The media team at matchstick is super excited about Facebook’s announcement that they will be releasing a relevance score within ads manager. Now, you might be asking yourself, “What in the world is a relevance score?” It’s going to be another way marketers can measure how their ads are performing on Facebook but in real-time. This relevance score will be updated while it’s live, so if your ad starts out by being a 9/10, with time it might become less relevant, so ads manager would show you now that same ad is 4/10 and you should maybe consider creating a new ad.
Our media team calls this ad fatigue and having this relevance score can change the way we look at ad performance. Before relevance scores, we had to judge performance based on engagement and look at overall performance and look at the day-to-day performance and decide whether there is ad fatigue or not.
How does Facebook decide if your ad is relevant or not? Facebook will serve your ad at least 500 times, then give you a score on a scale from 1-10, ten being the highest. Facebook looks at how the ad is performing overall and what sort of feedback it is receiving, whether positive or negative. Positive meaning people are interacting with the ad, negative meaning people are hiding your ad or not interacting at all. They calculate this differently depending on what type of ad you are running. They take into consideration what your goal is, whether it’s page likes, website clicks or post engagement.
All this means for marketers is that we can create more relevant ads to the people we are targeting. Relevance scores also means stronger ads, more importance to consumers and hopefully more engagement. Very exciting stuff!
Still confused on how to measure your success on Facebook? Contact us, we can help!