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