Facebook Relevance Score estimates how well your ads resonate with your target audience.
To create this score, Facebook looks at your ad draft, considers the audience’s potential positive and negative feedback, and boils it down to a score of 1 to 10. Once the ad is live, your score updates based on the actual feedback received.
In essence, the higher your score, the more likely Facebook is to put your ads in front of the right audience. And, as an added bonus, you’ll see slightly cheaper ad costs.
In 2019, Facebook started rolling out a new set of Relevance Diagnostics that break up the Relevance Score into three separate dimensions:
Quality Ranking, Engagement Rate Ranking, and Conversion Rate Ranking.
In this post, we break down what each of these new rankings means and suggest you strategies to help you capitalize on the additional information the rankings provide.
Relevance Diagnostics and Why They Matter
Unlike other metrics, Facebook’s Relevance Score and the newer Relevance Diagnostics help you understand the wants and needs of your target audience instead of merely showing the success or failure of your ads. If you know how to use these scores well, you can learn from your underperforming ads.
Disclaimer: You won’t be able to see Relevance Diagnostics on ads with fewer than 500 impressions.
Using information gathered from no fewer than 500 impressions, Facebook formulates an informed ranking, which they categorize into one of five different levels:
- Above Average (55th percentile and above)
- Average (35th to 55th percentile)
- Below Average (Bottom 35% of ads)
- Below Average (Bottom 20% of ads)
- Below Average (Bottom 10% of ads)
Moving up in these rankings will increase the possibility of your ads being displayed by the right audience.
And according to Facebook:
It’s more impactful to move a ranking from low to average than it is to move a ranking from average to above average, so focus on improving low rankings rather than on improving average rankings.”
Here’s a rundown of what each diagnostic means and what you can do to increase it:
Quality Ranking
This ranks the perceived quality of your ads in relation to other ads competing for the same audience. In other words, it shows how your audience feels about your ads as opposed to the ads of your competitors at that time.
Facebook calculates this ranking based on feedback from users who have viewed or hidden the ad in their feeds. This isn’t the same thing as reporting, reacting to, or sharing an ad; Facebook only uses data collected from ads that have been deliberately hidden.
Example of feedback that can be provided from an ad hidden on Facebook.
In addition to this feedback, Facebook makes assessments related to clickbait, engagement bait, and other poor user experiences.
Any ad that Facebook’s algorithms deem a poor user experience, such as an incomplete landing page or an inaccurate portrayal of your brand, can lower your score. Just make sure you’re following Facebook’s advertising guidelines and you’ll be okay.
But those guidelines don’t cover clickbait or engagement bait, which are also important factors in how Facebook assesses your ads.
If you’re asking yourself about the difference between clickbait and engagement bait, we’ll clear that up for you as well:
- Clickbait is an ad that intentionally leaves or exaggerates important details of a story in an effort to lure Facebook users to click on the link. This typically leads to high bounce rates:
Clickbait video ad example via Facebook.
- Engagement Bait is an ad that directly asks for likes, shares, and comments in an effort to boost its position in the feed:
Engagement bait examples via Facebook.
Engagement Ranking
This ranks your ad’s expected engagement rate against other ads competing for the same audience. In other words, it tells you how likely your target audience is to react to, share, comment on, or expand your ad in their feed.
It is a great metric for judging how compelling your ad design is for a specific target audience. Consider this example from Facebook regarding targeting:
It shows the same ad three times, but with different target audiences. See how the Relevance Score increases from 2 to 5 and finally to 8 as the targeting becomes more specific?
The ad is well designed and clear, so good audience targeting is key for boosting engagement ranking. But remember: Do not participate in engagement baiting, because it will have a negative effect on your overall rank.
Disclaimer: Engagement Rate Ranking isn’t available for some optimization goals, including ad recall life, impressions, reach, and customer conversions or value.
Conversion Rate Ranking
This ranks the potential conversion rate for your ad based on other competing ads for your audience. Basically, it’s a measure of how likely a person is to complete the goal of your ad, whether that’s clicking through to your landing page or filling out a survey, for example.
It’s calculated based on the optimization or conversion goals set for your ads and is, therefore, the most industry-specific and variable ranking:
Every industry is naturally going to have different campaign objectives. For instance, due to the higher consideration required for making a purchase, high-priced or luxury items will likely see a lower conversion rate than lower-priced or budget items. Understanding your specific goals and strategy underpins the value of this ranking.
Disclaimer: Conversion Rate Ranking isn’t available for some optimization goals, including ad recall lift, impressions, reach, and customer conversions or value.
How to Check the Relevance Diagnostics
Add these new relevance diagnostics to your Performance column by Customizing Columns. It’s easy:
And add the desired Relevance Diagnostics to your Default view.
Once that’s done, just go to your Facebook Ads Manager, select a campaign and then an Ad Set. In the “Ads” tab, you’ll get a list of ads, each of which will have its own Relevance Score and Diagnostics.
AdEspresso makes it even simpler to see your Relevance Score.
Just select a campaign to pull up your campaign dashboard:
Once there, scroll down. At the bottom is a handy graph of your campaign’s Relevance Score and engagement over time.
To see your Relevance Score for particular ads in your campaign, switch to the “All Ads” view in the campaign’s menu:
For each ad, you can see the Relevance Score in a right-hand column.
Now you know where to find the information. But what should you do next? Keep reading.
What Does This Mean for You?
As Facebook continues to roll out these Relevance Diagnostics to the rest of their user, you’ll have the opportunity to learn more about how your target audience feels about every ad you create, which helps you build better ads and optimize current campaigns for higher performance.
Facebook has a great breakdown of how to use these rankings to create better ads for your target audience:
As you can see, depending on which category you’re Below Average in, you can quickly see where changes can be made.
It’s a great addition to Facebook’s existing Relevance Score, and it’s the best data you have on what truly resonates with your target audience.
If you’re interested in learning more about Facebook’s current Relevance score, check out the post below our update.
And if you’d like to jump directly to the strategies section, you can click right here.
Relevance Score: Everything You Need to Know in 2017 (Strategies Included)
In 2015, Facebook Ads Manager introduced a sweet new feature: the Relevance Score. If you ever wanted to tell at a glance how well your ad fits with its audience, the Relevance Score has you covered. The metric itself is simple: a score of 1-10—10 meaning that your target audience finds your ad super relevant to their interests and needs.
But what exactly determines your Relevance Score? Facebook says it’s all about “positive and negative feedback” from audiences, but how do you interpret that to make your ads better? Here, we break down how exactly your Relevance Score works. , and it’s not enough! We’ll also lay down the best strategies to achieve your campaign objective and improve your score.
Already understand how Relevance Scores work? Click here and jump to some strategies to up your score!
What is the Relevance Score and Why Does It Matter?
The Relevance Score is a magic number. It’s a score from 1 to 10 that, at first sight, will let you know how relevant an ad is to its audience.
Note the wording. Relevance, not quality.
The scope of this number is not to tell you how good your image or copy is. The main goal here is to make you understand if your ad’s demographic target is considering your message relevant to them and thus engaging with it.
An ad made by the best designer in the world, with the best copy ever written will still have an insufficient score if it’s promoting women’s clothing and it’s being targeted to male teenagers 13-18 years old.
On the other hand, an ad with a decent design and copy targeted to the perfect audience, will enjoy a healthy Relevance Score.
Here’s an example from Facebook:
You may be wondering, “Why does this matter? It is just a number.” It is much more than just a number. The Relevance Score is the synthesis of many metrics: Engagement, Clicks, Conversions, Click-Through Rate, Negative Reviews. With just one number you can quickly understand if an ad will be a winner or a loser.
The Relevance Score also has a direct link to your advertising cost. When Facebook has to decide which ad to display to a specific user, they’ll always prefer to display an ad which they consider relevant to that user. If yours is not, it’ll quickly become very expensive to advertise.
Don’t believe me? Just Watch.
This Ad we’ve been running had poor targeting and cost us an average of $0.142 per website click. The Relevance Score is 2.9.
This is the same exact ad but targeted to a Website Custom Audience made out of users who visited our website in the last 90 days. The Relevance Score is 8 which leads to a cost per website click of $0.03!
With the same budget we generate 4 times more clicks. 1,103 Clicks to this blog post compared to the 278 of the other campaign. Shares, Likes and Page Likes are through the roof as well! This is just one example of how important the Relevance Score is.
How to Check the Relevance Score
It’s extremely simple. Just go to your Facebook Ads Manager, select a campaign and then an AdSet. In the “Ads” tab, you’ll get a list of ads, each of which will have its own Relevance Score.
AdEspresso makes it even simpler to see your Relevance Score! Just select a campaign to pull up your campaign dashboard.
Once you’ve gotten to your campaign dashboard, simply scroll down. At the bottom is a handy graph of your campaign’s Relevance Score and engagement over time.
To see your Relevance Score for particular ads in your campaign, switch to the “All Ads” view in the campaign’s menu.
For each ad, you can see the Relevance Score in a right-hand column. Let’s move on to figuring out what it means!
Data Time! What Relevance Score Means for You and What Influences It
Now that you have a good idea of what the Facebook Ad Relevance Score is, let’s check some data.
We analyzed a subset of our database: 104,256 ads created through AdEspresso in the 45 days after the Relevance Score was first introduced.
First, we checked the distribution. I would have expected to see a classic bell curve with most of the ads scoring between 4 and 5. Turns out, our customers are amazing and 63% of the ads had a score of 6 or more. 8 was slightly the most common Relevance Score.
It’s great to see most of the ads are targeting a relevant audience.
I’ve already mentioned that your ads’ relevance will impact Facebook’s willingness to display it in users’ newsfeeds and consequently, how much it will cost.
Let’s see some numbers to prove that:
| Score | Ads | CPC | CTR | Avg Shares | Avg Likes | Avg Comments | Avg. Website Clicks |
| 1 | 3,682 | $0.95 | 0.60% | 3 | 13 | 2 | 231 |
| 2 | 6,534 | $0.39 | 0.80% | 2 | 19 | 1 | 137 |
| 3 | 8,205 | $0.33 | 0.88% | 2 | 41 | 1 | 138 |
| 4 | 9,070 | $0.37 | 1.04% | 4 | 52 | 3 | 119 |
| 5 | 10,231 | $0.27 | 1.18% | 35 | 222 | 39 | 286 |
| 6 | 11,838 | $0.21 | 1.40% | 66 | 231 | 78 | 431 |
| 7 | 13,726 | $0.19 | 1.67% | 71 | 214 | 80 | 537 |
| 8 | 14,749 | $0.15 | 2% | 88 | 138 | 43 | 516 |
| 9 | 14,576 | $0.09 | 2.94% | 71 | 83 | 14 | 945 |
| 10 | 11,645 | $0.03 | 7.61% | 170 | 111 | 44 | 2,215 |
Exactly what we expected. The higher the Relevance Score is, the lower the Cost Per Click (CPC) is and the better the Click Through Rate (CTR).
The difference is really big if you reach a Relevance Score of 10—the CPC is extremely low and those ads generated a huge amount of clicks.
The next question is: Are the CTR and the CPC so good because of the high Relevance Score or vice-versa? I tend towards the latter.
The Relevance Score is not a standalone metric, like the number of clicks or impressions, it is a calculated one. The Relevance Score cannot affect the clicks that an ad will receive. It’s exactly the opposite.
If a Facebook ad has a great design and is targeted to the right audience, it’ll have a very good CTR and engagement. This will lead to a lower CPC and to a higher Relevance Score.
The Relevance Score is far from useless, and to a certain extent, you can avoid checking multiple metrics and simply focus on the Relevance Score to understand which ads are performing the best.
Finally, here’s a summary of the metrics that most influence the Relevance Score:
- Negative Signals: When a user hides your ad from their newsfeed, that is a strong indicator that you’re not targeting the right audience.
- Campaign Objective: I think this is the strongest positive influence you can get. If your campaign is aiming at likes and you receive a lot of likes, that’s a good sign. The same goes for Conversions, Website Clicks and so on. The better you perform on your campaign’s goal, the higher your score will get.
- CTR: The higher your click-through rate is, the more relevant your ad is considered by Facebook. This is common sense, as no one would click an ad that is irrelevant to them.
- Shares: My theory is that Facebook believes that sharing an ad is the strongest endorsement on its quality. The numbers above seem to back this theory with a pretty strong correlation between the shares and the score.
- Likes & Comments: While the data doesn’t show a clear correlation, I think likes and comments are considered by Facebook as positive quality signals. Comments may be a bit trickier because without understanding the context, it’s tough to attribute them a positive or negative value.
4 Strategies To Improve Your Facebook Ads’ Relevance Score
Remember what this is all about: Relevance.
To increase your Relevance Score, you simply have to craft appealing Ads that directly address the needs and wants of your very specific audience.
Here are four actionable strategies to improve Facebook Ad Relevance Score:
#1. Lower Your Ad Frequency
Ever get annoyed by how many times the same ad shows up in your Feed? It’s tempting to just block the thing.
That’s how your viewers feel when your ad frequency, the average number of times a person sees your ad, is too high.
We found that the higher the frequency, the greater your Cost per Click (CPC) and the lower your Click Through Rate (CTR).
The graph below shows our results from analyzing 500 campaigns over a few months. Notice how there’s a steep increase in CPC once the frequency gets to 5.
Once people start seeing your ad too many times, you know it’s time to refresh your design.
There’s no hard and fast frequency to use as a threshold because everyone’s campaign is different, and the frequency is just an average.
But as you edit your ads, keep in mind that you should look for the balance between building an impression on people, while not annoying them through ad repetition.
Keeping your ads fresh is especially important for avoiding getting blocked or “hidden”, which would lower your ad’s Relevance Score.
Another way to keep your ad frequency low is to go into Custom Audiences and exclude people who have already converted to your business.
If your ad objective is to boost conversions, then boosting your ad to people who have already converted may only serve to annoy them.
Frequency is a good indicator of when your ads are on the precipice of getting negative feedback, which lowers your ad’s Relevance Score.
#2. Design Ads Based on Buyer Personas
Increasing your Relevance Score is all about fitting your ad with your audience.
The more detailed your buyer personas, the more you have to work within your ad design towards a niche audience.
To build a great buyer persona, first determine your different buyers in as many demographic details as possible—Facebook Audience Insights can give you a sense of the categories to choose from.
Then, figure out your customer’s pain points through customer research, or even through competitive analysis. You can turn these pain points into a strong value proposition to feature in your ad.
The last step is to design your ads for each buyer persona by incorporating those demographic details and pain points.
Below are two example ads that we generated from two buyer personas: a digital marketing agent (left) and a startup entrepreneur (right).
Notice that each ad mentions front and center the specific customer pain point. For startups, it’s growth, and for marketing, it’s time.
With buyer personas in mind, it’s easy to design your ad to provide a unique value proposition for each segment of your target audience.
A well-designed niche ad leads to more click-throughs, in turn increasing your Relevance Score.
#3. Aim at Audiences With Intersecting Interests
Click-through rate factors into your Relevance Score—the higher your CTR, the higher your score.
That doesn’t mean you have to make your ad clickbait, though.
The elegant and effective way to get people to click on your ads is to target people with multiple, intersecting interests that your product represents.
That means if you’re advertising something—say a college football event with free tacos—the trick is to target users who like both football and tacos. Just input the different topics into the Interests section of Facebook’s Ad Manager, and select “all of these” interests to get your intersection.
Targeting users that match all of these interests will whittle down your audience to those who will really get a kick out of your event, and thus are more likely to engage with it via a click or a “Going” RSVP.
A high CTR improves all campaign objectives, whether it’s promoting an event, driving traffic to your site, or smashing product catalog sales.
And guess what? The better your ad achieves your campaign objectives, the higher your Relevance Score.
#4. Run Your Ads at Strategic Times of Day
To improve your Relevance Score, you’ll have to improve your ad timing. That’s because your product is probably going to be more relevant at certain times of the day and not others.
Choosing the best time to run your ads depends on the behavior of your audience segment.
For example, an ad for a hot meal is going to be more relevant for most people around their dinner time than in the middle of the night. Essay editing services are going to seem more enticing to students when they’re staying up at 1AM.
Once you understand your target audience’s behavior and pain points, you can optimize when your ad appears in their Feed.
To get a sense of optimal time to post your ad, use Facebook insights or analytics tools like Hootsuite to check the time stamps on when people are most engaged.
Below, we show how those analytics might look for post engagement:
Once you find your ad’s downtime (when people don’t really engage) you pause your ad for those times.
AdEspresso makes it really easy to do this with the Dayparting feature, which allows you to schedule your campaign’s live hours, within and outside of your time zone.
Not only will this scheduling save you money, it will also ensure that your ads are getting optimal exposure. That boosts your chances of getting more positive customer feedback, which directly boosts your Relevance Score.
Don’t Forget…
There are a lot of metrics that go into your Relevance Score, and it can seem like a lot to keep track of.
Remember that no one nails their ad re-design on the first try. Split-test everything to find what’s optimal for your campaign objective.
That way, you can scale your campaign confidently, based on the best-performing ads with the highest Relevance Scores. For more on how to split-test, we got you covered.
Another thing to remember is: don’t over-obsess on improving your Relevance Score!
In the end, it’s just an estimate of how well your ads resonate with your viewer.
What’s more important are the core metrics that make your business grow.
So if your ad’s Relevance Score is low, but your campaign generates a positive ROI, all the score tells you is you have room to improve!
Your turn now!
I hope this data backed analysis of Facebook’s Relevance Score helped you better understand how it works and how you can benefit from it.
Now it’s your turn to go check your campaigns and improve them.
While you are at it, why not share your findings in the comments below? What is your average Relevance Score, and what worked well to improve it?
Let us know, and we’ll compare findings!
As usual… Fantastic content guys! Very useful and fun to read! Thanks
Awesome post Massimo, thanks!
I’ve a BIG question for you as I’ve tried to figure this out for the last month with no luck.
I’ve a couple of campaigns which are performing very well in terms of CPC and CTR. Overall I have a great ROI. But the quality score is just awful! Between 1 and 2 for most of the ads!
How’s that?
Thanks Jake.
It’s pretty weird but I’ve seen it happen pretty often.
My best guess is the negative signals are much more powerful than positive ones. So if a lot of users are reporting your ad as abusive or hiding it from the timeline the score will go down a lot. At the same time if many users are clicking it you still enjoy a good CTR and CPC.
This usually happens with very controversial ads (like religion or sport ones). Many users will love them but others will really hate them.
That’s why I wrote not to be obsessed with the Relevance Score. It’s a fantastic metric but ROI is always the main number you should check.
It’s still worth trying to refine your target and see if you can reduce the negative signals, you could probably enjoy an even lower cost per click.
Good Luck!
Max
Thank you for the awesome article,
I read in another awesome AdEspresso Article that relevance score is for CPC and not CPM. Does this mean CPM Ads will not benefit at all from trying to increase relevance score?
I’m pretty new and still learning about Facebook Advertising.
I feel that increasing relevance score may not lower CPM cost but can is still a good feedback to guide my action.
I.E.
predicting if an ad is a winner or loser before I scale it.
Or keeping a break even Ad a bit longer and re-tweaking it rather than killing it.
Does this sound correct? Is there a guide on how to leverage relevance score for CPM? My Campaign goal is always optimized for purchase and it seems like CPM is the only option.
Awesome Metrics and great blog.
But you’re missing a key factor in how relevance score is factored.
Actions count as positive feedback.
Conversions count as actions. And you can create different kinds of conversions, like “key page views”, that will help nudge up your relevance score.
Although like you said – Don’t obsess over this! The real thing that matters is the result.
Thanks for Weighing in Trevor!
I don’t have data on this specific issue but it’s likely it could have an effect. However I think the biggest impact is the one from actions that are also the campaign’s main goal (or optimization goal of oCPM). I don’t think there would be any advantage in optimizing a campaign for a goal which is not relevant just for the sake of increasing the Relevance Score.
Still it’d be interesting to do some tests 🙂
Great insight. Thanks adespresso .
On that note, i have a query:
Does the relevance score change over a period of time ??
If no, is that to say that shelving the particular ad set is a better option ??
Hey Krishna,
Thanks, that’s a great question and actually I had those data but forgot to add them in the post! Let’s do it here!
Does the Relevance Score change over time?
Very little.
Of the Ads analyzed, 73,215 had not variation over time. That’s 70.23% of the total.
For the remaining Ads the average score difference was just 1.29. Most of the time it was a negative difference, related to the frequency and an overall performance decrease.
I’d say that if an AdSet has a bad score (and bad performances), you can kill it, there are little chances it will get better unless, of course, you drastically update the target and make it more relevant!
Awesome Post Massimo, Thanks!
On that note, I have a Query:
Could you please tell me more about relevance score and which is more important Relevance Score or Affinity .. and please is there any tutorials about relevance score please provide some trusted sources and how does the Relevance Score changes during a Period of Time?
Great post! Thanks for the useful information. However, I would like to know why sometimes Relevance Scores fail to appear on certain campaigns, they just show a “–” instead of a number. Is it because the campaign is too new? Do you know how long it takes for the RS to start appearing?
Thanks again!
Hey Alan, thanks! I honestly have no specific data on that side right now, but since the Relevance Score is based on many other factors I think based on the budget it can take a few days before it’s available. I’ll look into it however, I’m curious to see if there’s a fixed time or if it’s variable!
Thanks for the hint!
Yes, you need 500 views minimum before the score is calculated.
Hey Nik, thanks for the info! That’s a very aggressive number, would have not guessed it! Seems like a really small sample to judge an Ad. But Facebook algorithmic analysis are becoming better every day!
Thanks for the breakdown and examples.
One question though, when you said “I personally have campaigns with a score of 3 that still generate a lot of money for our business.”, does that mean that that specific ad has a very profitable target market or it’s just because of chance?
Also spotted a typo – “If your frequency id too high”
Hey Tenzing,
Thanks for the heads up on they type, I’ve fixed it!
What I meant with that phrase is that the Relevance Score is an interesting metric but it’s subjective. For Facebook an Ad can have a low relevance score because it does not create enough engagement or conversions. But for a b2b like us that ad is actually very profitable as the Cost per Conversion is extremely low by our industry standard!
Thanks!
Max
Terrific article! Well written, detailed analysis, lots of insights… I can see a lot of potential in using relevance score to better segment your different targeting groups.
Thanks Antonio, glad you liked it! Your last post on Tactics to boost Facebook Video Ads engagement is great as well, really enjoyed it!
Massimo,
Thanks for the insightful article.
Not relevant to the article, but on split testing I noticed that a Ad targeted for a week has less CPC than the same Ad when set to be completed in 24 hours. Is this a fact?
Again as you have said the Relevance score was just 3, but the results were good 🙂
Are you using oCPM bidding or CPC ? If you’re using oCPM and you let the campaign run, oCPM takes time to optimize your campaigns, so it’s normal that after a week you’ll see better results than after a day.
I have a Relevance Score of 9/10 and my CPC is $0.32
I would pay somebody good money to get it down to below $0.10
What the heck am I doing wrong?
Hey Dan,
Congrats on the relevance score of 9 🙂 I agree the price is a bit high, it could likely depend on the audience size. If you are targeting a small audience with lot’s of competition, even if your ad is performing great the price will still be pretty high. How big is your audience? What’s the Frequency of the ad? That’s another metric that can easily kill your performances!
This is the first mention I’ve seen about aggregating relevance at the ad set/campaign level. Is this based on a straight average of the ads within or is it weighted?
Right now it’s simply an average Chris. Of course you should check the individual ads to have a better understanding but we found out that overall also the average is a pretty good indicator of your performances for most of the campaigns!
Fantastic article, Massimo! I have two questions:
1. One commenter wrote: Does the Relevance Score change over time?
Your answer: very little.
How can we know if our ad is performing better if the relevance score is not changing? I mean if the CTR increases, Relevance score must increase too, right?
2. Targeting only people who are only interested in both Gluten Free AND Vegetarian rather than Facebook’s default OR logic could double your performances.
How do I do that? Not with AdEspresso but on Facebook.
Thanks
Hey Balint,
1) Probably the relevance score uses lifetime averages and it’s less sensible to CTR fluctuations. Overall in most of the campaigns it’s pretty unlikely that an ad that performed really poorly will start to perform great results out of the blank.
2) That’s not possible on Facebook. Audience intersection is a feature that Facebook does not support yet, sorry.
Hope this helps!
We are boosting an event organized by our institution and are getting a relevance score of 8.0. Looks like it’s very good after reading your blog. Stats show that 6 people signed up for the event after 600 impressions costing us around $0.14 per sign up. BTW, this is for an educational institution in India and we are custom targeting our audience.
Sounds like you’re getting awesome results Dee. I don’t know the specific costs in India so I won’t comment on the $0.14 per signup but 6 subscriptions out of just 600 impressions on Facebook is an incredible result!
Keep up with this great work!
Great article! It addressed a lot of the questions I had.
My Facebook ad has a relevance score of 8 but the CPC is high at $0.65. I have a broad audience of more than 8 million people and my frequency is at 1.59
I would really appreciate it if you can share your view on the matter.
Hey Imran, it’s tough to give advices without seeing the real campaign, there are so many factors:) As a rule of thumb, 8M audience could be too big unless you have a huge budget. You could try reducing it and finding a more laser-focused audience of around 1M users.
The Relevance score, while useful, it’s not always tied to the campaign’s economics. I have campaigns with a Relevance score of 3 delivering leads at $0.61 🙂
Hello Massimo and thanks for all these Great articles here.
1. What do you mean by a huge budget when targeting 8M audience? How much budget is recommended for that audience, and how much for laser targeted 1M?
2. Are you talking about daily budget, and if you do, how long the campaign should last?
3. I am in health niche, boosting my posts to get more engagement, and often I use interests to target the right audience. I use a list od 30-40 interests, so whether is it possible to use AND option (Gluten Free AND Vegetarian example) with a list of 30 interests. It looks impossible to me to target users that match ALL OF ABOVE. I suppose that my audience will become very small in this case.
Interesting matter. The relevance score could be a secondary metrics or became a first metrics to evaluate the quality of FB Ads?
Hey Lorenzo! My n.1 metric is always the CPA. Especially for B2B unless you only use custom audiences, achieving an high Facebook Relevance Score is sometime nearly impossible.
Yet, that should not stop you from advertising until you have a good CPA/ROI 🙂
Since the “score is calculated after your ad receives more than 500 impressions” should you wait until the ad is delivered a certain number of times before you pull it from the ad set?
I have 5 ads in an ad set, they only differ by the photo they deliver. Three of the ads in my ad set have relevancy scores between 6 and 7 except for one that has no score so far because it only has 390 impressions so far.
After just a couple of days running, I saw that one particular ad was costing me .66 per click compared to an average of .22 for the other 4 (.14-.30) so I paused it. The ad had reached 127 people and delivered only 1 website click so although the timeframe in which I allowed it to run was short (2 days) it was a low-performer to me. However, I’m wondering if I didn’t give it enough time to perhaps average out.
Other factors to consider: I’m using a highly targeted look a like audience so the ad is being delivered to a small reach of people.
Also, because I’m trying to learn all of this before I waste money like I did back in the day with Ad words, I’ve set my budget low to $5/day. I want to get the hang of reading and understanding the metrics etc. before I set a high budget. Is this relevant (no pun intended)?
Typically, how long should you keep your ad running as-is before you make significant changes for better performance?
This is a very nice question. This is but that now one replied it 🙁
Hello,
Could you please tell me more about relevance score and which more important relevance score or affinity .. and please is there any tutorials about Audience insights please provide a link 🙂
thank you
Hi Massimo,
Hope all is well. By the way I love the blog and its content!!!
I’m a little bit worried, is it possible to get an account closed because of the negative relevancy score? I have high Positive as well as high negative relevancy score.
What are the implications to have a high negative score?
My ad results can be seen below.
Rel. Sco Positive Negative
8 High High
8 High High
8 High High
5 Medium High
6 Medium High
I would appreciate it very much if you could reply.
Ciao! 🙂
Hey Marcelo, you’re totally ok and likely above the average don’t worry 🙂 The relevance score usually only has impact on the performances/costs of your ads but should not lead to an account ban.
However if a lot of users complain about your ads as being offensive or spam, it’s likely that Facebook will review them more carefully!
My account was banned in Facebook ads while running a white hat campaign, promoting a blog post on how to look for work abroad for a client.
After repeated emails to the ad support telling them how they were crushing my agency business, finally they told me the reason was that a lot of people were hiding my ad (increasing negative score) and that was the reason of my account getting suspended.
How on earth can you work with rules like that. The article wasn’t advertorial, it was useful tips and recommendations for working in UK. Now because of several haters that report our ads for whatever the reason we can get our facebook ads account banned.
Just came upon this page today while researching some issues. Great post.
We had the same issue where we were banned from advertising on Facebook due to high negative feedback. And similar experience where we weren’t promoting anything other than health and wellness articles. Our ad spend on FB is about $50,000 per week so we were able to get this reversed (we have an account manager), but it is incredibly frustrating. I can’t find where to see how many times people hit the “hide ad” on my ads. And my relevancy score changes everyday. On one of my ads yesterday, I had a relevancy score of 9 and with no changes to the ad or audience, my relevancy score today is 4. I still have both high positive and high negative feedback.
Thanks for your hints and examples. Really awesome work!
Very interesting article! Is it possible to pinpoint which segment is giving a higher negative feedback? I have some theories regarding certain ads that have both high positive and high negative feedback and would like to see the data to make decisions, thanks!
Thanks Matias, that would be a very interesting analysis, good idea for a follow up post!
Very interesting analysis, I came to this post because when I tested some ads, I always found a difference relevancy score between PPE dan CTW. I used the same adcopy either PPE or CTW. But PPE always got higher score than CTW, let say PPE got 7 CTW just got 4. why is it so?
Hello could you be so kind to restore the pictures in this articles, the most of them aren’t opening now….
Hey Pavel,
We were having hosting issues over the weekend, should all be fixed now!
Very nice article, thanks! 🙂
Is there a correlation between reach and relevance score?
Good point Michael … I don’t have data on this but I’d tend to say no
Hi,
Thanks for the great information.
I was wondering on how do you deal with bad comments on your ads? some people just like to leave bad feedback even if the product’s instructions are clear.
I heard that deleting comments will increase my CPC, so I would love to hear from you on you deal with such a thing.
Thank you again
I’m interested in your relevance score. You definitely don’t want to put your ad in front of someone who the product doesn’t appeal to. For example, I wouldn’t want to put an ad for a bridal expo on a scoreboard at a football game. There’s a chance it might connect with a few audience members, but there are probably much better venues for those ad dollars to be spent.
Hi,
thanks for the article.
I also have a question regarding the Relevance Score.
I have been running very similar ads to the exact same audience (interests, geo, age, gender, etc.) but on different devices:
One with the goal of app installs (only on mobile), one aiming at clicking through to a landing page for a free signup (desktop only).
The app installs ad has a relevance score of 10, the website click ad a score of 3.
If it’s the same targeting and advertising the same product, how can it differ so much?
Thanks!
Fantastic details.
In what time intervals you should tweak audiences to improve relevance score ?
Thanks for the key insights. I’ve used your data to calculate CPM by using the formula : CPC * CTR * 1000 and it works. It goes from about € 2 to about € 6 according to the relevance score.
What am I asking here is: the CPM range could be stronger whether the goal is more affected by CPM like “Getting Likes” or “Brand Awareness”. Am I right?
Estimating the CPM ex ante can be useful because – only by knowing your budget and average CTR – one can estimates results.
Thanks in advance
Thank you for sharing this article..It helps me lot..
Hi,
That’s an excellent informative article! Thanks for sharing!
Thank you for sharing this awesome article
I don’t think using an article published ’bout 2 yrs ago and re-label it with “2017” keyword is a good move especially from AdEspresso. F.Y.A
There is a whole new updated part added to the article. Didn’t you notice it? 🙂
Very Good article learned so many new things about FB ads. Thank you for sharing. Have a great day.
Very Good article learned so many new things about Facebook Ads. Thank you for sharing. Have a great day. http://nipsedu.com
Great strategies for increasing Facebook Ads relevance score. Thank you for sharing .
The explanation about Facebook Ad Relevance Score is great and clearly understood. It is very helpful to me. Thanks for sharing!
This article explains very nicely about Facebook relevance score and strategies. Thanks for sharing
Nice post! Thanks for sharing this information. However, I would like to know why I am not able to see Relevance Scores in my ad campaigns. Is there any specific reason for that. I did try to custom the columns but it’s not appearing. Please, help how do I check relevance score of the running ads to make it better for good result.
Amazing post about FB Ads. Thank you so much for sharing.
Very interesting article, thanks for sharing
Nice Post! Thank you for sharing great information.
A very good article! when it comes to Facebook ads the ad relevance scores really matters more it ranges from 1 to 10 and it should be above 8 only then your ads are showing to your appropriate audience and it will get a chance of receiving higher CTR which in turn generates us leads t our business.
A very good article!
Nice post!
many of important point you share on this article.
Hi,
Thanks for sharing this article on the relevance score. I got the idea as to how to measure the relevance score and yes that’s a good suggestion to first split Test before making any changes after only a few results. Also, the relevance score can be increased by running campaigns at the right time. That’s comforting! Thanks 🙂
Great post. I like very much this. it is very useful and informative post. Thank you.
Thanks for your sharing amazing article. I like very much. keep more like this.
Seriously, Its a very informative blog post.
Now I get know about relevance score and how it is going to work for me. The best things about this blog is, it also telling that how our Facebook ads should be and how to create excellent Facebook ads to improve your ROI.
Now I know the importance of relevance score in your Facebook ads.
Thanks For sharing this blog with us!
Thank for the article and the tips given out. Thank you
Here, I know the importance of facebook relevance score. Thanks for the valuable post.
Good Post wit really useful information. Thanks for sharing with us. Really Appreciated.
Thank-you…! Really had quality content..very useful
Great post. I like this post very much. It is very useful and informative post. Thank you so much….
Thank you for the awesome article, I’m pretty new and still learning about Facebook Advertising.
I feel that increasing relevance score may not lower CPM cost but can is still a good feedback to guide my action.
Thank for the article and the tips given out. Thank you….
Hi Very good article on Relevance Score. Awesome topic!!!
Facebook ad relevance score was a important metric in facebook advertisement. Relevance was out of 10 and now facebook has taken it out. Relevance score was calculated based on the engagement received on ad from its target audience like Ad CTR which was very important. Likes, comments and share The more positive interactions we expect an ad to receive the more relevant the score would be and it would result in low CPC.
Thanks! For sharing your views regarding this topic. I really enjoyed your post.
Finally I have found something which helped me. Many thanks!
I just want to tell you that your writing skills are amazing I am just amazed after reading your article. So I want to thank you for the useful information.
great information, Thank you for sharing with us.
I find it sometimes very challenging to get the relevance score up and above 6. I will definitely try to implement the tactics that you mentioned in this article and get my relevance score up. Thanks so much for this informative article. I would love to see a higher relevance score for my campaigns when I promote my blog.
Good informative post. Thank you
Its great article! I found giving good information and helping thanks …
great and amazing
Understanding Relevance Score is the key to understanding and dominating Facebook advertising.
Great post. I like very much this. it is very useful and informative post. Thank you.
Awesome Metrics and great blog.
But you’re missing a key factor in how relevance score is factored.
Actions count as positive feedback.
Conversions count as actions. And you can create different kinds of conversions, like “key page views”, that will help nudge up your relevance score.
Although like you said – Don’t obsess over this! The real thing that matters is the result.
Thanks For this Useful Information. I like your Post
Thanks For this Nice Article.
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Fantastic article, explains a lot
Thanks for sharing the useful information.
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This is the main notice I’ve seen about amassing significance at the advertisement set/crusade level. Is this dependent on a straight normal of the advertisements inside or is it weighted?