On February 11th, Facebook announced that their “ad relevance score” will now be made available to brands or marketers. Similar to a Twitter relevance score and Google quality score, it rates an ad’s relevance when comparing creative to targeting. Until now, this score wasn’t public but now that it has become a visible metric in their ads reporting tools, it will help to increase ad relevance for consumers’ thus increasing effectiveness for marketers.
The ad relevance score is on a scale from 1 out of 10, based on the anticipated positive or negative feedback the post will receive from the target audience. The score is dynamic, constantly updating based on consumer interactions with the ad, allowing marketers to make more impactful optimizations throughout the life of the ad. The higher the score, the more the post will be rewarded in the auction. This allows marketers to determine the quality and freshness of content as a performance variable.
This score primarily impacts revenue driving campaigns, or campaigns with objectives set to website clicks or conversions. When it comes to branding campaigns, Facebook’s highly sophisticated targeting allows for highly qualified reach and frequency. The relevance score will have less of an impact on cost and delivery for those campaigns. Similarly, it will not impact ads bought using Facebook’s Reach and Frequency buying tool since those are purchased in advance rather than controlled as much in real time.
While a high relevance score is important to the platform when deciding what ads to show to consumers, it will not be the only factor; bids will still be an important aspect in determining what ads are shown. For example, when two advertisers are competing for the same audience, the ad with a relevance score of 10 isn’t necessarily going to be the ad served to the audience unless it is paired with a competitive bid.
Overall, the ad relevance score will give marketers and brands an inside view of how Facebook is internally ranking ads and which ads are ranking higher based off their content, targeting and anticipated consumer sentiment. By gaining an inside view with this feature, marketers will be able to better predict ad performance as well as monitor content freshness and resonance over time, making it an optimization lever.
The transparency of the score further emphasizes the importance of creative content within social campaigns, giving brands and marketers a way to quantify their feedback when working with creative teams. In all, the score will help marketers be more effective in their efforts, and help Facebook maintain positive user experience on their platform.