Do they like your adverts?
It’s the only question you need to answer.
Not ‘are they buying my stuff’, but, ‘are they ignoring my ads?’
Because if they’re ignore your ads then forget about getting any sales.
The quickest way to tell if you Facebook advert is a dud or headed for stardom is the Ad Relevancy Score.
Not the only way if dud or not…
Facebook Ads Relevancy Score or Does your Advert Resonate?
Relevancy score of Facebook Ads is a gauge on how your audience feels about your ad. The score is the culmination of all the positive and negative sentiment about your ad.
Relevancy score… is a rating from 1 to 10 based on how your audience is responding to your ad. After your ad receives more than 500 impressions the score is available. It is then it’s updated in real time.
How Does Relevancy Score Work?
Relevance (score) is calculated based on the positive and negative feedback we expect an ad to receive from its target audience. The more positive interactions we expect an ad to receive, the higher the ad’s relevance score will be. (Positive indicators vary depending on the ad’s objective, but may include video views, conversions, etc.) The more times we expect people to hide or report an ad, the lower its score will be.
My emphasis on ‘we expect’.
The score ranges between 1 and 10 with 1 the lowest and 10 highest. Your advert needs 500 views to get a score and then it updates in real time.
Ads bought using Frequency and Reach do not have relevancy scores.
Why Care About Relevancy Score Anyway?
Three powerful yet simple ways the relevancy score is important.
- A high score can lower the cost of reaching people, CPM
- The score can help test ad creative options – before running a campaign
- It can help optimize campaigns already in progress
The higher your adverts relevancy score the lower your costs.
Facebook’s ads system is all powerful and all knowing. Facebook’s stated goal is to keep the news feed user experience positive. If people are happy then they will return to Facebook.
Sooo Facebook use the score to help determine which ads from which advertiser to show to any particular audience.
Is Relevancy Score Important?
Ads Relevancy score is super important. As the score affects Facebook’s willingness to display your ad in the news feed.
- High score = low CPC, cost per click, and CPM, cost per mille.
- Low scores means your audience is not responding. Stop the advert and change something.
Not all Adverts Have Relevancy Score
Adverts using guaranteed delivery, Daily Unique Reach & Impressions ads do not have relevancy scores.
Where to find the Relevancy Score?
Relevancy relates to individual ads and not to Ad sets or Campaign (Objective). Therefore, look in the report section of the ads manager and power editor.
Then click on the blue Create Report button…
A new window open…
Click the down arrow and select Customize Columns.
Then scroll down and tick the Relevancy Score, and click the blue Apply button…
…A new Reports window opens…click the down arrow next to campaign and choose Ad then…
The relevance score column will display a number between 1 and 10. Remember to get a score an ad must have 500 impressions. Then the score updates in real time.
How do you up your Relevancy score?
1) Be specific with your target audience
If you target a broad audience. E.g. men and women aged 18–55 in Ireland, then your advert will not resonate with everyone in that group. Your score will suffer.
Narrow your audience by location, ages, interests, and / or behaviors.
2) Consider your advert’s image and message
Choose thumb stopping images and grab my emotion texts. Do this and your advert will resonate. And you will get a high score.
People see image / video then read the text. Change the image or video first.
Additionally, be aware and test different lengths of text. Matching the text with the objective you want people to take.
3) Ad Fatigue
Yup! Your audience gets tired of seeing the same ad over and over and over again.
Recall your own TV watching habits. Do you get annoyed at seeing the same ad over and over and over?
Your audience will grow tired. And your relevancy score will drop. Before the score drops, try creating another advert or refresh with new image and text.
4) Learn from your testing
Cannot say this enough. Maybe you have fatigue hearing me telling you to test, test, and test some more. It is true – testing is the only way to get better results is to test.
But, what to test?
Test everything! Showing one advert to one audience, or the same advert to different audiences. Then switch up and see if any patterns emerge. Review your existing adverts for patterns.
Some patterns that might give clue into what resonates with your audience. If you have many ads look for patterns in those ads to gleen what an audience likes and does not like.
5) Don’t use offensive content
Offensive content will get attention. On Facebook, this leads to a poor user experience. Not only is offensive content is against the TOC of running Facebook ads. Facebook will not show your ads to people.
So. Just. Don’t.
How are your ads preforming? Getting good feedback from you audience?