Determining what Facebook’s ad relevancy score within its advertising platform is the key to create high quality, low cost advertisements on Facebook. You would expect with such importance that there would be set guidelines to follow to ensure you establish a high score for your ads, but Facebook’s relevancy score still causes headaches for businesses and agencies alike.
Facebook differs from Google Ads by the fact Google provides much more information on the dynamics that go into quality scores; being expected click through rate, ad relevance, and landing page quality, all of which have varying levels of control to them. Users have full control of their landing page and can control ad relevance through dynamic keyword insertions (DKI’s) and effective keyword lists. But this is all based around Google’s AdWords, not Facebook’s relevancy score, so… what’s the difference?
While there is undoubtedly overlaps between Google Ads quality score and Facebook’s relevancy score between ad relevance and landing page quality, Facebook bases its relevancy score around predicted positive vs negative feedback of an ad.
What does that mean exactly? Facebook determines this based on the interactions each ad has with its intended audience, measuring metrics such as engagement, clicks, conversions, click-through-rate, and negative reviews. This is why targeting the right audience is so important in Facebook ads. A common misconception with running ads on Facebook is the desire to expose your advertisements to as many users as possible, which actually can have immensely negative results. If your ad has a great headline about the new flip-phone your company just launched and is aesthetically appealing, links to a great landing page, and target the ad to everybody in the United States, chances are your relevance score is going to be low and will see some negative feedback, which Facebook measures by the number of users who opt to hide your ad from their timeline.
On the other hand, if you launch the same ad and only expose it to a target audience who are flip-phone enthusiasts or are a part of an anti-smartphone movement, your ad will have a higher relevancy score as Facebook will believe that it is reasonable to assume your target audience will react positively to your ad.
Relevance scores also affect the cost per click you will pay. In the previous example, the ad for flip-phones will cost more per click because Facebook expects the audience to have little interest in the ad. A Flip-Phone ad that is only exposed to a niche market of flip-phone enthusiasts through building a custom audience will have a low cost per click to it because of how relevant it is to the target audience.
To simplify things, the key to gaining effective ads on Facebook is scoring high relevancy scores. High relevancy scores are gained by creating ads that are designed correctly and targeted to the right audience. High relevancy scores will lead to high performing ads, and high performing ads will ultimately lead to more money for you and your agency.
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