Starting next week Wednesday, September 29, 2020, Facebook will be implementing a new ad policy whereby they will disable all ads of eCommerce pages with low scores.
Why is this an important update you should absolutely take note of and prepare for?
Because if you’re currently running campaigns for your eCommerce brand but haven’t been paying attention to your overall Facebook account score – and it’s too low – your campaigns could be disabled as soon as next week!
However, not all is lost – there is still a chance you can check and improve page scores to mitigate the lost revenue resulting from paused Facebook ads.
Here’s everything you need to know about Facebook page scores, how you can improve them, and what metrics Facebook will use to determine your initial scores.
What is a Facebook Page Score?
Facebook is collecting feedback, through surveys, from users who have purchased products from a specific online store after they see or click its Facebook ad – this includes the product, Instagram, and Audience Network ads. This data is collated to give Facebook a clear picture of each store’s overall user purchase experience.
Therefore, if an online seller regularly gets a lot of negative feedback from shoppers, Facebook may flag this brand as lower-quality, resulting in entirely disabled page ads. Or in less severe cases, ad delivery and reach will be penalized for the same budget.
Facebook page scores are represented by numbers ranging from 0 to 5. What happens at what score will depend on when you created your eCommerce brand page and how long your advertising history is.
- If you have been advertising for less than one year and your page score drops to 2 or below, you will automatically be disabled from running ads!
- For those of you with a Facebook advertising history of a year or more and your page’s score drops to between 2 and 1, your page will see a delivery penalty applied to its ads. They will not be disabled unless your score reaches one or below.
You can view your Facebook page score here, and if it’s low, it will look a little something like this.
Now that you know what the score is and where to find it, let’s look at how you can improve it!
How to Improve Your Facebook Page Score
The first and most important thing to do is alter the survey sending time by changing the delivery speed. These surveys are designed to be sent to shoppers on the product’s estimated delivery date. Therefore if the delivery window you have set isn’t in line with your delivery schedule, customers will get the survey too early, which can result in more negative feedback.
Secondly, you will need to work on improving your customer support. A low score is usually a sign that Facebook shoppers don’t feel that their product or service expectations have been met by the exchange. Therefore, you can improve customer feedback – and your page score – by managing expectations by being clear, relevant, and transparent. Here are some tips to get you started:
- Manage delivery expectations by being as accurate as you can with expected delivery process times, product availability, and offer tracking options when possible.
- Always be clear about what you’re selling by using accurate images, videos, and copy, including size charts, and ensuring all relevant information is included in your ads so that there is no confusion or surprises.
- Be honest and transparent about when customer queries will be addressed.
- Have a clear return policy that is well displayed and always make sure you honor it.
- Don’t run ads for products that you can’t fulfill unless it’s for a pre-sale or launch. If you do run out of a product, be proactive about notifying shoppers that delays are pending.
In short, make sure your customer service is top-notch and in line with your store support guidelines!
Bonus Content: 4 eCommerce Brands Taking Customer Service to the Max
Have eCommerce Facebook PPC questions? Post them in the comment section below.
Mushon is the Head of Media at StoreYa. He's a PPC expert specializing in Facebook, Google, and Instagram eCommerce campaigns.
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