6 Ways to Achieve High Relevance Scores in Facebook Ads
If you are putting in a lot of money into Facebook ads and still aren’t able to see any noticeable ROI’s, you are definitely doing something wrong. Maybe, your ad relevance scores are lower than the average, and it’s time to use some tricks to help improve the relevance scores of your ad. Higher ad relevance scores will lead to lower costs and better ad visibility leading– which in turn, will produce a higher ROI.
What is Facebook Relevance Score?
Relevance score is a metric similar to the AdWords Quality Score that judges the quality of the ad. It is scored on a scale of 1 to 10– 1 being the lowest, 7 being the average and 10 being the highest.
A relevance score of 8, 9, or 10 increases the chance of your ad being served and reduces the cost per click. Similarly, a relevance score of 1 is counted as unsatisfactory, meaning your ad is not suitable or lacks in quality. Hence, for a lower relevance score, you need to invest more dollars into your efforts on Facebook.
Why Does it Matter?
The relevance score is an extremely important metric if you are looking to improve the ROI of your advertising on Facebook.
- High relevance score can lower your costs on advertising on Facebook.
- You can test different variations of ad copies in order to find out the best ad combination that presents the highest relevance scores.
- It is a real-time indicator of the success of your campaigns. If you see that your relevance score is going down, you can modify your ad copy or revise your target audience in order to have a better score.
How is a Relevance Score Calculated?
In the words of Facebook, “Relevance score is calculated based on the positive and negative feedback we expect an ad to receive from its target audience.”
The major components of the relevance score are:
- Real-time feedback on the displayed ad given by the people.
- The number of video views the ad receives.
- The number of conversions happening.
- The number of times the ad is being reported or hidden by the audience.
- Comparison of the relevance score with other ads running that day.
Hence, the better the feedback received on your ad, the higher the relevance score.
Where Can You See It in FB Dashboard?
Follow the below steps to see your ads:
1- Login to the Ads Manager.
2- Navigate to the ads section and click on the specific ad whose relevance score you wish to view.
3- Click the Columns drop down and select Customize Columns.
4- Here, you can see the ad reach, number of clicks, the Relevance Score and the type of feedback (low, medium, or high) your ad received from the audience.
Top Ways to Achieve Higher Than Average Relevance Scores
It is necessary to understand the basics of relevance score before jumping over the actual strategies that raise the score. Now, let’s discuss the strategies:
1- Target Relevant Audience
Do not try and show your ads to all men and women by filtering their age. Instead, narrow down your audiences based on location, behavior, and interests. Also, use custom audiences to target your existing customers. This way, your ad will get displayed to a super refined set of specific audiences and chances are that your relevance scores will be much higher than the average.
2- Leverage the Power of FB Retargeting Audience
Targeting advertising is one of the biggest benefits of Facebook advertising. With the help of an engaged audience, you can easily find out people who have already visited your ad or clicked on a CTA button.
Have a look at the below screenshot that suggests the type of options for creating a custom audience using engagement audiences. You can easily target audiences who have previously interacted with your content on Facebook like watching your videos, opening your canvas, interacting with your page or completing a form in your lead ads.
3- Write the Best Facebook Ad Copy
Prepare the best Facebook ad copy by following the below suggestions:
- Match the visual with your ad copy. If the image is a pizza, then your ad copy should have the word pizza in it.
- Use short texts.
- Keep a single call to action.
- Use simple language that’s easier to read.
- Consider the ad format while preparing the ad copy. For example, a video ad copy must focus on the video while carousel ads will require an extra copy.
- Offer a solution to the problem in your ad copies.
- Your ad copy should have an emotional appeal, be rational and must have social proof.
The below ad from Hootsuite is a great example that shares all the important elements that an ad copy should have:
4- Look For Success Patterns in Your Running Ads
Just by looking at the ad dashboard, you can look for patterns that are common in ads that have a high relevance score. Note the common patterns and imitate those in all your ads. This will help you to improve the relevance scores for each of your ads.
5- Use Images That Interrupts The Common Pattern
You can’t have high relevance scores if people don’t engage with your ad. Images are an extremely important element that instantly draws the attention of the audience. If the image is visually enthralling then people will read your ad copy and click on the CTA. On the other hand, if the image is boring, no one will see your ad copy which means no conversions and lower relevance scores.
6- Conduct Proper A/B Tests
You can’t be sure what’s working in your ads if you don’t conduct proper A/B tests. It is highly recommended to test your individual ad copies with proper A/B tests as this will let you know the exact elements and factors that help to convert leading to higher relevance scores. Here are some tips to follow while conducting A/B tests:
- Focus on one element at a time or else you won’t be able to find out which element really worked in your ad.
- Focus on a measurable hypothesis like increasing conversions by X%.
- Use a different set of audience for A/B tests.
- Facebook recommends an ideal time frame of 4 days to run a test. However, depending on your ad objective, you may increase the time to 14 days.
- Set a budget that is sufficient to identify the winning elements.
If you are running split tests for the first time then you can take the help of “guided creation” in Ads manager.
- Login to Ads manager.
- Choose the objective for your campaign.
- Select “Create Split Test”
- Select the Type of Variable you want to test.
- Choose your budget and you are done.
Facebook is a great medium to generate sales leads and conversions. Instead of wasting money on campaigns that cost more, make use of the above strategies and try to improve the relevance scores of your ads. Higher relevance scores will lead to more impressions, decreased costs, and greater ROI.