Improve Your Facebook Relevance Score for Amazing Results
We’ve already discussed how you can dominate Google Ads with improved quality score, and any ads platform worth its salt will provide you measurable data in which you can improve your advertising.
For Facebook, relevance score is Google Ads’ quality score equivalent, with some key differences.
The basics of Facebook advertising are simple but vital to learn. Facebook relevance score is a little trickier to comprehend, so in this post, we discuss how you can improve your Facebook relevance score for amazing results.
Relevance Score Explained
So first off, Facebook relevance score measures how good your content is, and how much engagement your ads are likely to receive. However, there are also other factors such as your campaign objectives, targeted audience and customer need for your product/service. Like Google Ads, this score is important to get absolutely right if you want to pay less per click and your ads to show more frequently to your target audience.
Also, like Google, Facebook scores your relevancy out of 10, with 10 being superhero content and 1 being…well, not great content, and it’s probably not relevant to your audience, and no one likes to be at 1!
A lower score means more money out of your pocket – plus, if your audience doesn’t find your ads relevant, exciting, or interesting, it means you’ll be paying out a lot for very little – if any – return.
So, you want to aim for over 7, ideally, to gain a good return on investment.
Try to not worry too much if your ads fall between 5 and 7 on the scale – most ads score around 6 or 7 – but there are ways you can improve this score, so pay close attention to these next few points.
Relevance Score: The Not-So-Secret Recipe for Success
Once you know the elements of success on Facebook it’s a simple case then of testing, refining, and seeing what’s converting.
The key difference here between relevance score and Google Ads quality score is that Facebook is a little more of a guessing game in terms of expected response to your ads, not cold-hard clicks and conversions (though quality score also doesn’t have a clear-cut method to success).
Your ad first needs to receive 500 impressions before being scored. Because this doesn’t depend on actual engagement with your ad (likes, shares, etc.) you could have half as many impressions and twice as many likes but your ad still won’t be given a relevance score until it hits that important 500 impression count.
So, how does Facebook know your ad is relevant if people don’t actually need to engage with your content before it’s scored?
It’s based on a few main factors. One of these being your goal, and another your target audience. If, for example, you sell a beverage targeted to young people, but your audience is set to adults over 40, your relevance score will sit lower on the scale than you’d like.
Of course, this is a very simple example, and it can take a few times before you really know what works for you.
But that’s not all!
Once you get your score (hoping it’s a high one), you’ll need to keep on top of your ad game on an almost daily basis, because that’s how quickly Facebook refreshes its relevance score data. Once you start to see your score dropping, that’s when you should consider switching up your content. Please, don’t forget that before any content change you need to ensure that your campaigns and page have been set up properly and you’re using the correct objective, audience.
Improving Your Relevance Score: What to Focus On
If you’ve created ads and received a high relevance score, then congratulations! For the majority, though, that score can be hard to achieve if you don’t first know what you need to be focusing on.
The two main aspects to improve for amazing results are your target audience and your content.
Find Out Who Your Target Audience Is
Find out who your target audience is by considering what type of people buy your products and services. It goes without saying that selling makeup and beauty products to men probably won’t get a very high relevance score!
When it comes to audiences think about what their problems are (and equally as important, how they might already be solving them) but also what they might be doing daily.
Carry out a ‘perfect persona’ exercise and map who your ideal customer is. Look at your current customers and ask yourself how you gained them, how you helped them, and if there are any problems they still have that you could solve with a new customer.
It can also be useful to look at your current competitors, and as well as find out what they’re doing well, think about what they’re not doing well – this is the perfect time for you to explore that potential gap.
The more detailed you can be with your audience, the better your score. You can also target custom audiences based on people who have already engaged with your website. This can be anyone who’s clicked on your previous ads, but not converted, and also people who have visited and engaged with your website several times – but for whatever reason, are still not a customer. You can also source lookalike audiences from your past website visitors too and test audiences to see which performs better.
Make sure you exclude prospects who have converted, so they don’t continue to see the same ad again, but also remember to include your converters on any relevant ads in the future – after all, your best buyers are your current customers!
Getting creative with content
In terms of your ad creative, remember how quickly users scroll on Facebook – you want your ad to be very eye-catching. Try to leave out all the nitty-gritty details of what you’re offering and stick to the unique selling points of your product or service.
Like your audience, keep your content as relevant as possible. Pin-point your audience’s needs and address them with a clear, sharp call to action. You can also try injecting a ‘buy now!’ approach if that’s appropriate to your business. Limited offers are always a winner, so try testing these with less-urgent calls to action to see what works best.
What works best on Facebook? Video and animation! There are dozens of tools out there that allow you to create your own animations at little cost. Experiment with animated content, static content and ads formats (dynamic ads, carousal ads etc.) and you’ll be surprised at how much your engagement and conversion rate increases!
You can also leverage your audience location to really make your ad as relevant as possible. If you own a brick-and-mortar store, try directing your audience to their nearest one with a voucher or discount if they buy within a specific time frame.
But don’t dismiss written content – the headline of your ad is the perfect place to grab your audience’s attention. Coupled with a great unmissable design, your ad could have a very good chance of gaining a high relevance score.
Where to Show Your Ads
Like Google Ads, where to show your ads can be a really important contributor to improving your relevance score.
Facebook has the additional benefit of Instagram, which can work wonders for your brand, depending on what type of business you have. Ads can also be shown on desktop, mobile, at the side of the newsfeed, or directly in the newsfeed as users scroll. It really depends on who you are, what you’re selling, and most importantly, who your audience is.
When to Show Your Ads
If you’re not sure, try experimenting with a few different time slots to see what gains the best results. Generally, you should think about who your target audience is and what they’re likely to be doing during the day. Students, for example, can have varying schedules, whereas office works are more likely to access Facebook during their lunch hour and on evenings and weekends.
Don’t stop with one ad
It might be tempting to create one ad and leave it running – because it’s worked well in terms of engagement and/or conversions. But Facebook users will get easily bored with the same advertisement, and increasingly Facebook will start to lower your relevance score. For this reason, create 2-3 different campaigns and run some A/B tests on copy, image, ad format, CTA and review them on a weekly basis to see performance improvements. Keep your content fresh and update your ads regularly. This is also a good time to test different creatives to see what works the best. Remember with testing to only change one thing at a time, so you know what’s working and what isn’t.
Don’t get too worked up about your relevance score, it’s important but don’t dismiss other vital metrics such as click-through-rate and conversion rate – and while 10 is an amazing result you can get good conversions from a lower score, it just might mean you’ll be paying more for that conversion – and advertising on Facebook to gain customers and/or followers is better than doing nothing at all!
As long as you’re aiming for that top 10 score, even if you settle somewhere around 7 or 8, you can still expect to see some amazing results.
Top Tips Run Down
- Build your audience and be specific
- Create amazing content
- Target your audience
- See what’s working and optimise
- Test, test, and test again!
- Enjoy fantastic results with Facebook Ads
If you want to go even further with Facebook advertising, contact us for a free health check by our former Facebook employee.