Facebook advertising can be tricky. Delivering the right content to the right people at the right time is crucial to a successful ad campaign. But how do you find that sweet spot? Ladies and gentlemen, meet Facebook’s mighty but often underused advertising metric – the Relevance Score. According to Facebook, “Relevance score is calculated based on the positive and negative feedback we expect an ad to receive from its target audience.” With a single number, you can quickly understand if your ad is an all-star performer or could perhaps use a few tweaks to make the most out of your advertising budget.
What Is Relevance Score?
Relevance Score is determined by how relevant your targeted audience finds your ad. Your ad is given a score between 1 and 10; the higher the number, the more relevant your audience finds your ad and the more likely it is to be shown over other ads targeting the same audience. Facebook calculates this score based on the positive and negative feedback it expects your ad to receive. Positive feedback includes user engagement and interaction, while negative feedback looks at how many users hide, report, or otherwise ignore your ad. Relevance Score fluctuates, so give your ad time to update. Note: Your ad needs at least 500 Impressions before it will calculate your Relevance Score.
Why Does Relevance Score Matter?
Used strategically, this score can help you optimize your advertising efforts. Businesses can monitor this score while running an ad – if your score begins to dip, it might be time for you to make some tweaks to your ad creative or target audience.
Keep an eye out for possible patterns or trends that could offer insight into what does or does not work. The better you understand your audience, the better you can tailor your message and the more successful your ads will be.
Relevance Score also affects your cost. The higher a Facebook ad’s relevance score, the less it will cost to be delivered. Overall, a strong relevance score will help you see more efficient delivery on Facebook.
How To Improve Your Relevance Score
There are a few different ways you can boost your Relevance Score. Make sure your targeting is specific. To be relevant, you need to develop a clearly defined audience strategy. If your score is low, try narrowing your audience location, interests, etc. Image and copy also play an important role. A low-quality image with excessive text is not likely to resonate with your audience. Stick with eye-catching images and clear messaging. And last but not least, learn from your mistakes! Take risks and try different approaches to see what works best. Practice makes perfect, so get to work!