As a business owner, you don’t have to rely on organic traffic to generate sales on Facebook. Facebook offers a paid advertising platform. Known as Facebook Ads, you can use it to advertise your business’s products.
Over three in four consumers have purchased products on Facebook, according to HubSpot. You can create highly targeted ads on Facebook that drive sales for your business. When advertising products on Facebook, though, you should closely monitor your Facebook Page feedback score.
What Are Page Feedback Scores?
Not to be confused with Page ratings and reviews, Page feedback scores are a measurement of customer satisfaction. Facebook will assign your business’s Page a feedback score based on feedback from its customers. Facebook uses customer feedback from post-purchase surveys and interactions to calculate feedback scores.
Feedback scores can range from zero to five. After collecting customer feedback from the aforementioned sources, Feedback will generate a feedback score for your business’s Page. A high feedback score signifies a high level of customer satisfaction. A low feedback score, on the other hand, signifies a low level of customer satisfaction.
How to Identify Your Page Feedback Score
You won’t see your feedback score when visiting your business’s Page. While ratings and reviews are available for everyone to see, feedback scores are only available for Page admins to see.
To view your feedback score, go to facebook.com/accountquality and choose “Facebook account,” followed by your business’s Page. The feedback score for your business’s Page will be displayed here. Facebook will show your current feedback score at the top next to the number of weeks your Page has been under penalty. If your Page hasn’t been penalized, the latter number will be zero.
Facebook will reveal the responses that it used to generate your feedback score. Feedback scores are based primarily on responses from post-purchase surveys. Facebook will send your business’s customers a survey inquiring about their level of satisfaction with things like product quality, customer service, and shipping speed. In the “Detailed feedback” section, you’ll see these aggregate responses.
Keep in mind that Facebook doesn’t generate a feedback score for all Pages. Because they represent customer satisfaction, Facebook can only generate them for business-related Pages that advertise and sell products. If you don’t advertise any products on Facebook, or if you’ve generated a low volume of product sales, you may not see a feedback score.
The Importance of a High Page Feedback Score
A high feedback score signifies a high level of customer satisfaction. Customers who are satisfied with their purchase will provide positive responses to survey questions. If they are dissatisfied, conversely, you can find out what went wrong during their experience by analyzing the “Detailed feedback” section.
You’ll have to maintain a feedback score of at least two or one to advertise products on Facebook. The creation date of your business’s Page will determine the minimum feedback score required for advertising. Pages older than one year require a feedback score of two, whereas pages created within the past year require a feedback score of one.
The minimum required feedback score is known as the penalty threshold. If your feedback score drops below it, your business’s Page will be penalized. Visitors will still be able to access and interact with it, but your Page won’t be eligible for paid advertising. You’ll have to raise your feedback score above the penalty threshold to resume advertising.
Your feedback score will also affect your advertising costs. Facebook uses it to calculate cost-per-mile (CPM) for advertisers. CPM represents the cost of displaying ads per 1,000 impressions. As your feedback score increases, your average CPM will decrease. Therefore, a high feedback score will lower your advertising costs while allowing you to reach more users.
How to Improve Your Page Feedback Score
Even if your business’s Page has a low feedback score, there are ways to improve it. Conducting an audit of your ads, for example, may yield opportunities to improve your feedback score. Go through your ads while checking them for clarity and accuracy. Your ads should clearly and accurately describe the products you are selling.
Slow shipping can harm your feedback score. Customers who click one of your social media ads and purchase a product expect the product to be delivered in a timely manner. If they are forced to wait several weeks, they may respond poorly to the post-purchase survey. For a higher feedback score, offer fast shipping options for customers while providing them with tracking information.
Facebook recommends honoring return policies to improve feedback scores. Not all customers will be satisfied with their orders. Maybe a customer accidentally ordered the wrong type of product, or perhaps the product was the wrong size. When customers inquire about returning a product, you should honor their request. Allowing customers to easily return products will promote a positive experience that helps you secure a higher feedback score.
If you’re out of a product or running low on a product, you may want to pause all ads for that product. Running ads for out-of-stock products is a waste of money. And if customers are allowed to purchase an out-of-stock product, only for their order to be reversed, they may leave your business negative feedback.
When outsourcing order fulfillment, you should partner with the right provider. Outsourcing order fulfillment means that you won’t have to store inventory, nor will you have to package and ship products. Instead, the provider will perform these tasks.
Partnering with a slow or unreliable order fulfillment provider may result in a negative experience for customers. Customers will assume that your business was responsible for their negative experience, so they’ll leave it negative feedback on the post-purchase surveys sent by Facebook. You can outsource order fulfillment still, but make sure you partner with a fast and reliable provider.
Don’t let a low feedback score prevent you from advertising on the world’s largest social network. You can use Facebook Ads to generate product sales, but you’ll have to stay above the penalty threshold. A high feedback score will keep you above the penalty threshold while also lowering your advertising costs.