So you’re interested in Facebook Ads? But you’ve got no idea what an ad relevance score is? Well, you’ve come to the right place.
Let’s break it down for you. Every platform has some sort of metric for measuring ad quality, the better your ad quality, the lower your costs and the more people get to see your ads – Facebook is no different. Ad Relevance Score is basically Facebook’s way of allowing advertisers to learn from their mistakes or highlight what they’re doing right.
Facebook Ad Relevance Scores – How it works
An Ad Relevance Score is essentially an assessment of your ad performance. Once your ad hits 500 impressions, Facebook will rank you on a scale of 1 to 10 (1 being very bad and 10 being very good). Remember, the main goal here is not to tell you how good a certain image or copy is, but rather help you understand how well your ad’s targeted demographic is responding to your ad overall. Thus, having a low relevance score, suggests that your content is not speaking the same language as your audience, reducing engagement.
Image comparison of different ads showing different scores of relevance. (Source: Facebook)
Why should it matter?
Put simply, the higher an ad’s relevance score is, the less it will cost to deliver.
It’s important to understand what your ad relevance score means, how it affects you and how to use it to improve your ad’s performance. The relevance score is a combination of metrics including engagement, clicks, conversions and can be used to improve your ad.
Improving your Relevance Score
Now that you have a good idea about how ad relevance scores work and how it impacts you, here are a few ways to improve it:
- Audience targeting testing
- Creating Ideal Client profiles offline and then building them as audiences online
- Developing unique and exciting ad content
- Determine your marketing objectives and ensure your ads are aligned
- Analyse your data
- Test your ads (trial and error)
Testing is probably the most critical aspect to nailing Facebook Ads, through testing and monitoring the Ad Relevance score, we were able to reduce the Cost per Conversion for one client from $25.16 to $7.19 and the Cost per Purchase for another client who spends hundreds of thousands on ads per year from $11.53 to $7.52 – which increased their ROAS dramatically.
If you’re looking for a partner in developing cost effective Facebook ads, contact us today for solutions and take ads off your shoulders. Book a call here to discuss your content strategy planning session.