On a digital marketing platform, ads are shown to people which are most relevant to their search queries. Hence, Ad relevance is used as a factor in determining how the ads are supposed to be delivered. Taking relevance into account ensures that users see ads which are most suitable to them. Which gives a better experience to users as well as to businesses. So, as an approach for better ad experience Facebook has started showing relevance score as a metric in their ad tool.
How Relevance Score Works?
Relevance score is calculated on the basis of the positive and negative feedback an ad is expected to receive from its target audience. The higher the interaction rate of an ad the higher will be its ad relevance. Negative feedback is calculated based on the number of people choosing to hide your ad. Ads get a relevance score between 1 to 10, with 1 being the lowest and 10 highest. . The score is updated as people interact and provide feedback on the ad. But one thing to note here is that Relevance score has a smaller impact on cost and delivery in brand awareness campaigns, since those ads are optimized for reaching people, rather than driving a specific action like installs.
Why Relevance Score Matters?
-It lowers the cost of reaching people as, the higher the ads relevance score is the less it will cost us to get the ads delivered
-It helps in optimizing live campaigns as advertisers can monitor the relevance scores and based on that take decision whether to change the ads targeting or the ad creatives.
-It can help an advertisers test his ad creative options before running a campaign. This can be done by testing different combinations of image and copy with different audiences, and learn which combinations offers the highest relevance scores.
How do I Optimize Relevance Score?
-Narrow your targeting
If you’re targeting a broad audience such as men and women, ages 25–30 years old living in Singapore, chances are your ad may not be relevant to every person. Try narrowing your audience by specific location, ages, interests and behaviors.
-Scrutinize your ad’s image and message
Think about how your ad’s message, image or video will resonate with your audience. An image/video is more noticeable than text so focus on improving that first. Also, keep your message simple and related to what you’re promoting.
-Keep Your Ads fresh
As time passes by, users which once interacted with your ad will get bored of it. So it is important to refresh the creatives and ad copy, or modify the targeting, to keep the campaigns running successfully.
-Create a blend of visuals & copy
Always try to combine visuals & copy in such a way that it catches the eyeballs of the potential customer. Focus on improving the visual to improve your relevance score. But, try to keep your copy simple and related to what you’re promoting.
-Avoid misleading content
On Facebook offensive content has often leaded to poor experience. So avoid using misleading & offensive content as this will lower your Facebook Relevance Score.