Every ad platform provides a parameter for its users to measure the quality of ads. An ad with a good quality reaches a greater audience. This parameter for Google ads is known as Quality Score, while for Facebook, it is Relevance Score.
What is Facebook Relevance Score?
Facebook Relevance Score is a parameter to assess the quality and level of engagement of your ads. Simply put, it determines how well your ads interact with your target audience.
Thus, the higher your ad’s relevance score is, the more likely Facebook is to show your ad to the right audience. Also, the ad cost is lower for ads with a higher relevance score! This score by Facebook shows the success or failure of your ads and helps you understand the needs of your target audience.
How is it Scored?
Facebook Relevance Score is presented as a number between 1 and 10. A low score of 1 implies that your ad is hardly reaching your target audience. It also means that you have to pay a higher amount for Facebook to continue to serve it.
A relevance score greater than 8 suggests that the ad is performing well and Facebook is frequently showing the ad.
Facebook reads your ad draft to reach this score and anticipates the audience’s potential positive and negative feedback to the ad. Once the ad is on Facebook, it receives a score out of 10 based on the actual feedback.
Note that to receive a relevance score, your ad must get 500 impressions on Facebook. Based on at least 500 impressions, Facebook gives a ranking level out of Above Average, Average, and Below Average. Facebook has stated that ‘It’s more impactful to move a ranking from low to average than it is to move a ranking from average to above average, so focus on improving low rankings rather than on improving average rankings.’ ↗
The Relevance Score is liable to fluctuate daily. If an ad’s score starts decreasing, it means that its engagement is reducing and that you now need to present something new to your audience.
Ways to improve Facebook Relevance Score:
It is crucial to receive a high relevance score to save money on Facebook Ad Campaigns. Try to employ the following ways to improve your ad’s relevance score:
- First things first, make sure to follow ‘Facebook Advertising Guidelines’ while formulating the ad. An ad that does not comply with these guidelines receives a significantly low relevance score.
- Target the Right Audience: This is a significant step of any marketing strategy. For this, formulate the ads by keeping in mind the exact needs of a given group. Thanks to Facebook, there are plenty of targeting options such as custom audiences, saved audiences, etc. to ensure that you are targeting the right audience.
- Show ads to those who have previously engaged with your brand: These users are the ones who clicked on your ad previously, have visited your Facebook page, have gone through your business’ website, or have reacted to your social media posts. This is important because these users already know about your brand and are willing to engage with it.
- Create a Sense of Urgency: Make sure that your audience takes an action as soon as they see the ad or at least before they forget about your offer. For this, make use of phrases such as “Offer valid only for today”, “Hurry, only 8 pieces left!”, etc. in the ad’s headline. Your ads will see more engagements and thus have a good relevance score if actions are taken on them immediately.
Facebook Relevance Score is thus a comprehensive parameter to know how well your ad is performing on Facebook and how one can improve the performance of an ad. So, if an ad receives a good relevance score, it is certainly going to work for your business!