The constant changes to PPC platforms can be a dizzying array of frustration since you will always need to stay on top of the changes and tweak campaigns to accommodate the shifts. Facebook has added this new challenge with the introduction of their Relevance Score to their ad management system.
The Relevance Score, in a nutshell, is a score between 1 and 10 of how relevant your ads are to your target audience. You can find this within your ads manager dashboard by going to reports > customize columns > check Relevance Score > apply changes > go back to your ads on the reports page.
The score is based on a number of factors:
- Clicks to the ad
- New fans resulting from the ad
- Video views
- Offer claims
Knowing the relevance score of your Facebook advertising will not only help you save money by understanding which ads are true performers, but it will also give you additional insight and feedback when A/B testing your campaign.
Let’s now look at some of the various ways you can improve your score:
- Targeting – Since the quality of the user experience are the overall factors, it’s best that you set your focus on those that are likely to engage the ad. Target audiences within a tighter, segmented grouping based on their interests, behaviors, and demographics. The ad may not have a large reach, but it will be delivered to those that are more likely to find it interesting and relevant.
- Creative – Always swap and test different variations of your creative. You will begin to narrow down the images that create a reaction within your audience. Once you’ve locked on to a category of image, you can further refine the creative with slight variations (while watching your relevance score) and build off success. Creative should also reflect what is being displayed on the landing page so keep it consistent to avoid confusion.
- Copy – Sit down and try to imagine the exact type of person you are trying to reach in your campaign; develop a customer avatar using any collected data or third-party data about your audience to fully understand them. Begin testing the copy once you have created this avatar by writing as if you were speaking with them directly. Again, test your copy through variations and align the copy to the creative.
- Freshness – Well performing ads are going to be run multiple times because they deliver a positive ROI, but it’s also good to shake things up and add some freshness to your efforts. Over time your audience may develop a blindness to your ads so try reaching a new demographic, swapping the creative/copy, changing the emotion & tone, and the like. Continue to run your successful campaigns, obviously, but give yourself the challenge of trying something new.
- Variety – Get out of your comfort zone and try something new such as videos. Videos are surprisingly easy to make once you understand the basics of filming & editing. Use the best practices of video marketing to create engaging content, keep it short, and encourage engagement. Videos will make a nice addition to your advertising (and could be the major difference between you and the competition).
The relevance score is a great way to measure your campaigns without getting into the nitty-gritty details of the data – but also try to never settle, even if you see higher numbers, as there are always new challenges and goals to be reached.
Image by bykst