On May 10th Facebook announced a new update that they will start limiting ads that link out to low-quality website experiences. Facebook described what characteristics they will look for in a webpage to determine the quality of the website, it sounded like SEO they will look at.
SEO isn´t all just about optimizing your website to be indexed by search engines. It´s also about making a better user experience that keep people more interested with your website. Some examples Facebook might be looking at that creates a better user experience is Mobile device friendly, Page Security, Page Speed, Accessibility, Sitemap for users, and well-formed static links. You can check how to improve your website here.
Okay so how do you improve your website to make Facebook ads run more efficiently?
1. Cut down on ads showing up
Google once had a limit of 3 ads per page, which they since lifted, but is still a good general rule of thumb when optimizing. Facebook mentioned that websites with a lot of ads cluttering your pages in contrast to the amount of content will see a decline in ad delivery.
2. Less “out of context” ad formats
Pop-up ads have long been knowing to be a disdain ad format on Google, but interstitial ads(left one) are fairly common as well. First of all, get rid of them. Facebook says that these will be detrimental.
3. Original Content
Rule #1 in Facebook’s foundational Low Quality or Disruptive Content Policy states: “Link to landing pages that include significant and original content that is relevant to your ad.”
4. Optimize for page speed
Both Facebook and Google take into account the bounce rate as a means
of determining the quality of content. Your website’s load time will
undoubtedly impact your bounce rate…particularly on mobile. With this
new announcement, faster load times on your site should get you better
Facebook ad delivery. Your load time should be less than four seconds.Check your page speed here.
5. Readable pages
The readability of a website is also a key driver of bounce rate. The easier it is for people to go through your site for the information they need, the lower the bounce rate. on that note, these key design steps should impact how well your Facebook ads perform and how your website ranks:
- A larger font is easier to read than a small font. The font size should be at least 14px, or even 16px.
- Contrast between the text and background color
- Use of sub-headers at least every 2 paragraphs
- New paragraphs every 3 to 4 lines
- Use of bullet points
- More Images. People “get” visuals much faster than text, our brains are just wired that way.
- Use proper grammar
- Optimize for mobile
6. Facebook ad optimisation
In the new announcement, Facebook mentions some things specific to their site, not regarding your site or google on how to create effective Facebook ads.
Here are a few things you need to consider when creating your Facebook ads
- Don’t ask people to engage with your content, give them a reason to
- Don’t just focus on clicks, drive engagements. Links with a disproportionate amount of clicks will be deemed spammy.
- Facebook seems like they’ll be paying more attention to the quality of the ads on your site than Google does. While there’s a correlation between low quality ads and search rankings.
7. Forget Click-baiting
Facebook has been talking a lot about the click-bait going on and publishers whose content does not deliver on the headlines they post. If your ad and your content does not meet each other it will continue to hurt your Facebook content, it can also be a detriment to your SEO which causes high bounce rates, which signals to search engines you have low-quality content.
If you have any other key tips on how to create effective Facebook ads, let us know in the comment section!