Why Your Facebook Ad Relevance Score Is So Important

Now, before I begin, I must hand credit over to guys at Social Media Ad Genius – the following blog post references parts from their recent post – however I’m going to give you my opinions on this hotly debated subject.

The reason for this is a sizzling topic is because Facebook have added a brand new feature that’s going to shake things up.

It makes our job as advertisers that slightly bit better.

In this week’s blog post, we’re going to heavily look at this new feature and I’ll show you how you can use it your advantage to reduce your conversion costs and reach your ideal audience more effectively.

What’s is this new feature?


Over the past few weeks, you may have noticed a Facebook Ad Relevance Score that has started to appear in your campaign manager.

To put it simply, this indicates how well you’re adverts are performing to your target audience.

They give you ranking out of 10, with 1 being ‘terrible’ and 10 being ‘incredible’ – and the higher score, the more relevant your adverts are to your audience. Simple.

The better your advert, the lower your clicks cost and the more conversions you’re going to get.

Now you might be thinking “well I already know if my adverts are performing well based on how much each conversion costs” – and you’re kind of right.

But when you’re running multiple accounts or targeting new markets (that you don’t have much experience in) – then this new indication massively helps you by showing you that you have room for improvement.

Why is it important? 

Well as we’ve discussed, Facebook’s intentions is to serve their advertisers and users, finding common ground to keep both happy.

One of the first things on the to-do list to find this balance is to make sure relevant adverts are reaching the right people.

Get this wrong and you’re left with an angry user and a frustrated advertiser.

These scores allow Facebook to show more relevant adverts to users so that they don’t have to throw a range of adverts at them to compensate.

If you score well, and your adverts are highly relevant, then Facebook can reduce your costs and everybody’s happy.

How can you improve your score?

No doubt, as soon as you’ve read this blog post; you’ll be straight into Facebook checking your relevance score.

And as soon as you realise that you don’t have a ‘10’ – you’ll be straight back to see how you can improve your score.

Well, here are 4 key elements to hit those magic double digits.

  1. This is the obvious one – targeting.

The relevance score is based on your targeting, so no surprises that it’s the most important element.

You need to make sure that you’re serving the right market and that the audience that you’re targeting genuinely have an interest in your proposition.

  1. Your message.

This is where it’s always worth testing. When I set up an advert, I create several variations, some with short messages and some with long. Personal, third person, announcements – you get the idea.

But you NEED to make sure that it’s crystal clear what the user will get when they click your advert. Spell it out, make it simple.

  1. Your Image

Once again, it’s all down to testing.

I generally test my message first, and then my best performing message gets split-test into several image variations.

Just remember, it’s all about being relevant to your audience.

  1. Frequency Score

Have you ever seen an advert that much that you’ve just become blind to it – you quickly scroll past it without giving it a split-second of your attention.

If that happens, then you’re adverts will slowly grind to a halt and your relevance score will drop.

So keep your adverts fresh by changing them when things slow down

Would you like an example?

Social Media Ad Genius created a fantastic image of how relevance scores work, so I’ve popped it below.


Interesting isn’t it?

So, go and see what your relevance score is, and if it’s below the big 10 – then get back here and follow my 4 steps to boost it.

The higher the score, the lower you’re going to pay for your conversions.

Until next week,

P.S – it’s well worth downloading the PDF below that Facebook have put together with extra information about their Relevance Score

1 Comment

  • Rigoleto

    Reply Reply August 24, 2015

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