Posted on May 31, 2019October 6, 2022

Facebook Relevance Score Removed – What Now?

Relevance Score has reached the end of the road

Earlier in the month we provided insight into four significant Facebook Page updates your business will need to adapt to in 2019. Of course, being the busy bodies they are, Facebook has been making adjustments to their ad platform at a record pace to offer more robust and actionable insights for businesses. But given that “privacy” continues to be the only keyword media cares about after a controversial year for the tech giant, one recent update didn’t get a lot of press – the removal of the Facebook Relevance Score for ads.

For the uninitiated, Relevance Score (scaled 1 to 10) is a reflection of ad performance and helps ensure that users (prospective customers) see ads that matter to them. The intent was to provide a better experience for both businesses and the pubic. The algorithm collected information as people interacted (liked, shared, hid, etc.) and provided feedback (reported) on a given ad, and from there the score would be calculated based on the positive and negative feedback Facebook expected an ad to receive from its target audience thereon in. The intent of the program was to lower the cost of reaching users, help businesses test ad creative before releasing a campaign, and to help optimize campaigns already in progress.

Sounds good. But now it’s gone, you ask? Yes, and no.

When it comes to Facebook advertising updates, “removal” should always be read as “replacement”, with an intent to provide a better solution for businesses using their ad platform. And that’s what’s happening here. Let’s review.

Facebook’s Three New Relevance Metrics and What Else Your Business Needs to Know After the Removal of Relevance Score

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Posted on May 15, 2019

4 New Facebook Page Updates Your Business Must Adapt To in 2019

Reeling off a year ripe with controversy surrounding profile privacy, Facebook had a lot to contend with as it entered the new annum and the wheel is still turning today as they try to appease both shareholders and the most important stakeholders – the end users. And no, we’re not going to rehash the significant changes to business page advertising that occurred in January. You can review those updates here. Instead, there are enough stories taking place here in the late spring season that will ask your business to do things differently for the rest of the fiscal year and beyond. Let’s review.

Four Spring of 2019 Updates Your Facebook Page Manager Needs to Know About

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Posted on March 21, 2019

Organic or Paid Social Media – Why You Need Both

According to Facebook’s official investor relations database, there are over 2.32 billion monthly active users (MAU) as of 2019. Instagram’s MAU is approximately 1 billion, with nearly half using the platform every single day. With access to such a large audience, you may assume that organic (unpaid) posting will be enough to spread social word of mouth about your business. Is it? Maybe, maybe not. Let’s investigate.

4 Reasons to Consider Complementing Your Facebook and Instagram Posts with Paid Ads

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Posted on March 7, 2019

Why Invest in Online Marketing in an Economic Downturn

There’s no sugar-coating the economic challenges faced by Alberta over the past few years. SMBs have had to adjust in many ways, and one of the things that tends to get cut first, is the marketing budget. While this reactionary mode decision is understandable, it doesn’t make sense since now is the time you need to acquire new customers/clients more than ever before. Now we’re not saying that adjustments to your budget should not be made, as you absolutely should make changes. But instead of clearcutting, transitioning to the most efficient and proven means of marketing is the key. That means, is online marketing.

Below is a summary of why increased adoption of online marketing make sense during even the most tumultuous of economic times.

4 Reasons Why Your Business Should Adopt or Increase Digital Marketing in a Slow Economy

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Posted on February 21, 2019

What Brands Need to Know About the Google+ Shutdown

Google+ is dead. Not in the same way that online marketing media has been reporting its death for the past five years. We mean officially dead as of April 2 2019. There’s no reason to dig into the reason why, but certainly the hack that compromised the data of nearly half-a-million users didn’t help. All that businesses need to know now, is how to adjust, because in addition to public profiles, Google+ brand pages are being dismissed too. Will this impact your online marketing strategy? Will it hurt your website’s SEO? Is there anything that needs to be done before the deadline? Let’s find out.

5 Things Your Business Needs to Do Before Your Google+ Brand Page is Gone for Good

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Posted on February 1, 2019October 6, 2022

How Facebook Advertising Has Changed and What to Expect in 2019

Facebook has been in the news a lot over the last year, and to be honest, most of the press hasn’t been good, especially as it applies to member data and privacy. Still, it remains to be one of the most effective advertising platforms for small and medium businesses alike given the strength of its user targeting initiatives. Yes, the same targeting that has users concerned about their privacy is a highly effective means to reaching your, well, target audience. But with all of the controversial hubbub around this online hub of social activity, does it still make sense as an advertising channel for you? Short answer, yes.

Over 2018, Facebook advertising has evolved as a response to user backlash over their highly effective methods of collecting user data and tailoring the most relevant ads possible. And this is really what makes the conversation so interesting. Look at it this way, users are going to see ads no matter what, so wouldn’t they want ads to be more relevant to them? Of course they do. Let’s say someone has a Facebook activity history that has them visiting pages and engaging in numerous discussions about Hawaii. Wouldn’t they prefer to see an ad about discount flights and hotels for Oahu over Fort McMurray or Yellowknife?

All that’s left for Facebook to clean up, is transparency. And that’s what they have done, and are continuing to do, which ultimately clears the way to earn user trust in both their platform, and your advertisements. Let’s review what’s been done to accomplish this task, and what you can expect more of in 2019.

Recent Facebook Advertising Updates and the Implications for Business Pages and Ads in 2019 (and Beyond)

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