Facebook did something highly useful! They now let us see a relevance score for all our campaigns. Brilliant. But what does that mean for you?
Over the years, naturally we’ve seen a lot of changes in the Facebook platform as well as the algorithm that controls what users see in their news feed. The fact that Facebook is using relevance scoring for their ads isn’t new to them. They’ve always run ad relevance in their algorithm whether you knew that or not. The only difference this change makes is that we can now see how our ad’s are tracking relevance wise. In short, it’s based on positive or negative interactions with your ad, usually determined by the goal of your ad; views, downloads, clicks etc…
RELEVANCE IS TOP PRIORITY. In their blog “Facebook for Business”, authors said that “taking relevance into account helps ensure that people see ads that matter to them, leading to a better experience for people and businesses alike.”
Fortunately for business owners, Facebook has now made this metric viewable in the ads reporting tools.
Here is how it will look like, according to the Facebook For Business blog:
How is relevance score calculated?
Relevance score is calculated based on the positive and negative feedback an ad / campaign receives from its target audience. The more positive interactions expected from your ad – such as video views, link clicks, page likes, conversion, etc. – the higher your relevance score would be. The more times we expect people to hide or report an ad, the lower its score will be.
The highest score that a campaign can get is 10, while the lowest is 1. The projected relevance score changes as the ad is served to your target audience.
What does relevance score means for you?
You can help optimize campaigns already in progress. Relevance scores change as Facebook users give feedback about the campaign. Since you can now see the score while your campaign is running, you can immediately change the settings of the campaign or turn it off completely when you see that it’s getting a lot of negative feedback. From this information you’ll know you’ll need to change something…
You’ll reach more people without spending more. Since Facebook’s algorithm is designed to show posts that are most relevant to their users, your campaigns with high relevance score (along with the other metrics – bid, target audience, etc) will organically reach more people.
You can test different campaigns variants before spending funds. Since the relevance score will be projected even before the campaign goes live, you can play with different variants (other images, texts, calls to action, etc) to see which one has the highest relevance score.
Gentle Reminder: Relevance Score isn’t everything!
Although knowing your relevance score is a great way to optimize your campaigns, remember that it shouldn’t be the only metric you have to keep watching out for. Your main focus should still be that your ads are giving you the results that you need – page likes, conversion, clicks to website, etc. If these goals are met by campaigns with relevance scores, then keep using them or optimise until you get better results.
Relevance score rolls out globally starting this week. To check your ads’ scores, head to Ads Manager and add the relevance score tab to your ads report(s).
Are you excited about this new development? How do you plan to use relevance scores to forward your online success? Let me know by leaving a post on the Milk it Facebook page. 🙂