Understanding Facebook’s Ad Relevance Score

Relevance has always been a factor in how Facebook delivers ads to specific audiences, but now the social giant is providing advertisers with a measurable metric that shows how audiences are reacting to marketing campaigns. This "Ad Relevance Score" helps you improve the quality of your Facebook ads to increase click-through rate and drive conversions.

Using a ranking scale of one to ten, Facebook assigns relevance scores based on the amounts and types of interactions it expects ad to receive. The score is then updated to reflect the actual number of comments, likes and shares that occur over the lifespan of the ad.

Both positive and negative feedback influence the relevance score; however, Facebook only counts negative feedback from the intended audience. This prevent organic appearances of an ad from affecting its score. The Jon Loomer blog notes that you can watch interactions updating in real time to receive both immediate and long-term feedback on your campaigns. Ads that receive a higher number of positive interactions get the best rankings. Head over to the Ad Manager area to see how your ads are performing.

Relevance pertains largely to ads used to drive specific actions such as sign-ups, downloads or purchases. Brand awareness ads that focus more on impressions are considered "guaranteed delivery" because you pay based on how many people the ad is delivered to and how often it appears. For ads that drive interactions, however, relevance scores can influence how much it costs to run a campaign. Facebook likes relevancy and rewards marketers who deliver pertinent ads with a lower cost-per-click.

Relevance score can be a powerful tool for gauging ad performance. It’s a measurable metric that, according to Ad-Espresso, shows how well your campaign is fulfilling its objective. You get an impression of how many people are interacting with your ad and what action it drives them to take. A high score is an indication of a good quality ad, so you can assess which ads perform best and continue to utilize similar elements in future campaigns. Creating ads with consistent quality allows you to maximize click-through rate without draining your advertising budget.

Thanks to relevance score, you can go beyond A/B testing and create multiple versions of your ads to see which elements generate the highest rankings. Since Facebook offers options to deliver ads to people based on their personal preferences, you enjoy a highly targeted audience for every ad. Try switching up images, content and distribution attributes and watch how each version of your ad resonates with potential customers.

Don’t just keep an eye on the immediate response to each ad; watch how it performs in the long-term. See how the relevance score changes as your campaign receives drives more interaction. The ads that perform the best over time are the ones you want to make more of in the future.

Keep in mind that, although there are elements that will create a high amount of conversions ever time, you should switch up your ads when they start to drop in performance. This helps to avoid the "ad blindness", that people develop after seeing the same ad multiple times. To receive good rankings, all ads should have a well-defined niche audience, clear wording and a strong call-to-action.

Relevance score is one of the many metrics you should look at when planning a Facebook ad campaign. Facebook still considers bids to be one of the most important factors in ad placement. However, designing a campaign with relevancy in mind helps to target your ads more effectively and should reward you with higher click-through rates and more customers.

a href=http://www.searchoptics.comSearch Optics Inc. is a leader in digital marketing solutions for the automotive industry. a href=http://www.searchoptics.comSearch Optics’ car dealer SEO services include custom websites.