Perfect 10: Facebook Ads Get Relevance Scores
Hopefully the Russian judge won't be able to find a way to mess this one up. Just like the Olympics, Facebook ads finally have an objective scoring system. Earlier this month, Facebook added a "Relevance Score" to its ad performance tools for marketers using the platform.
On a scale from 1 to 10, marketers are shown how relevant to their audience a given ad is. In a blog post on its "Facebook for Business" site, Facebook says that the score is "based on the positive and negative feedback we expect an ad to receive from its target audience. The more positive interactions we expect an ad to receive, the higher the ad's relevance score will be."
While having a scoring system is all well and good, what's the point of the thing if not to set the better ads apart? While the effects might not be earth-shattering, Facebook does say that having a higher relevance score will help an ad in three ways:
- It can lower the cost of reaching people. Showing the right content to the right people is important, both to advertisers and Facebook, so improving your relevance will be a boon here.
- It can help advertisers test ad creative options before running the campaign. The higher the relevance score with various creative ideas might help you achieve a greater ROI.
- It can help optimize campaigns that are already in progress. If a relevance score begins to drop, marketers might be able salvage a sinking campaign.