How to Improve Your Facebook Relevance Score

When running Facebook ads, you’ll notice something called “Facebook relevance score” for each ad you have published.

A Facebook relevance score is a feature that was introduced in 2015 to Facebook advertisers and is a number from 1 to 10 that tells you how relevant each ad is to your target audience. 1 being not relevant at all and 10 being very relevant.

 

 

A Facebook relevance score has nothing to do with the quality of your FB ads. It has to do with how interesting your offer is to the people you’re targeting.

For example, if your ad is promoting anti-aging products for women and you’re targeting 18 year old men, then the ad would be considered irrelevant and therefore your Facebook relevant score would be very low.

On the other hand, if you’re promoting golf accessories to golf players then your ad relevance score is likely to be high.

A good Facebook relevance score is usually 7 and above.

 

 

Facebook calculates relevance score based on the Facebook feedback received about the ad. Since FB ads are interactive, and people can hide ads, report ads or save an ad by clicking on the 3 dots on the top right hand side of the ad or can engage with an ad in other different ways depending on the Facebook campaign objective, such as video views, likes, comments etc….

The more positive the Facebook feedback is, the higher your Facebook ad relevance score. The more negative the Facebook feedback is, the lower your relevance score.

 

 

A good relevance score is important for many reasons.

First, it lowers the cost of reach since Facebook’s primary objective is to show content to people who are most likely going to enjoy it. The higher your Facebook ad relevance score the cheaper it will be to reach your target audience.

Plus, as an advertiser, your relevance score will help you know whether your message is aligned with your target audience, and therefore help you fine tune your ads accordingly.

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To check your relevance score for each of your FB ads, login to your Facebook account, and click on the drop down menu on the top right hand side. Then, go to “manage ads”. You’ll notice that your ads are structured according to your Facebook campaign, ad sets and ads. To access your Facebook ad relevance score, click on “ads” and then you’ll see the relevance score column.

 

 

There are many ways you can improve your Facebook ad relevance score.

First, be specific with your targeting. Make sure your targeting is specific. Make sure you know who your customer avatar is. What they like, what they don’t like, what they read, what they buy, their fears, their aspirations, etc… The better you know your customer avatar, the easier it will be to craft FB ads that are relevant to your audience.

A mistake to avoid is trying to create an ad that is too generic because you’re trying to appeal to everyone. For example, if you are advertising a weight loss product, it’s easy to want to target both men and women from 18 years old and above across the world. However, it’s going to be impossible to craft a message that appeals to such broad demographics.

To improve your relevance score, create an ad for each market segment you’re trying to target. And each ad should call out its target audience so that it speaks directly to a specific group of people. For example, you could create an ad for a weight loss product targeted at career women over forty who are time poor and create another ad targeting men in their twenties who want to improve their appearance and self-confidence.

Another way to improve your ad relevance score is by split testing, also known as ‘AB testing’. Split testing is the process of running multiple ads to see which ones performs better. There are many elements in a campaign you can test, including your targeting, your ad itself or your landing page.

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Start by first running 3 exact same FB ads, with the same headline, same copy, same image and same call to action, but target different audiences. Let the run ad for a few days and see which target audience is the most responsive and got you the best relevance score.

 

 

Then, run another 3 FB ads to the best performing audience, but this time have a different image for each ad. After a few days you’ll be able to tell which image used performed best. Feel free to continue testing other elements of your ad such as the call to action or headline.

Another strategy to improve your ad relevance score is taking advantage of Facebook’s custom audiences. Custom audiences are lists of people you can upload on Facebook to target with ads. There are 5 types of custom audiences:

 

 

• A customer file which is a file with a list of people you may have such as a mailing list or a customer list in a spreadsheet. You can simply upload it and target the people on the list through Facebook.
• Website traffic is an audience of people who have visited your website.
• App activity is an audience based on people who have taken a specific action in your app.
• Offline activity is an audience who has interacted with your business offline
• Engagement is an audience based on people who have engaged with your Instagram and Facebook posts such as people who have watched your videos for example.

By targeting custom audiences you’re more likely to get a high relevance score because these audiences will already have come across your business and therefore will be more likely to respond positively to your ads. In other words, they will recognize your brand and be highly likely to engage with your offers again.

To be able to target custom audiences, login to your Facebook account, click on the drop down menu on the top right hand side and select “manage ads”. Then, click on the drop down menu on the top left hand side, select “all tools” and then click on “audiences”. Then, click on “create audience” and then “custom audience”. When you do, you’ll see the 5 different options.

 

 

As you can see, a good relevance score is important when running Facebook ads and the best way to ensure your relevance score is 7 and above, you need to craft marketing messages that match the right target audience.

If you’d like to take your Facebook marketing to the next level, and increase the results you’re getting from your current Facebook marketing efforts by 10, click here to download my FREE Facebook marketing report. Simply enter your name and email and I’ll instantly send you the report.

 

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