New Social Ad Campaign Tools and Features
In an effort to help show users ad content that’s most interesting to them, and reward marketers who make an effort to create this content, Facebook recently announced the creation of the Relevance Score. This will seem familiar to marketers with Google advertising experience, as it is similar to the Quality Score for AdWords.
The score will be calculated based on feedback from ad viewers and will be in the form of a scale from 1 to 10 (with 10 being the best). This feedback will be represented by engagement, interaction or behavior of users who see your ads. This would include likes, comments and video views on the positive end of the spectrum, while negative feedback might include hiding or flagging/reporting your content. The score will be dynamic and updated on a continuous basis, so it is to your advantage to react immediately and make quick changes if content isn’t getting a good reaction.
A good score means more than just an ego boost or bragging rights. A high score will be rewarded in the form of lower ad distribution costs.
Meanwhile, Twitter is adding tools to help marketers better measure the ROI from their promoted campaigns. The two new enhancements to its ad conversion tracking tools are transaction values and key conversion tags. Transaction values, as the name implies, indicates the conversion value of your promoted campaigns. This is measured by adding tags via your Twitter Ads UI.
The key conversion tag lets you pinpoint a specific conversion event, and measure and track that particular action. Twitter will then automatically optimize your campaigns with the goal of driving that conversion event.
These developments illustrate all of the factors that can influence a social media advertising campaign, and shows why these tactics can be so challenging for marketers. KEO Marketing specializes in social media marketing campaigns and can create or optimize your campaigns for maximum ROI.
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