The Hidden Killer of Facebook Ads

0:00so we need to talk about something that Facebook advertisers really need to watch out for because it can kill Facebook ad campaigns and Instagram ad campaigns very quickly and easily and a lot of advertisers are being caught out by it I'm talking about feedback scores now a lot of people when they start advertising on Facebook aren't aware that meta as a company will ask for feedback from people that have interacted with your business on Facebook on Instagram interact with your ads and potentially purchased your products from you this typically applies more to e-commerce businesses selling physical products and other types of business but I have seen feedback scores

0:34being collated and requested for other types of business as well so it does apply across the board to some extent and if your feedback score drops below a certain number you are in trouble as Advertiser firstly you'll end up with your ads restricted in terms of the reach which means you're basically going to end up paying more to reach the same amount of people not something that any Facebook or Instagram Advertiser wants and if it continues to drop or stays below a certain number for a certain amount of time you will be banned from Avatar amazing all together this is a really really important thing to be

1:03aware of there are a number of things you can do to improve your feedback score that's what I'm going to be covering in this video so to flesh this out and explain a little bit more about your feedback score and what we can do about it I've got meta support doc up here and I'll include a link to this in the description in case you want to go ahead and check this out but to explain a little bit further feedback score is from naught to five five being the best possible score not big the worst possible score and you may see warnings messages pop up within your Facebook ad

1:31account about your feedback score if it drops below a certain amount now if your feedback score drops below a three that's typically when we start to see warnings pop up nothing's going to take place there and then but if it drops below through that's when meta is going to start to say you might want to look into this things aren't going as well as we would like them to be going for the people that are interacting with your ads if your feedback score drops below a two that's typically when you start to have your reach restricted so you're going to be paying more to reach the

1:59same number of people as if you had a higher feedback score really important that you avoid that if you stay below a 2 for an extended period of time that can get worse and it can end up with your ad account your page better does it differently for different users so there's not sort of completely hard and fast rules around this stuff but either one of those could be fully disabled you could be bad for advertising if you drop below a one almost for any length of time your ads will simply be turned off and you won't be able to advertise anymore now the reason why meta does

2:30this is because they want to ensure that their users are having good experiences and interactions with businesses advertising on Facebook and Instagram because if users don't what will happen is they'll learn to distrust Facebook ads and Instagram ads if for example every time they order it takes three weeks to turn up it's a really poor quality product they can't return it if enough users have that experience they'll simply stop clicking on ads stop purchasing altogether and that over the long run would be terrible because advertisers would see the results of dropping and they would stop advertising and then meta as a company wouldn't make anywhere near as much money from their

3:06advertisers which is where the vast vast majority of their revenue comes from so it's really important to the long-term viability of meta as an advertising platform and as a business that the user experience with advertisers is really good and let's be honest a lot of Facebook and Instagram users have had very poor experiences with advertisers these are most frequently drop shippers people can do Drop Shipping correctly but a lot don't and I'm sure many of you have had the experience where you purchase a product that you saw on Facebook or Instagram it looks great in the little video that you saw but you didn't read the small print and actually

3:40it's shipped direct from China and it takes three weeks to get there and then when it does get there it's very poor quality you can see that immediately you want to get your money back you want to do something you can't there's nowhere to contact customer support you try and contact them to take forever and the whole experience is terrible that is bad for Metro as a company and it's bad for us other advertisers because we don't want those advertisers poor Behavior to reflect badly on our advertising efforts so very very important that this is done now the first question you might be thinking is what is my feedback score

4:10how do I check it now if your feedback score drops below those numbers that were mentioned previously you will see warnings pop up when you're in meta by your page and also via your ad account but if we scroll down onto this page here and this page has got a lot of really good information about this we can see you've got monitoring feedback and you can do so in account quality so if I just jump over to an example ad account which is what I use to record these videos you just want to click on these three little lines up here and then select account quality now because

4:38this is an example ad account if I click on this now it's not going to show us anything that's useful and relevant to what I'm talking about here but I'll grab some screenshots of actual feedback scores and they'll be inserted into this video so you can take a look at feedback scores and meta will let you know if you've got a you know 4.4 for example that's a good feedback score if you've got below a three that starts to get a bit dodgy below a two they're really not happy and below one is absolutely terrible so that's what you're really looking for and meta will give you

5:05information within that section of your feedback score telling you what you might be able to do to improve things and and what it is that people aren't happy with because obviously when they're giving feedback there's some specific information provided it does differ for different users there's no sort of exact way that everyone's going to be asked to provide feedback and the questions are going to be the same across the board doesn't really work like that but they are going to be asked questions around certain things like delivery times product quality all that sort of stuff and you will then be able to see what someone or what your

5:36audience's problems are with you as an Advertiser via the feedback area if it's because the product takes forever to arrive you'll see that and then that's something that you can hopefully address so really important you do go into account quality and check out your feedback score hopefully it's nice and high and you don't have a problem but if you do definitely something you want to jump on now you might be thinking that achieving a feedback score above a three is relatively easy to do but here's the thing most people that are willing to provide feedback have either had a really positive experience or a really negative experience and you see this

6:07across review sites everywhere you can anytime you try and book a hotel you will find people that have gone on and left a review because they had a really bad experience even if the hotel's generally really good so feedback scores tend to be I would say worse than what the business is actually delivering which means you need to pay more attention to this you need to ensure that you're providing those really positive experiences where people come in and leave great feedback scores um that will counteract inevitably some of the poor experiences that any business is going to generate just simply because they're shipping product and sometimes it's going to get lost in

6:42the post and all that sort of stuff right these things happen so just be aware of that that those in the middle that are like yeah that was fine I'm happy with this product service whatever they're probably not going to bother leaving feedback when they are asked to do so so I've already mentioned a few but I want to go through a list of things that can really reduce your feedback so you need to watch out for and might be things that you can improve if you are finding that your feedback score is lower than you want it to be before I do that just want to quickly

7:07let you know that we now offer a one-to-one Consulting service so we've set aside some time some of our Facebook ad account managers time these are real experts that Implement campaigns for our clients every single day but we've set aside some of their time to provide these one-to-one Consulting sessions because we know that a lot of my audience is not yet in a position to go for our done-for-you services where we have a 3K per month minimum budget requirement so if you're sort of before that level you can absolutely go ahead and book one of these sessions and during the sessions our account managers can make recommendations around

7:38adjustments how to improve things help you avoid mistakes that might be costing you money they're 45 minutes long currently they only cost 165 pounds we may be increasing that price in the future but that's by far the most affordable service that we offer and if you want some expert to have a look at your ad account that's a great way to go you can book a session by clicking on the link in the description below that'll take you to page where you can just go ahead and book one in so if you're interested go ahead and get one of those booked in before they all run

8:03out okay so what really reduces feedback scores what do we typically see as things that come up all the time that lead to a bad experience for a Facebook Instagram user with an Advertiser so first thing is going to be long shipping times and this is typically going to be the case with drop shippers where you can often order a product and you didn't read the small print and I say it takes two three weeks sometimes longer for something to arrive that's not good if you're not Drop Shipping it's also really important that you have enough stock and to hand in order to be able to

8:31deliver quickly we see some businesses um have issues with shipping times because they're constantly a little bit behind on stock and they're generating orders but don't quite have it ready yet and they're having to apologize and it's all a bit of a nightmare so you know if you run out of stock turn your ads off until you get that stuff back in place the next thing is low product quality if a product looks great in an ad and then it's sent to people and they take a look at it and they hold it in their hands and they think they this thing's not great it's cheaply made it's not really

8:58fit for purpose that's a big red flag you want to do the exact opposite if you can you want the product to arrive and your customers go wow this is fantastic that means they're more like to recommend you that means they're more likely to purchase again all good things come from over delivering you absolutely don't want to under deliver customer communication is also a big one businesses Get Low feedback scores if people try and get in touch with a business's support team and they take a long time to get back to them often they don't receive a response at all some businesses are selling products on

9:30Facebook are just they're not geared up to provide any support it might be a one-person business Drop Shipping and they're not really checking the various ways that users might get in touch they might do so via Instagram or via their Facebook page or send an email or whatever it is and you need to be monitoring those and getting back to people quickly if that means you need to you know take on some extra staff in order to provide that customer service if Facebook and Instagram advertising is important to you and keeping a high feedback score is definitely important to you that might be something that's worth doing so communicate well quickly

10:01be helpful all the simple things that make a big difference to user experience and more specifically within customer communication is making sure that your customers have the ability to return an item if they want to and get a refund those are two of the things that are absolutely going to crush your feedback score very very quickly particularly if you said there's a 14-day return policy and then it's really difficult for people to actually use that they want to return the product they realize it's not right they don't want it anymore whatever and they're just finding they've got to jump through a load of Hoops they've got to send in a form and

10:35make it make that as easy as possible because that really annoys people I've certainly been in that situation as a consumer I'm sure you have or you try and return something and it's just such hassle just it's not a good customer experience so try and avoid that as like an extra important subset of customer communication and customer service it's also really important important that you are very very clear in your ads what you're selling I have seen advertisers sort of lean into being a little bit misleading and potentially making it look like what the person is going to get is a bit more than what they

11:07actually get you can have like a range of products used in say a video ad and they all look fantastic and then when it comes to checkout they're only actually purchasing one of those items I've seen things like that in the past just steer clear of that completely you want to be very clear with what you're advertising very clear with what your customers are going to get and then deliver that and if you do so that's not going to then hurt your feedback score because the opposite certainly will in a nutshell the solution here is to be a proper respectable business that is thinking about the long term that is thinking I

11:36want my customers to have the best possible experience so that they are happy and willing to buy again and again and again the last thing you want not just from a feedback score but any business trying to succeed with Facebook and Instagram advertising is to do things that annoy your customer base that aren't great that lead them to never want to buy again lead them to leave you bad reviews bad feedback tell other people not to buy that's a business killer over the long run so just be a good respectful business do the right thing and you should be fine so here we've covered one very important

12:05thing that you need to avoid in order to succeed with Facebook and Instagram ads and that's a low feedback score I'd also strongly recommend that you check out this video where I give you one Facebook ads tip that can double or more your results it's a technique that we've used for years very much try and test it works really well very very quick and easy to implement so go ahead and check it out