April 12, 2019
Anna Hubbel, writer at AdvertiseMint, Facebook ads agency
Facebook’s customer feedback score, measured on a scale of one to five, is a satisfaction score provided by customers who bought products from your Facebook ad. A low feedback score (between one and two) indicates a lot of dissatisfaction with your products. Facebook looks at your score and, if it’s low, will subsequently penalize your business by diminishing your ad’s reach. In other words, you pay more for low reach. If your score falls to one or below, Facebook will prevent you from running ads on any of its platforms.
You’d hate to see your customer feedback score plummet. A low feedback score negatively impacts your ad’s performance on the platform, ultimately hurting your campaign. Fortunately, you can prevent or even change a low score by following these recommendations.
Clearly Convey What You’re Offering
Your ad creatives should always accurately represent what you’re selling. That includes pictures, videos, and any other creatives used in your ad. Dimensions, sizes, materials, and all other product information presented in your ad should match the advertised item and should under no circumstance be altered or exaggerated. If you’re selling clothing, the size charts you use should include measurements for each country you’re selling to. For example, if you sell to the United States and China, you should include sizes for each country in your chart.
In cases where you source goods from suppliers, be wary of quality control. Ensure that goods are shipped on time and match the descriptions on your website and in all ads.
Accurately Communicate Shipping Time
Do not make promises you can’t keep. Set realistic and accurate shipping expectations. When providing shipping information, include processing times, item availability, shipping costs, and any other pertinent information that could affect shipping time. If you can, also supply tracking information so the customer can see the package’s location.
Meet Customer Service Expectations
Return and exchange policies exist for a reason. Follow through with all of your policies as they appear on your business’s website. When customers submit an inquiry, they should receive a clear message on your website regarding how long they can receive a reply, accounting for any time zone differences that may affect response time.
Monitor Customer Demand
You shouldn’t be pushing extra advertising for products that are low in inventory; otherwise, when a customer purchases the product promoted in your ad, you may not be able to deliver it because it’s out of stock. Scale your advertising with your product inventory. You can also tell customers that you are currently out of stock then give them a realistic timeline of when the product will be restocked and shipped. Proactively inform customers whenever you are unable to meet their demands.
Don’t let a low customer feedback score affect your campaign performance. Visit your feedback dashboard regularly to keep a close eye on your score. If you go above and beyond to deliver only positive customer experiences, you will get the score you deserve.