Facebook Enables Feedback on Ad E-Commerce Experiences
On June 12th, Facebook announced the rollout of a new feature that gives consumers the ability to provide reviews on the ads they engaged with, and subsequently purchased from. The tool is a response to feedback that some ads on the platform contain misleading product or shipping information, and the update is designed to cleanse the platform of sub-par or bad actors. According to Facebook, advertisers that receive consistent negative feedback will be minimized in the auction and will lose some impression share.
The announcement piqued the ears of the press, being that this is yet another tactic Facebook has introduced to try to reestablish trust with its userbase. Headlines varied in dramatic effect, spanning from, “Facebook Invites Users to Review Brands” to “Retailers Beware: Facebook Will Ban Your Ads If You’re ‘Bad‘”. It also piqued the ears of advertisers, who might see the tool as a threat. At the very least, it puts a level of added pressure on retailers who may have engaging and authentic ads, but, for example, can’t deliver on shipping times promised to customers. It’s not just a review of the ad experience, it’s a review of the complete e-commerce experience with the brand.
How Advertisers Will Be Notified:
Advertisers that receive negative reviews will be informed via email, and will be provided information on the feedback, as well as the steps they can take to improve. Those that have been penalized will be re-evaluated monthly.
The review data will be aggregated and anonymized, and available in the Business ads dashboard on Facebook. That means what we won’t be able to see are specifics around reviews, like who they came from. Whether or not advertisers’ will get increased visibility to the reviews over time remains to be seen. We also don’t yet know what happens to the feedback when an ad is turned off.
Accountability & Transparency Are Good Things
While the new feature itself is potentially disruptive – given that we tend to leave reviews primarily when we’re angry – the goal of ridding the platform of subpar sellers will ultimately, in theory, increase consumer confidence and enhance the newsfeed as a marketplace. This is about creating a positive shopping experience, and at the end of the day, it will benefit advertisers who can deliver that value. Issues with shipping, site speed, product and customer service are all crucial elements of the customer experience that we need to focus on. The better consumers feel about shopping on Facebook, the better environment it will be for advertising.
Transparency is a major theme for Facebook, and we’ll be monitoring how tools like this one, and the previously announced ability for users to access advertisers’ dark posts, are adopted by consumers.