A while back, Facebook ads added a little thing called a Relevance Score to their reporting dashboard. Facebook ads are typically a game between what you’re trying to communicate to your audience, and what your audience wants to see. How do you know if you’re playing that game right? Your relevance score is a tool to help balance the game of what works and what doesn’t.
How it works:
Your relevance score is in a scale of 1-10, one being the least relevant to your audience, and ten being the most. The score is updated in real time, meaning that as your ad is live and people are interacting with it, Facebook is updating that relevance score with how people are reacting to it, positively or negatively.
Why you should focus on it:
It can save you time and money. Time because the game of guess and check is reduced to looking at one section of your reporting tool. You can easily assess why one ad within an ad set is performing better or worse than another. You’re therefore spending less money because you are spending less time. You can pause or cancel the ad that isn’t performing as well, or begin a new one, continuing to compare until you get a relevance score that you (and your audience) is happy with. Pretty simple, right?
What do I think of the relevance score? I think it’s pretty damn amazing. It tells me what I want to know – whether or not my audience is reacting positively or negatively to my ad. We could run as many ads as we want, but unless our ad is relevant to what our audience wants to see, it’s a moot point.
Another reason I dig the relevance score is because we can run two ads back to back, test the same image and different copy, or different images and the same copy, whichever holds the best relevance score indicated then holds a higher relevance with our audience.