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Importance: [rating=4] (for Facebook advertisers)
Recommended link: Facebook for Business Advertising - new 'Relevance Score'
Facebook have introduced a new metric to help Advertisers refine and optimise their ads. They advise that it's not to be used as a single metric to review the effectiveness of your campaign, but is clearly a way to help them deliver more relevant ads which increase earnings in a similar way to Google's Quality Score. It's being positioned by Facebook for use in ad optimisation and testing to:
'Reach your audiences at lower cost, and to test and learn about your ad creative and ad targeting. But understand that having a good relevance score is not an end unto itself.'
The relevance score will be calculated when a Facebook Ad has been served more than 500x.
As for Google AdWords, ads are given a score on a 1-10 rating (10 is the highest), which changes in real-time according to engagement, and is based on positive and negative feedback/interactions. So for example, video views or CTRs will be a positive experience whilst Ads being reported on or users hiding an advert, may be at the other end of the scale.
Facebook provide some guidelines in their blog on how to interpret it, noting that 'Relevance score has a smaller impact on cost and delivery in brand awareness campaigns, since those ads are optimized for reaching people, rather than driving a specific action like installs.'
Facebook suggest that by taking account of this metric along with the other analytics including CTRs, impressions etc, it can provide more insight for Advertisers to gauge the effectiveness of their ads and to monitor them during a campaign which will result in lowering costs for reach and more effective Facebook campaigns. Though, some are saying that this new metric will have an impact on advertising prices. What are your thoughts - are you seeing the scores in your account yet?
By Susanne Colwyn
Susanne is a Marketing Consultant and Trainer, with over 20 years marketing experience in the public and private sector. She's passionate about supporting companies with practical result driven marketing, to help focus companies on evaluating and driving their marketing forward. Experienced in Integrated Strategic Marketing Planning, Data Segmentation, Customer Relationship Management Systems, Customer Insight and reviewing internal systems, data and processes, to maximise conversion strategies and the customer experience. You can connect with her via her LinkedIn or follow her @Qtymarketing.
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