Optimizing Quality Scores to Master Ad Auctions on Meta, Google, and TikTok

𝐅𝐞𝐰 𝐝𝐢𝐠𝐢𝐭𝐚𝐥 𝐚𝐝 𝐛𝐮𝐲𝐞𝐫𝐬 𝐭𝐫𝐮𝐥𝐲 𝐮𝐧𝐝𝐞𝐫𝐬𝐭𝐚𝐧𝐝 𝐡𝐨𝐰 𝐚𝐝 𝐚𝐮𝐜𝐭𝐢𝐨𝐧𝐬 𝐰𝐨𝐫𝐤 𝐨𝐧 𝐩𝐥𝐚𝐭𝐟𝐨𝐫𝐦𝐬 𝐥𝐢𝐤𝐞 𝐌𝐞𝐭𝐚, 𝐆𝐨𝐨𝐠𝐥𝐞, 𝐚𝐧𝐝 𝐓𝐢𝐤𝐓𝐨𝐤. Once you realize that your bids are multiplied by a quality score, it becomes clear how to build a winning eComm funnel that scales faster and more effectively than your competitors.

𝐊𝐞𝐲 𝐈𝐧𝐬𝐢𝐠𝐡𝐭: Brands with a 2x higher quality score can bid half as much as their competition and still win the auction.

𝐓𝐡𝐫𝐞𝐞 𝐅𝐚𝐜𝐭𝐨𝐫𝐬 𝐈𝐧𝐟𝐥𝐮𝐞𝐧𝐜𝐢𝐧𝐠 𝐘𝐨𝐮𝐫 𝐐𝐮𝐚𝐥𝐢𝐭𝐲 𝐒𝐜𝐨𝐫𝐞:
▶ Ad Click-Through Rate (CTR) and Engagement Rate
▶ Website/Landing Page Conversion Rate (CVR)
▶ 100% Accurate Data for Tracked Conversions

1️⃣ 𝐀𝐝 𝐂𝐥𝐢𝐜𝐤-𝐓𝐡𝐫𝐨𝐮𝐠𝐡 𝐑𝐚𝐭𝐞 (𝐂𝐓𝐑)
CTR is the best indicator to ad algorithms that your ad is creating a positive user experience. Happy users spend more time on social platforms.

𝐀𝐬𝐬𝐞𝐬𝐬: Look at the number of clicks relative to the number of impressions. Example: 10 clicks / 1,000 impressions = 1.0% CTR.

𝐓𝐚𝐫𝐠𝐞𝐭: A 1.5-2.0% CTR is excellent for most brands. Use your historic performance to set your own benchmark.

𝐃𝐢𝐚𝐠𝐧𝐨𝐬𝐢𝐬: Low CTRs? You need better ad creative to drive more clicks.

2️⃣ 𝐖𝐞𝐛𝐬𝐢𝐭𝐞 𝐂𝐨𝐧𝐯𝐞𝐫𝐬𝐢𝐨𝐧 𝐑𝐚𝐭𝐞 (𝐂𝐕𝐑)
CVR is the key indicator to Meta/TikTok’s ad algorithms that your ad is achieving its goals. Happy advertisers spend more, so platforms reward ads that convert well.

𝐀𝐬𝐬𝐞𝐬𝐬: Look at the number of conversions relative to the number of website clicks. Example: 1 conversion / 100 clicks = 1.0% CVR.

𝐓𝐚𝐫𝐠𝐞𝐭: A 1.5-2.0% CVR is excellent for most brands. Set your benchmark based on past performance.

𝐃𝐢𝐚𝐠𝐧𝐨𝐬𝐢𝐬: Low CVR? You need a faster-loading, higher-converting landing page or website.

3️⃣ 𝐃𝐚𝐭𝐚 𝐂𝐨𝐧𝐧𝐞𝐜𝐭𝐢𝐨𝐧
Most brands only capture 70-80% of their conversion data, providing a partial view into their conversion volume. An advanced data connection that captures 100% of conversions gives ad algorithms full visibility.

𝐀𝐬𝐬𝐞𝐬𝐬: Compare your data coverage to your actual conversions. Example: 100 reported conversions vs. 100 sent server-side events = 1:1 accuracy.

𝐓𝐚𝐫𝐠𝐞𝐭: 100% of your conversions should be tracked and accepted. Your Event Match Quality scores should be 8.5/10 or higher. Your click-id acceptance rate should match your site traffic % from ad clicks.

𝐃𝐢𝐚𝐠𝐧𝐨𝐬𝐢𝐬: Low CVR? Upgrade your data connection to increase event volume, quality, and accuracy. (Try Popsixle)

_____________________________

𝐒𝐮𝐦𝐦𝐚𝐫𝐲

By following best practices, diagnosing your funnel, and taking action to improve your quality scores, you can outperform competitors in the auction while bidding less.

With better creative, a higher-converting website, and an advanced data connection, you can drive higher quality scores, achieve better auction performance, and experience predictable business growth.