Facebook To Roll Out “Relevance Score” To Improve Ads Quality!

Feb 12, 2015 | 2,156 views | by Ritu Sharma
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Like Google, Facebook also uses a mix of bid price and relevance scoring to determine whether the ads should be shown. Starting this week, as an incentive for advertisers to improve the quality and relevance of their ads, the company has decided to expose the “relevance scores” to marketers.

Facebook’s “relevance scores” is effectively and estimate of the ad’s targeted alignment within its target/intended audience. Facebook believes that the exposure of “relevance scores” will produce a “win-win-win.” Better ads will be more appealing to audience and will help perform better for the marketers and generate more revenue for Facebook, making it a threefold winning approach.

In its blog post the company explains how relevance scores are determined:

“Relevance score is calculated based on the positive and negative feedback we expect an ad to receive from its target audience. The more positive interactions we expect an ad to receive, the higher the ad’s relevance score will be. (Positive indicators vary depending on the ad’s objective, but may include video views, conversions, etc.) The more times we expect people to hide or report an ad, the lower its score will be.”

“Ads receive a relevance score between 1 and 10, with 10 being the highest. The score is updated as people interact and provide feedback on the ad. Ads with guaranteed delivery — like those bought through reach and frequency — are not impacted by relevance score. Relevance score has a smaller impact on cost and delivery in brand awareness campaigns, since those ads are optimized for reaching people, rather than driving a specific action like installs.”

Here is a Facebook-provided image of how relevance scores will be presented to advertisers.

relevance score 1 Facebook To Roll Out “Relevance Score” To Improve Ads Quality!

Facebook also says that relevance scores will help with A/B testing and creative optimization. They can watch the relevance scores go up or down and adjust ad creative accordingly.

Ads with a higher relevance scores will be more competitive at auction and hence would cost less for marketers.

However, Facebook is being careful to emphasize that bidding is still “the most important factor for success”:

“Bid matters too. For instance, if two ads are aimed at the same audience, there’s no guarantee that the ad with an excellent relevance score and low bid will beat the ad with a good relevance score and high bid. But, overall, having strong relevance scores will help advertisers see more efficient delivery through our system.”

Facebook doesn’t want marketers to become fixated on relevance scores. The company says relevance scores “should not be used as the primary indicator of an ad’s performance.” Still it gives marketers another important metric to gauge performance.

Facebook said it tested relevance score with a number of advertisers prior to rolling it out. One of the beta partner-advertisers said it saw conversion rates improve by 20 percent.

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24.thumbnail Facebook To Roll Out “Relevance Score” To Improve Ads Quality!
Ritu from PageTraffic is a qualified Google Adwords Professional and Content Head at PageTraffic. She has been the spear head for many successful Search Marketing Campaigns and currently oversees Content Marketing operations of PageTraffic in India.