Facebook marketers often get caught up in thinking what the target audience thinks about their Facebook ads. Which makes sense…every marketer using these ads wants to improve and optimize what users see in their News Feeds.
Looks like Facebook has acknowledged this, which is why we have the Relevance Score. Marketers can use this new feature to test ads before they run a campaign and optimize already running campaigns. The metric is also designed to lower the cost of reaching target audiences when the objective is to get them to perform a specific action.
To be concise, the Relevance Score is a measure of how relevant the ad is to the people being targeted by advertisers. It’s somewhat similar to Google’s Quality Score; the metric has a scale of 1 to 10 that indicates how good a Google ad performs for a given keyword. Google advertisers who achieve a good score enjoy a lower CPC, and vice versa.
How users respond to ads?
When ads are displayed to Facebook users, they can respond negatively (I don’t want to see this ad), respond positively (share it or click on it to go to the landing page), or take no action. The Relevance Score improves as more people respond positively to your advert.
Relevance scores will be based on 1-10, and the numbers will be determined by the objective of the advert, so it may include conversions and video views. However, the metric is not used for ads that are optimized for reaching a certain number of users rather than geared towards making people perform a specific action. The score is updated as users interact with and engage with the ad.
Facebook said in a blog post:
“Relevance score has a smaller impact on cost and delivery in brand awareness campaigns, since those ads are optimized for reaching people, rather than driving a specific action like installs.”
In other words, relevance scores matter for CPC ads rather than CPM ads.
Also, if you are already achieving your sales target with Facebook ads, then Relevance Score may not be of much use to you. However, you can use it to change a few things and see if you can hit the sales target by investing less money.
Relevance score appears like this:
You can access these scores in the ads monitoring or reporting tool. Marketers with access to ads API can access it from there. The easiest place to access the Relevance Score is Facebook Ads manager; you just need to open a tab to get all the information you need.
How to improve your ads with Relevance Score
1. A/B test images
Images take up a major portion of Facebook ads and are usually the first thing noticed by users as they scroll through the News Feed. As a result, they have a significant impact on your conversion rate. That’s why it is important to split test different images to find out what is working and what doesn’t work.
Risqué images might work for some campaigns but I recommend avoiding them, as inappropriate images can take a toll on your Relevance Score. Here are some image-optimization tips you can use in split-testing:
- Use a human face to increase conversions
- Use a mascot
- Use a logo if you have a brand
- Use a text image if you’ve got something compelling to say
- Use funny or quirky images if they resonate with your business
See how AdEspresso two different images for its eBook lead generation campaign. The first image will achieve a high Relevance Score as it resulted in greater sales.
2. Be specific with targeting
When creating a target audience for your campaign, try to be as specific as possible when defining interests, age, gender, etc. If you achieve a better score with precise targeting, slowly fine tune your campaign from there, or use the targeting list with a better Relevance Score to create dedicated campaigns for different audience segment, each with tailored copy and ads.
In case of targeting, you can also use precise targeting options such as Custom and Lookalike audiences to improve your Relevance Score. These options allow you to create audience sets based on phone numbers, Facebook user IDs, email addresses, and more. And if you use an email software like MailChimp, you can upload lists directly to create audiences.
While narrowing your target audience to improve your score, you can utilize AdEspresso to optimize campaigns with a high score. This should help you save money on campaigns that result in a low score. The tool allows you to access key metrics and remove underperforming ads via a customizable dashboard. Real-time monitoring of the score combined with other metrics will lower your CPC costs.
3. Improve your call-to-action
Facebook’s call-to-action buttons can include words that tempt audiences to take action, thereby improving your score. Conversion rates may improve when users clearly understand the object of the ad, and when it’s relevant, they are likely to take action.
Take a look at this ad:
You can see the CTA tells people right away that they can find freelancing jobs. If you run a freelance business why wouldn’t you want to grow it? If the ad doesn’t help after a few months the company can try a different CTA. But at the moment, it’s a simple CTA that should work well for their target audience.
Analyze your call-to-action. Are you making it easy for your target audience to understand your ad objectives? If yes, then your Relevance Score should be on the higher side.
Bonus read: 8 Ways to Improve Your CTA through Facebook Ads
4. Use videos
By now, you must have seen one of the many amazing statistics on how much better Facebook ads featuring videos perform than regular ads, or even ads with other visuals such as compelling images and infographics. So it makes sense to use videos as they should improve your Relevance Score.
On Facebook, you can directly create video ads and use the new video views feature to show them to people who are likely to find them interesting and take action depending on the CTA of the video. You can also split-test video content. For instance, if you create a 2-minute video and people lose interest at the 1 minute mark, you may want to change content at that mark.
Bonus read: How to use Facebook ads to improve conversions
Once again, it’s important to remember that the success factor for Facebook ads is the bid based on your campaign goal. Facebook said that when two ads are aimed at the same audience, and one has a high bid while the other has a low bid (but excellent Relevance Score), the first one will outperform the other.
However, strong relevance scores will still enable advertisers to lower cost and see more efficient delivery through the Facebook advertising platform. Use it with other metrics to see how your campaign works for your specific needs.