Unlocking the Potential of Facebook’s Relevance Score
September 16, 2015
Are you utilizing Facebook’s Relevance Score to its fullest potential? As one of the most insightful tools available to mobile advertisers, this metric warrants a deep understanding. That’s because it’s integral to unlocking powerful insights into your brand’s Facebook performance.
Facebook’s 1-10 score is more than a performance metric for a single post. A post’s Relevance Score can help you make accurate and effective decisions on your audience targeting, creative design, and inform your overall mobile marketing strategy. Read on for how your scores can leveraged to increase campaign performance and the most effective ways to improve individual scores.
What Is Relevance Score?
Facebook’s Relevance Score measures how an ad resonates with its target audience. Though Facebook doesn’t define how Relevance Score is calculated, it’s based in part on positive or negative feedback an ad gets from its target audience and is tallied on a 1-10 scale. Positive actions yield higher scores, negative actions lower the score. Once an ad is served more than 500 times, it receives a daily score from 1 to 10, with 10 being the best score possible.
Facebook’s Relevance Score standardizes advertising performance comparisons and helps brands understand the importance of targeting the most relevant audience possible. Note that ads with guaranteed delivery — like those bought through reach and frequency — are not impacted by relevance score.
What digital marketers may not realize is the deeper potential of the score, beyond a hindsight performance metric. The Relevance Score is used by Facebook to prioritize advertisements targeting similar audiences. Facebook also factors in Relevance Score when determining what bid amount to accept. A higher score means your advertisement will be more likely to run, and at a lower bid. All of this is because Facebook wants to create the best advertising environment possible: interesting and relevant ads for users that send quality results back to the advertiser.
Unlocking the Relevance Score’s Full Benefits: Lowered Costs and Increased Performance
Advertisers should focus on using their scores to lower costs and boost ad performance for their campaigns.
At the foundational level, comparing Relevance Scores of different audience groups for a single ad can help you identify the most relevant audience possible. Refine, compare, and then scale confidently. Connecting the right ad to the most relevant audience possible yields the strongest performance.
A higher Relevance Score also lowers the cost of reaching your target audience through increased delivery efficiency. A high Relevance Score means a higher likelihood your ad will be served to your audience versus other ads with lower scores targeting the same audience – and for the most efficient cost possible. An ad with a low Relevance Score will have to pay more to reach the same audience as an ad with a higher score.
Your Relevance Scores should also feed back into your live campaign monitoring for day-to-day optimization of performance. Initially, cut or refine the lowest performing ads for improved spend efficiency and a more effective campaign. Later on, if your consistently high scores start to dip, it’s probably time to refresh your creative. Check your scores often!
Facebook’s Relevance Score can also provide insight during a campaign’s testing phases to maximize the effectiveness of the main campaign. Which images, copy, and call-to-actions are most preferred? Compare the scores and cut the under-performing posts from your main campaign plan. Create additional test posts based upon the top performing image and copy combinations, and compare Relevance Scores again. The goal is to identify as many high-performing posts before your main campaign goes live as possible.
When marketers pay less to reach the right audiences they get a stronger return on ad spend, particularly during peak prices, such as during the holidays. Being in control of your campaign’s Relevance Score means you can scale efficiency and achieve heightened performance, no matter the cost environment.
Case in Point
While Ampush analysts had been achieving significant growth for a mobile gaming clients, efficiently scaling spend and efforts was a challenge. Soon after the Relevance Score was made available to marketing partners like Ampush, and the mobile gaming clients’ initial scores were analyzed, Ampush was able to cut under-performing ad placements and instead focus more budget on top performers.
The initial average Relevance Score for our mobile gaming client was 7.86 out of 10. By focusing budget on top performing placements and developing new creative and copy based on the initial top performing posts, Ampush analysts increased the customer’s Relevance Score to 9.11 out of 10. The increase in score not only lead to improved performance (as audience targeting was improved based on changes in score) but also a 14% decrease in CPM.
Top Analyst Tips for Improving Relevance Score:
- Use Specific Targeting: A specifically targeted audience allows you to closely align the audience’s interests, behaviors, location, and age with your advertisement.
- Use Relevant Images and Messaging: One of the first things your audience notices about an advertisement is the image or video. Focus on improving the visuals, and your audience will positively respond. After the image, people notice the message. Having a memorable and relevant message will bring better awareness and connection to whatever the advertisement is promoting.
- Always begin your audience targeting based on the customers with the highest LTV. High LTV means these are your best customers. What do they have in common, how did you come to acquire them? Model your lookalike audiences on these customers and their shared traits for higher Relevance Scores and better overall return on ad spend.
Brian Gruosso, Ampush Media Analyst
Brian is an analyst at Ampush who lives in New York City. He is an alumni of Boston College. When he’s not trying to crack the code of digital and mobile advertising, he enjoys rebuilding vintage bicycles and riding around the city in search of the spiciest noodle.