Advertisers vs. Negative Feedback. Who would win?
Without wishing to sound clichéd – customer is king.
It is a well known fact that the age-old marketing mantra has an enormous impact in every business.
No matter what, the customers (and would-be customers) need to be satisfied with what they hear & see about a brand before making a purchase. This means that business owners should care a lot more about their brand’s image on social media and mobile devices in general.
If both existing and potential customers are happy and content with your brand, then your business will flourish.
If, however, the customers do not like what they see – be sure you’ll be the one to hear about it first.
In digital marketing terms, this phenomena is called “Negative Feedback”.
What is Negative Feedback
Have you ever wondered why you suddenly have a drop in ad performance, or a big spike in costs? Could it be that your ads don’t meet your customer’s expectations?
Negative Feedback happens whenever someone hides and reports your ad as spam, or unlikes your page after interacting with the ad.
Of course, we all want to do everything we can to prevent this, so that all of us can remain in Facebook’s Good Graces.
What to do when your business is affected by Negative Feedback?
Customer Feedback Score is the knight in shining armour.
You should check your Customer Feedback Score – or you might risk having your ads taken down or even worse, your account suspended forever.
Customer Feedback Score is basically a metric used to rate you either as a brand, or as an advertiser, and it’s vital for e-Commerce, especially in 2021.
Facebook and Instagram use Customer Feedback Score to improve the shopping experience, by sending post-purchase surveys to the customers and collecting feedback. Then, based on this very feedback, they tabulate a score from 0 to 5 and display it inside your Facebook Business Manager Account.
If your score drops below 2, Facebook will apply a delivery penalty to your ads. What does this mean? That your ads will end up reaching fewer people, for the same budget.
Worst case scenario, if your score drops below 1, you will not be allowed to advertise anymore.
Bottom line is, if the brand gets too much Negative Feedback from its customers, Facebook will make their ads cost more, or even ban their Ad Account entirely.
If this doesn’t make you reconsider your strategies when it comes to Facebook campaigns, we don’t know what does!
How To Check Your Customer Feedback Score
Log into your Facebook Business Manager Account, then navigate to Facebook Account > Account Quality (from the side menu).
You will be able to see your Current Score there – again, be mindful if it drops below 3; 4 means good, but the bigger the greater!
Scroll down and you’ll see your Negative Feedback Survey Responses.
Moreover, you can also notice the Penalty Threshold you cross when you drop below a score of 2. As we mentioned above, if you go below 2, you’re kind of in trouble.
If you scroll down, Facebook will break down the score by category (Product Quality, Shipping Speed, Customer Service, Something Else).
Score 3 or higher, you’re on the right track!
Learn how to use Negative Feedback in your advantage
In order not to lose the biggest visibility source for the identity of your brand, you can check your Customer Feedback Score and then come up with some better strategies to help maintain all your clients joyful.
We know how sometimes negative feedback on Facebook ads can be upsetting. It’s hard work to implement strategies, and craft your message properly using the right images or engaging videos.
We came up with some ideas that might make users view your ads in a more positive light!
- Duplicate ads with a higher Positive Feedback
- Make sure to Target the right Audience
- If everything else fails, don’t be scared to target a different Audience
This way, you’ll learn which ads are well-received by your customers and you’ll be able to tell if the right audience is engaging with your brand.
It’s time to turn critics into crickets!