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In an effort to keep its advertiser base better in tune with performance indicators, Facebook has recently started sharing ad Relevance Scores with performance marketers. This figure ranges on a scale of 1 to 10 and helps advertisers understand if a marketing message is relevant and engaging to its target audience.
The Relevance Score is an amalgamation of many metrics:
While not a primary indicator of an ad’s success, the Relevance Score can be used as a litmus test for Cost Per Click (CPC) and CTR-related advertising costs. Having this information in the form of a score is incredibly important for digital marketers looking to improve their online ad delivery and even the cost of specific campaigns. This data-backed analysis helps advertisers better understand the correlation between creative elements and ad spend.
Relevance Score is a reflection of ad delivery, ad ranking and the cost you pay for your campaigns. If Facebook expects the ad to have a lot of positive interactions — lots of views, comments, conversions, a clear objective, etc. — it will have a higher relevance score. If the ad is expected to generate negative interactions, the score will be lower. Nanigans stores the history of an ad’s Relevance Score so that advertisers may see what score an ad had on any particular day.
Relevance Scores can be used as a way to gauge the potential cost of reaching your audiences, and to better understand the results of testing ad creative and ad targeting. Redesigning campaigns, optimizing, and improving ads may increase their Relevance Score, which will ultimately boost the performance of ads. However, keep in mind that bid amount and bid type still hold a great deal of importance within Facebook’s algorithm, which determines ad delivery.
Facebook advertisers should leverage this increased access to ad performance data to boost conversions (e.g. recent website visits or purchases). In addition, focusing on the areas below can help ensure better returns:
Especially for direct response campaigns, targeting simply based on age group will likely not be specific enough for an ad to perform well. It’s worth investigating how aspects such as device used and mobile vs. desktop click behavior relate to your target market.
Remarketing is so effective because it focuses your advertising spend on people who are already familiar with your brand. By conducting A/B tests using Website Custom Audiences, in conjunction with data and creative from the ads with higher Relevance Scores, a campaign is likely to be particularly effective.
While these tactics are not necessarily new concepts within the advertising space, Relevance Score can act as a more consistent barometer to inform advertisers how to work best within the Facebook environment in terms of potential reach and costs.
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