Facebook’s Relevance Score: Are You Overlooking It?
If you’re an ecommerce business owner, you know there are several aspects to keep track of to ensure your business thrives. From creating your website to tracking your finances, it’s a lot to juggle. When it comes to advertising, have you thought about Facebook’s relevance score?
In Facebook advertising, the relevance score is a metric often overlooked and overshadowed by conversion rate and cost per click. However, it’s one of the most important (if not the most important) metrics to look at.
In this article, we’ll go over Facebook’s relevance score, why it’s important, and how you can increase yours.
What Is Facebook’s Relevance Score?
In layman’s terms, Facebook’s relevance score is just that: how relevant your ad is to the audience that you’re targeting — think of it as being equivalent to a thumbs up. It reflects how likely your targeted audience is to like or interact with your ad.
According to Facebook, it tries to show people the ads most pertinent to them, using relevance as a key factor in ad delivery.
Taking relevance into account helps ensure that people see ads that matter to them, leading to a better experience for people and businesses alike.
Of course, how Facebook actually determines this relevance score isn’t public. But most agree that it’s based on how much engagement an ad gets, taking into account not only the obvious likes and comments but also views, time in someone’s feed, etc.
Why Is It Important?
It’s simple, really. Facebook wants to show the most relevant content to its users to keep them on the platform as long as possible, consuming content. That’s how Facebook makes money and stays relevant.
Naturally, it prioritizes content (even ads) that are getting better engagement and are more relevant. Facebook wants customers to enjoy, read, and engage with the content in their feeds.
Let’s look at further reasons why this score matters:
- Cost Efficiency: Higher relevance scores lower the cost of ad delivery, as Facebook’s system favors ads that are more relevant to the audience.
- Creative Testing: Advertisers can use relevance scores to test different ad creatives and audience combinations before launching a full campaign.
- Campaign Optimization: Monitoring relevance scores during a campaign helps advertisers identify when an ad’s creative or audience targeting needs adjustments.
This is to their benefit and yours. You’ll get better visibility with your ads being served more often, along with lower costs. Not to mention, when your ads are relevant to the audience you’re targeting, they’re more likely to convert.
What Score Should You Shoot For?
Ads receive a relevance score between 1 and 10, with 10 being the highest. A good relevance score would be around a 7. We typically shoot for a 9 or a 10 before we really start to scale our ad budget.
How to Increase Your Facebook Relevance Score
You can take advantage of Facebook’s relevance score by creating ads around interesting content. In fact, your ads shouldn’t even seem like ads.
If you have a large, engaged audience, we recommend starting the ad as an organic content post.
Ask your audience a question to initiate interaction and get a response from them. This will immediately give you a high relevance score for that post. Then you can boost your organic post to reach the rest of your audience. This is a great way to kickstart engagement.
Once you have that high relevance score with your followers, convert that piece of content to an actual ad and expand it to lookalike audiences.
These types of content ads are great at the top of the funnel. Then, once a potential customer engages with one of your Facebook content ads, you can retarget them with another relevant piece of content, like a video ad.
After that, you’ll follow up with people who engaged with your video ad with a promotional offer. This is one particular marketing funnel within Facebook that we’ve seen great success with.
Facebook’s Relevance Score: Final Thoughts
There are numerous tips and tricks to improve your relevance scores, but in the end, it’s simple. Facebook wants its users to see relevant content so they’ll stay on the platform.
So, make your ads relevant and encourage audience interaction. Make them more like content posts rather than hard-selling ads. You can’t go wrong if you think about it this way. Your relevance scores will go up, and your ads will have better results.
If you need help boosting your Facebook relevance score, give us a shout! Our award-winning team is always ready and waiting.
