Navigating the world of Facebook advertising can be challenging at times, especially when trying to manage your Ads Relevance Score. Facebook has rolled out a new set of Relevance Diagnostics and splitting it into three separate dimensions:
– Quality Ranking
– Engagement Rate Ranking
– Conversion Rate Ranking
Relevance Diagnostics help you understand the wants and needs of your target audience, through testing you can better understand how to communicate your product to your specific target market over your competitors.
Facebook has a great breakdown on these new rankings, what they mean and the causes of the different levels of Diagnostics:
Here are some further tips below on how you can improve your ads Relevance Score:
1. Lower Your Ad Frequency
Do you keep seeing that same annoying ad that incessantly shows up in your feed? All you want to do is block it.
That is how your viewers feel when your ad frequency (the average number of times a person sees your ad) is too high.
Experiments have shown the higher your ad frequency, the greater your Cost per Click (CPC) and also the lower your Click Through Rate (CTR) will be.
This graph below shows AdEspresso’s results from analysing 500 campaigns over a few months. There is a steep increase in CPC once the frequency reaches 5.
Once your frequency starts to increase it is time to refresh your ad design. You want to build an impression on your audience, not annoy them with repetition.
Frequency is a great indicator of when your ads are on the precipice of receiving negative feedback – which lowers your ad’s Relevance Score.
2. Design Ads Based On Buying Personas
Increasing your Relevance Score is about making your ad fit to your audience. The more detailed your buyer personas, the more you have to work within your ad design towards a niche audience.
Facebook audience insights can aid in building your buyer personas, the more detailed the better. Figure out your customers pain points (or even look at your competitors ads via Facebook Library) and turn these pain points into value propositions.
Design your ads with a unique value proposition for each segment of your target audience, this will increase your click-throughs and in turn increase your Relevance Score.
3. Aim At Audiences With Intersecting Interests
Click-through rate factors into your relevance score – the higher your ads CTR the higher your Relevance Score will be.
The most efficient way to get people to click on your aids (without being clickbait) is to target people with multiple intersecting interests that your product represents.
This means if you are advertising something you want to input your different ad topics into the interests section of Facebook’s Ads Manger and select ‘all of these’ rather than ‘any of these’ to get the intersection.
4. Run Your Ads At Strategic Times Of The Day
Improving your relevance score also means improving your ad timing. Your product is probably going to be more relevant at certain times of the day and not others.
Choosing the best time to run your ads depends on the behaviour of your audience segment.
For example an ad for a hot meal is going to be more relevant for most people around their dinner time than in the middle of the night. Whereas essay editing services are going to seem more enticing to students when they are studying at 1am.
When you find your ads downtime, pause your ad for those times.
No one nails their ad re-design on the first try, it is all about experimenting to find what works best. Split testing is important to find what’s optimal for your campaign objective.
Relevance scoring is just an estimate of how well your ads resonate with your viewer. If your ad’s relevance score is low but your campaign is generating a positive ROI, all the score is indicating is that you have room to improve.