An increasing number of businesses are using Facebook to advertise to their customers and target market. If your business is already doing so, or considering it in the future, this information is useful to bear in mind, as it’s important to understand the advert relevance score. The more relevant an advert is to its audience, the better it’s likely to perform and advert relevance score makes it easier for you to understand how your advert resonates with your audience.
Facebook considers how relevant an advert is when determining which adverts to show to a user. When your advert is relevant to your audience, its relevance score is higher and it is therefore more likely to be served than other adverts targeting the same audience. As a result, you pay less to reach your audience and this relevancy factor is similar to the way in which the Google AdWords keyword Quality Score works.
Advert relevance score can also help you:
- Know when to refresh your advert. When your advert’s score drops, it may be an indicator to refresh your advert’s creative or change its targeting.
- Determine which advert creative is more relevant. You can use the score to test your creative to help determine which message, image or video resonates most with your audience.
After your advert is served more than 500 times, it receives a daily relevance score from 1–10. Ten means that Facebook estimates your advert to be highly relevant and one means that it’s estimated to not be very relevant. (You can view the score in Adverts Manager by going to Campaigns and clicking Adverts).
Your advert’s relevance score is based on positive and negative feedback that Facebook expects from the people seeing it, based on how the advert is performing. It is calculated differently depending on your objective (e.g. clicks to website or video views) but it’s based on:
– Positive feedback: The number of times Facebook expects people to take a desired action, such as sharing or liking your advert, or help you achieve your objective, such as visiting your website.
– Negative feedback: The number of times expected for people to hide your advert or indicate a negative experience, such as choosing not to see adverts from you.
There are a number of ways to improve your advert’s relevance score, with the five most important being:
- Be specific with your targeting
- Consider your advert’s image and message
- Refresh your advert
- Learn from testing
- Avoid using offensive content
Following these tips can save your business advertising revenue by reducing the cost of Facebook advertising. You can read more about the Facebook ad relevance score here.
If you want more details about how we can help your business succeed through advertising on Facebook, contact us now.