Allison Turner

Marketing Manager

March 196 min read

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The TL;DR March 19, 2019

This week we’re talking about Facebook phasing out ad relevance, marketing mistakes to avoid and SEO trends to watch out for.

Facebook to Phase Out Ad Relevance Score

Recently Facebook announced it will phase out its ad relevancy score in favor of more granular, actionable metrics. Read on to find out what that means for users and check out more here.

The TL;DR

  • Facebook felt that providing one score was not as effective as providing more specific, actionable feedback.
  • This change includes adding new metrics and removing or changing some old ones.
  • Metrics to be added:
    • Quality Ranking: Your ad’s perceived quality when compared to other ads vying for the same audience.
    • Engagement Rate Ranking: Your ad’s perceived engagement compared to other ads competing for the same audience.
    • Conversion Rate Ranking: How your ad’s expected conversion rate compares to that of ads with the same optimization goal competing for the same audience.
  • Metrics to be removed:
    • Offers saved and costs per offers saved: These will be replaced by a “post saves” metric that’s more inclusive of a variety of post types.
    • Messaging replies and costs per messaging replies: These two metrics are being replaced with “new messaging connections” and “messaging conversations started”. The new metrics will focus more on messaging conversions.
    • Mobile app purchase ROAs and web purchase ROAs: Due to purchasing behavior becoming more omnichannel, Facebook is combining these two metrics into one that covers all channels.

12 Common Marketing Campaign Mistakes to Avoid

With the proliferation of creative marketing available, it’s important to make sure your campaigns aren’t falling into these simple traps. Find out more below and check out the full article here.

The TL;DR

  1. Trying to please everyone: Nothing will ever please everyone, so determine your target audience and focus on them.
  2. Failing to connect with your audience: Emotional connection is one of the most important parts of marketing and should be at the forefront of your planning whenever you come up with a new campaign.
  3. Relying too heavily on marketing data: Data can provide valuable insight, but be careful to not focus too much on data that you forget the human element.
  4. Failing to diversify your marketing approach: Your target audience doesn’t just consume one type of media, so make sure you place smart marketing campaigns across a variety of platforms and content types.
  5. Failing to live up to expectations: Over-promising and under-delivering is a quick way to turn customers off from your brand. Make sure that your product or service does exactly what the ad claims it does.
  6. Copying the competition: Audiences know when you copy the competition, and that can tarnish your brand’s image. Instead of always obsessing over what your competition is doing, focus on helping your brand stand out.
  7. Ignoring the competition: On the other hand, you can’t completely ignore your competition either. See what works and doesn’t work for them and apply those learnings to your brand.
  8. Limiting the marketing campaign budget: Marketing costs money, and while spending less initially might look good, it could serve your brand in the long run to make sure you spend enough to give your campaign a chance at success.
  9. Ignoring your website: If you don’t have an up-to-date and easy-to-use site, there’s a good chance that users won’t make a purchase or revisit the site beyond the initial visit. Maintaining your website can also help you with search engine ranking.
  10. Failing to track your marketing campaign: Tracking your campaign enables you to see how it’s performing in real-time. The resulting information could help inform you of any adjustments that may be necessary.
  11. Giving up on your campaign too early: Give it time to work. While instant gratification is nice, often things need a little room to breathe before true performance can be measured.
  12. Failing to use a review and approval process: Build time into your project structure to review and approve work. This could help prevent embarrassing errors or mistakes.

9 Emerging Search Engine Optimization Trends for 2019

With search engines delivering 300% more site visits than social media, SEO isn’t going anywhere anytime soon. Check out these 2019 SEO trends to keep your brand at the top of the rankings here.

Facebook Marketing Campaign SEO