Facebook’s focus on delivering the right ads to the right people is already well-known, and in an effort to improve the experience for both people and businesses, the social channel will be introducing ‘relevance scores’ on their advertising platform.
What you should know
Relevance scores will be calculated according to the positive and negative feedback that an ad is expected to receive from its target audience. As per Facebook’s announcement, positive engagement depends on an ad’s goal, but could include video views or conversions, while a high rate of people hiding or reporting an ad will be considered negative feedback.
Source: Facebook
The scores are based on a scale of 1 (lowest) to 10 (highest), but it should be noted that they will not affect brand awareness campaigns as much, since those are meant for reaching people rather than encouraging a certain action.
A high relevance score means it will cost less for an ad to be delivered, although marketers should keep in mind that the system also takes bidding into consideration. Advertisers can use scores to help identify the ideal combination of visuals and copy, and also monitor and optimise ads in progress if a score begins to drop.
There are real benefits to understanding and using relevance scores, but Facebook points out that this shouldn’t be the sole indicator for an ad’s success, as the most important element continues to be bidding based on the business goal you hope to achieve.
To find out how LHM can help with Facebook advertising, email hello@lhmmedia.com or call 0121 237 5260.
