This week, Facebook rolled out its latest advertising reporting tool in its portfolio for marketers. Similar to Google, Facebook uses a mix of bid prices and relevance scoring to determine which ads to show in your newsfeed. As a further incentive for advertisers to utilize and improve the quality of ads, Facebook will now provide “relevance scores.” Here’s what you need to know to capitalize on the feature.
The new metric is ultimately an estimate for its projected performance results within its target audience. Having a high-predicted number of positive interactions will result in a higher score. Ads will receive a relevance score between 1 and 10, with 10 being the highest.
According to Facebook, assessing the relevance score for your advertisement can improve your marketing strategy in several ways. First, it can lower the cost to reach people with your messaging. Essentially, the higher an ad’s relevance score is, the less it will cost to be delivered.
Additionally, relevance scores can help you evaluate copy and creative options before running a campaign, to learn which combinations offer the highest relevance scores.
Relevance scores can be viewed in any of Facebook’s ads reporting tools and is also available through API. To check your ads’ scores, head to Ads Manager and add the relevance score tab to your ads report(s).
Tell us what you think in the comments below — Will this new analytic help you boost your advertising success?