If you’ve ever run or invested in a Facebook campaign you have likely found yourself at some point with an ad that just wasn’t performing the way you had expected, no matter how clever the creative or how accurate you believed the targeting to be. There are many factors that may influence the successful positioning and reception of your message, which sometimes seem impossible to predict or anticipate. Your business has the power to filter and target your messages based on specific interests and demographics such as age, gender and location. This week Facebook will take targeting a little further to ensure both a favourable user experience, better use of competitive social advertising space and more efficient budget spend for businesses who advertise over the platform by introducing relevance scores.
A Facebook relevance score is a new visible metric tool introduced to the social media platform’s reporting tools with intent to distribute advertisements containing only content that will really matter and messages that will resonate with users. An ad will receive a relevance score based on how Facebook deems it to be received by the target audience. In other words, if an ad similar to yours has received a lot of negative response (users ‘hiding’ or reporting an ad) you can be sure this will play a part in your score. On the other hand, positive indicators of relevance will vary on the objective of the ad and may include video views, conversions or ‘likes’. Upon this analyses ads will receive a score between 1 and 10 (10 being the highest) which is monitored and updated the longer the ad is run and users engage with it. It’s important to note that relevance score will have little impact on awareness building campaigns as they are intended to push exposure rather than drive a specific behaviour.
So, why does this matter to a brand? Well, in short, it will lower the cost of reaching your target audience. Evaluating your ad based on relevance and the effective use of targeting will ensure you’re not wasting money on a message that is not well received by your audience. The relevance score allows you, from beginning to end, to amend your message, visual and targeting to see greater conversions and ultimately create a better brand image. This addition to reporting tools also allows advertisers and creatives the opportunity to test the waters before actually running or paying for the space and reach. Through the exploration of multiple combinations of visual, copy and targeting, your brand can test different strategies to uncover which will perform best. Finally, relevance scores allow brands the opportunity to optimize campaigns already in progress. If you begin to notice a drop in score it may mean you need to refresh your message or target options helping your business measure what is working and what isn’t instead of pulling an otherwise great campaign that may have only required the smallest of changes or running one showing very little sign of progression or effectiveness.
Facebook relies heavily on the monetary spend of advertisers so it comes as no surprise that relevance scores be introduced to keep them happy. It also needs to be noted that although an undeniable factor, an over load of expensive ads doesn’t necessarily lead to user satisfaction without which lets be honest, the platform wouldn’t exist. Relevance scores are Facebook’s latest attempt to appease both user and advertiser needs while meeting its own business objectives.