When the choosing to display ads on Facebook, Facebook has been using an internal metric called relevance score. Now Facebook is going to begin displaying this metric to advertisers so they can improve their ads based on the feedback from it.
Facebook’s relevancy score ranges from 1 to 10, with 10 being the best. The relevancy score is based on feedback and interaction by users to the ad. An ad with plenty of clicks will have a higher relevancy score while those that have negative feedback will be rated lower.
Not all advertisements will be affected by relevancy score however. Facebook says that those ads that have guaranteed delivery, for instance ads bought through reach and frequency, will not be served any differently due to the relevancy score. Brand awareness campaigns, which again is an ad campaign designed to reach users rather than a specific conversions, are impacted much less.
Those familiar with Google AdWords and Bing ads can consider that Facebook’s relevancy scores very similar to quality score. If an ad has a higher relevancy score an advertiser will need to spend less money to reach the same number of people. Advertisers will still need to play around with the flexibility of score versus bid price if they want to retain high ad views, especially if there are ads with slightly lower relevancy scores but are bidding slightly higher.
This will also help alert advertisers if there is an issue with an advertisement that has been previously doing well, but then starts to slide in the quality score. So if an ad starts to suffer from banner blindness from users or perhaps if there are many similar ads appearing with nothing to differentiate yours, it’s will be a hint that maybe you need to refresh your ad to be once again.
Facebook is also encouraging for advertisers to test various creatives to determine which ad will produce the highest quality score, before running a major campaign.
It is unclear why they didn’t call it quality score, since it has become an industry standard for essentially what Facebook’s relevancy score is.
Facebook’s relevancy score is rolling out globally this week and is available through Facebook’s own ad reporting tools as well as tools developed with Facebook API. To see her score, you can find in the ads manager by adding the relevancy score tab to your ad reporting
Jennifer Slegg
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