Making Facebook ads more relevant
On the 12th February Facebook began showing relevance scores for ads run on their platform. This new metric appears in the advertiser’s ad reporting tool set and will impact several key factors when advertising on their network
“Taking relevance into account helps ensure that people see ads that matter to them, leading to a better experience for people and businesses alike.”
In a move that seems similar to the ad ranking method used to generate a Quality Score in Google AdWords, Facebook ads will be allocated a score between 1 and 10, with 1 being the lowest, based upon the ratio of positive to negative feedback that Facebook expects to receive from the target audience.
As the ads are interacted with the relevance score will change. The higher the score, the lower the cost of delivery.
Facebook also tells us that,
“Ads with guaranteed delivery — like those bought 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 a specific action like installs.”
So why does a relevance score matter?
As previously mentioned, it will help to lower the cost of delivery and thus provide a better ‘bang for buck’. However, Facebook are quick to point out that the cost of the bid is an important factor too and there is no guarantee that a ‘high’ relevance score with a low bid will out perform a ‘good’ relevance score with a high bid.
As has long been the case on Facebook, the most important factor for success is bidding based on the business goal you hope to meet with an ad.
The relevance score will also allow advertisers to optimise existing campaigns, and to test new ones before committing to a spend.
Relevance scores have been rolled out and you can read Facebook’s official announcement by clicking on the image below.