Improving your Facebook relevance score can help you save money and reach more consumers. However, what can you do to boost your relevance score without taking away time from your already busy schedule?
What is Facebook Relevance Score?
The Facebook Relevance Score is all about the relevance of your ad to your targeted audience. A number from 1-10 (10 is highest and one is lowest) will tell you how relevant your ad will be to your target audience. To improve your ad’s relevance score, you can work on your targeting and the ad creative.
How Does Facebook Calculate Relevance?
There are a number of factors to be considered here. However, before your ad will calculate a relevance score, your ad has to be shown 500 times. After you exceed 500, you can check your relevance score in Ad Manager or any other campaign managing software.
How to see your score in the Ad manager:
- Go to Facebook Ad Manager
- Click “Campaigns”
- Click “Ads”
- Click “Relevance Score”
Ads with high relevance scores (8+) often deliver great CPA (cost per action). Ads with low relevance scores (4 or less) rarely generate great results, at least not for very long.
Why It Matters
The goal is actually to help all parties involved. Facebook grades ads with their relevance score system to provide advertisers with useful feedback, and more importantly, to ensure their platform isn’t cluttered with annoying irrelevant advertising. Ads with low relevance scores result in higher costs, while ads with high relevance scores are rewarded with lower costs.
So, if your ads receive a low relevance score, you need to improve it. This will not only save you money, but will also make sure your ads reach the right audience. The more attention you pay to the relevance score of your ads, the more likely your campaigns will succeed.
How You Can Improve
The good news is improving a Facebook relevance score is quite simple. Here are a few easy fixes to make sure your score is consistently high:
Be specific with targeting: Before you can target the right people, you need to figure out who, exactly, you want to see your ads. While you may think every 18-65 year old in the United States may potentially be interested in your product, Facebook won’t be interested in showing it to everyone. If you’ve never done audience research or created buyer personas before, now is the time to start.
The perfect combination of visual and copy: This may sound logical, but that doesn’t always mean it’s obvious. Focus on improving the visual to improve your relevance score. Also, keep your copy simple and related to what you’re promoting.
Steer clear of offensive and misleading content: This may seem obvious yet again, however it is something to always keep in mind. Always follow the Facebook advertising guidelines and community standards. Besides, social media is a network of millions of people sharing stories. Remember, you want a build a brand and not a bad reputation.
Refresh your ad: This one is crucial, and probably the most common problem you will have with your relevance score. Prevent the target audience getting tired of your ad and try creating another ad creative with new content. If you keep refreshing your ad, your relevance score will continue to rise.
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