Facebook had a rolling launch of their Facebook Ad Relevance Score feature. What’s this new score-of-the-minute all about? We went to Facebook to unearth the deets.
From Facebook:
Relevance score is calculated based on the positive and negative feedback we expect an ad to receive from its target audience.
So Facebook shows your ad 500 times and gives it a score from 1-10, 10 being an ad that people like, 1 being an ad that people hide. A low score probably means that your ad isn’t targeted to the proper audience. Positive interactions with an ad are a click, a like a video view or a conversion. And the relevance score only really pertains to campaigns that have an actionable intention (i.e. not awareness or branding campaigns.)
In the example below the relevance score was a 7 out of 10 however the negative feedback is coming in as “Medium”. So we went to look at who was targeted for this ad.
In the targeting we find that we’re targeting people in the U.S. age 21-65+ with a few interests.
The target for this Facebook Like ad campaign.
So off to Facebook Insights we went to see if there’s anything we can uncover. Fascinating! We don’t really have that many fans in the 18-34 age range so maybe if we tighten up our targeting to reach 34-65+ we’ll get a better relevance score and get in front of better fans!
Bottom line? It’s yet another thing to look at as you’re spending budget with Facebook and it’s a good test to see if you can get more out of your marketing bucks.