I think you will agree with me when I say:
In today’s world running an online business goes hand in hand with advertising on Social Media. One of the most famous places to run your ads and manage campaigns is Facebook.
Facebook is the platform with over 1 billion daily active users. Having so many active users with different interests and demographics is what makes this Social Media platform great for (almost) every business. And as a businessman, your goal must be to reach the right people for YOUR product at the cheapest price possible.
But running a successful campaign takes effort, time and knowledge. From the visuals to the data behind a Facebook Marketing campaign, it is safe to say that success is a combination of more than one component.
Today, we are going to focus on one of the key ingredients of a successful Facebook campaign – the Relevance Score of your Facebook ad.
By the end of this article, you will have a clear understanding of:
- What is Facebook Relevance Score?
- Where can you find it?
- Why does the Facebook Relevance Score matter?
- How to improve it and get the best rates (a score between 8-10)?
Let’s go!
1. What is Facebook Relevance Score?
Relevance Score is a metric, a number between 1 and 10 that shows you how relevant your ad will be to your target audience. It helps advertisers to find and correct their mistakes.
It is a direct connection between the ads you create and your target group. With the help of the Relevance Score, Facebook determines Cost per Click and how often to show your ad.
How is it calculated?
Facebook Relevance Score isn’t based on actual feedback or engagement such as likes, comments, shares, etc. In fact, it takes into consideration how detailed is your target audience, what is the objective that you want to achieve with this Campaign and how likely is for the target audience to take an action or hide your ad.
To simplify, it is based on expected Negative and Positive feedback from the group you have targeted. Both feedbacks are based on the number of times Facebook thinks people will take action when they see your ad. It is considered Positive feedback when people share your ad, like it, comment, etc. The Negative feedback is based on how many people hid your ad.
If you cannot see your Relevance Score
This indicates that your ad hasn’t reached 500 impressions yet. So, give it time, especially if you are running a low-budget campaign.
2. Where can I find the Facebook Relevance Score?
To find the Relevance Score of an ad, you will have to:
1. Go to the Business side of Facebook.
2. Click on Ads Manager.
3. Navigate to the section “Ads”.
If you are interested in seeing the Positive and Negative feedback of your ad:1. Follow the three steps above
2. Find “Columns: Performance”
3. Select “Customize Columns” from the drop-down menu
4. Click the check button to add Positive and Negative feedback
5. Click Apply.
3. Why does the Relevance Score matter for Facebook Ads?
The Relevance Score has a direct impact on the money you spend for an ad and how relevant will that ad be to the specific people you’ve selected to show it to.
To get a clear picture…
If the number is low, for example, 3, that most likely means that you are targeting the wrong group of people and you need to change something in your current strategy.
If the numbers are high, in the range between 7 – 10, means that your ad is delivering to the right people. The better the ad quality is, the lower your cost on this ad will be.
Isn’t that an AWESOME Deal?
But don’t get too comfortable, as the Relevance Score fluctuates on a day-to-day basis. Putting a lot of effort, understanding the demands of your target group and having the right approach to them is the best way to keep the Relevance Score high.
4. How to improve Relevance Score and get a 10/10 score on your Facebook Ads?
If you want to increase your Relevance Score, here are some tips that you can try to:
1. Be specific with your targeting
Before running a Campaign, make detailed research on the people you want to reach with your ad, using the help of Facebook Audience Insights. Answer questions like what is the best group of people to target, where do they live, how old are they, what are their hobbies, incomes or where do they work, are they single, the more detailed you are, the better.
Once you are done using Audience Insights, implement the data for your new campaign.
2. A/B Split Test
If you haven’t heard of A/B Split Testing, let me tell you, you are missing A LOT! This is a great way to experiment and discover what people like to see in your ads and what are they responding to.
How does it work?
To do A/B Split Testing, you have to create 2 IDENTICAL ads but change 1 variable to the second one. It can be a change in demographics like age, location, detailed targeting or a visual such as two different ad pictures or a combination of a picture and a video.
The main goal of this test is to establish which one is performing better, so setting a low budget of $5-$10 is a great start for you.
Once the ad has finished, you can determine which one has a higher Relevance Score and repeat the process until you are satisfied with your target group and the score of your ads.
3. Stay current by refreshing your Ads
Seeing the same ad over and over again for a long duration of time is annoying for everyone. Eventually, your target group will start losing interest and the Relevance Score of this Ad might drop.
To prevent that from happening, always stay up to date by refreshing your content!
Try to create a new ad design with fresh and engaging content that your target group won’t be able to resist.
People love new, fresh content. So, give it to them. Use Split Testing to determine your next big hit!
4. Use your sense of creativity and use engaging design with attention-grabbing headings
When you run an ad on Facebook, you are competing with thousands of other ads, targeting the same group of people like you. In this sea of competitors, it is in your hands to make your ad stand out by finding the right approach and grabbing the attention of the people scrolling through their newsfeed.
How to grab the attention of your target audience?
If your demographics and behavior are properly selected, it won’t be hard. You will need to focus on your ad design and use your creativity to create a visual presentation of what you are offering.
An example of a creative, attention-grabbing ad:
Creative design is a very big part of running a successful ad, but you also need to have a value proposition to give to the audience. Spreading a message to your target group happens when you write a kick-ass post description and add a clear CTA message.
To get the most out of these two, keep the description of your ad simple and informative and try to encourage your audience to take action with a CTA message like “Join Today”.
5. Offer something valuable to your audience
If nothing is good enough to improve your Relevance Score, you can always take a step back to Traditional Marketing and offer something that people cannot resist – FREE content and discounts.
It can be a free ebook, template, discount codes. Successful offers when dealing with promoting discounts is Percent / Amount Off or Buy One, Get One free.
Relevance Score might be a great indicator of what are you doing wrong. So, use it to find the best Ad design and demographics that work for your business.
And while Relevance Score is important, keep in mind that it is not the end of the world if your results are not the best. There is more to Facebook Advertising than one metric measuring the expected feedback of your ads. But more on that later.