Whether it's a push with Black Friday advertising or simply raising some brand awareness online, Facebook ads can make a huge difference in your business's bottom line. However, Facebook ads don't come without their caveats. After all, there needs to be effective marketing to ensure the social media platform is advertising and marketing quality content.
While Facebook's rebrand as 'Meta' is currently dictating the headlines regarding the social media company, it's essential to keep in mind Facebook ACE scores and why they matter for paid advertising.
What Is A Facebook ACE Score?
A Facebook ACE Score is a score given by Facebook that rates a business based on the reviews (and complaints) left by Facebook users.
This is a method of customers leaving valuable feedback regarding your business.
Scores generate from different aspects of customer satisfaction. For example, the company may send out a survey to viewers who have seen your ad. These Facebook users may also leave comments regarding an ad or your business. There are multiple ways and means of calculating your score. The score itself ranges from 0 to 5. As you can imagine, you want to avoid a 0 at all costs.
So, of course, you don't want a 0. But why? What are the implications for you and your ads?
Why A Facebook ACE Score Matters
First thing's first, it's helpful to check your ACE score here. And don't worry if your score doesn't appear; you simply might not have enough data to chart as of yet. But definitely bookmark it for later.
The Facebook customer feedback score holds a ton of sway if you advertise on the social media platform.
If your Facebook ACE score falls below 1, you're no longer allowed to advertise as a company, period. But there's still some recourse for businesses suffering from a low score.
Facebook gives businesses three appeals once it falls below the ACE score threshold. However, after those three appeals, you're sadly out of luck.
These Facebook customer feedback scores are never a surprise to those impacted; as an advertiser, you'll receive multiple warnings when you start hitting an ACE score of 2.
These drops in Facebook scores are usually not sudden, as it takes time to compile enough reviews and complaints from the consumers.
Facebook Appeals and The Importance of Improving
Once you apply for an appeal, your Facebook score will reset.
During this reset, you will enter a phase of learning. That usually takes about a month before your ACE score starts reflecting the reviews again.
During that learning phase, you’re able to advertise again until it falls below one again. It should go without saying, but before you apply for an appeal, you fix whatever issues cause your ACE score to drop in the first place. Otherwise, your Facebook ACE score might not change all that much or at all.
Who Is Affected Most By Negative Facebook Scores?
Businesses commonly affected by Facebook ACE scores have unclear shipping times, such as subscription businesses that usually ship once a month rather than right at the time of purchase.
Don't Try To Outsmart a Facebook Score
As you can imagine, there are those companies out there who will try their hardest to circumvent the Facebook ACE score and its penalties. Usually, an affected company's attempts to get around the Facebook score by creating a new Facebook page are quickly found and penalized. So don't get any funny ideas!
The penalty usually includes making all administrators on that Facebook page unable to advertise under any Facebook page.
As you can imagine, this severely impacts advertisers who work with multiple companies. It has a severe ripple effect. Plus, any advertiser worth their salt should be examining the poor performance reviews for improvement.
After all, you don't use an SEO specialist who practices black hat SEO or a brand designer ripping off Canva websites. The same goes for advertisers on Facebook pages.
In short, people directly harm themselves and other businesses' ability to perform on the social media platform by trying to game the system.
Pay Attention To Your Performance (And Your Audience)
Facebook scores provide companies with ads to get a feel for their effectiveness online. If your Facebook score drops below a 2, you know you've gone about something all wrong.
Instead of feeling dread about a plummeting score, focus on what customers tell you in reviews. Why are they dissatisfied with your content? What about their experience affected them negatively?
Ask yourself these questions the next time you create your ads. It's all about improving and providing a positive experience for those who want to reach out for products and services.