Facebook has recently introduced a new reporting tool- the Relevance Score metric. The equivalent of Google’s AdWords Quality Score. This new relevant score is an important ad quality signal that will affect both your ad delivery and the cost you pay for your campaigns.
How does the Facebook’s Ad Relevance Score Work?
Ads will be graded on a scale of 1 to 10 based on how Facebook predicts they will be received by the target audience. “The score is updated as people interact and provide feedback on the ad. Ads with guaranteed delivery- like those bought through reach and frequency- are not impacted by relevance score” explains Facebook on its Facebook for Business Page. The higher your Relevance Score, the lower your cost of ad delivery. They want to show users the most relevant ads possible, so they’re giving you a reward for quality and vice versa; similar to the Google relevant score.
Will all Ads be affected by the new measuring tool?
No, not all ads will affected by relevancy score. Facebook states that those ads that have guaranteed delivery, for instance ads bought through reach and frequency, will not be served any differently due to the relevancy score. Brand awareness campaigns, which again is an ad campaign designed to reach users rather than a specific conversion, are impacted much less.
How to use the Facebook Ad relevance score
Before using a full campaign, test your ads with small audience to see which combination of creative and targeting produce the greatest Relevance Score. Because relevance scores can be monitored before campaigns are live, if the score begins to drop advertisers can tweak their ads for better performance.
Remember, the relevance score is not king. The relevance score should not be the only measurement by which you evaluate the performance of your ad. You should evaluate the success of your campaign based on its relevance score along with other metrics like click-through-rate or goal completion measurements as clicks, likes and views.
To check your ads’ scores, head to Ads Manager and add the relevance score tab to your ads report.