Facebook has recently introduced a better way to monitor your ad effectiveness. Relevance scores are now visible in ads metric under your ads reporting tool. So what exactly is an ad relevance score?
Facebook has always used these scores to help determine how they deliver their ads, making sure users see ads that are relevant to them. These score areas calculated based on feedback, both positive and negative, that is expected to be received. For example, if your ad is believed to receive large amounts of positive interactions (views, conversations, etc.) the higher the score will be. Relevance scores are between 1 and 10, 1 being the lowest and 10 being the highest. These scores are not set in stone though; scores are constantly updated as users interact with your ad. Your relevance score should not be used as the sole indicator of your ads performance, other indicators such as your ultimate campaign goals (driving traffic to your site, getting customers in your door) should be the ultimate determinant. Just because your score isn’t a 9 or 10 doesn’t necessarily mean it isn’t performing well either, if your ad is working you may not need to change anything.
Why they matter:
Understanding what these scores actually mean can help advertisers achieve their goals. It can help in lowering the cost. A higher relevance score is going to cost less to be delivered. The system is designed to target the right people with the right ad content. Having a high score will not outweigh a low bid, ideally a high relevance score combined with a high bid will be most effective. Bidding is still the most important aspect, if your ad is working well but has a lower relevance score you may want to leave it. If you want to increase the relevance score you could always change the ad to lower the cost of delivery. These scores help for a more efficient delivery through Facebook. In tracking scores, advertisers can experiment with different combinations of images and wording with different audiences to see who responds best to which ads. While monitoring ads, advertisers are able to tell if there is a need for change. If a score begins to dip, it can be an indicator that re-targeting may be needed.