Every ad platform provides a parameter for its users to measure the quality of ads. An ad with a good quality reaches a greater audience. This parameter for Google ads is known as Quality Score, while for Facebook, it is Relevance Score. 

What is Facebook Relevance Score?

Facebook Relevance Score is a parameter to assess the quality and level of engagement of your ads. Simply put, it determines how well your ads interact with your target audience. 

Thus, the higher your ad’s relevance score is, the more likely Facebook is to show your ad to the right audience. Also, the ad cost is lower for ads with a higher relevance score! This score by Facebook shows the success or failure of your ads and helps you understand the needs of your target audience. 

How is it Scored?

Facebook Relevance Score is presented as a number between 1 and 10. A low score of 1 implies that your ad is hardly reaching your target audience. It also means that you have to pay a higher amount for Facebook to continue to serve it. 

A relevance score greater than 8 suggests that the ad is performing well and Facebook is frequently showing the ad. 

Facebook reads your ad draft to reach this score and anticipates the audience’s potential positive and negative feedback to the ad. Once the ad is on Facebook, it receives a score out of 10 based on the actual feedback. 

Note that to receive a relevance score, your ad must get 500 impressions on Facebook. Based on at least 500 impressions, Facebook gives a ranking level out of Above Average, Average, and Below Average. Facebook has stated that ‘It's more impactful to move a ranking from low to average than it is to move a ranking from average to above average, so focus on improving low rankings rather than on improving average rankings.’ ↗

The Relevance Score is liable to fluctuate daily. If an ad’s score starts decreasing, it means that its engagement is reducing and that you now need to present something new to your audience.  

 

Ways to improve Facebook Relevance Score:

It is crucial to receive a high relevance score to save money on Facebook Ad Campaigns. Try to employ the following ways to improve your ad’s relevance score:

• First things first, make sure to follow ‘Facebook Advertising Guidelines’ while formulating the ad. An ad that does not comply with these guidelines receives a significantly low relevance score. 
• Target the Right Audience: This is a significant step of any marketing strategy. For this, formulate the ads by keeping in mind the exact needs of a given group. Thanks to Facebook, there are plenty of targeting options such as custom audiences, saved audiences, etc. to ensure that you are targeting the right audience. 
• Show ads to those who have previously engaged with your brand: These users are the ones who clicked on your ad previously, have visited your Facebook page, have gone through your business’ website, or have reacted to your social media posts. This is important because these users already know about your brand and are willing to engage with it. 
• Create a Sense of Urgency: Make sure that your audience takes an action as soon as they see the ad or at least before they forget about your offer. For this, make use of phrases such as “Offer valid only for today”, “Hurry, only 8 pieces left!”, etc. in the ad’s headline. Your ads will see more engagements and thus have a good relevance score if actions are taken on them immediately.  

 

Facebook Relevance Score is thus a comprehensive parameter to know how well your ad is performing on Facebook and how one can improve the performance of an ad. So, if an ad receives a good relevance score, it is certainly going to work for your business! 

 

Search Visibility or SEO Visibility is the amount of organic traffic that your website receives from its rankings. Search Visibility is thus the percentage of clicks your website receives from a specific keyword. It is important to note that increased visibility can enhance your business. 

So, various things shall be kept in mind to stay digitally visible in a highly competitive world. Here are some search trends to increase your brand’s visibility online:

Go Mobile-Friendly:

It is established that over 90% of shoppers use their smartphones to compare prices and look at product reviews. Moreover, 35% of users may even browse a competitor if they incur a troubling experience with a mobile website. Thus, if you plan to own a successful eCom website, it is of utmost importance to cater the mobile users. In order to compete with the top eCom sites, create a fast-loading mobile-friendly website with clear navigation. To serve this purpose, take the help of the latest technologies like AMP that optimize your conversions. Know more about AMP on its website.

 

Employ an effective Marketing Strategy:

Effective marketing has been and will always be a significant measure to improve online visibility. E-Commerce Marketing consists of several aspects such as Content Marketing, Digital Marketing, Marketing through Influencers, etc. Each of these aspects should then be handled by keeping in mind a novice shopper. Innovative marketing techniques should be used to achieve good sales. Relevant photos and videos will add life to the content. We would suggest reading this article on E-Commerce Marketing by Forbes to have a clearer vision of Marketing Strategies. 

 

Provide A Chatbot Technology:

It is established that over 50% of customers expect a business to be available all the time. A Chatbot is the closest technique to solve this purpose. A well-designed Chatbot offers a continuous conversation between a business and its customer. Thus, to have increased web visibility, it is crucial to put in efforts to ensure an efficient Chatbot Technology! 

 

Deliver a User-Friendly Interface:

A user-friendly interface makes your digital interaction simple, efficient, and fluid. It gives visitors a clear pattern for finding something on your website. It will thus encourage visitors to make proper use of your website. For an E-Commerce website, customers are more likely to abandon a purchase if it is not clear where to add products to the cart or from where to complete the transaction. Simply put, the easier it is to interact with your website, the better is your business’ impression on visitors!

 

Manage Your Reviews:

Nearly 25% of digital marketers experienced a commendable growth in their brand’s online visibility when they adopted online review management. Online reviews raise credibility among consumers who go online to discover businesses. Online Review Management thus works in perfect harmony with your brand’s overall marketing strategy. It helps to eliminate negative, untrue content about your brand and is the perfect way to paint the right picture of your brand in front of customers. A review management platform like ours will proactively help to manage your brand’s online reputation and improve your brand’s online visibility! 

Signup for a 14-day trial!

 

Make the most out of SEO:

Search Engine Optimization (SEO) is an important technique to enhance web visibility against your competitors. While searching for products or services online, people explore many websites. You should optimize your business' website to remain on the top of the search results. It also helps people find what they want and increases the traffic on your website. To make the most out of SEO, try implementing these steps:

• Optimize Images
• Improve Meta Tags
• Make use of Multimedia
• Keep Keywords in Headline

To learn more about the importance of SEO for your website, read this article!

 

Also, there are a few unsaid practices such as creating a blog, building your social presence, etc. to start increasing your brand’s online visibility. Enhancing online visibility through the above-mentioned steps may take time but after that, you are certainly going to see a major boost in your website’s organic traffic and online presence!

 

Every business is destined to receive complaints from some of its users. Some of these complaints may be justified while others may not. The way a company deals with the complaints will certainly decide whether the customer with a complaint will get satisfied or will vow to never deal with the company again!

It thus becomes quite important to effectively deal with customer complaints and that can be done through the following ways:

Thank the Customer for Complaining:

Yes, you heard that right! Thanking your customer for sharing their complaint has manifold benefits. It will change the tone of the conversation, which stands a good chance that the customer will get satisfied and will not leave your business. Thanking them will also let them know that your business is committed to constant improvements and you genuinely care about your customers!

 Express a Genuine Apology:

The phrase ‘We are sorry to hear that ’ is quite capable to calm the customer down. A genuine apology will imply that the customer will be thoroughly guided throughout the complaint resolving process. It will also ascertain to them that their grievance is going to get resolved and that they will have a fair experience further with your business.

Get the Details:

Once you think that the customer has calmed down and is not angry anymore, begin to ask questions. Use this as an opportunity to start a conversation. Know everything that the customer experienced while using your service or product. See that the customer doesn’t complain that you ask too many questions. Also, try to use promising expressions while asking questions.

Provide a Solution:

Understanding the problem well is an important aspect to reach a solution. Keep in mind your company’s guidelines and thereby provide an appropriate solution to the customer’s complaint. Also, avoid giving any assurance that you or your company cannot fulfill. Resolving the issue in the best possible way will acknowledge the customer that any future grievance will also be resolved and so they can rely on your brand. Moreover, try to keep a smooth transition if the complaint is to be conveyed to any other employee and make sure that the customer is not disturbed during this process.

 

When you successfully resolve several such complaints, it most likely enhances your brand’s online reputation. Thus, any customer complaint is rather an opportunity for your brand to gain customers’ loyalty and enhance your business.

The impact of a crisis on a brand’s online reputation can be wide-ranging. The search results related to the business are most likely brimmed with negative media coverage after a crisis. If suitable measures are not taken, these search results may even stick with a brand’s online reputation for years. This blog will thus guide you with steps you should take to restore your brand’s image and win over the crisis.

Try to incorporate these steps when recovering from reputation issues:

Assess the damage caused to Reputation:

After a reputational crisis, it becomes important to map your search landscape. Also, one should know that if timely measures are not taken, the damage can leap to the front pages. Thus, this step will evaluate the potential damage and will help you to answer
the questions such as: Which departments got impacted? ; What content of your website is being ranked?; Is the footfall on the website significantly changed?; etc.

Set your Goals:

Once the reputational damage becomes clear to you, the next step before actually starting the recovery is to set realistic goals regarding the reputation recovery process. In this step, you need to answer the following questions:

• How many new links are to be created?
• How many pieces of content should be published?
• What increase in Social media presence is to be made?

At the end of this step, you will have a reasonable idea of the resources and time that will be required to accomplish the reputation
recovery process.

Work on your Goals:

This is the step where Online Reputation Management will play a pivotal role. Based on your goals, employ the practices such as:

• Enhance your brand’s social media presence.
• Publish effective Content.
• Post appreciable and relatable blogs.
• Create useful and proactive links.
• Optimize the website’s URL.

Moreover, to achieve lasting results through this step, project managers, developers, content specialists, and marketing executives all need to work with one accord.

Shift the narrative:

After you have taken all the steps to recover your online reputation, you now have to acknowledge the web users about the recent changes and Search Engine Optimization can help you out in this. Try to flood the search engines with fresh content and favor the new narrative.

 

Proper execution of reputation recovery after a crisis is time-taking and challenging as well, but it can deliver discreetly lasting results if your business is equipped with adequate resources and an experienced team!