What Is a Relevance Score on Facebook Ads?

What Is a Relevance Score on Facebook Ads?

Is your ad underperforming? Are you not getting the results you expected?

The explanation is sometimes simple — the message you’re conveying just doesn’t resonate with your target audience.

But, although very common, that’s not the only possible reason for low ad performance.

To determine why your ad underperforms, the first thing you should do is to check your ad’s relevance score.

What is Facebook relevance score again? Is it dead? Find out everything you need to know in this article.

What Is Facebook Relevance Score?

Facebook uses relevance score to let you know how well your ad resonates with your target audience on a scale of 1-10. If your ad is estimated to be highly relevant to your audience, you’re likely going to get a number close to 10, or even 10. But if Facebook assesses that your ad is irrelevant to your audience, the score will be low.

Introducing Facebook Ad Quality Ranking

In 2019, Facebook removed its Ad Relevance Score and replaced it with three new metrics. These metrics are more specific and give you even more precise insight into the performance of your ad.

1. Quality Ranking

This metric compares your ad to other ads competing for the same audience and assesses its quality based on that comparison.

2. Engagement Ranking

This metric compares your ad to other ads shown to the same target audience and measures its expected engagement rate based on that comparison.

3. Conversion Rate Ranking

This metric measures your ad’s expected conversion rate compared to other ads that have the same optimization goal and are displayed to the same audience.

How Does Your Ad Frequency Affect Ad Quality Ranking?

Have you heard of ad fatigue?

Yes, it’s a thing. It’s what happens when your ads are displayed to your target audience too often. Even if it’s relevant and it resonated well in the beginning, it may begin to annoy people because they’re seeing it over and over again.

That results in users not engaging with your ad, hiding it, or even reporting it. These actions affect your relevance score negatively. The same goes for your budget since your CPC becomes more expensive.

How Can You Boost Your Facebook Ad Quality Ranking?

If you aren’t happy with the scores your Facebook ads are receiving, there are a lot of things you can try to increase your quality ranking and get your ad in front of more people.

Some of the things you can do are to update your ad once in a while or rotate two versions of it. Also, adjust how you’re targeting your audience when running campaigns and consider setting a frequency cap or segmenting the audience so you’re not flooding the same people with the same ads.

If you’re not sure what to change in your campaign, check the three metrics that replaced the relevance score.

If, for example, your conversion rate ranking is below average, try targeting a higher-intent audience or improving your CTA. If your engagement rate ranking is the problem, a more eye-catching visual or relatable copy may boost the score.

Track Your Ranking Regularly for More Optimized Facebook Ads

Not sure why your audience isn’t responding?

Check your quality, engagement, and conversion rate rankings and you’ll know exactly what aspect of your ad to improve. That way, you’ll be able to keep your ad frequency low, and your quality score high.

And remember, the quality score itself isn’t the objective of your campaign, but it’s a good metric to keep an eye on if you want to ensure your ads resonate with your target audience.