Facebook recently started providing advertisers with yet another amazing tool: relevance scores for Facebook Ads.
Facebook has always taken relevancy into consideration as a factor when determining how they deliver their ads, and to whom. Now, they’re allowing advertisers running Facebook Ads to see these scores and to evaluate their own success.
This is another change designed to make their ads system even better and more accessible to advertisers, and it’s an exciting one.
Where To Find Relevance Scores for Facebook Ads
To access your relevance scores for Facebook Ads campaigns you run, you can view them in any of the ads reporting or monitoring tools. You can access them through ads API if you have access to this as well.
The easiest place, though, to access your relevance score, is through the Ads Manager.
From the Ads Manager, you can access a tab just for your relevance scores. There, Facebook will give you all the information you need.
How They Work
Facebook has been evaluating how relevant an ad is to the audience it’s shown to. It’s how they work to make sure users are seeing the content most relevant to them, and thus those users will be on Facebook more. They’re now giving it a number and allowing advertisers to access this information.
The relevance score for each ad will be a number 1 through 10, with 10 being the most relevant. This score is continually updated as people see, interact with, and provide feedback on the ad through engagement. You will be able to see how relevant your ad is to those being shown to it.
These ads will have a bigger impact on those seeking conversions of some sort (CPC) instead of those paid for reach (CPM) due to the nature of those bidding systems. This is because ads with “guaranteed delivery” (CPM) are not impacted since they are more about reaching people than driving actions like installs, sign ups, or sales.
How to Use Facebook’s Relevance Scores to Improve Your Ads
These relevance scores offer direct feedback, and this always offers a chance to improve your campaigns. While even Facebook has said these scores shouldn’t be used as the primary indicator of an ad’s success (that depends on a large number of factors as you can see here), it’s a great factor to be able to take into consideration.
Are you targeting the right people? If you aren’t, your relevance score will probably be pretty low.
If you are targeting the right people, is something about your ad (what you’re offering or how you’re offering it) keeping them from clicking?
Relevance scores, along with other tracking and measuring tools like the conversion tracker and even the reporting tools available in Facebook’s Ad manager, will make split testing even more effective. If you run two campaigns, you can see which performs better—which has more conversions, which has conversions for a lower or higher cost, and which gets more engagement.
How They Can Lower The Cost of Your Campaigns
As Facebook claims, “the higher an ad’s relevance score is, the less it will cost to be delivered. This is because [their] ad delivery system is designed to show the right content to the right people, and a high relevance score is seen by the system as a positive signal.”
While a high relevance score won’t compensate entirely for a really low bid, it will help lower the cost of your campaigns. And hey, every little bit helps, especially long term.
As time goes on, we’re going to test this out to see how effective these scores are as a metric to help us actually lower our campaign costs. Keep an eye out for those findings.
To learn more about how to best connect with the right audience and create successful ads, you can learn more with our FB Ads Formula.
What do you think of the new changes with Facebook’s relevance scores? Will you be taking the relevance scores into account? Leave us a comment and let us know!