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How to Use the New Facebook Ad Relevancy Feature

Last month Facebook introduced a new quality score for their ads, called a relevancy score. Unfortunately this score was introduced just after Google announced their new mobile algorithm update (that is said to affect more websites than any Panda or Penguin update in the past), so it didn’t quite get the amount of attention it deserved. Now that it’s been almost one month since relevancy score has been available, it’s important to learn how it works, why it matters, and how you can improve your score to help improve your overall ad strategy on Facebook. After all, according to Social Fresh, social media marketing budgets are projected to double over the next five years, so the sooner you can improve your social efforts the better.

How the New Ad Relevancy Score Works

Facebook will give you a score from 1 through 10, with 10 being the highest score you can earn. It’s all based on the feedback that your Facebook ads get. Negative feedback may mean that people will hide the ad or report it, whereas positive feedback will occur if you have a high view count or conversion rate. Of course, the more positive feedback you have the better your score and vice versa. Below is a screenshot from Facebook’s official announcement:

facebookscore

Keep in mind, however, that relevancy scores aren’t going to be important for all types of ads. According to the official Facebook help page:

“Ads with guaranteed delivery—like those brought through reach and frequency—are not impacted by relevance score. Relevance score has a smaller impact on cost and delivery in brand awareness campaigns, since those ads are optimized for reaching people, rather than driving specific action like installs.”

If you don’t fall into this category, then relevancy score is a cool new metric to use to help improve your ads and save you money. The benefits are discussed below.

Why It Pays to Have a High Relevancy Score

There are three major benefits to having a high relevancy score:

  • You can save money. If your ad score is high it will not cost you as much to deliver it. If your ad has a high relevancy score, it let’s Facebook know that your ad may be a better option than one of your competitor’s ads. It also won’t cost you as much because it is seen as relevant.
  • It can help you analyze and optimize your ads. If for some reason you aren’t getting the metrics you want for a particular marketing campaign, check your relevancy score to see if Facebook sees anything negative. If so, you can alter your ad so that you’re no longer struggling. Remember, it’s actually very easy to turn negatives into positives in this situation.
  • It can help you test creative options. Advertisers can create different variations of ads with different audiences to see which has the highest relevance scores. In other words, it’s an easy way to help you test.

It’s also important to keep in mind that your relevancy score is expected to fluctuate as people engage with your ad, so you shouldn’t worry too much about one actual number on any one given day. Keep an eye on your score to see if anything looks out of the ordinary or there is a steady drop.

How to Access Your Ad Relevancy Score

  1. Visit the Ads Manager
  2. Click Reports on the left-hand side menu.
  3. Click on Customize Columns.
  4. Check the Relevance Score You can also check the Positive Feedback and Negative Feedback boxes to get a more detailed look at your metrics.
  5. Click Apply.
  6. Click Level and then select Ad and you’re all set with your score on your Reports page, but make sure no delivery breakdown options are selected or you won’t see your score!

The Takeaway and One Last Tip

The relevancy ad score launched in January, but it is still slowly rolling out to users. If you don’t see it yet, you should very soon. Let us know your thoughts on the new feature in the comment section below, but first, keep in mind one major tip:

Remember, you cannot forget about the importance of bidding and cost. If you have an ad that is doing very well for you but your score isn’t what you think it should be, it’s best to keep going with your ad until it’s no longer successful. Success is usually mutually exclusive with a score, but not always. You need to be able to find a good balance between the cost of delivering an ad and its new relevancy score. Moral of the story: Relevancy scores should not be used as the primary indicator of an ad’s performance.

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