Facebook Ads: Relevance Score, Facebook's "Quality Score"
Facebook announced today that it will use the "Relevance Score" as a metric to measure the relevance of an ad in relation to the target audience it is targeting, you can see the original article at the following link: Showing Relevance Scores for Facebok Ads on Facebook
From this week they will begin to show the Relevance Score as a visible metric in our ads.
How does the Relevance Score work?
The Relevance Score is calculated according to the expected positive and negative feedback an ad receives from its target audience. While an ad generates a greater number of positive indicators, the higher its Relevance Score will be, these positive indicators will depend on the objective of the ad. (Clicks, conversions, video views, etc.).
If an ad is reported or hidden a percentage of times higher than the expected average, then its Relevance Score will decrease.
The Relevance Score for ads is measured by a number from 1 to 10, with 10 being the highest Relevance Score possible. This score is updated as users interact with the ad. An interesting point to keep in mind is that campaigns aimed at generating reach and frequency will be little affected by the Relevance Score, since they are not ads that seek specific actions by users.
Why is the Relevance Score important?
As with the Quality Score in AdWords, the Relevance Score helps us lower the cost of our ads and optimize the results of our campaigns. Through the Relevance Score we will be able to know if our ads are really relevant to our target audience and detect optimization opportunities that we may have previously been overlooking.
Let's not get obsessed with the Relevance Score!
As with the Quality Score, we should not let the Relevance Score determine the way in which we run our campaigns, but it is a useful metric to take into account when perspective on the advertising objectives of our ads is not lost. . The important thing is to work to obtain the desired Return on Investment.
Personally, I can't wait to see this new metric in my clients' campaigns 🙂
