March 4, 2015
The relevance score is valuable towards further identifying the strength of your ad campaigns. It is important to note, it will not only affect the cost of your ads, but will also affect the visibility of your ads. (See here for Facebook’s announcement on the relevance score.)
Facebook places high importance on relevance, in order to track what will be shown in an individual’s newsfeed. In essence, obtaining a high relevance score will decrease your costs; the more successful your ad in terms of targeting and engagement, the lower the delivery costs. On the flipside, if your ads are ineffective, expect to pay more for them.
It is calculated based on feedback, including both positive and negative feedback. For example, if you obtain a high number of video views, that could contribute to an increased score. If people hid your page in response to your ad, that could contribute to a decreased score.
This is what the relevance score looks like (score is between 1 -10)
Facebook relevance score
How can you use this to your advantage?
1) It can lower the cost of your ads – the higher your ad’s relevance score, the lower the cost of the ad. (This is not a direct correlation as other factors are also considered with regards to costing ads.)
2) It can be used as a testing mechanism for efficacy and efficiency of ads.
3) It can help modify campaigns that are struggling or are not achieving at the expected level.
4) It can be used as another reporting figure for success rates and learnings.
Keep in mind, the relevance score has been designed and introduced by Facebook. Achieving your campaign objectives should remain your key indicators of success, and the relevance score is simply another tool to add to your tool box.
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