Relevance Relevance Score is a tool provided by Facebook, centered on the relationship between your ad and its target audience. It’s a number from 1-10 (1 being very bad and 10 being very good) which you should keep an eye on when optimizing your campaigns.
If you’re an advertiser who wants to save money on your Facebook ad campaigns and get higher ROI, you’ll need to regularly achieve a good relevance score.
Your score out of 10 is not designed to tell you how good your creative or your copy is. By way of example, an ad with a creative from the best designer in the world, complete with the best copy ever written will still have an poor Relevance Score if it’s promoting women’s clothing and being targeted to male teenagers 13–18 years old.
Relevance Score is not designed to tell you how good your creative or your copy is. It's an
indication of how relevant your ad is to your target audience.
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Facebook wants to keep users interested, engaged and ensure they are getting value from their time on the platform. So, when they decide which ad to display to a specific user, they’ll always prefer to display an ad which they consider relevant. If yours is not relevant, your Relevance Score will suffer and it will quickly become very expensive for you to display the ad to the audience you’re trying to reach.
When choosing which ad to display to a particular user, Facebook will always prefer to display
the one they consider most relevant.
So, how can you ensure your ads regularly achieve a good Relevance Score? And, if you’re seeing your score suffering for a particular campaign, what practical steps can you take to improve it, saving money and improving ROI in the process?
- Get more specific - targeting every person in the US between the ages of 18-25? If so, this will almost certainly mean your ad is not relevant to everyone. Try splitting your audience up into a number of discrete groups, and narrow it based on specific locations, ages, interests and behaviours. You could also consider using Custom Audiences to reach even more relevant audiences.
- Think about image and message - Make sure your ad’s creative and message is well-linked to your target audience. And don’t over-complicated - keep it simple and easily understandable to the people you’re trying to reach.
- Keep your ad fresh - linked to ad fatigue, your relevance score will suffer when it’s been shown too many times. When the relevance score for an ad drops, try creating another ad with new content for your audience.
- Test and learn - try different combinations of ad creatives and audiences. Keep an eye on the relevance score for each and figure out what the best scores have in common. Then, iterate based on your learnings and improve over time.
- Steer-clear of offensive or misleading content - In an effort to grab the attention of your audience, don’t stray into publishing misleading or offensive content. Facebook has powerful algorithms to identify this kind of material and your results will suffer as a result.
A final note: don’t over-focus on relevance score when you’re first starting out. Keep in mind that this shouldn’t be your primary metric - keep focussed primarily on your core objective, whether that be conversions, app-installs or something else.
Also understand that Relevance Score is a dynamic metric, meaning that it is continually updated based on the performance of your ads using other metrics such as social engagements (Comments, Reactions and Shares) and CTR. So keep that in mind when you’re measuring Relevance score, because reporting on it too early into your campaign will likely mean a poorer result.
About Joe Sweeney Content Marketing Manager here at MakeMeReach, Joe is a words guy. Joe's a digital marketer who believes in the power of quality content to start great conversations between consumers and brands. He also hosts our weekly Facebook Live!All posts by Joe Sweeney
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