Facebook has recently introduced ad relevance score, which shows as a visible metric in Facebook ad reporting tools. Understanding Facebook advertising relevance score can help lower the cost of reaching people. Facebook are continually trying to show people content that optimizes their user experience. They have always used relevance as a factor in determining how ads are delivered and now StitcherAds has started to show relevance score as a visible metric in ad reports.
How Does Facebook Advertising Relevance Scoring Work?
It is broken down into Positive and Negative Feedback.
- Positive Feedback: The number of times Facebook expects people to take a desired action, such as sharing or liking your advert, or helping you achieve your objective (visiting your website, completing a conversion).
- Negative Feedback: The number of times Facebook expects people to hide your advert or indicate a negative experience, such as choosing not to see adverts from you (e.g. someone clicks "I don't want to see this" on your ad).
Facebook Ad Score
When your ad's score is high, it's more likely to be shown to your audience than other ads. You also pay less to reach more of your target audience. The score will range from 1 to 10. 10 means Facebook estimates your ad is highly relevant and 1 means they estimate your ad isn't very relevant. The score is updated as people interact and provide feedback on the ad. 10 is therefore the number to aim for but anything higher than 6 is usually good. You'll be able to see this score once your ad has had about 500 impressions.
This is a really useful feature to help you improve your ads and learn to create great performing ads. Though they should not be used as your primary metric they are a useful indicator. If you want to know more, leave us a comment below and we will get back to you.
