If you’re an eCommerce store running Facebook Ads, customer feedback impacts your delivery and costs. Here’s what you need to know.
Some eCommerce businesses find out about Facebook Ads customer feedback the hard way.
They’re unaware this score exists until they get an email indicating their score is low and they’re about to be penalized. Then they click through to their feedback page and see something like this:
The consequences of this penalty are serious. If you get a delivery penalty, your ads will cost more and reach fewer people. If your score drops below a 1, you won’t be able to run ads at all.
It’s up to you to monitor your score and do what it takes to get the best customer feedback possible.
What determines my feedback score?
Facebook is vague about how they develop this score. They claim to use a “variety” of information, with the only detail being they survey people “who purchase from us”. The stated goal is to understand people’s experiences with the ads and platform. Specifically, they want to ensure the ads accurately represent the product or service provided.
Facebook will send a survey after a period of time (you determine) to ensure the customer received the product. They provide no information on who is sent this survey, including whether or not they have to buy directly on Facebook or if they buy on your website (where they’d use data tracked by your Pixel).
The score is probably also influenced by Facebook users who provide feedback on any ad they interact with on the “Recent Ad Activity” link:
When you click on the ad, it takes you through a short survey:
You then answer specific questions about your experience:
Then you can leave your purchase experience feedback.
Presumably, there is other data Facebook uses to develop your score, but they don’t detail it (to prevent businesses from manipulating their score).
What can I do to earn and maintain a high customer feedback score?
As with all digital review platforms, the score is meant to be a reflection of the quality of your offering. That’s the only thing you really control. But with Facebook, you also want to be sure the ad content strongly matches your offer. Anything perceived to be deceptive will hurt you.
Facebook makes these suggestions:
- Make sure all creatives accurately represent what you’re selling
- Make sure all product info (sizes, colors, etc.) is accurate
- Provide shipping and tracking information
- Honor return and exchange policies
- Respond to customer inquiries
- Make sure you can ship in a timely manner
- Be proactive about communicating issues if you can’t fulfill the order
Make sure there is strong message match between your ad copy and the landing page you take people to. One sure way to incur bad feedback is to “bait and switch”.
Ecommerce websites that drop/ship need to maintain quality control, be clear about shipping times, and have ways to track inventory.
What if I’m not an eCommerce website?
Technically, it would appear that the customer feedback score is for businesses that actually sell a product.
However, you can (and will) get a score if people provide feedback on your ads, even if you’re not an eCommerce site.
As of this writing, Marketing 360® is still trying to determine what happens when you request a review (you can do this on your customer feedback page) because you’re not eCommerce. Presumably, your feedback score won’t impact your ads, but Facebook isn’t clear about this.
Keep tabs on your feedback score and comments. It’s a reflection of the value you deliver, but moreover, it directly impacts the reach and cost of your Facebook advertising.