook ads diagnostic tool. Play around with it and bookmark it for future reference.