Facebook Ads are an excellent way to effectively reach your audience and build your brand. And Facebook scores every single ad you run with a Relevance Score.
What is a Facebook Relevance Score?
Basically it is Facebook’s assessment of the performance of your Ad. It takes into consideration the positive (clicks, video views, app downloads, likes) and negative feedback (for example when someone clicks “I don’t want to see this” on your Ad);
it is therefore a good indicator on how your Ad has been perceived by its target audience. The score will change over the lifetime of the ad. It uses a 1 – 10 scale with 1 meaning your Ad is much less relevant than other ads that are targeting the same audience and 10 meaning your ad is much more relevant.
Does it matter?
Until recently, your relevance score mattered a lot more. Why? Because the higher the relevance score, the less it will cost to deliver. This is no longer the case. However, this relevance score still affects your ad’s impression and reach; the higher the relevance score, the more likely than other ads it is to be shown to your target audience.
Facebook recommends using the score to get a sense of your ad’s relevance, and then focusing on improving your creative and targeting. This means if your ad is performing well and getting results you shouldn't make changes solely to improve the relevance score. Ad changes are best made based on performance and results - if relevance score improves as a result of these changes that's a bonus that will work to increase impressions and reach for the ad.
Where to find it
You can find you Ads relevance score in Ads Manager – customise the columns to include this metric. Note – you will only see it in against your Ads, not your Campaigns or Adsets.
We believe the Relevance Score is most useful when taking into account a range of other metrics, including Click Through Rate (CTR), Cost Per Click (CPC), Frequency and Conversions. Using these metrics, Ads can be managed and optimized and learnings can be utilized for new campaigns and ads, across Facebook and other platforms.