What is Relevance Score, and how does it work?
Relevance Score is an evolving rating of how much Facebook estimates an ad will be relevant to the audience it is show to.
Facebook's official definition is as follows: "A rating from 1 to 10 that estimates how well your target audience is responding to your advert. This score is shown after your advert receives more than 500 impressions. It’s only visible when looking at reporting for adverts and does not appear for advert sets and campaigns."
The score goes from 1 to 10, 10 being the highest score possible. Each time a person interacts with an ad, wether it is clicking or liking the ad, or hiding it, it will impact the Relevance Score of the ad.
Why is this score important?
Relevance Score ends up having an impact on the cost of reaching people.
Facebook's system for ad delivery has two main factors that influence it, Relevance Score and Bid.
A good to great relevance score can weight as much as the bid in deciding who the ad will be shown to. Facebook will always give more coverage to a well rated ad rather than a bad one.
A good Relevance Score also ends up saving you money: a badly rated ad will cost more simply because it will not end up giving you the results you're looking for, since people hide or skip your ad.
What to do if your Relevance Score is low?
Three quick tips to improve your Relevance Score:
- Make sure your targeting is done correctly (advertising high fashion bags to men in their 50s will not get you a good Relevance Score)
- Do A/B testing to get a better understanding of which ads work best
- Review the creatives you chose - try for something that is not clickbait-y, but rather clearly interesting to the Audience you chose.