Marketing in social media has been increasingly important and challenging at the same time. Due to the sheer number of people who spend hours upon hours on social media, using advertisement tools on these platforms has become a mainstay for brands and businesses that are committed to delivering the right message for their intended audiences.
Facebook’s case can be considered as a good example. Being the largest social media platform, Facebook has easily positioned itself as the number one platform to advertise. This pushes more and more businesses to advertise here, leading to more ads to be served to different audiences.
What is Facebook’s Ad Relevance Score?
To keep things interesting for Facebook’s users, it’s been using several factors to filter and determine the ads that are the best fit for a certain target audience. One of these factors is the Facebook Ad Relevance Score.
You see, when marketers use Facebook Ads, they are expected to abide by the best practices that most successful advertisers diligently follow. When marketers deviate from these, they are more likely to find it harder to get better results from their ads. The Ad Relevance Score helps Facebook determine which ads are not at par and should be served less.
How does Facebook calculate relevance?
Facebook calculates Ad Relevance Scores depending on the kind of feedback that is expected to be given by its target audience. When an ad gets more positive feedback, its ad relevance is positively affected. Meanwhile, unpleasant feedback such as when a user reports an ad may negatively impact your ad’s relevance score.
How to improve your Facebook Ad’s Relevance Score?
There are a couple of tips that marketers use to maintain a good Ad Relevance Score. See it for yourself and take a cue from the 5 hacks below:
1. Decrease your retargeting windows
Retargeting people who already visited your website can be highly effective. Seasoned marketers tend to bank on audience retargeting to get the best returns on their ad spend.
However, a prolonged retargeting window can negatively affect your ad’s performance. Just imagine seeing an advertisement over and over again for something you clicked on 6 months ago wouldn’t this irritate you? If you’re consistently retargeting the people who visit your website, try to limit the window within 30 days. Web pages that are generating higher traffic, you can even shorten this window to just 15 days and increase its frequency to deliver your ads more aggressively.
2. Build a new Facebook marketing audience
When setting up a Facebook campaign, you might be tempted to just use saved audiences or build new target audiences using audience insights tools to refine your target. While these interest-based audiences are quick and easy to build, targeting large audience bases that are still not aware of your brand or product will do very little for your ad relevance score. This might not be the most efficient way to go about your campaign.
Instead, properly set-up your target audiences by building your target audience from Facebook Lookalike and Custom Audiences. This can easily be done by initiating short and aggressive remarketing campaigns and aggregating the data to start from there.
Besides, Facebook has added a new improved targeting tool called Value-based Lookalike Audience. In essence, this is an improved version of a Lookalike Audience but resembles your high-value customers. Using Value-based Lookalike Audience will effectively help you reach people who are more likely to provide a higher conversion.
3. Split test different images
One of the most obvious characteristics of Facebook Ads is that it’s highly visual. Your target audience’s attention should be easily captured to even have the chance to get your message across. Ads that aren’t able to capture their attention are simply wasting your budget.
As a result, the images you use along your ads are highly influential to your campaign’s performance, and subsequently, to your ad’s relevance score. To get the best result from your ad’s visual materials, be sure to put your ad materials under an A/B (split) test.
4. Create great ads
A person’s Facebook Newsfeed can be easily cluttered with a smorgasbord of content from everyone they are connected with. When creating ideas for your Facebook ad, remember that you are constantly competing for the attention of your target audience against news articles, friend updates, video clips, and memes.
Great ads are made when the message you’re trying to tell is easily conveyed. It’s also best to make your image and your ad’s caption to compliment each other. Use each element to add value to your advertisement and get your message across.
5. Make CTAs as clear as possible
To keep your ads effective, it must compel your target audience to take action. When your audience is confused about what to do, they are most likely to not take action at all. Call-to-action buttons that are properly visible will ensure that they are never left to think about what action to take.
Whether you want your target audience to “shop now” or to “learn more”, making it stand out and visible is crucial when advertising on Facebook.
Is Ad Relevance Score THAT relevant?
Under normal circumstances, you can consider Ad Relevance as not that important. However, if dissecting each factor that affects your Facebook campaign’s performance might just be the key to your campaign’s unrelenting success. Don’t leave any factor to chance and take matters into your own hands to make your Facebook campaign as effective as it can be.