March 24, 2015
You may have noticed that Facebook has added a new Relevance Score for advertisers to help improve their algorithm and be more transparent with those advertising on Facebook. According to the official announcement from Facebook back on February 11 of this year, the social network has always used relevance as a factor in determining how they deliver ads to users. If you step away from a business mindset for a second, and you might realize that all of the ads on your personal Facebook page are incredibly targeted. This is because relevance has always been important; it’s only now that advertisers can see an actual metric. This makes having this information in the form of a score incredibly important for Facebook advertisers looking to improve their ad delivery and even cost for specific campaigns.
The new Relevance Score works just like the Google AdWords Quality Score in that it will help serve as a quality signal. This will affect your ad delivery and the cost you pay for your campaigns. Below is a sample screenshot from the announcement:
Your relevance score is calculated based on the positive and negative feedback for each ad according to the ad’s target audience. If Facebook expects the ad to have a lot of positive interactions—lots of views, comments, conversions, a clear objective, etc.—it will have a higher relevance score. If the ad is expected or showing negative interactions—people hiding or reporting the ad—the score will of course be lower.
As you may have guessed, your score per ad will change as more people interact with the ad. You can score between 1 and 10, but it is worth noting that this score has a smaller impact on cost and delivery in brand awareness campaigns. In other words, because these ads are optimized for reaching people as opposed to driving a specific action (such as installs), the score becomes less important.
Understanding why this score matters for each of your ads can help you determine where you should be putting your money and what you can do to optimize your ad for more positive interactions. According to the announcement, the benefits include:
Once again, it’s important to keep in mind that the most important factor for success with Facebook ads is still going to be bidding based on the goal of your ads. Facebook said specifically in their announcement:
“For instance, if two ads are aimed at the same audience, there’s no guarantee that the ad with an excellent relevance score and low bid will beat the ad with a good relevance score and high bid. But, overall, having strong relevance scores will help advertisers see more efficient delivery through our system.”
I would also highly recommend checking out this article from Sprout Social to learn more about how to create better ads in general, including how to create compelling content, how to really understand your audience, and how to keep ads simple for maximum success.
You can find the relevance score for all of your ads in any of the ads reporting tools or through Facebook’s ads API to their partners and developers. Put more simply, you can head to the Ads Manager and then add the relevance score tab to your ads report.
Now that the new feature has been available for one month, what are your thoughts? Do you think the score has been helping your Facebook campaigns succeed? Let us know in the comment section below.
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