Common sense will tell you that the more relevant an ad is to a consumer, the better that ad will perform. It would also make sense that a more relevant ad will provide a better user experience. Google Adwords used this logic when they implemented “quality scores” in 2007 and Facebook did the same last month by introducing “relevance scores” for ads. Similar to quality scores, an ad with a higher relevancy score is more likely to be served than other ads targeting the same audience. As a result you will pay less to reach your audience.
How the score works: Once your ad has been served more than 500 times it will receive a daily relevance score from 1-10 with ten being highly relevant. Facebook will calculate your ads relevance score based on positive and negative feedback they expect from the people seeing it. Your relevance score will be calculated differently depending on your objective (e.g. clicks to website or video views).
Positive Feedback is defined as the number of times Facebook expects people to take a desired action, depending on your objective, such as liking or sharing your ad, or visiting your website.
Negative Feedback is defined as the number of times Facebook expects people to hide your ad or indicate a negative experience such as choosing not to see anymore ads from you.
How can you improve your ads relevance score?
- Be more specific with your targeting – The beauty of Facebook is the ability to target very specific customer attributes. Tighter targeting will result in better performance and a better relevancy score.
- Refresh your ad – Over time, even an ad with a positive relevance score will become less relevant as the same audience sees it over and over again.
- ABT (Always Be Testing) – Test different ad copy, different pictures and find out what resonates with your audience. Remember better performance means better relevancy scores.
- Avoid offensive content – If you’re putting up offensive pictures to get attention and a click, this will lead to a poor user experience and a lower relevancy score.
Relevance scores are just one of the many metrics that will show that an ad is working. And the metrics you use to judge the success of your campaign can be different depending on your goals. For example, relevance scores have a much smaller impact on cost and delivery in brand awareness campaigns, since those ads are optimized for reaching people rather than driving a specific action.
The goal of this update as with most Facebook ad updates is to provide a better user experience with better ads. If you’d like to improve your relevance scores and your overall social media campaigns, request a free assessment from our team.