When you’re promoting your product or service online, it’s important to understand how users are reacting to your content. The Facebook Relevance Score is one way that you can determine exactly how well your work is resonating with the people you’re trying to reach. These insights can help you to determine if you need to revise your creative, adjust your ad targeting or make changes to your product or service.
The Facebook Relevance Score is reported as a rating on a 1 to 10 scale. The result is only shown after your ad has reached more than 500 users on the platform. An ad with a score of 1 is likely to not be very relevant to your audience. These ads will prove more expensive to run and will in turn generate a smaller number of results at a greater cost per result than an ad that scores higher on the scale. An ad with a Facebook relevance score of “10” is considered to be very engaging to the people you are trying to communicate with. Ads with a high score are likely to be shown to more people and will generate more engagements for your brand.
Your Facebook relevance score is influenced by three things.
First, Facebook measures how well your ad is performing. An ad with a high engagement rate is likely to be more relevant than an ad with a low engagement rate.
Facebook also measures positive and negative feedback about your content. When a user takes an action like clicking “I don’t want to see this” in the dropdown by your ad, your negative feedback score rises and your Facebook relevance score decreases.
Similarly, when a user takes a positive action (like clicking on your content or installing your app) your positive feedback rises, and in turn your Facebook relevance score increases, too.
Your relevance score doesn’t change the way that Facebook ranks your ads. However, it can provide you with some insight into how your content is performing in the advertising auction. This increased transparency can help you to quickly diagnose problems before they get out of control.
Sometimes a low Facebook relevance score is an indication that you need to update your ad’s creative. A new image or a change to your copy can help you to reconnect with an audience that has previously found your content incredibly relevant.
A low Facebook relevance score can also indicate that you need to “tighten up” your ad targeting. By becoming more specific about who you are trying to reach, you stand a better chance of connecting with the right users at the right time. This can boost your performance rating dramatically.
Above all else, remember that relevance score isn’t designed to drive your Facebook marketing decision making. It’s a helpful indicator, but you should always focus your program on driving advertising results that are in line with your business objectives.