Facebook ads: How the new relevance score really works

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1 Facebook ads: How the new relevance score really works 04/23/2015 What matters in the future if you want to successfully advertise on Facebook Advertising on Facebook is worth it. That much is now clear. Due to the high reach and the large thematic variety, you as an advertiser can generally pick up any person from your potential target group. The problem: Previously, it was not always 100 percent clear how well Facebook ads perform. There were often misunderstandings on the part of advertisers. It is true that there are already many useful metrics, but Facebook was previously missing a specific value that you can use to classify your ads clearly according to their quality. Some time ago, Facebook responded to the problem and launched the relevance score. This metric allows you to measure the success of an advertisement on Facebook much more easily and especially much faster. How to get the most out of your budget he relevance score is entirely based on the feedback of users who can (should) see a Facebook ad according to the target group targeting. While both positive as well as negative feedback is collected, the relevance score represents a reliable metric that you as an advertiser can use to orient yourself. Even more: You can optimize your ads on Facebook if you are not satisfied with the relevance score. This is extremely useful, because only in this way can you get the most out of your budget /6

2 But how does the relevance score work specifically and what do you need to consider as an advertiser in order to use this new metric in a meaningful way? You will find out in this article: The right target group is crucial The relevance score ranges from 1 (not relevant) to 10 (very relevant). The relevance always refers to how well the advertisement works with people who see the advertisement as a part of targeting. To determine this relevance, Facebook only looks at the target group selected via targeting. The feedback given here then determines which relevance score an advertisement receives. This is important, because of course is are always an additional organic reach when Facebook ads appear. For example, this happens whenever someone views an advertisement and then shares it. The additionally generated reach is then no longer paid, but rather is organic (one reason why Facebook ads work so well). Feedback from users that is captured in this additional way is not considered when calculating the relevance score /6

3 Beispiele für Werbeanzeigen mit unterschiedlichen Relevance Scores Relevance score calculated in real time Positive feedback on the one side affects the relevance score accordingly and the value increases. If your advertisement is clicked on, liked, commented on or shared by many users, then it is good for the relevance score. This is why it is important to develop custom-made advertisements that are tailored to the target group. You can make such advertisements if you primarily keep to these three important factors: Ensure a very accurate targeting within the target group Provide your advertisements with clear and unambiguous messages /6

4 In your advertisement, formulate a clear and prominent call to action The more accurately you work with these factors and the more precise you are, especially in addressing the target group, the better your advertisements will work. Even if your target group may seem very small at first glance because of a specific targeting, your advertisement will ultimately perform much better than if you distribute it too broadly. Three key factors for a high relevance score Positive feedback on the one side affects the relevance score accordingly and the value increases. If your advertisement is clicked on, liked, commented on or shared by many users, then the relevance score increases. This is why it is important to develop custom-made advertisements that are tailored to the target group. You can make such advertisements if you primarily stick to these three important factors: Ensure a very accurate targeting within the target group Provide your advertisements with clear and unambiguous messages In your advertisement, formulate a clear and prominent call to action The more accurately you work with these factors and the more precise you are, especially in addressing the target group, the better your advertisements will work. Even if your target group may seem very small at first, because of a specific targeting, your advertisement will ultimately perform much better than if you distribute it too broadly. Inaccurate targeting promotes negative feedback A broad distribution usually leads to more negative feedback, which deteriorates the relevance score. Even if your advertisement does not exactly match the target group, there may be more negative feedback. The ratio of positive to negative feedback ultimately decides the relevance score. Even though Facebook has long been able to measure negative feedback, the relevance score now provides a visible and accurate way to clearly communicate the quality of an advertisement to the advertiser. For you as an advertiser, it will be increasingly important in the future to have a good relevance score. For if this value decreases, then your advertisement will very likely be more expensive or simply only shown less frequently. Both are not optimal scenarios, because you want to reach your target group in a useful way and above all want to reach a large number of people. However, we must also mention in this context that it is not just about relevance. Nevertheless, you cannot neglect or ignore the relevance score. This new metric is too important, even if there are a few factors that can weaken the relevance score or even nullify it! /6

5 Relevance score does not take effect with all advertising formats Since mid-2014, there has been the reach and frequency advertising format on Facebook. This format is primarily aimed at advertisers who have a larger budget and who want to reach at least one million people. If you as an advertiser thus offer a guaranteed reach, then your Facebook advertisement is not directly affected by the relevance score. It is an understandable measure by Facebook, because if the advertisement is primarily about reaching a certain number of people, then the feedback (whether positive or negative) is initially not important. With reach and frequency, for example, a certain amount is offered and then an appropriate reach is generated, which can also be specified from the start. If there is negative feedback, then such advertising on Facebook cannot be impaired in the reach if this reach is generally booked for a certain volume and is therefore guaranteed. Even with local awareness ads that are already in the test phase in the US, the relevance score does not take effect or is only very limited. In this case, it also makes sense, because local awareness ads are only displayed in a limited radius /6

6 Powered by TCPDF ( Other conditions with local awareness ads This radius is one US mile large and at the center is the location of a local dealer. The objective of this form of advertising is to address customers in the immediate vicinity so that these customers visit the local site. It does not make sense in this context to query or measure feedback as a primary factor. Those who see such an advertisement either accept the offer or not. Due to the restricted reach and the associated small target group, the effect can be neglected here (at least currently). On the other hand, the relevance score plays an extremely important role if you want to generate certain actions with your advertisement on Facebook. These advertisements are about likes, shares, comments and clicks on links to an external website. All of these are positive factors that spur on the success of an advertisement accordingly. If your advertisement is designed for interactions, then you have to keep an eye on the relevance score and do everything to ensure that this value remains as high as possible. Conclusion With the relevance score, Facebook has created a meaningful metric that any advertiser can use for orientation. The better the feedback of the Facebook users is within the specified target group to an advertisement, the higher the relevance score. With a value of 10, the positive feedback is predominant. With a value of 1, the opposite is the case. The better and more accurate the targeting is within a relevant target group, the higher are also the chances for a high relevance score. The same applies for the basic structure of an advertisement and the design of the call to action. Your advertisements must be flawless with respect to content and structure if you want to achieve a high relevance score. The same applies for the selection of users on Facebook who are to be shown your advertisement. If you are also technically able to optimally generate, control and optimize Facebook ads, then your advertisement will be permanently successful on Facebook. Title image: Allen.G, Shutterstock.com /6