If you’ve been running Facebook ads, then you probably have been noticing a “relevance score” column on your Facebook ad’s analytic reports.
Too many business owners and advertisers tend to ignore the relevance score, but it is actually extremely important when it comes to improving your ads.
I like to think of the relevance score as a special number. It’s a score from 1 to 10 that, at first sight, will let you know how relevant an ad is to its audience.
The scope of this number is not to tell you how good your picture or your copy is. The main goal here is to make you understand if your ads’ demographic target is considering your message relevant to them and thus engaging with it.
An ad made by the best designer in the word, with the best copy ever written will still have an insufficient score if it’s promoting women’s clothing and it’s being targeted to male teenagers 13–18 years old.
On the other side, an ad with a decent design and copy targeted to the perfect audience, will enjoy a healthy relevance score.
When Facebook has to decide which ad to display to a specific user, they’ll always prefer to display an ad which they consider relevant to that user. If yours is not, it’ll quickly become very expensive to advertise.
To keep it short, the higher the relevance score, the better results you will get.
The higher the relevance score is, the lower the Cost Per Click is and the better the Click Through Rate. The difference is really big if you reach a relevance score of 10- the CPC is extremely low and those ads generated a huge amount of clicks.
From my experience from running hundreds of ads and managing hundreds of ads for clients is that retargeting ads tend to get the highest relevance score because they are extremely targeted and those targets are more likely to click on your ad verus a “cold target”.
What type of ads will lower your relevance score?
- Negative Signals: When a user hides your ad from their newsfeed, that is a strong indicator that you’re not targeting the right audience. This will lower your score.
- Campaign Objective: This is extremely important. For example if you’re running ads for a new e-commerce store and you’re going for conversions (purchases) without much data from previous ad campaigns, then the relevance score will be lowered.
- CTR: The higher your click through rate is, the more relevant your ad is considered by Facebook. This is common sense, as no one would click an ad that is irrelevant to them.
- Shares: My theory is that Facebook believes the sharing an ad is the strongest endorsement on its quality. The numbers above seems to back this theory with a pretty strong correlation between the shares and the score. The amount of shares that you get is dependant on the type of ad you are running.
- Likes & Comments: While the data doesn’t show a clear correlation, I think likes and comments are considered by Facebook as positive quality signals. Comments may be a bit trickier as without understanding the context is tough to attribute them a positive or negative value. This is why a lot of engagement post tend to receive a higher relevance score.
- Your offer is off: Doesn’t matter if you have the best looking ad or if you think your targeting is on point, if what you’re offering isn’t of interest or value to your target audience, your campaign will fail and you’ll know it because your ads will have a low Relevance Score.
A higher relevance score is a good indicator that your facebook ads are targeted towards the right crowd.
How can I improve my Facebook relevance score?
There are many ways to improve your ad’s relevance score. I’ll go over a few here.
Have good targeting: Good targeting is the key to success when running Facebook ads. Make sure you take advantage of Facebook’s free audience insights to build highly targeted targeting list and criteria.
Narrow down your targeting: One of the biggest mistakes that I made as a beginner was going to broad on my targets. You can go a little more broad if you have a bigger budget, but it’s still not a good option. I always try to narrow down my target 2x to ensure that I create highly targeted campaigns.
Monitor the Frequency: A high frequency can kill even the best campaigns. If your frequency is too high, refresh your creatives or change the targeting.
Split Test Everything: Before scaling your campaign, test it. Test multiple designs and multiple audiences to find the combination with the highest performances and Relevance Score.
Dont over focus on the relevance score in the beginning
To find the most accurate Relevance Score you’ll want to set a short reporting window.
For example, when a campaign has been running for more than three days and there are sufficient impressions on your ads, if your daily budget allows it, you’ll want to look at Yesterday’s Relevance Score and measure how it changes over time.
If you have just started a campaign though, don’t measure Relevance Score for at least three days or longer depending on your budget, as it likely to change dramatically over the first few days as Facebook integrates your campaign into their ad algorithm and starts to optimise your reach based on the initial audience response to your ads.
Relevance Score is a dynamic metric, meaning that it is continually updated based on the performance of your adverts using other metrics such as social engagements (Comments, Reactions and Shares) as well as CTR.
The timeframe you use in your reporting of Relevance Score will give you different results.
Relevance score is an important factor to monitor in your Facebook ad campaigns. You always want to shoot for a higher relevance score and each relevance score should give you a good insight on how your ad is performing.
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