How to increase relevance score on facebook ads
Relevance Score for Facebook Ads
Update 08/08/2019: We replaced relevance score with ad relevance diagnostics to make diagnosing ad relevance clearer and more actionable.
On Facebook, we try to show people the ads that are most pertinent to them. That’s why we’ve always used relevance as a factor in determining how we deliver ads. Taking relevance into account helps ensure that people see ads that matter to them, leading to a better experience for people and businesses alike.
Beginning this week, we’re going to start showing relevance scores as a visible metric in our ads reporting tools. Here’s what advertisers should know.
How relevance scores work
Relevance score is calculated based on the positive and negative feedback we expect an ad to receive from its target audience. The more positive interactions we expect an ad to receive, the higher the ad’s relevance score will be. (Positive indicators vary depending on the ad’s objective, but may include video views, conversions, etc. ) The more times we expect people to hide or report an ad, the lower its score will be.
Ads receive a relevance score between 1 and 10, with 10 being the highest. 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. Relevance score has a smaller impact on cost and delivery in brand awareness campaigns, since those ads are optimized for reaching people, rather than driving a specific action like installs.
Why relevance score matters
Understanding relevance scores helps advertisers in a few key ways:
It can lower the cost of reaching people. Put simply, the higher an ad’s relevance score is, the less it will cost to be delivered. This is because our ad delivery system is designed to show the right content to the right people, and a high relevance score is seen by the system as a positive signal.
Of course, relevance isn’t the only factor our ad delivery system considers.
Bid matters too. For instance, if two ads are aimed at the same audience, there’s no guarantee that the ad with an excellent relevance score and low bid will beat the ad with a good relevance score and high bid. But, overall, having strong relevance scores will help advertisers see more efficient delivery through our system.
It can help advertisers test ad creative options before running a campaign. Advertisers can test different combinations of image and copy with different audiences, and learn which combinations offer the highest relevance scores.
It can help optimize campaigns already in progress. While ad campaigns are running, advertisers can monitor their relevance scores. If a score begins to dip, it may be an indicator that the ad’s creative or audience needs to be refreshed.
How to use relevance scores
While understanding relevance scores has real benefits for advertisers, it’s important to keep this metric in perspective. Relevance scores should not be used as the primary indicator of an ad’s performance.
As has long been the case on Facebook, the most important factor for success is bidding based on the business goal you hope to meet with an ad.
Say, for instance, you own a pizza shop and want to run a campaign that drives people to order through your website. Achieving the desired outcome — in this case, driving sales online — is ultimately more important than your relevance score. If you have an average score but your ad is working, you may not want to change anything. Or you may consider tweaking the ad to see how you can get lower cost of delivery by improving the relevance score. Or you might monitor your relevance score, along with the sales you’re driving, to learn when it’s time to update your campaign.
Use relevance scores as a way to reach your audiences at lower cost, and to test and learn about your ad creative and ad targeting. But understand that having a good relevance score is not an end unto itself.
Getting started
Relevance score rolls out globally starting this week; it can be viewed in any of our ads reporting tools and is also available through our ads API to our partners and ads API developers.
To check your ads’ scores, head to Ads Manager and add the relevance score tab to your ads report(s).
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11 Ways to Improve Your Facebook Ads Relevance Score
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Do you enjoy burning through your ad budget will little to show for it? Of course not.
But that’s exactly what you are doing if you are running Facebook ads with a low ad relevance score. As the Facebook advertising platform has matured, they’ve looked for ways to improve the quality of the advertisements that they show to their customers.
They’ve banned potentially misleading or predatory products and services like weight loss supplements and payday loans. They’ve continually refined their ad formats to find those that still perform while being less intrusive. And perhaps most importantly, they’ve instituted a “Relevance Score” program that seeks to measure the overall quality of each ad that they serve to their users.
If you’re familiar with Google Ads, you probably know all about their Google Ads Quality Score:
Like Facebook’s relevance score, Google’s system is designed to measure the relevance and quality of ads that they show to their users, providing a better experience in return.
Facebook first introduced their relevance score in 2015 and have continued to refine it since then.
Now, let’s dive into exactly what the relevance score is, what the benefits of raising your ad’s relevance score are, and cover some simple tips that you can use to raise it.
What Is the Facebook Ads Relevance Score?
Facebook knows that serving ads that their users find annoying or non-relevant to them will hurt them over time. No one likes to continually be served ads for products and services that they have no interest in.
The relevance score for each of your ads is shown in your Ads Manager>Performance and Clicks screen. It looks like this:
Every ad is scored from 1-10 and ads that receive a score of three or less are scored as less relevant. For ads with those scores to be shown, the company will have to bid a higher amount. Even so, ads with low relevance scores are never going to be displayed to the number of users that an ad with high relevance score would, so simply increasing your bid is not a good long-term strategy for growing impressions.
Here’s a breakdown of the scoring system:
- Relevance Score 1-3: Not relevant. Low impressions. Higher bids required.
- Relevance Score 4-7: Relevant. Solid impressions. Average bids.
- Relevance Score 8-10: Extremely relevant. High impressions. Lower bids.
The relevance score is a useful tool for Facebook to sift through their advertisers and display ads that connect with their users. The ads that get shown are the ones that have a combination of the highest bid and the most relevant ad.
This is a win-win for both Facebook and their audience: They get to display the ads that make them the most money (have the highest bid) and users get shown ads that they find useful and relevant to their interests.
Facebook defines their relevance score as:
“Your relevance score estimates how well your ad is resonating with the people you want to reach. The higher your ad’s relevance score, the better it’s considered to be performing.
”
Dive Deeper:
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- 9 Tools for Creating Effective Facebook Video Ads that Convert
How Does Facebook Determine Ad Relevance Score?
To improve the relevance score of your Facebook ads, you have to know which factors Facebook is using to produce the score.
There isn’t some Facebook intern sitting in their headquarters reviewing every ad and giving them a score. The relevance score is automatically generated. Facebook doesn’t publish the exact algorithm that they use to determine this number, but they do publish some of the factors that they use within it.
Like Google’s quality score, Facebook’s relevance score uses a number of different factors to determine an ad’s quality and relevance to its intended audience:
- Ad performance.
Are people clicking on the ad? Are they watching the video? Are they installing the app? Do they scroll past the ad without viewing it? Facebook leans heavily on hard metrics in evaluating the relevance of ads. Ads that people interact with are generally going to be ads that are more relevant to their interests. - Ad content. What kind of keywords are contained within the ad? How do those keywords align with your targeting choices? For example, showing an ad for baseball gloves to people who liked a page about cooking probably wouldn’t be super relevant to their interests.
- User feedback. Facebook also invites users to leave feedback on the ads that they have interacted with, and they can leave both positive and negative feedback. There are several ways to leave feedback on ads. In the image below, you can see the “Leave Feedback” dropdown. Facebook also includes an “I Don’t Want to See This” option next to ads in your timeline.
If you receive too many negative reviews, your ad relevance score will drop.
Tips for Improving Your Facebook Ads Relevance Score
A higher Facebook ad relevance score provides several benefits:
- Receive more impressions and reach a wider audience
- Lower bids for the same number of impressions
- Run A/B tests with a wider audience
- Improve campaigns by using relevance score to find target audiences
Now that we’ve defined what the Facebook ads relevance score is and how Facebook calculates it, let’s dive into some real-world tips that you can use to improve your relevance score and ensure that your ads are being shown to your target audience.
1) Know Your AudienceThe most important step in creating highly relevant ads for any audience is knowing them well.
Facebook allows for deep targeting using demographic, usage data, saved audiences, custom audiences, etc. — there is no shortage of targeting options to ensure that you are targeting the right people.
Use buyer personas to craft compelling ads that speak to your audience’s biggest concerns, requirements and pain points. You can use your ad copy to overcome objections, address problems, ask questions, touch on preferences and call them to action in a way that will be compelling to your audience.
When you can effectively communicate in a way that resonates with your audience, your ads will naturally be more relevant to them.
Dive Deeper:
- The Ultimate Guide to Developing Buyer Personas (with Templates!)
- 4 Steps to Discover Your Ideal Buyer Persona for B2B Marketers
Be more specific in who your ads target. Ensuring that each ad is laser-targeted toward a small sub-group of people is the most straightforward way to increase the relevance of your ads:
Facebook’s ad targeting options are substantial. You can reduce the audience of each ad by restricting the locations, targeting specific interests, targeting users that like specific pages or using retargeting options to speak to those who are already aware of your business.
Go smaller and more niche with each individual ad. In doing so, you’ll narrowly define your audience and can more easily craft compelling advertisements that speak to their audiences.
Additionally, you can use value-based lookalike audiences to laser-target your advertisements and increase relevance:
Source: KlientBoost
Value-based lookalike audiences contain users who are similar to your current customers. In theory, these users should convert at a higher rate than targeting audiences through traditional options.
3) Use Segmentation to Your AdvantageSegmentation is a powerful way to increase your relevance score. Advanced Facebook audience targeting allows you to dig deeper and show your ads to very specific subsets of a larger audience.
In an example, instead of showing your ads to a large saved audience that has a more general interest in your product, you could selectively show the ad to users who have previously engaged with similar content on the platform.
You can do this by creating a Facebook custom audience and including additional targeting criteria. You can create several segments of a larger custom audience and show each segment ads that speak to them specifically, resulting in higher relevance scores for each individual ad.
Dive Deeper: Segmentation 101: A Strategist’s Complete Guide to Marketing Segmentation
4) Show Ads to Those Who Have Engaged with Your BrandBecause engagement with your ad plays such a critical role in your relevance score, targeting those that have already engaged with your brand in some way can be a sure fire way to increase your score.
You could target Facebook users who have:
- Visited your Facebook page in the past
- Read content on your blog
- Liked some of your social media posts
- Clicked on an ad previously
- Visited your website
This is ideal because you know that these users are already aware of your brand.
There is some initial trust built there that would not be present with someone who had never heard of your brand before.
Additionally, you know that those audiences are already willing to engage. With ad engagement playing such a large role in your relevance score, targeting users who have been proven to engage with your brand can give you a real leg-up over the competition.
5) Exclude Previously Converted UsersSomeone who has already converted — purchased your product, signed up for your mailing list, whatever it may be — isn’t going to convert or engage a second time and therefore should not be shown your ads again.
Keeping already-converted users in your audience will only drag down your relevance score. Worse, they might not only avoid your ad, they might send negative feedback to Facebook by selecting “Hide Ad” for having been shown the ad again, dragging down your score further:
You can exclude previously converted users by clicking “Exclude” when you set up your custom audience targeting for your ad:
Dive Deeper:
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Most of the time when we A/B split test an ad, we are testing for conversions.
It makes sense, because we want to optimize the ROAS for every ad that we run.
But if you are split testing and optimizing an ad with a low relevance score for conversions, you may actually be working backward.
Try testing and optimizing your ads for relevance score before you dig into conversion optimization. Once you reach a solid Facebook ad relevance score, then conversion optimization makes more sense.
Dive Deeper: How to Run A/B Tests that Actually Increase Conversions
7) Write Enticing Headlines to Drive EngagementHeadlines, headlines, headlines. Creating relevant and enticing headlines is perhaps the most important copywriting tip in all of marketing — and with good reason.
The success of any ad or marketing content depends so heavily on the headline. You can run the best ad in the world, but if your headline isn’t grabbing people’s attention then nobody is going to know because they won’t be drawn in enough to read the rest of the ad in the first place.
If your ad engagement is low, the first place to look is the headline.
Dive Deeper:
- How to Write Hero Headlines to Skyrocket Click-Through Rates
- 8 Facebook Ad Copywriting Tricks to Maximize Conversions
Engagement plays a big role in the relevance score of any ad. Ultimately, audiences actively clicking through on your ad is perhaps the most important form of engagement that Facebook measures.
To encourage clicks, you have to call your audience to action. Tell them to click on it. Further — tell them why they should click.
“Click Here to Get Your Free Facebook Ads Strategy Guidebook”
Connect the call to action directly to your unique value proposition, and make sure that the next steps are clear: “If I do this, I get this.”
Dive Deeper: How to Create CTAs that Actually Cause Action
9) Create a Sense of UrgencyYou want your audience to take action now, when they see the ad, not in a week when they are likely to have forgotten about your offer.
According to the Wall Street Journal, the initial excitement that drives impulse buying usually subsides after about twenty minutes.
You need to get them to take action while that excitement in still intact. To facilitate this, you need to create some urgency and there are a few ways you can do this:
- Put a time limit on your offer — “Available today,” “Offer expires in 24 hours”
- Put a quantity limit on your offer — “Only 5 left!”
- Tie a discount to a time limit — “50% off when you order today”
- Make the urgency clear in your headline and image
The better you are at convincing your audience to take action immediately, the more engagement your ads will see.
10) Use Bright Images to Increase VisibilityYour images can play a critical role in how much attention your audience pays to your ad.
An attention-grabbing image can force people to stop scrolling and take notice when they see it. Brightly colored images stand out on the page and can increase the likelihood of this happening.
Take this ad example from FreshBooks:
The bright blue color stands out against the pale blue color that Facebook uses in their user interface and can easily catch the eyes of your readers.
Dive Deeper:
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Since ad images stand out, it makes sense that they should be used to their highest potential. Often, users will check out the image first before reading the rest of your ad copy. But that ad copy isn’t always that prominent.
Instead, you should test putting your main headline and other copy directly in the image, like AdEspresso did in this Facebook ad:
Not only does their image contain their main headline, but it also contains a sub-headline and call-to-action.
The user has access to everything that they need to know without even reading the rest of the ad.
Engagement Signals Relevance
Facebook has honed in on one specific thing when it comes to their Facebook ads relevance score: engagement. They know that people engage with advertisements when they are relevant. When it speaks to them personally, they are more likely to click on the ad and give up their information.
In this article, we outlined eleven simple steps that any Facebook advertiser can take to increase the relevance score of all of their individual ads. Most of these tips focus on improving audience engagement. In following these tips, you’ll be able to increase the number of impressions your ads receive, reduce your bids and make it more difficult for the competition to displace you.
Facebook relevance coefficient and its impact on the performance of advertising campaigns - Marketing on vc.ru
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The Facebook Relevance Score (CR) is a rating on a scale of one to ten that indicates how relevant an ad is to a selected audience.
7082 views
We have a habit of hearing something somewhere and then retelling it to everyone with a smart look. Familiar?
So among SMM-specialists and targetologists, it has become a tradition that CR is the most important parameter that affects the cost of a click, conversion, and further down the list. Here we add entrepreneurs who blame the low sales of the targetologist and the low CR of his activities. nine0003
Therefore, we at the Workshop decided to sort it out and put an end to this issue.
Is it true? Welcome to statistical analysis!
It is possible to convincingly explain the presence or absence of a relationship between indicators using statistical analysis.
In our case, it is appropriate to conduct a correlation analysis, in which, using the CR, we will assess the presence and closeness of the relationship between the CR and the key indicators of advertisements.
A small educational program.
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Correlation coefficient shows the relationship between indicators. It varies from -1 to +1. The sign at the value shows the direction of the relationship:
- if the sign is (-), then an increase in one indicator leads to a decrease in another;
- if the sign is (+), then an increase in one entails an increase in the other.
Now about tightness:
- if the absolute value of the correlation coefficient is from 0 to 0.3, then there is no connection; nine0030
- from 0.3 to 0.5 - something exists, but absolutely insignificant;
- from 0.5 to 0.7 - moderate connection;
- from 0.7 to 0.9 - there is a connection and very good;
- from 0.9 to 1 - the relationship is very close.
Why should we be trusted?
I have two higher educations, engineering and economics, with honors.
My assistant, who put it all into tables, is smart, beautiful and a statistician-analyst by education. nine0003
However, you can not trust.
Research progress
For analysis, we selected two advertising campaigns with a long period of work without editing. It is important!
The accuracy of the study is also affected by the time period of the analyzed data. Therefore, we take indicators for the period from December 1, 2018 to February 20, 2019. Two and a half months is quite enough to draw conclusions.
The fry went
nine0002 At the ad level, we display a chart with indicators of the relevance coefficient and the number of applications.We collect data in a table for further analysis.
Exactly the same manipulations are carried out for the relevance coefficient and cost per result and CPM.
Based on the collected data in an Excel spreadsheet, we conduct a correlation analysis. At the output we get the result:
The indicator of the correlation coefficient 9 is highlighted in red0003
As you can see, the coefficient varies from 0 to 0.
3, which indicates a complete lack of connection.
Check with another example
We take an advertising campaign in a completely different direction, with a different budget and results.
In the same way, at the ad level, we display a chart and collect data in a table.
We carry out a correlation analysis on the collected indicators and get:
The correlation coefficient is highlighted in green, which indicates the presence of a connection. nine0003
Small correction - found a relationship between cost per result and CPM. And the relevance score still does not affect anything and is not related to anything.
It looks like this:
Each of the indicators lives its own life, which clearly confirms the result of our study.
You can see how the graphs are displayed and the calculations are made here.
Common terminal
Don't keep track of only one indicator. A lot affects the cost of the application - to a greater extent, advertising material (its visual part) and a platform that will be understandable to the user and relevant to the offer of the advertisement.
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Postscript
On April 30, Facebook plans to replace this CR with three coefficients:
- Ad Quality Score - essentially CTR (ad click through rate).
- Ad Engagement Score - essentially ER (likes, comments, reactions).
- Target action conversion rate, most likely by pixel and attribution window for websites and by CTR for pages and accounts.
In the comments, let's discuss the remaining questions.
How to improve FB ad relevance score?
Want to increase the relevance score of your Facebook ads? Thinking about how to create engaging ads? In this article, we'll share seven ways you can quickly improve your Relevance Score.
What is an advertising relevance score?
This is a rating on a scale of 1 to 10 that indicates how well your ad is received by your target audience.
Once an ad reaches 500 views, the Facebook algorithm assigns it a certain rating, which becomes a harbinger of future success. Ads with a score of 4 or less rarely perform well, at least not in the long run. nine0003
An ad with a high score (8+), in turn, often has a fantastic CPA.
The two ads in the screenshot have a lower relevancy score of 9. The cost per purchase for these ads is significantly lower than the other three ads, which are not as highly relevant.
The more the ad is relevant to the target market and shows what the audience is interested in, the more likely users are to take the desired action (positive feedback) and the less likely they are to complain about the ad (negative feedback). Consider several ways to improve this indicator. nine0003
1. Retargeting window
Retargeting visitors on Facebook can be a very effective strategy.
Facebook allows you to target the target audience that visited your site in the last 180 days - and this is the retargeting window that most advertisers use. But when users are constantly retargeted, when they see the same ads for six months, this is already too much. If people get tired of ads, the relevance score goes down. You will achieve great results if you reduce the retargeting window. 30 or 14 days is enough if you have a lot of traffic. nine0003
Navigate to the Audiences section in Ads Manager. Click "Create Audiences" and select "Custom Audience" from the list.
Select Website Traffic.
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2. Cheap offers for cold audiences
If you show a product worth $5,000 to a cold audience, very few people will click on such an ad and make a purchase. Bad feedback equals low relevancy score. It is much more expedient to show inexpensive offers, the so-called.
lead magnets, or content for a "cold" audience. nine0003
3. Promoting video content with page posts
Creating video ads is much more time and cost intensive than simple banner or text ads, carousels or slideshows. And that's why most advertisers on Facebook don't use video ads. But still, video is the most popular content format.
Ads that look like regular feed posts are more effective. The same approach applies to video content. nine0003
Instead of creating a video from scratch in Ads Manager, you can post a video to your Facebook feed and then create an ad based on that post.
Go to your ad in Ads Manager and click Edit. Then click on an existing post instead of the "Create Ad" button. Now select the post you want to use as your ad.
4. General audience targeting
After you launch your ads on Facebook for the first time, platform algorithms will select users from your target audience who are more likely to complete a conversion action.
If you target a wide audience, you give Facebook more opportunities to find more converting segments. Therefore, if you notice that the relevance score is decreasing, and at the same time you are targeting a relatively small audience, try expanding your target audience. There is an opinion that it is better to target a cold audience, the size of which is over 250,000 people. nine0003
5. Multiple ad options
If your Facebook ad frequency is too high, your target audience will get bored and your relevance score will start to drop.
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Display frequency depends on the specific case. “Warm” audience ads can be shown more often. In most cases, if the targeting is set to a cold audience, the relevance score starts to decrease when the frequency reaches 2.0-2.5. In this case, it is better to target a new group of users or make radical changes to your ads.
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Try running several different ads for the same audience. So people will be less tired of advertising. This is especially true if you are targeting relatively small audience segments.
The screenshot below shows an advertising campaign that retargets users who visited certain pages of the site. The total audience size is approximately 3,000 people.
6. New social proof campaigns
A “warm” audience of users who have already interacted with your ad (website visitors, email subscribers, likes, etc.) are more likely to leave positive comments, likes, or share the ad. This kind of social proof helps convince people to take certain actions. Therefore, it is worth launching ads for a “warm” audience before a cold one. In the "Audiences" section, select the "Connections" section. Click "Add Link Type" and then select "People Who Liked Your Page". nine0003
It is recommended to spend about $5 to promote such ads in order to quickly get the necessary social proof.
