For the past few years, when brands put up an ad on Facebook, that ad is continuously evaluated and given a Faecbook Ad Relevancy Score.
But what is Ad Relevance? And how can you make sure that your promoted social posts get the highest score possible?
What is Ad Relevance?
When your brand starts a campaign with a promoted post, Facebook will continuously give the post a score out of ten starting from when your ad reaches 500 impressions.
This rating is based on a plethora of criteria, with the main three being:
- How well the ad is performing when it comes to your set campaign goal (clicks, conversions, etc)
- Engagements like reactions and comments on the post, and,
- Negative feedback, such as users selecting the “Hide Ad” option.
All in all, a score of 7 or higher means you’ve done a pretty good job when it comes to Ad Relevance.
What is your Facebook Ad Relevancy Score? Image source: Sprout Social
Why does it matter?
Your campaign’s Ad Relevance score can end up having a large impact on total performance. The more relevant your ad is, the less Facebook will charge you for reaching your selected audience.
So if your ad has a high relevance score, you can expect a lower total cost of the campaign, which is great no matter how you slice it.
On top of that, because the Ad Relevance Score is constantly updating, you’ll be able to accurately track the life-cycle of your promoted post, as the score will steadily lower as your target audience grows tired of the ad. When the score dips below seven, then you know it’s time to change.
How can you improve your Ad Relevance Score?
So, now that you know why your social promotion should have a high Relevance score, the bigger question is how?
Audience is everything
First and foremost, to be relevant to your audience, you had better make sure that you know who they are. That’s why when it comes to Ad Relevance, the more granular the audience, the better.
It’s much harder to make a social post about Pet Insurance relevant to everyone aged 18-34 than it is to confirmed pet owners.
An example from Facebook of an ad with a decent design and copy targeted to the perfect audience. Image source: Adespresso
Facebook already has a plethora of tools to help you find your audience, so be sure to use Custom Audiences, target people who have interacted with previous ads, capture e-mails for retargeting, and use A/B testing to optimise to better-performing audience segments.
Ad Relevance is a great way to test what kind of messaging your audience best responds to. Test different CTAs, copy or creative imagery using A/B testing, and you can use those posts’ Relevance Scores to work out which strategy works best for you.
Lastly, it’s important that no matter who you’re targeting, they feel like your promoted post offers something of value. Whether this comes in the form of entertainment, education or special offers and giveaways, providing value to your targeted audience is the best way to ensure they react positively to your post. In turn, that will make sure your Ad Relevance Score is as high as possible.
So, as always, the content itself is king. Make sure yours is as engaging as possible.