the Facebook Relevance Score

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Every self-respecting online advertising platform has metrics for measuring ad quality. The better your ad quality as a customer, the lower your costs and the more users will see your ads. Google AdWords calls this metric the "Quality Score." Facebook, the social network leader, calls it the "Relevance Score."

In an ideal world, such a quality metric would be completely transparent to anyone brazil phone number data interested. It would help advertisers understand what they could do better and reward those who work with lower cost per clicks and advantageous placements. But—you guessed it—we don't live in an ideal world. Things like AdWords' Quality Score and Facebook's Relevance Score are therefore rather impenetrable, and their logic is difficult to understand.

As Facebook ads are increasingly used by advertisers of all sizes, the Relevance Score is playing an increasingly important role in the vital metrics of social media companies. Today, we'll introduce the mechanics behind the Relevance Score, explore the metrics used to calculate it, and also consider what you can do to increase the reach and effectiveness of your ads.

1. This is what the Facebook Relevance Score measures
The Relevance Score is Facebook's measure of the quality and engagement with your ad. Your Relevance Score is important because it determines both your cost per click and the frequency with which Facebook displays your ads. In other words, Facebook determines whether your ad is working or whether you'd be better off considering something else.

Like the Quality Score in AdWords, the Relevance Score forms the basis of your Facebook account structure, which displays the calculated value as a number between 1 and 10.

What is a good relevance score on Facebook?
If you have a relevance score of 1, that's bad. It means your ad is only relevant to your core audience. To ensure that remains the case, Facebook requires you to pay an additional premium for your advertising.
On the other hand, a high relevance score—in the range of 8, 9, or 10—signifies a significant increase in the likelihood that your ad will be displayed. A good relevance score is therefore represented by a high value.

2. The true influencing factors of the relevance score
While the components of AdWords' Quality Score—expected click-through rate, ad relevance, and landing page experience—are fairly easy to understand, the Facebook Relevance Score is a bit more complicated and subjective. The Facebook Relevance Score is primarily based on expected positive and negative feedback.

Once your ad has been shown more than 500 times, it will be assigned a certain score. Facebook has determined that the number of impressions is the key factor in determining your audience's expected response to your ad. If you have a small budget or have manually selected your placements, it may take a while to reach the 500-point target.

The word expected in the previous paragraph is in italics because the Relevance Score is not based on actual user-generated feedback (likes, shares, comments, views, conversions, etc.). Instead, Facebook calculates an audience's expected response to an ad using your campaign objective and audience granularity to determine the likelihood of taking the customer's desired action (positive feedback) or clicking away or even reporting your ad (negative feedback).

If your ad has been shown more than 500 times and you then have a relevance score of 10, congratulations! You've successfully tailored your offer to your audience.
But be careful, don't get too excited! We won't be able to rest on our (admittedly well-deserved!) laurels for long.

This metric is anything but static. In fact, it can and will fluctuate daily. Facebook's intention is to motivate you to present your audience with something new from time to time.