How To Use The New Facebook Ad Relevance Score

facebook-ad-relevance-score

How will the new Facebook Ad Relevance Score impact your Facebook Pay Per Click Campaigns?

Have you ever been frustrated by the lack of communication from Facebook regarding the quality and effectiveness of your Facebook ads?

Currently, Facebook communicates with marketers by either approving ads or disapproving ads.  Like most marketers, we want to be good citizens of the Facebook community and leverage their tracking to create profitable ads that will benefit specific Facebook members.  To accomplish this goal, Facebook needs an ‘in between’ communication tool to let marketers know how their pay per click ads are doing.

The big question is now, with the new Facebook Ad Relevance Score tool, has Facebook finally created a feedback mechanism for marketers?

What Is The Facebook Ad Relevance Score?

relevance score for facebook ads

Facebook Has Released A New Relevance Score For It’s Ad Platform

The relevance scores for ads, which is quantitative scores based on a scale of 1 (poor) to 10 (great), measures how well the ad should perform for its targeted audiences.

This is not a score that is set in stone.  Rather, the score is continuously updated as more and more people interact and provide feedback on your ad.

Not all ads will have a Relevance Score – ads with guaranteed delivery (those bought through reach and frequency) will not be affected.  Also, ads which are optimized for reaching people, rather than driving a specific action, will have a smaller impact on cost and delivery in brand awareness campaigns.

How The Facebook Ad Relevance Score Works…

According to Facebook, the ad relevance scores work as follows:

Relevance score is calculated based on the positive and negative feedback we expect an ad to receive from its target audience. The more positive interactions we expect an ad to receive, the higher the ad’s relevance score will be.

(Positive indicators vary depending on the ad’s objective, but may include video views, conversions, etc.)

The more times we expect people to hide or report an ad, the lower its score will be.

Facebook has made changes to its algorithm for Facebook Pages recently with the goal of improving the overall user experience on Facebook.  This means that posts that are over promotional or ‘spammy’ in feel will not be shown, as users have proven they don’t like these types of ads.

It appears as though the goal of the new ad relevance score is to provide marketers with quantitative measurements to make sure that their advertisements will add to the user experience of Facebook users.

What Does The Facebook Ad Relevance Score Tell You?

While no one will ever admit that they enjoy being advertised to, the fact is that if you put the right ad (one that solves a specific problem) in front of the right person (a person with the appropriate problem seeking a solution), then people will be happy.

This may be the intention behind these new scores.

Facebook will take into account the following items in their new relevance score model:

  • Targeting –  To quote Facebook on the impact of targeting:  “Put simply, the higher an ad’s relevance score is, the less it will cost to be delivered. This is because our ad delivery system is designed to show the right content to the right people, and a high relevance score is seen by the system as a positive signal.”  Therefore, this new process will proactively provide you with a score that will predict whether or not you are targeting the right people based on your ad copy!
  • Ad Copy –  With this new model, advertisers will now be able to test different combinations of image and copy with different audiences prior to uploading and spending money on the ads in order to learn which combinations offer the highest relevance scores.

It is important to note here that just because a score is high does NOT guarantee that the ad will lead to higher conversions, optins, or profits.  But if you’re struggling on a campaign that has low scores, being able to tinker and use this scoring tool may help you improve performance.

What do you think about the new Facebook Ads Relevance Scores?  Have you had a chance to implement or had any success or failures with them?  Leave your comments below!

Want to learn more about Facebook Ads?  Sign up for our webinar here:  http://socialmediaadgenius.com.

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Nick Bridges

Nick is an Award Winning web designer, is also the Creative Director for the Agency, assisting in areas like funnel creation, copywriting, Landing Page development, and more. Nick also oversees all of the technical components of the creation and implementation of Social Media Ad Genius.

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About The Author

Nick Bridges

Nick is an Award Winning web designer, is also the Creative Director for the Agency, assisting in areas like funnel creation, copywriting, Landing Page development, and more. Nick also oversees all of the technical components of the creation and implementation of Social Media Ad Genius.

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