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Facebook Relevance Score

What Facebook Relevance Score Tells You.

Your Facebook relevance score is essentially your quality score from AdWords brought to the Facebook ad platform. Facebook relevance score rolled out globally (https://www.facebook.com/business/news/relevance-score) in February of 2015. It shows next to your ads in your Facebook ad control panel as the fifth tab. It shows High, med or low feedback levels for both positive and negative feedback.

Drops in the Facebook Relevance Score cause drops in impressions, which in turn keeps the score dropping.

Just like your quality score it will work as a multiplier coupled with your bid amount to decide which ads will show. Your relevance score seems to differ from Quality score as it is based solely on interactions and not on a combination of landing page quality and interaction like a Google Quality score would be. This, of course, is because Google has access to evaluations of your page content readily available. This makes relevance score more of an indicator of performance and not less about complete funnel planning like quality score.

What can be learned from this approach is the longevity and effective window of your ad messages. The relevance score makes for an easy indication that interaction rates have dropped off. I am seeing 4-10 day drop-offs in relevance scores. Once the score has dropped off, your impressions at the current bid level is sure to follow. Short answer, when your relevance score drops, use new imagery and ad copy to avoid paying more for less effective ads. With a worn out message, subsequent lowered score and a bid that has not changed your deliver will suffer and continue this cycle downward to zero.

“Put simply, the higher an ad’s relevance score is, the less it will cost to be delivered.”

“Ads with guaranteed delivery — like those bought through reach and frequency — are not impacted by relevance score.”

About author

Todd Kron

of Sellaholics is a veteran of Analytics, PPC, Display, video, UX, conversion optimization, affiliate programs, web design and web programming since 2002. My background includes affiliate sales to 6 figures, director of a web design agency, and currently the digital manager for a leading energy company located in Huntersville, NC. From search to sale 1000 different ways is my background. Sellaholics is a Google Partner Agency.

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