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Facebook Relevance Score – Complete guidance

If you work in Digital Marketing or you have an online shop and run Facebook campaigns, most probably you’ve already heard about Relevance Score, the indicator that tells you how relevant your ads are for your target audience. What does it mean, more exactly, and what are the elements that are taken in consideration when calculating this score? Read along and you will find out everything you need to know about Relevance Score.

In 2015 was the first time when advertisers met the Relevance Score indicator in their Facebook Ads. The scope of introducing the new metric was giving a feedback for those who run promotion campaigns about how relevant their ads are for the targeted audience. Maybe this remembers you about Google Ads Quality Score, but the two indicators are pretty different.

How does Facebook determine what score to give to your ads?

The Relevance Score is, practically, a grade between 1-10 that your commercials can receive. Obviously, the bigger the grade is, the better the commercials will perform. Remember that this score will be available in Facebook reports right after your ads get to 500 displays and not earlier.

The job of this indicator is to measure ads quality and the generated engagement. If the ads are important for the users who receive them, they will interact with them.

The elements that influence the Relevance Score are:

  • The positive feedback that the ads receive: big number of clicks, likes, comments, video views, etc.
  • The negative feedback that the ads receive: the lack of engagement with the ads or receiving the “I don’t want to see this ad” feedback

Considering this, if your commercials are reported or hidden many times by those who see them, you will get a low relevance score.

It is important to mention the fact that this score has a big impact on the campaigns with the Conversions objective. Delivering campaigns with the Brand Awareness objective through a high reach are not so influenced by the relevance score.

Why is it good to obtain a big score in the conversion campaigns?

The most important reason is that this fact could lower the ad delivery cost. If you have a high relevance score, for example 8, 9 or 10, your campaigns will have a lower Cost per Click just because Facebook considers that they are relevant for the targeted audience. The second reason is the fact that the Relevance Score will have an impact on the number your ads are displayed. So, yes, you have to obtain a Relevance Score as higher as possible!

Where can you see the Relevance Score of your Ads?

In Ads Manager, at the ad level. Normally, if your ads had gained 500 displays, you will see in the reporting label a column named Relevance Score.

If your ads have more than 500 displays and you still don’t see the column with the Relevance Score, you have to click on Columns -> Customise Columns. In the opened window, you will have to write Relevance Score in the Search box and to check the indicator and, that’s it, you will have in your report the Relevance Score column.

How can you refine your Relevance Score?

The main actions you can take for improving Relevance Score are:

  • Identifying the right audience
  • Using relevant banners for your commercial
  • Building a relevant message

Regarding the audience, it is good to be as specific as possible when setting the target. The general settings will always conduct to a lower Relevance Score than the specific ones. Saying all of these, use all you know about your public: gender, age, location, job title, interests and behaviours. Also, what we’ve noticed in our campaigns, is that the Custom Audiences, targeting those who already had taken an action on your website, usually have a higher Relevance Score.

The images/banners used in your ads have to be as relevant as possible for your audience and to best describe the promoted products/services. Another thing that we’ve noticed, at least for the fashion industry, is the fact that lookbook images always get a better Relevance Score.

Other good practices for refining the relevance score:

  • Keep in mind that this is a relative indicator which can vary from one day to another
  • Once in a while, refresh the creatives of your ads for the audiences that brought good results, but started not to perform as good as before
  • Don’t try to deceive your targeted public for attracting it to your website
  • The best way to see what works and what doesn’t work is testing different targets with different creatives, relevant for your business

Now, that you have all the information needed about the Relevance Score, you have no reason to obtain less than 10! Or, at least, 9! 🙂

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