Unleashing the Power of Facebook's Ad Relevance Diagnostics in the AI Era

In this digital age, where Artificial Intelligence (AI) has become the buzzword, Facebook ads still reign supreme as the most effective tool for online promotion. In one of our campaigns, we've been consistently selling products to COLD audiences on Facebook using AI. It's as simple as setting it up and letting it run - with content being the undisputed king.

However, there's a catch. Once you hit a certain threshold, you'll discover that AI alone cannot sustain your ability to scale. Yes, AI will tirelessly unearth new buyers for you, but what happens when you're promoting a time-sensitive event such as an album release party?

This is where the power of Facebook's Ad Relevance Diagnostics comes into play. This system, which replaced the old relevance score, measures relevance across three dimensions:

• Quality ranking
• Engagement rate ranking
• Conversion rate ranking.

Each diagnostic receives a rating of below average, average, or above average. These ratings are used to understand whether changes to creative assets, audience targeting, or the post-click experience might enhance performance.

But here's the kicker. High ad relevance diagnostics rankings should not be your primary goal, and they don’t guarantee an increase in results. These diagnostics assess each ad's past performance in the ad auction over the date range you've selected. They are not factored into an ad's performance in the auction.

Therefore, they should be used to diagnose underperforming ads, not to optimize ads that are already meeting your advertising objectives.

Over the past decade, I've been teaching the principles of Facebook Relevance, and I've seen over 500 graduates benefit from this course. Even in its third revision, the principles still hold true. It's all about structuring your content in a way that not only brings you business but also grows your Facebook channel.

If you've always dreamed of having 50,000+ followers on your channels like some of our graduates, here's three step process:

1. Strive to get at least 1000 views/impressions on a post or boosted paid ad of a piece of content on your page.
2. Use the three metrics provided by Ad Relevance Diagnostics on your existing ads.
3. Craft a 'new' ad into the same ad set based on the results of the previous and see if it performs better. Its a 'triple' split test. Drop out the loser and keep going.

I delve deeper into this in my course videos and coaching calls. If you need help with your Facebook campaign, I'd love to connect with you. Drop me a line, and I'll send you a link to the enrollment page.

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