Imagine a scenario in which I let you know that you could profit by spending less. I can possibly read your inner monologue right now, and it sounds somewhat like, “Are you for real? Please let me in on this.” Well, it’s Facebook new relevancy score for Ad, and if well harnessed it could be a potential gold mine.

But before you plunge into it, it might be imperative to know what it entails, and how you could benefit from it for your Ad campaigns.

What is Facebook relevancy score?

This is simply a measure of how relevant your ad is to your target audience.

Advertisements get a relevant score somewhere between 1 and 10, with 10 being the most elevated. The score is updated as individuals associate and give feedback on your ad. Relevancy score doesn’t affect ads that are guaranteed to be delivered. It has a little effect on cost and delivery in brand awareness, because they are set specifically for reaching people.

How do you interpret it?

When considering how significant an advert is, and which adverts to show to an individual, relevancy score becomes an important factor. When your advert is delivered to the right audience, its relevance score is higher and it is more inclined to be served than different adverts focusing on the same audience. Thus, you pay less to reach your target audience. After your advert has been shown for over 500 times, it gets a daily relevancy score from a scale of 1–10, ten implying that we assess your advert to be profoundly significant and one implying that we appraise it not to be extremely important.

Your advert’s score is in the light of positive and negative feedback that is anticipated from the individuals seeing it, taking into account how the advert is performing. It is ascertained in different ways relying upon your primary objective (e.g. clicks to site or video views).

Positive feedbacks: The total number of times that individuals will take a particular course of action, for example, liking or sharing your advert, or help you attain your goal, by paying a visit to your site

Negative feedback: The total number of times that individuals will conceal your advert or demonstrate a negative experience, for example, deciding not to see adverts from you

How does it impact you?

In the event that your relevancy score is high, your ad will cost less. That is certainly an advantage for small business on small budgets! These scores can likewise help you test new advertising ideas and focus on how resulted-oriented your ad is, or if certain things need to be balanced going ahead.

Despite the fact that these relevance scores appear to be worthwhile, it is imperative to remember that these scores are not the end all metric for achievement.

How to improve your relevance score?

Here are various variables that add to your score. Generally, if your advertisements reverberate pleasantly with your intended interest group, and particularly if they convert over well, you’ll have no issues with Relevance Score.

If you have to investigate a low score, here are some great spots to begin:

  1. Fix your target: Attempt some niche segment with regards to interests, in-market sector classifications, and so forth. And if you attain a higher score by doing this, gradually fan out your targeting from that point.
  2. Concentrate on the ad message and image. Consider how your advertisement’s message and image will resound with your group of interest. An image is more recognisable than content, so concentrate on enhancing that first. Additionally, keep your message straightforward and identified with what you’re promoting.
  3. Keep your advertisements fresh: Each notice has a lapse date, particularly on Facebook where every user is seeing such a variety of pages day by day. Consistently cycle your ads and keep it fascinating. New engagement from users will help your Relevance Score.

Get that competitive advantage by leveraging on Facebook relevance score; you will be glad you did!

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Norman Yeo
Norman Yeo is the General Manager of Tangy Lab Group Pte Ltd, a social media agency dedicated to help companies to fulfill their marketing objectives through Digital Marketing. Norman has helped various organizations, from SMEs to MNCs, to build brand loyalty and achieve actual ROI from Digital Marketing. He has increased his client’s reach & engagement by more than 25 times, and generated ROI on Sales of more than 15 times for them. Some of the notable companies he has worked with include 3M Singapore, The Hourglass, NTUC, Sime Darby (Thrifty Car Rental), CapitalMall Asia, AVAYA, SPH Plug & Play, etc.