How to Understand the Facebook Ad Relevance Score

Like "reciprocity scores" and "quality scores" the terms are unclear and those who just want PPC slot machines to make some money and sales have come out can feel mysterious. Advertisement scores are introduced in Facebook 2015, but advertisers on many more still have it or understand how to struggle if it is a struggle.

If you are one of the advertisers on that site, then read. These are all you need to know about Facebook Addendum Score about your.

What Is the Facebook Ad Relevance Score?

With the Facebook ads explosion and feed getting more crowded than ever before, it made sense to create an ad quality metric on social networks. This adds a layer of complexity to this. Advertisers had another "thing" thing to do if the service was under advertising or got a really high price.

Your Facebook Ad Relevance Score is a rating of 1-10 after it has at least 500 impressions (yes, that’s pretty quick). The score is calculated daily based on, as Facebook says, “positive and negative feedback we expect from people seeing it, based on how the ad is performing.”

Share on Facebook is like defining things like "positive", likes, or other actions that help you achieve your goals. Meaning that yes, your affiliation score can change somewhat depending on whether you are running a campaign with an intention of viewing video versus one for clicking on this link.

“Negative” feedback is anything like when people hide your ads. Though Facebook doesn’t explicitly say so, it’s also safe to assume that anything not meeting your objective (i.e., people not clicking, etc.) also contributes to negative feedback.

This is not surprising. After all, Facebook is a social network. You are rewarded for generating more interaction and interest on Facebook - this is the price they offer and they have to protect it (in the same way, maintaining the quality of the search result of having a quality score in AdWords).

Does Relevance Score Really Have an Impact?

When I came in I was skeptical of the Facebook add-on affiliation score. As AdWords advertisers did not see many consistently more favorable CPCs, we developed quality score, and the word itself became another terrible metric that can confuse the overall account goals.

However, it’s pretty easy to see with Facebook that when you’re able to improve your ad relevance you also reduce your costs

I decided to specifically test this in an account that was doing well socially already.

To understand this method, it’s important to understand one nuance first.

Ad IDs & Sharing Them

When you create an ad on Facebook, it automatically generates an Ad ID.

Copying and pasting that ad into another Ad Set creates a new ID. Even thought it’s the same ad, Facebook will treat them as being different and it won’t retain the Ad ID.

There is a link with Social Interaction ID level on the ad. ID is different because it does not otherwise share with identical advertisements - that means that each ad unit will just keep that ID social interaction exactly. Each ID has its own affiliation scores:

You can get around this by creating an ad and then pasting its ID into the option for “Use Existing Post” when you create a new ad. This will share that ID, and all the social proof it accumulates will display on that ad for every ad set that it’s used within:

 

Important: With any ad, if you copy, link, or update something like that, it will reset all of that social proof. Even more weight will be born once you have been sharing an ID because it affects multiple ad sets with a key stroke.

Pushing That Relevance Score

I decided to check that the incident happened with a focus on the score. This means that we wanted to house all social evidence home to an ad ID in order to maximize the impact of the disciplined effort. Else, we'd like to have a bunch of unequal advertising with each having their own social evidence.

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I took the duplicate version with various IDs running on different ad sets of ads that were absolutely performed. Their average engagement score of them was about 8. All their social proofs were similar and their relevance scores are the same, so we randomly picked one.

The ID that I took and the other ad set has been blocked. It ensures that any move to any new social proof and relevance scores will be concentrated in this one unit. This makes it difficult to accumulate social evidence because it is being distributed in unequal ad ID.

The shared post ID started to run, and then I did one more thing: I added a Page Post Engagement campaign (now just called “Engagement” objective type), and for the creative I used the same Ad ID. (I threw a couple hundred bucks towards it only because the population size warranted it, but the same methodology can be used with just a few bucks a day.)

This means that while that ID was running in the ad sets focused on converting to sales, it was also running in the PPE campaign, accruing social results simultaneously. Within a few days, the Relevance Score for the shared ID was hitting a 10.

Test Results

When I pulled CTR's, CPC and CPA data for advertising, they ran versus different groups (called non-PPE editions) when I first came up with some social evidence to run single ID with additional dough (called PPE version). As mentioned above, the other that, nothing has changed, with other targeting.

It appears the additional social proof gave us a leg up here.

Again, the additional social proof seemed to help here. (I didn’t analyze it at the time, but it would have been interesting to see if the offset in CPC saved enough money that it paid for the social proof.)

Finally, the ultimate number that matters:

Wow. That’s a huge difference, and definitely statistically significant with the audience size we had.

I’ve run this test in a few other accounts, and the results were similar. Sometimes the result wasn’t as marked, but it was still usually there.

Clickable, Shareable, Likable

I have liked the best running of this test, it helped take guesses on the score, and it has been proven. It's very easy to say "Great stuff created," but it's another thing when you do it directly on the effects of what you're selling in the bottom line. It's worth the extra effort to test that video, or just throw something in a stock image there and do something more creative than hoping for the best.

At the end of creative advertising like every advertisement on Facebook, it was running its course and it was time to interchange it.

Although the beauty of this method, you'll be able to start a new creative and scores more quickly to secure a high relevance. It makes the peaks and valleys that can be combined with the introduction of new creatives, and, quickly, helps to get relevance scores working on your behalf!