One of the biggest changes to Facebook Advertising last year was the unveiling of Facebook’s ad relevance score. Relevance scores had always been a factor in the bidding process on Facebook, but last year was the first time they were visible to advertisers. So why should you care about your ad’s relevance score? Higher relevance scores can lead to lower costs to reach people, and who doesn’t love saving money?
First, I want to get into how Facebook calculates the relevance score. Your relevance score is determined by how much positive and negative feedback Facebook expects you to receive on your ad. Your ad is given a score between 1 and 10. A score of 1 means your ad is not relevant to the audience you are trying to deliver it to, and a score of 10 means that your ad is very relevant to your target audience. You can find your relevance score in the Ads Manager by going to Campaigns and clicking into your Ads.
The top three easiest ways to improve your ad relevance scores on Facebook:
1. Have a clear message. Your ad needs to have a clear call-to-action of what you want the user to do. Do you want them to buy a product? Then, don’t tell them to “learn more”, tell them to “shop now”. Adding a call-to-action button can also help improve your score in this area. Be specific with your messaging. Facebook will ding your relevance score if you’re too generalized.
2. Improve your imagery. Always make sure you are using clear imagery and high-quality images to keep your relevance scores high. While funny or entertaining imagery can capture attention on Facebook , and may be tempting to use, if it’s not relevant to what you’re trying to sell or what you want the user to do it can lead to a low relevancy score.
3. Further define your targeting. Facebook is all about delivering the right message to the right person at the right time. While you may think you want the broadest audience possible to reach the maximum amount of individuals, you actually want to do exactly the opposite. For instance, if you are U.S. based company selling women’s running shoes, you might want to target Women, 18-34, living in the United States, who are interested in running.
Although relevance scores are important for peak ad performance, don’t forget that your bidding matters, too. If you have a great relevance score but your bid is way too low, you’re still not going to win the auction. Interested in learning more about paid social or improving your paid social campaigns? Get in touch with us! We’d love to help you with your strategy.