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Facebook Launches Updated ‘Account Quality’ Dashboard to Help Businesses Address Concerns

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This could be helpful – Facebook’s rolling out an updated ‘Account Quality’ dashboard within Business Manager, which is designed to help Page admins and support staff keep track of any suspended ads or impacted posts as a result of rule violations or other enforcement actions, and to better explain the reasoning for each.

As you can see in this example, posted by Leon Grigg (and shared by social media expert Matt Navarra), the new dashboard provides an overview of any problems with your account which could impact performance.

As per the description, here, Page admins can:

“Review the most recent accounts and assets that need attention due to not complying with our Advertising Policies or other standards.”

The display itself is not entirely new – the ‘Account Quality’ tab has been available, in a more limited form, within Business Manager for some time, while Page managers have also been able to view a listing of the same issues in the ‘Page Quality’ tab in their business Page tools.

The listing here will likely contain the same information as the Page Quality tab, which provides a full overview of:

  • Recent Community Standards violations.
  • Content shared by your Page that’s been rated by third-party fact-checkers.
  • Intellectual property rights violations.
  • Content shared by your Page that’s been identified as clickbait.
  • Violations for sharing too much content from other sources.
  • Events take-downs.
  • Job postings shared by your Page that’s been identified as misleading, deceptive or fraudulent.
  • Content shared by your Page that isn’t eligible for suggestions.

Though the focus of this new tab will be more geared towards ads, which would mean that some of these are not included.

Given that this information is already available, the updated dashboard not a major update, but it will make it a little easier for Page admins to stay on top of ad issues to help ensure their campaigns are maximized, while the improved display and layout will also make it easier to keep track of concerns.

What it doesn’t add is additional support, which is what Facebook advertisers – especially small businesses – really need.

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Last month, Bloomberg reported that many small advertisers have faced ongoing challenges in dealing with Facebook’s ad systems, with the primary concerns being a lack of assistance tools and arbitrary or incorrect account suspensions.

As explained by Bloomberg:

“A big part of the issue, according to Facebook advertisers, is that the company doesn’t have a robust set of customer service systems in place for smaller advertisers. Facebook brags that it has 10 million advertisers, but the majority of them don’t have a regular human contact person within the social network to resolve issues. The company offers an automated chat feature for advertisers, but you need an active Facebook account to use it, which means it’s not available to users who have been accidentally locked out.”

This updated tracking dashboard may provide a better overview of the existing concerns, but it won’t address this key issue – which, at 10 million advertisers, is pretty much impossible for Facebook to fix, in providing personal assistance at scale.

But maybe, by being able to better track the problems, it could help businesses stay on top of them, while the updated format could help to better explain each concern, and better outline the steps required to resolve it.

That seems to be the aim here. And if it can help in this respect, it could be a significant update.

We’ve asked Facebook for more information on the update and the projected roll-out, and we’ll update this post if/when we hear back.

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5 Effective Ways to Run Facebook Ads A/B Tests

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Facebook Ads A/B Tests or split tests help them try different versions of ads with various campaign elements. This process helps them arrive at the best version for the organization’s target. 

A/B Tests offer a vast pool of resources to try out various versions. You may get caught up and lose your way to arriving at the best version in a limited time. To better understand this topic you can read the Facebook ad testing guide. Here are five effective ways to run Facebook Ads A/B Tests-

1) Start with the minimal number of variables

This approach will help you analyze the impact of a variable much better. The lesser the variables, the better will be the relevant results and more conclusive. Once you have various versions, you will need to run them through the A/B Significance Test to determine if the test results are valid.

2) The second way is to select the correct structure. 

There are two structures in A/B tests. One is a single ad test, and the other is multiple single variation ad sets. All the variations will go under one ad set in the first structure. Each variation will be under a separate ad set in the second one. Out of the two, the second one works out to be better and gives better results.

3) Use of spreadsheets is important to stay organized. 

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These spreadsheets help collect and analyze data to get meaningful insights and arrive at data-backed decisions.

4) Do target advertising and set realistic time goals. 

One approach is to choose an entirely new set of audiences. Also, the data pool should be vast and not the same as some existing campaigns. The reason for choosing a different audience is that Facebook may mix up your ads and give contaminated output. 

Another approach to choosing the right audience is to pick geography. It works better, especially when you have business in a particular region.   

It’s also essential to set a realistic timeline for your testing. Facebook suggests one should run a test for at least four days, but you can choose to run the test for up to 30 days.   

5) Set an ideal budget. 

The concept of a perfect budget is subjective. But, you can fix it yourself, or Facebook can do that for you based on your testing data. A large part of the test budget is spent on avoiding audience duplication. If the same audience sees variations, it could affect the test results.

Besides these top five effective ideas, you will need to take a few more action points to make the testing process efficient. Make sure you put the website’s domain link and not the landing page link in the ad, as that doesn’t look good. Put appropriate Call To Action Button, such as ‘Learn More,’ ‘Buy Now,’ etc. It’s also important to see how your ad is coming across on various electronic gadgets- mobile, tablets, etc.

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Another strategy that works is trying to engage the customer. You may add social engagement buttons such as ‘Like’ or ‘Comment.’ Use high-resolution images as they work better with the customers. Low-quality, highly edited images are often not liked and trusted by the consumers.

You can learn more about the audience behavior patterns with A/B test results. Conducting these tests on Facebook streamlines the entire process and makes it smooth for you. With the test results, advertisers and marketers can work on the creatives they need to utilize.

To sum it up, you can run an effective A/B test campaign within the specified budget. You don’t need to spend massive amounts to get your advertisement right. You’ll make the correct assumptions about the performance of variations with a good understanding of business and consumers.

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