Yesterday, Facebook announced what will become a vital feature to their Ads platform: the Relevancy Score.
As AdvertisingAge reports, “Facebook starts telling brands how relevant their ads are.” This new tool will be crucial for anyone getting into the pay-to-play space on Facebook. Relevancy Score depends on how the targeted audience reacts to the ad in question, meaning that the advertiser can then tweak it if it is deemed irrelevant. In turn, that will improve the ad performance and bring down overall advertisement costs.
The Relevancy Score
The score will range from 1 to 10, with 10 indicating the best results. It will depend on whether targeted users interact with the ad positively by commenting, sharing, liking, etc. or negatively by reporting it as spam, hiding it or unliking. After the ad is served 500 times, the targeted users’ reactions are assessed and a Relevancy Score is displayed for the advertiser to tweak. The score will be updated every 500 times the ad is served.
Clearly, this move is beneficial to every stakeholder on Facebook. As ads are tweaked to appeal to more relevant audiences, users will see ads that appeal to them more and have more room in their newsfeed for their friends and family. Brands and advertisers will save on costs and only reach the people who they actually want to target, which will get them better results and ultimately improve ROI. And, of course, Facebook benefits as big stakeholder groups are more satisfied.
- Facebook will score an ad’s relevance on a scale from 1 to 10, with 10 meaning the ad is highly relevant to its target audience
- Facebook determines an ad’s relevance by measuring how positively or negatively its target audience may respond to it
- Positive measurements include video views, shares and clicks, and negative measurements include the number of times people click to hide an ad or report it as spam
Over To You
What do you think? How will Relevancy Scores effect your ads?