21 October 2016

Why You Should Care about Your Facebook Ads’ Relevance Score

Why You Should Care about Your Facebook Ads’ Relevance Score

 

Facebook has come a long way from simply being a social networking site to a social media giants accessed daily by millions of people worldwide. These days, Facebook is not just for those who want to meet new people or connect with their friends and family online. It also provides business owners and advertisers with an excellent way to attract potential customers.

Creating Facebook Ads
Facebook allows business owners and advertisers to promote their products and services through ads that appear either on the News Feed or on the right-hand side of your screen. With these ads, you can gain more exposure and increase your revenue.

Just like any online marketing strategy, there are rules you must know and follow when creating Facebook ads. Following these rules will help ensure the effectiveness of your ads and give them a better quality or relevance score (which we’ll discuss later on).

Let me first go about what makes a good and bad Facebook ad

A Good Facebook Ad

If you’re wondering what a successful Facebook ad looks like, check out the example below:

speak-mandarin-facebook-ad

This ad follows the four rules of creating Facebook ads. It’s visual looks very authentic, and has the element of real students. It is relevant and offers a great value proposition. Short, simple and precise. It also has a corresponding Call to action (CTA) button (“Learn more”).

Here are the results of this ad:

good-facebook-ad-report

A Bad Facebook Ad

In contrast, here’s an example of what you shouldn’t do when creating Facebook ads:

bad facebook ad

You might be wondering what’s wrong with this one. After all, it has visual elements and interesting value proposition. But despite of this, it got fewer clicks and a lower relevance score than the first example above

Here are the results of this ad:

bad facebook ad report

The problem with this ad is that the image it used is ineffective (looked generic), lacks human element and the ad copy isn’t enticing enough to capture attention.

Remember that you need to tickle the minds of your target audience and make something interesting. People in social media are visual, so prepare a more visually enticing banner.

Let us look at the data of both ads again…

Good ad:

good ad

Bad ad:

bad ad

“Good ad” got 2,974 clicks, audience reach of 106,717 and a Cost Per Click of only $0.23. “Bad ad”, on the other hand, got only 14 clicks, reach of 2,412 and a CPC of $1.43.  The data speaks for itself.

Facebook Relevance Score

There is a Facebook metric that you can refer to if you want to know if you have a bad or a good ad. It’s called the relevance score. The relevance score basically tells you how relevant your ads are and how your audience react to them in the form of negative and positive feedback. The highest score is 10 while the lowest is 1. Negative and positive feedback is rated as low, medium, or high.

relevance score

The relevance score is calculated according to the positive and negative feedback your ads receive. The more positive feedback you get, the higher your ads’ relevance score will be.

The Benefits of Having High Relevance Score

A high relevance score improves the chances of your ads being shown to your target audience. Aside from giving you more exposure, it also offers the following benefits:

1. Show more of your ads for less money (Less Cost Per Click -CPC)

Good ad:  High Facebook Relevance Score benefiting from lower Cost per click

good cpc

Bad ad:  Low Facebook Relevance Score rendering high Cost per click

bad cpc

2. Get better response from your audience in the form of more clicks and conversions
3. Learn how to create better and more optimized ads

How to Improve Your Ads’ Relevance Score

To achieve a higher relevance score, here’s what you should do:

1. Create ads relevant to your customers.

2. Use relevant and compelling banner or images to support your ad copies.

3. Rotate your ads on a frequent basis so your audience will see something fresh from time to time.

4. Create different ads and test them to see what works and what doesn’t.

As a Facebook advertiser, it’s very important that you pay attention to your ads’ relevance score. Otherwise, you’re just wasting your time and money.

Rules you must know and follow when creating Facebook ads

1. It should be visual
Ads should be visually stimulating to attract the attention of your audience, especially in an ever-changing news feed. Also, visual content tend to get better treatment from Facebook’s algorithm.

Take the “good ad” example discussed above. It has an authentic and appealing visual, which helps drive the point of the ad home. Also, the text is of the right length (not too long and not too short) and it jives well with the overall message of the ad, which is to entice people into learning Mandarin.

The “bad ad,” on the other hand, is an example of poor visual choice. The image selected by the advertiser (the picture of a cityscape) has nothing to do with learning Indonesian. As you can see from the results, the ad performed poorly because the image doesn’t support what the ad is trying to achieve.

2. It should be relevant
Relevance is key to the success of your ads. You must ensure that you’re sending the right message to the right people to get the results you’re expecting. Also, all of the elements of the ad should be relevant and related to each other.

LIke in the case of “good ad,” if you’re trying to attract more students, you must target people who are interested in learning Mandarin or at least, in Chinese culture. There’s no point in targeting people who are already fluent in Mandarin.

To ensure that you’re sending the right message to the right people, you should take the time to get to know your target audience better. Conduct tests to determine demographics, their likes and dislikes, and their Facebook and browsing habits among other things. By having access to these pieces of information, you’ll know exactly who to target and what message to send them.

3. It should have an enticing value proposition
Basically it is something like “Why should I click your ad” or “why should I care”. A value proposition tells your audience that you have something that they need, may that be a solution or a product. It should highlight what you can offer to people.

In the good ad above, the ad’s value proposition is to help you learn Mandarin in 10 days without having to spend lots of money on private tuition. The bad ad’s value proposition, meanwhile, is to help you start speaking Indonesian within 20 hours.

While both ads have their own value propositions, the good ad’s offer is clearly the winner here because it is more specific, direct, and forceful.

4. It should have a clear call-to-action
A call-to-action or CTA tells your audience what they should do to avail themselves of what you’re offering. If your ads don’t have a CTA, it’s very likely that they won’t click on your ads, no matter how well-designed they might be.

This is an area where the bad ad clearly fails. Unlike the good ad, it doesn’t have a CTA. As a result, it has low conversion rates because the audience didn’t know what to do with the ad after viewing it.
For less expensive and better-performing Facebook ads, always make sure that your ads are relevant and visually appealing so you can generate interest and attract the attention of your target audience. They must send the right message to the right people, too. If your targeting is not specific enough, you should narrow your audience according to a number of factors such as age, interests, or location.

Online marketing experts cannot stress this enough, but it’s important that you learn from your previous campaigns. Test different variations of your ads so you’ll know what works with a specific group of your audience and what doesn’t.

And finally, be patient and persistent. Success doesn’t happen overnight. But with patience and with the right strategies, you can improve not only the relevance score of your FB ads, but the overall performance of your online marketing efforts, as well.