Facebook Relevance Score is Dead. Here’s What You Need to Care About Now

Facebook Relevance Score is Dead. Here’s What You Need to Care About Now

The Facebook Relevance score is no more. What was the Facebook Relevance Score? The original intent behind the Facebook Relevance Score was to assess the relevancy of advertiser content with its target audience. Relevant ads are a win-win-win. As the announcement explains, “We think that this level of granularity will offer reporting that’s more actionable for businesses.” What are the new Facebook relevance metrics? Quality ranking This metric represents how Facebook perceives your ad quality when compared with ads targeting the same audience. 9 tips for achieving a high Facebook relevance score It’s still early days for Facebook’s new relevance metrics, but these are some tried and true ways to keep your Facebook ad content relevant. Optimize your campaigns One of the best ways to improve long-term relevancy is A/B testing. Or try separate campaigns that target different audiences. Facebook’s quality ranking compares your content with other ads in the same market.

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The Facebook Relevance score is no more. In March 2019, the social media company announced plans to abandon the single-score approach and replace it with three new and improved metrics.

These “more granular relevance diagnostics” are already being phased in, and will be firmly in place by April 30, 2019.

Is this change applicable to you? If you advertise on Facebook, the answer is yes. Besides, it’s in every advertiser’s best interest to reach their target market.

Here’s how to stay relevant with Facebook ad now.

What was the Facebook Relevance Score?

The original intent behind the Facebook Relevance Score was to assess the relevancy of advertiser content with its target audience. Facebook rated ads on a 1-10 scale, with 10 being positive and one negative. The higher the score, the more likely Facebook was to show your ad in users’ feeds.

Relevant ads are a win-win-win. Facebook, advertisers, and customers all benefit when ads are targeted effectively.

But there was some confusion behind the relevance score. Many marketers were uncertain of how much importance to ascribe to it, and what to do if it was low.

Facebook’s switch to three metrics instead of one is likely aimed at addressing this ambiguity. As the announcement explains, “We think that this level of granularity will offer reporting that’s more actionable for businesses.”

What are the new Facebook relevance metrics?

Instead of one all-round score, Facebook’s new diagnostics dive further into relevancy details. Think itemized report card versus GPA.

These new rankings aim to help advertisers pinpoint where they can improve.

Quality ranking

This metric represents how Facebook perceives your ad quality when compared with ads targeting the same audience.

Engagement rate ranking

This ranking measures how your ad’s anticipated engagement rate compares with ads targeting the same audience.

Conversion rate ranking

This diagnostic rates your ad’s expected conversion rate against competing ads that target the same audience.

9 tips for achieving a high Facebook relevance score

It’s still early days for Facebook’s new relevance metrics, but these are some tried and true ways to keep your Facebook ad content relevant.

1. Serve quality content

Facebook wants to deliver a good ad experience for advertisers and audiences. That means if your ad is low quality, it will likely show…

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