Facebook is rolling out another feature and of course, I’m pretty excited about it. The new Relevance Score is meant to help advertisers evaluate how effective their campaigns are. Taking relevance into account helps ensure that people see ads that matter to them, leading to a better experience for people and businesses.
Here’s how it works:
Facebook will assign every ad an score from 1-10 (10 being the best). This number is based on the positive or negative feedback an ad receives.
Positive feedback would be anytime someone watches a video, clicks to your websites, or converts. They’re engaging with your ad so this is going to give your score a boost.
Negative feedback would include anyone reporting your ad or hiding your ad. They are letting Facebook know that they don’t want to see this type of ad.
The more positive feedback the better the score. Pretty simple, right?
So why does it matter?
It can lower the cost of reaching people. The higher your score, the more effective your ads are. And when your ads are effective you usually see a lower cost. Basically, it’s telling you that you’re reaching the right people and they like what they’re seeing.
Make your campaigns more effective. Relevance score should be a pretty good indicator of how an ad is performing. If your numbers start to dip, it might be time to change up your audience, creative or copy.
I’ve played around with it a little and the numbers work the way I expected them to. When an ad is taking off and building momentum the number starts to go up. And if an ad is really killing, you’ll hit a perfect 10.
But if an ad isn’t converting, no one is clicking and the engagement just isn’t there, you’re score will start to fall.
I think it’s a great new feature and I think it helps to take some of the guesswork out when you’re trying to figure out what ads are working and what’s not.
But it’s definitely not the only metric you should pay attention to. Always keep your goals in mind. And don’t forget to keep an eye on your conversions and cost. It’s all about using the reporting .
Are you seeing it yet? What do you think so far?