What Marketers Need to Know About Facebook Ad Relevance Scores

November 16, 2016

Posted by bethanyary. Published in Tips and Tactics

Last year, in a continued effort to refine their advertising parameters as well as platform user experience with paid advertising, Facebook rolled out what is known as an Ad Relevance Score. But what exactly is a ‘relevance score’ and what does it mean for advertisers who rely on Facebook advertising to reach and engage their target audiences?

What is an Ad Relevance Score?

The Facebook Ad Relevance Score works to ensure that only the ads that are most applicable to the user are being seen by them. Based on a 1-10 rating system, the relevance score relies on a series of factors to determine the score of each ad:

  • How closely the ad subject matter relates to the user’s personal interests and behaviors on Facebook
  • User engagement rate (clicks, likes, shares, comments, and so on)
  • How successful the ad is proving in hitting its campaign objectives
  • Positive and negative feedback on a particular ad by the user. The more positive the feedback, the higher the score, and vice versa.

What Does a Relevance Score Mean For Advertisers?

Understanding and using your ad’s relevance score can mean several things for your advertising strategy and budget. It can:

  • Reduce the cost of reaching your audience
    Plain and simple, the higher your relevance score, the lower the cost is to reach your audience. If your ad is optimized so that the right people are seeing it, the positive feedback creates a higher relevance score.
  • Provides testing opportunity prior to an ad campaign
    Before launching a full scale campaign, ad relevance scores can work alongside your ad creative to assess what copy and images your test audience responds the most positively towards.
  • Helps optimize campaigns already in progress
    If you already have an ad campaign running, checking in on your ad relevancy score can be a great indicator on whether your ad is considered successful or not. If your score is lower than desired at the halfway point of your campaign, it might be an indicator that you should tweak copy and/or imagery.

As a note: Facebook wants to make sure advertisers know that relevancy scores are not the be all and end all of their strategy. If you have an average score, but the ad seems to be converting well, than the relevance score should not have as big an impact on your strategic pivots as other metrics that Facebook ads provide, such as engagement rate, cost per engagement, engagement type, and so on.

How to Improve Relevance Scores

Are your relevancy scores lower than desired? If so, here are some great ways to improve your relevance score:

Read the rest of this blog on the ClearPivot website.

Danielle Best is an Idaho Vandal alum living in the heart of Denver. Since she graduated with dual degrees in Public Relations and Political Science in 2011, she has been honing her skills in the realm of digital marketing and public relations for a wide variety of industries and organizations. When she is not in the office, she can usually be found hiking with her husband and fur-children, running, or heartily cheering on the Denver Broncos and San Antonio Spurs.

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