So you put together the perfect Facebook ad (so you think), picked the ideal targeting and hit play. You think you did everything right but the next day when you check out your results your CPC is “through the roof”. While you assume it maybe a glitch in Facebook’s reporting in reality your ad isn’t resonating with your audience.
Enter Facebook’s Relevance Score.
While you may not pay attention to this single number at the end of your ads performance, it can be very instrumental in your ads level of success.
Relevance scores are provided when you publish an ad. They appear after they have been served. If your ad is being hidden by targeted viewers or responded in negative ways – Facebook will rank you with a low relevance score – a number between 1 and 3. In contrast, if you ad gets a bunch of positive comments, likes and shares your relevance score will be high. (A good quality score is between 7 and 10).
Facebook does say that relevance scores matter more in campaigns where the objective is CPC compared to CPM. That is because CPM or brand awareness campaigns are simply optimized for reaching people and CPC type campaigns require a user to take a specific action such as clicking to a website or install.
So how do you improve your Facebook relevance scores? Here are a few quick tips:
- Monitor your campaigns very closely. It isn’t enough to schedule a monthly campaign and not look at it again for 30 days. If your audience is small and they start to get served the same exact ad numerous times, they will probably hide it in their feed. That will equate to a higher CPC and a lower score. Instead keep the ads fresh with new images and copy on a regular basis.
- Adjust your targeting. While you may assume you know who your audience is, it isn’t always the case. The best way to really know is to test different audiences and see which perform better. Custom audiences from email lists and look-a-like audiences are also options to test out.
- Test various call-to-actions. Someone may be more apt to click on a “Sign Up” call-to-action button compared to a “Learn More”. Facebook gives you options, use and test them.
While there isn’t an exact science to relevance scores, they are important and can influence not only your reach but also your spend. By watching your score and consistently optimizing your ads based off of the score can help make sure your content truly resonates with your audience. For additional information on relevance score and assistance in setting up great Facebook ad campaigns contact The Interactive Imprint at 954-254-1650 or visit TheInteractiveImprint.com.
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